Digital Marketing

1. DIGITAL MARKETING

2. Digital Marketing Campaign Analysis in Vietnam
YoMost
YoLove
Valentine
campaign 2014

3. 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.

4. 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
Smartphone
application
Download turns
Research
>50%
2
Expand YoMost digital world to mobile
land
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.

5. 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

6. 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.”

7. 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

8. Strategy
Business Opportunity
Target Audience
•Strengthen the YoTime long-term digital campaign
• Vietnamese teens (13-19 ages)
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 in this case.”
Desired behavior change
•Inspire teens to express their love by YoLove tools which supports
YoMost communication idea “Live life to the fullest”
Campaign Idea
Trigger
Consumer
journey
•By YoLove mobile application, teens can design & create their
own e-cards to convey their love to the other half.
Action – Love confession
Let love thrive
Buy products
Using application
to create love
e-card
Together they have a
chance to win
valuable prizes which
will honor their love
Viral clip “Phut
yeu dau –
YoMost Valentine
2014”
Mobile application
Social media &
website

9. Concept
YoLove
As a youngster who is
always living life to the
fullest, it’s time to
confess your love in
your own ways.

10. Deployment plan
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
Reaching out to the youth in an attractive & integrated way

11. 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)

12. 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.

13. Deployment plan
Phase 3: Amplification
Message: Let love thrive
Key hook: Integrated execution in digital platform
Mobile
application
Web
banner
Website
Social
media
Online PR
Online
video

14. Deployment plan
Uploads for sharing:
 Campaign MV
 TVC

15. 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

16. 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

17. Deployment plan
Yomost account on Zing
to attract more and more
youngster, keep tract
and optimize the overall
campaign

18. 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.

19. 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

20. Phương Vi
Nghi Nghi