Nguyễn Lê Vũ Cường e-Marketing Leader SEO/SEM Digital campaign proposal www.herapalace.vn

1. BURGER KING
DIGITAL CAMPAIGN PROPOSAL
April 22th , 2013
1

2. YOUR BRIEF
PRODUCT
•
COMMUNICATION MESSAGE
Burger King is the premium real American
BK brings the American standard to Vietnam
burger with 100% frame- grilled beef from
and affordable for Vietnamese.
Australia.
1. Premium real American burger.
2. 100% frame-grilled Australian beef.
3. Being good for health.
2

3. CURRENT COMPETITORS
3

4. ISSUE
DESIRE
VS.
A new Menu for VNese consumers.
Whopper is so expensive in customer
perception.
• Size doesn’t matter: Super Value
Menu (Range: 29,000 VND) to
The communication has not been strong
enough to show that whopper is worth
capture Middle class Customer.
• Welcome Back: Chicken
spending.
Bring those customers who are having
KFC at the moments to enjoy at Burger
King.
4

5. BURGER KING HOUSE
HAVE IT YOUR WAY
Premium Real American burger.
100% frame-grilled Australian beef.
Being good for health.
BK brings the American standard to Vietnam and affordable for Vietnamese.
5

6. TODAY AGENDA
1. Digital Objectives
2. Digital Strategy
3. Strategic Approach
4. Who They Are
5. Where’s The Story?
6. Action Plan
7. Conclusion
8. KPI & Budget
6

7. DIGITAL OBJECTIVES
Increase brand
Get trial and
Boost traffic to
awareness
drive to sales
the store
7

8. DIGITAL STRATEGY
HAVE IT YOUR WAY
Create a buzz for the launch
Communicate the benefits of Burger
Boost traffic to stores.
date of a new Burger King menu.
King Whoppers to consumers
Link to sales.
A new Menu for VNese
1.
Premium Real American burger
consumers.
2.
100% frame-grilled Australian beef.
•
Super Value Menu
3.
Being good for health.
•
Welcome Back: Chicken
CTA message:
ENJOY AT BURGER KING.
CTA message:
GET TRIAL
Link to sales
CTA message:
BE OUR FANS
BK brings the American standard to Vietnam and affordable for Vietnamese.
8

9. 03. STRATEGIC APPROACH
9

10. Through conversations, we help brand create a bond
with their consumers.
Two things power good conversations for brand.
Content
Connections
Great
conversations
10

11. Every good
conversation starts
with
good listening.
11

12. •
Listening : gain insights from target users.
•
Diversified Content Talent : Take on any conversation users might want
to have.
•
Creativity: Create any type of conversation users want to talk about.
•
Individual Connections: connect with key voices, influencial profilers,
and celebrities; spread word of mouth about brand.
•
Channel Connections: leverage all the possible tools and resources of
that channel to support our conversation.
•
Strategic Plannning: use of the connections keep conversations
interesting, new and connected.
12

13. 04. WHO THEY ARE
Target Audiences
13

14. Urban young adults, from
18-25, students or first
jobbers, SEC AB
They love to update
everything on social
networks. Their daily
life. Their looks. Their
love. Their inner
thoughts.
Desire to have a “social
class” lifestyle
Desire to do things on
their own way.
WHO THEY ARE
They are active & want
to take part in many
activities that keep
them connected and
updated in fast moving
society.
They are eager to
discover what’s new
around their life,
freedom to show their
ego personalities and
self-assertion.
14

15. students, what do they think?
I’m truly a fan of fast-food
Show off themselves
“Most of my classmates eat fast-food at least
“I eat fast-food 4 or 5 times a week. But the price is always a
problem for a student like me. I choose cheaper meals with
the Lotteria restaurant near my university”
once a week and consider it as a snack not a main
meal. Moreover, every fast-food restaurant with
colorful decorations is also a place for us to pose
nice pictures to post on Facebook.”
Their taste was influenced by their friends
“When chatting with my friends, they always call for us to
meet together at KFC, Lotteria, Pizza Hut…and how these
fast-foods appeared romantically in some Korean dramas. I
wanted to be fashionable like my friends.
Source: http://vir.com.vn/news/en/search&q=fast%20food
15

16. first jobbers, what do they think?
Their tight time.
I used to eat KFC 2 or 3 times a week. However, I’ve gained
weight a lot recently. Now, I only eat KFC 3 times a month.”
Food quality and Traceability
KFC is for fried chicken taste.
Lotteria's most popular are hamburgers.
“I’ll go to KFC if I want to eat fried chicken and
to Lotteria for hamburgers.”
Unsafe food spreads everywhere. I want to enjoy meals
without worrying about the quality as well as traceability of
food.
Daily/Weekly Promotion
“I get attention to Pizza Hut and often buy there because it
has a promotion every Tuesday – Buy 1 Get 1.”
Source: http://vir.com.vn/news/en/search&q=fast%20food
16

17. KEY FINDINGS
Their Insights
17

18. Unlike in the U.S, in VN, it is for dispensable
Vietnamese youth loving fast food.
incomes. Most of their restaurants are in a
chic sparkling shopping mall.
They’ll make a quick decision if getting
more options about prices and
promotion.
KFC currently accounts for fried chicken,
with Lotteria accounting for the hamburger.
Eating in a prestigious fast-food
restaurant is thought to ensure food
Pose nice pictures on Facebook.
quality and traceability.
18

19. WHAT THEY DO
Their Online Behaviors

20. The decreasing trust in traditional media goes
alongside an upward trend in online media
%
80
Social network penetration
72
Across the Asia-pacific region, Vietnam has the
highest video viewing penetration: 89.8% reach of
web population*
60
38
40
20
20
0
2008
2010
2012
Vietnamese people are curious and they actively look for information themselves. Social
media serves as an expansion of WOM: People share opinions, ask questions and so they
look for their own truth, not the truth of the advertiser.
Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet
* ComScore Data Gem
20

21. 134 minutes online per day
63% of all adults has used the internet in the last 3 months. These adults go online 26
times a month and on an average day they spend 134 minutes online.
%
100
90
80
70
60
50
40
30
20
10
0
Internet penetration
84
63
80
72
47
All
M 16- F 16-24 M 25- F 25-44
adults
24
34
%
70
60
50
40
30
20
10
0
Time of day usually go online
37
23
Internet penetration is skewed towards
the young audiences
Source: 3D 2012
Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
21

22. 72% of adults has a social network
72% of online adults has a social network. On average, these people visit their social
network(s) 27 times a month.
%
Social Network penetration
100
90
80
70
60
50
40
30
20
10
0
84
72
79
68
62
All M 16-24 F 16-24 M 25-34 F 25-44
adults
Having a social network is skewed
towards the younger online adults
Source: 3D 2012
%
100
80
60
40
20
0
Social Network have a profile on
84
79 78
77 74
78
58
45
42
17
M16-24
Yahoo!
57
30
16
14
F16-24
Facebook
M25-34
ZingMe
26
13
F25-44
Google+
Amongst the older adults, Yahoo! has a definite lead over
Facebook, whereas amongst the younger adults, Yahoo!
and Facebook are almost evenly popular.
Base: 1,790 urban adults who use internet, of who 1,253 social network
22

23. COMPETITIVE ANALYSIS
23

24. COMPETITIVE ANALYSIS
BURGER KING
KFC
LOTTERIA
PIZZA HUT
Website
No
Yes
Yes
Yes
Microsite
No
No
No
No
Mobile/Tablet
Branded Online
Community
No
No
No
No
Yes
Yes
Yes
Yes
Social Media
Yes
Yes
Yes
Yes
Online PR
No
Yes
Yes
No
Banner Ads
Yes
Yes
Yes
Yes
Online Campaign
Yes
Yes
Yes
Yes
Loyalty Program
No
Yes
No
Yes
CHANNEL
24

25. 05. WHERE’S THE STORY?
25

26. THE CREATIVE RATIONALE
Vietnamese youth does
not really think of Fast
Food means Fast Life leads to eating Fast Food,
and eating it quickly.
From “Have It Your Way”,
Burger King proudly serves
the best burgers in the
business, plus a variety of
real authentic foods....all
freshly prepared....
In Vietnam, ONE MORE
OFFER, it’s in an enjoyable
way you want it.
Take those moments!
26

27. Eat Like A King
27

28. 28

29. 29

30. HOW IT WORKS
It is the Snapshot
The most style whose user gets
Spread that idea online through social
contest, where fans can
votest, the most chance user wins
media during 08 weeks, then wait for free
take photos with Burger
10 free Burger King weekly .
branding bond, pushing Burger King
King in all enjoyable ways
through word of mouth.
they like most.
30

31. USER FLOW
Step 2
• User visits to
apps from
another
channels
Step 1
• User take and
post their
photo
Step 4
• Submit photo.
Photo will be
saved in the
gallery
Step 3
• Share & Tag
friends on their
Facebook wall
• Vote others and
invite friends to
play
Step 5
31

32. WHY IT’S AWESOME
BURGER KING
1.
Emphasize the fun enjoyment at Burger King and leverage the umbrella message “Have It
Your Way”
2.
Photos are viewed more than anything else on Facebook. They go viral quickly because
when a fan posts a photo, that photo is then sent out to the news feeds of all of their
friends.
3.
For free Burger King whoppers, this is key hook and help get trial for new consumers.
32

33. WHY IT’S AWESOME
USERS
1.
For the insight & habit of Youth:
–
–
prefer the simple contest: easy to play, easy to win.
–
2.
love to pose nice photos when hanging out.
reflect who they are. American style or Burger King enjoyment style, it doesn’t matter.
Weekly Free 10 Burger King Whoppers is key hooks to trigger users for this
contest. It means they get prizes for themselves but show off and share free
Burger King with friends/family.
33

34. OUR STORYLINES
Social Communication Strategy
34

35. DIGITAL STRATEGY
EAT LIKE A KING
Create a buzz for the launch
Communicate the benefits of Burger
date of a new Burger King menu.
King Whoppers to consumers
A new Menu for VNese
1.
Premium Real American burger
consumers.
2.
100% frame-grilled Australian beef.
•
Super Value Menu
3.
Being good for health.
•
Boost traffic to stores
Welcome Back: Chicken
CTA message:
ENJOY AT BURGER KING.
CTA message:
GET TRIAL
Link to sales
CTA message:
BE OUR FANS
BK brings the American standard to Vietnam and affordable for Vietnamese.
35

36. PHASE 1
STRATEGY
EAT LIKE A KING
Create a buzz for the launch
Communicate the benefits of Burger
Boost traffic to stores
date of a new Burger King menu.
King Whoppers to consumers
Link to sales
•
VIRAL CLIP
•
“Eat Like A King” SNAP SHOT
CONTEST
•
•
INTEGRATED ACTIVITIES
CONVERSATION
•
BURGER KING RTB SOCIAL
•
BURGER FEST contest
“Eat Like A King” SNAP SHOT
CONTEST
CTA message:
ENJOY AT BURGER KING.
CTA message:
GET TRIAL
CTA message:
BE OUR FANS
BK brings the American standard to Vietnam and affordable for Vietnamese.
36

37. VIRAL CLIP
VIRAL CLIP
Message : No matter how you enjoy Burger King, let’s take those moments! Take pictures
with friends and family is part of the fun. So grab a special day! Burger King can and take a
photo. Share it online, and you could win 10 free Burger King every week.
http://www.youtube.com/watch?v=yXu7a7ZPlX0
37

38. SOCIAL CONVERSATION
Burger King Enjoyment Styles
Super Menu Value
Welcome Back Chicken
EAT LIKE A KING
38

39. PHASE 2
STRATEGY
EAT LIKE A KING
Create a buzz for the launch
Communicate the benefits of Burger
Boost traffic to stores
date of a new Burger King menu.
King Whoppers to consumers
Link to sales
•
VIRAL CLIP
•
“Eat Like A King” SNAP SHOT
CONTEST
•
•
INTEGRATED ACTIVITIES
CONVERSATION
•
BURGER KING RTB SOCIAL
•
BURGER FEST contest
“Eat Like A King” SNAP SHOT
CONTEST
CTA message:
ENJOY AT BURGER KING.
CTA message:
GET TRIAL
CTA message:
BE OUR FANS
BK brings the American standard to Vietnam and affordable for Vietnamese.
39

40. SOCIAL CONVERSATION
Eat Like A King
MEAL FIT FOR A KING
40

41. KEY CONTENT ANGLES
Premium real American burger.
100% frame-grilled Australian beef.
Being good for health.
Meal fit is from American standards AND customized for Vietnamese
How To Convert “Being Good
consumers.
For Health”?
41

42. How To Convert “Being Good For Health”?
Healthy menu
“Size Me" option
• “
Calories Checking Add-On
Order chicken instead of
hamburgers. Burger King has an
Start with a green salad and
smoothies later.
Hold the mayo. Save calories and
extensive chicken menu, including
fat that don't make a big difference
sandwiches, strips and fries.
in the flavor of your food.
42

43. PHASE 3
STRATEGY
EAT LIKE A KING
Create a buzz for the launch
Communicate the benefits of Burger
Boost traffic to stores
date of a new Burger King menu.
King Whoppers to consumers
Link to sales
•
VIRAL CLIP
•
“Eat Like A King” SNAP SHOT
CONTEST
•
•
INTEGRATED ACTIVITIES
CONVERSATION
•
BURGER KING RTB SOCIAL
•
BURGER FEST contest
“Eat Like A King” SNAP SHOT
CONTEST
CTA message:
ENJOY AT BURGER KING.
CTA message:
GET TRIAL
CTA message:
BE OUR FANS
BK brings the American standard to Vietnam and affordable for Vietnamese.
43

44. BOOST TRAFFIC TO STORE
FROM ONLINE TO OFFLINE
FAN OF THE MONTH
LUCKY
LOYALTY PROGRAM
LUCKY WHEEL
•
Visualize it by heart icon for
CUSTOMER OF
•
Buy 1 Get 1 (Happy
AT BK STORES
every like, share, comment,
THE DAY
Hour; Every Tuesday/
Use of the
Thursday; Seasonal).
unique
Collect the points for
American
questions.
•
•
Give free Burger King every
Random online
month
lucky members on
total bill and get
accessaries as
•
View of Top FB Commenter
the fan page in
rewards.
key hooks to
•
Highlight most frequent
the promotion
•
Best discount
make them go
commenter from FB.
day.
•
VIP cards.
to BK stores.
44

45. SOCIAL CONVERSATION
Eat Like A King
KING OF KINGS
45

46. BURGER FEST contest
•
What: Create a offline event called “Burger Fest” in which open to amateur and BK fans. Fans can make
their own burgers with Vietnamese flavors for free.
•
Where: Burger King stores
•
When: Every quarter
•
Why:
•
•
•
Keep existing customers and potential consumers engaged with Burger King.
Reinforce Burger King as the brand that people think of when they think about hamburgers.
How:
•
The most delicious burger will be approved by BK judges and given the officially menu of Burger
King Vietnam.
•
•
Just for BK fans only based on the total accumulated points.
Key Hook: Prize & Celebrity
46

47. WHY IT’S AWESOME
•
Customer service is our absolute priority to contribute the LOYALTY PROGRAM.
1.
We listen to consumers, make them go together with our taste “Eat Like a King” AND
encourage them to show their opinions/ego personality.
2.
For people new to Burger King, to be their voices , Burger Fest bring them experience
from online to offline experience for their own burgers.
47

48. ACTION PLAN
ACTION PLAN
48

49. ACTION PLAN
Timeline
PHASE 2 (6 WEEKS)
PHASE 3 (2 WEEKS)
Communicate the benefits of Burger
Boost traffic to stores
King Whoppers to consumers
Link to sales.
MEAL FIT FOR A KING
KING OF KINGS
PHASE 1 (2 WEEKS)
Create a buzz for the launch
Objective
date of a new Burger King
menu.
EAT LIKE A KING
Content
•
Activity
VIRAL CLIP
•
“Eat Like A King” SNAP SHOT
•
BURGER KING RTB SOCIAL
•
INTEGRATED ACTIVITIES
CONVERSATION
•
BURGER FEST contest
CONTEST
Channel
Main channel: Facebook Fan page
Communicative channels: Facebook Ads, Promote, Online PR, Ads Networks, Influencers, Forums, Youtube
Key hook
10 Free Burger King Whoppers
Promotion
Prize. Celebrities. Promotion
49

50. COMMUNITY INFLUENCE
Forums
Ambient networks
Influential
profiles
Facebook
Groups
Influential profiles are people
who have more than 1000
friends, whose profiles are
attractive for their
characteristics and get most
viewed in the field.
50

51. Always On
Share brand
information
•
•
Continual reinforcement of core brand equity
•
Facebook
Objectives
Not linked to specific events/launches/category
•
Engage with
loyal
consumers
Brand messages.
Collects contact information.
Activation
Converse &
communicate
Communicate offers, promotions.
•
Share
knowledge
and expertise
•
Provoke actions/responses tied to a particular
product or event.
•
Part of the 360 activation of an event
51

52. INFLUENCERS PROFILES
Mèo Ác
Hot blogger in entertainment
and cuisine field
Influence on teens, students,
1st jobbers, young
professional, celebs
https://www.facebook.com/
meowistoc?fref=ts
Đại Nghĩa
35 years old
https://www.facebook.co
m/nghia.dai.96
Followed by 5,789 people
Actress & Owner at a
restaurant
Hobby: Food.
Tường Vi - 4992 Friends
22 years old
https://www.facebook.com/
tuongv
Actress
Model
Active girl
Close friend with La Thăng
Band
Khởi My
23 years old
https://www.facebook.com/k
hoimy
MC & Singer
Followed by 91,354 people
Chí Thiện
25 years old
https://www.facebook.com
/TranChiThien
Followed by 20,812 people
Actor & Singer
Influential profiles are people who have more than 1000 friends, whose profiles are attractive for their
characteristics and get most viewed in the field.
52

53. FACEBOOK GROUPS
No
Name
Link
1
Địa điểm ăn uống
https://www.facebook.com/DiaDiemAnUong
2
Địa điểm ăn uống Sài Gòn
https://www.facebook.com/DiaDiemAnUong.Saigon
3
Hội ăn uống
https://www.facebook.com/Hoianuong
4
Thích ăn uống
https://www.facebook.com/incardvn
5
Giới thiệu những nơi ăn uống tốt nhất ở
Sài Gòn
https://www.facebook.com/vietfoodnew
6
Ngon mỗi ngày
https://www.facebook.com/Ngon365
7
Ẩm Thực
https://www.facebook.com/AmThucS2
8
Địa Chỉ Sài Gòn
https://www.facebook.com/DiachiSaigon
9
Hội những người thích ăn đồ nướng
https://www.facebook.com/nuong68
53

54. FORUM SEEDING
No
Name
1
Zing.vn
http://forum.zing.vn/
2
Eva
http://www.diendan.eva.vn/hoi-uong-hat-ho-f417/
Trái Tim Việt Nam Online
http://ttvnol.com/Amthuc
4
Yeah1
http://photo.yeah1.com/forumdisplay.php/35-Quan-Xa-Du-LichAm-Thuc.html
5
Truongton.net
http://truongton.net/forum/forumdisplay.php?f=195
6
Ngoinhachung.net
http://ngoinhachung.net/diendan/forum.php
7
Ẩm thực vnnavi
http://www.vnnavi.com/forum/
3
Link
54

55. 07. CONCLUSION
55

56. Come from the concept EAT LIKE A KING, distribute the content angles on different
channels to creat our CONVERSATION:
 Create WOM and let user be engaged about a new menu via “EAT LIKE A
KING” facebook snapshot contest.
 Get trial by Free Burger King as key hook in the online activities to encourage
users to taste and be our fans.
 Spread out the core benefits of BURGER KING through social conversation.
 Build up the bigger database of potential & loyal consumers to BURGER KING.
 Boost the traffic from online to offline stores.
56

57. 02
08. BUDGET & KPI
57

58. BUDGET AND KPI (2 MONTHS)
Description
Production
Communication
KPI
Total
Budget (USD)
12,000
28,000
- Facebook Fans: 20,000 new fans,
2,000 talking about this
- Impression: 15,000,000
40,000 USD
58

59. 59