ASSIGNMENT 10.1 – SOCIAL MEDIA
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ASSIGNMENT 10.1 – SOCIAL MEDIA
NESCAFÉCùng Trò Chuyện CAMPAIGN BACKGROUND
As a global leading instant coffee brand, NESCAFÉ was struggling to create an emotional connection with Vietnamese people who prioritize local brands. Target Audience: Male and Female aged 20-29, ABC, mostly in big cities, love to converse
Big Idea
Insight Brand RoleConversation is a crucial part of my daily life, a way I get comfortable around people and express myselfSeason conversations with great coffee taste
NESCAFÉ Cùng trò chuyệnLet’s get to know NESCAFE through conversationsLet NESCAFE be the irreplacable conductor of the daily talkNESCAFE knows you as a citizen of Vietnam
DEPLOYMENTstrategy
Start the Conversation Build awareness of conversation Build ConversationsLet’s start the conversation Everyone is conversing with NESCAFE Create your own conversation
Unbranded banners TVC Cungtrochuyen.com websiteDigital billboardWeb bannersForum seeding
Forum seedingDigital billboardWeb bannersWebsiteSocial influencerDigital billboard
Key messageKey HookKey Channel
Objective
RESULTCommentCreative idea from the root, the instictive role of coffee in people’s lifeDeep understanding of Vietnamese people to find the most effective way for NESCAFE to become apart of their lifeDaring choice of unbraded mediaAchieved both marketing and business objective
STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
OVERVIEW Based on the basic model of idea development
STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
XPLORATIONListen: Use social listening tools to learn about• User behaviors in digital • What Influencers and users say in
digital world• What are the digital paths users take Know: about your brand• How is your brand behaving in social • How is your community engagement
and growth• Is your brand voice consistent and clear
STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
IDEATIONGenerate all your raw ideas into solution for the final challenge without worrying about the quality and judging about the effectiveness Use ideates tools to create ideas (go for quantity & the wider the better):• Solo brainstorming• Reversal• Pool brainwriting• What if…..
STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
DEVELOPMENT
The development stage is purely focused around campaign formalisation. • Finalize one idea that most suit the situation (base on previous analysis + consumer insight) and develop a campaign plan• Choose, design routes, communication flow and way of approaching for each channel base on content strategy (how to use influencers)• Planning and establishing actualisation routes, communication flows and expectations• Creating key performance indicators per channel and estimating expected return per channel
STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
DEVELOPMENT
Community Manageme
nt
Social Experience
InfluencerManageme
nt
Content Activation
• How to use different forms of advertising to extend the reach
• Where to distribute content to reach users
• Use own, earned and paid media• How to amplify the program
STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
EVALUATION - optimization
The evaluation of a digital strategy is very important both in long and short term, it helps you to adjust actions on board and improve the effectiveness of future campaignShort term:• Your brand’s voice touches consumers or not ?• Content strategy build good interaction ?Long term:• Evaluating KPIs and fiscal achievement• Reviewing engagement and unexpected longer term benefits• Scoring the strategy and the benefits that it has given
STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
ACTION
Follow strictly the content strategy and guideline, on digital, crisis happen quickly so we need to follow and take action immediately To optimize our plan.
Social listening: to find out NESCAFE’s problem of not obtaining Vnmese citizenship and Vietnamese’ love for chattingBrand print: understand the brand role, the suitable image
Generate into the INITIAL IDEA of conversation website
Make the IDEA more tangible, feasibleCommunity management: Choose forums and pages to seedSocial experience: define the journey from unbranded message to raise curiosity, to mass interesting conversationsInfluencer management: Hồ Hoài Anh, Hiền ThụcContent activation: choose intersting conversation topics
Test the IDEAUtilize the advantage of Digital to test to optimize the idea. Set tangible action standard
Take action if the idea pass the standard. If not, go back to social listening.
Example: NESCAFÉ Cùng Trò Chuyện
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