2. Social Media
A social instrument of communication
that enables users to create and share
content or to participate in social
networking.
A two-way street that gives audience
the ability to communicate,
INTERGRATE
SOCIAL MEDIA
What is
SOCIAL
MEDIA?
8. SOCIAL
MEDIA
campaign
Vietnam's beer market is
becoming more exciting when
there are big enough brewers
present in the media and
marketing activities, and make
them become increasingly
more frantic.
New Year event (Countdown
Party) in the past is almost
Heineken solo events
Back-
ground
Then in 2014, 2 more giants
(Sapporo, Saigon) jump into
the pool and create a “Three
Kingdoms Fight” to win
consumers’ choice.
Not being able to held
Countdown Party at Nguyen
Hue Boulevard is a major loss
for Heineken. However,
Chal-
lenge
App-
roach
HEINEKEN
Tưng bừng mùa lễ hội
This is an opportunity to evaluate the
effectiveness of the social communication
plan of each brand in a more objective way.
9. Joyfully celebrate Old-New moments with people from different
cultures, different manners, different places
BIG IDEA
Concept
Under the Master brand message ”Open your World”, Heineken wants (and has already done
through series of Countdown previously) to create a special moment of get-together
among community, leverage it into some kind of signature yearly event which closely attach
with Brand equity.
And Social Media will be the key expansion of this year 2014 by its nature to connect
people across cultures, manners, places in one festive, epic moment of new year.
10. DEPLOYMENT
Awareness Engagement Amplification
Be aware of the epic
count-down event of
Heineken
Join Heineken in the
epic count-down event
across cultures,
manners, places
Celebrate the most epic
“get-together” moment
of Heineken that
opened the world
Youtube teaser Count-down event Event reportage
Youtube virality
Forum seeding
Fanpage sharing
Live streaming
Facebook Contest to get
chance to co-perform
with top artists
Youtube virality
Forum seeding
Fanpage sharing
Objective
Key message
Key hook
Social tactics
11. CHANNEL
SPECIFIC
YOUTUBE FORUM SEEDING FANPAGE
Viral, engage a great deal
of youth to share &
influence each other
about the upcoming
event
Introductory &
triggering articles about
peak moment art event
appeared on hot, high
traffic forum & site
Green color characteristic
of premium beer brand
Heineken widely available
and is updated constantly
5,535
8,245,718
Subscribers
Average views
280,000
15,000,000Fans
Views on event live stream
Zing
me
Yan
mlog
9life
12. All 3 brand put certain effort investing in strategy on
Social Media
On Peak day of the
event is (31/12),
Heineken received
the most
interaction.
Campaign
OUTCOME
Heineken is mentioned more than Sapporo and
Saigon beer together.
13. The tops (peaks) of the chart clearly show the level of consumer interest in Heineken
brand through a series of events called the "Heineken – Tưng bừng mùa lễ hội" in 5 cities
and 31 / 12 is the highest peak of the campaign. This indicates the effectiveness of the
campaign is properly implemented as plan
Heineken
PERFORMANCE