DIGITAL MARKETING
Digital Marketing Campaign Analysis in Vietnam
YoMost YoLove
Valentine campaign 2014
Campaign background
Company background Famous brand in Vietnam in the category
of beverage for the youth Beloved brand with large market share Brand communication idea: Live life to the
fullest Spotlight: create the concept of “The very
YoMost feeling” among the youth Competitive background More and more alternative competitors in
the beverage category The youth are surrounded by many brands
& their campaigns Brands try to attract the youth through
digital channels with integrated plans
Challenge: An out-standing for the youth in the season of
love
Striving for inspiring the
youth to live life to the
fullest on Valentine Day
2014, YoMost has brought
Augmented Reality Application named
YoLove which helps
convey love messages.
Campaign objectives
Goal
Strengthen the YoTime digital campaign
No. Objectives Channel KPI
1 Increase targeted traffic to YoTime official
website:
http://www.yotime.com.vn/yolove
Website New visitors
2 Expand YoMost digital world to mobile
land Smartphone
application Download turns
3 Strengthen the link between YoMost and
teens, remind target audiences about the
vital role of YoMost in inspiring them to live
life to the fullest.
Research >50%
Target audiences Who are they? Vietnamese teens (13-19 ages)
What they say? “It’s time for me to confess to the one I love in my special
way.”
Key characteristics
Curious about new things
They are young and dynamic in modern digital world
State of mind
Enjoy expressing their feelings towards the one they like and love to
declare that confession but lack of inspiration
Strive to enjoy life to the fullest in their own distinctive ways
Dare to explore and experience new exciting things in life, dare to dream
and pursuit their passions
YoLove using behavior: Knows all about YoLove campaign from digital
media (viral clip, website, fanpage, ads,…)
Why they would use YoLove?
It’s their representative which reflects their young spirit & their bravery in
love
In this special season of the year (new year & valentine day), they have
motivation to do something special & different.
Easy to use and attractive application with modern digital tools
Core insight
Brand consumer insight “I understand that “you only live once” as well as the
precious youth time comes just once in the lifetime. I
want to live and enjoy my youth life to the fullest BUT I
lack the inspiration to make something of it. I need
something to inspire me make the most of my life.”
YoLove campaign consumer insight “As a youngster who always tries to live life to the
fullest, I want to express my feelings towards the one I
like as well. BUT I lack the inspiration, the context to
push me do it. I need some chance, some occasion
that helps me to do something extraordinary.”
Strategy
Development digital platform and making it the ultimate source of inspiration for the
youth in Vietnam for years to come.
Come up with big idea that exciting and trendy enough to attract the attention of
the youth
Build numerous activation activities in a
huge platform through main digital channels of the youth to expose them to
the brand
Executing digital campaign with an integrated marketing plan to maximize the
effectiveness
Strategy •Strengthen the YoTime long-term digital campaign Business Opportunity
• Vietnamese teens (13-19 ages) Target Audience
•“As a youngster who always tries to live life to the fullest, I want to express my feelings towards the one I like as well. BUT I lack the inspiration, the context to push me do it. I need some chance, some occasion that helps me in this case.”
Insight
•Inspire teens to express their love by YoLove tools which supports YoMost communication idea “Live life to the fullest”
Desired behavior change
•By YoLove mobile application, teens can design & create their own e-cards to convey their love to the other half.
Campaign Idea
Trigger Action – Love confession Let love thrive
Buy products
Viral clip “Phut yeu dau –
YoMost Valentine 2014”
Using application to create love
e-card
Mobile application
Together they have a chance to win
valuable prizes which will honor their love
Social media & website
Consumer journey
Concept
YoLove
As a youngster who is
always living life to the
fullest, it’s time to
confess your love in
your own ways.
Deployment plan
Reaching out to the youth in an attractive & integrated way
Trigger
Message: Do you feel the same awkwardness in love?
Key hook: Viral clip “Phut yeu dau – YoMost Valentine 2014”
Action
Message: Here’s your secret weapon from YoMost
Key hook: Mobile app
Amplification
Message: Let love thrive
Key hook: integrated execution in digital platform
Deployment plan
Phase 1: Trigger Key message: Do you feel the same awkwardness in love? Key hook: Viral clip “Phut yeu dau – YoMost Valentine 2014” Released on 7th Jan, 2014, “Phut yeu dau”, with YoMost familiar theme music & romantic plots, has made it way to TA’s hearts. Plot: 2 young peoples ran across in a cafeteria. They both endure “love at first sight” heartsick but afraid to express their love. At the end, like thousands of romantic happy-endings, they have made their way together with the support of secret weapon from YoMost (E-card & application)
Deployment plan
Phase 2: Action
Message: Here’s your secret
weapon from YoMost
Key hook: Mobile app
Issued in Appstore & Google
Play store, the application
allows users to design &
create e-card with vivid
effects.
Deployment plan
Phase 3: Amplification
Message: Let love thrive
Key hook: Integrated execution in digital platform
Mobile
application
Website
Online PR
Online video
Social media
Web banner
Deployment plan
Uploads for sharing:
Campaign MV
TVC
Deployment plan
Facebook Fanpage to involve
more and more youngsters to the
campaign
Spotlight:
Updating news & events
Well – designed content
exclusively for the youth
Regular mini games for
maintenance
Online consultation with
celebs on Fanpage on
February, 14th
Deployment plan
Yomostagram for keeping touch and
sharing moments together with the YoTime
& YoLove
Well – designed photos with insightful
quotes to encourage youngster to
download and sharing
Deployment plan
Yomost account on Zing
to attract more and more
youngster, keep tract
and optimize the overall
campaign
The outcome
Involve more than 500,000 youngsters to the campaign
The teaser campaign, popular among Vietnamese teens, clocked
42,000 web visits during the 2-week period.
The launch campaign registered more than 100,971 hits within the
first 10 days of launch. To date, close to 250,000 hits have been
recorded.
Attract more than 250,000 views on Youtube for the MV campaign &
100,000 downloads for the application
30% increase in sales in 6 weeks.
Brand awareness: 100% brand awareness was reported (TV ad, Print
ad recall) and of course the website supported by strong number of
hits shown.
Key learnings
Choose the right channels
to reach target consumers
with appropriate activities
Come up with great big idea
and execute it with an
integrated marketing plan to
optimize the performance
Think creatively and
excitingly
Talk to the consumer with
consumer’s language – a
youthful and cheerful style
Phương Vi Nghi Nghi
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