Prepared by OhYeah Communications
WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult
THE QUESTIONS
WHO who we are going to talk to
WHAT what we want them to remember, what we are going to say to them
WHY why we need to communicate to help and what is the communication task
HOW how we are going to measure our success
WHEN when we are going to communicate with our target
WHERE where we are going to communicate with our target
THE QUESTIONS
WHO who we are going to talk to
WHAT what we want them to remember, what we are going to say to them
WHY why we need to communicate to help and what is the communication task
HOW how we are going to measure our success
WHEN when we are going to communicate with our target
WHERE where we are going to communicate with our target
CONSUMERS CONCERNS: CONTRACEPTION METHODS
Using condom is the first choice for contraception among target audience
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: REASON TO USE CONDOM
Ease to use is the reason people prefer to use condom
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE
Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS
Reason to choose using condom between material status difference but target to contraception, ease to use
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM
Beside the benefits, consumers are feeling not comfortable by using the condom
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: PREFERABLE BRAND
Durex & OK have the high preferable by consumers
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Thin condom is the one target audience looking for
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Thin condom is the one target audience looking for
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND
12
10
8
6
4
2
Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online
0
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE
Durex & OK are 02 brands that have the high search volume in market share
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
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10
8
6
4
2
Dot condom & woman condom are the function that audience looking for
0
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
Among 80% women in reproductive age, we have are 12% using contraception pill
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY BRAND
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10
8
6
4
2
New choice is the Brand preferable among target audience
0
Source: Google Search, 2013
CATEGORY CONVENTIONS: ADVERTISING INFORMATION
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10
8
6
4
2
Durex & Sagemi have the most advertising information online
0
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE
Durex (39%) & Sagami (26%) have the most advertising information online
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
12
10
8
6
4
2
Spikes Condom & Zodiac Condom have the most advertising information online
0
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
12
10
8
6
4
2
No Smell Condom & Mint Smell Condom have the most advertising information online
0
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL
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10
8
6
4
2
HCMC have the need consume condom highest compare with other region
0
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Hanoi is the place that sell condom online highest
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
12
10
8
6
4
2
Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
0
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013
WHAT COMMUNICATION SHOULD DO
COMMUNICATI ON OBJECTIVES
MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM KNOW
MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM EXCITED
THE QUESTIONS
WHO who we are going to talk to
WHAT what we want them to remember, what we are going to say to them
WHY why we need to communicate to help and what is the communication task
HOW how we are going to measure our success
WHEN when we are going to communicate with our target
WHERE where we are going to communicate with our target
THE TARGETING STRATEGY
MAKE THEM KNOW AND EXCITED TO TRY
MALE 15 YO AND ABOVE ABC CLASS
ONLINE ACTIVIES OF TARGET AUDIENCE
Online information gathering and online entertainment are the main activities of audience on internet
Source: Cimigo Netcitizens, 2012
ONLINE ATTITUDES OF TARGET AUDIENCE
Internet is the important source for audience and help them to find out new products & brands
Source: Cimigo Netcitizens, 2012
METRO ONLINE COMMUNICATION TRENDS
Visiting social network is increasing over the time
Source: Cimigo Netcitizens, 2012
ONLINE CONSUMERS ARE NETWORKED & SOCIAL
Facebook is the preferable social network
Source: Cimigo Netcitizens, 2012
THE QUESTIONS
WHO who we are going to talk to
WHAT what we want them to remember, what we are going to say to them
WHY why we need to communicate to help and what is the communication task
HOW how we are going to measure our success
WHEN when we are going to communicate with our target
WHERE where we are going to communicate with our target
THE BIG IDEA
EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE
THE BIG IDEA
BUT SOMETIME WE CANNOT CONTROL OUR LIFE
THE BIG IDEA
WE MAKE A MISTAKE AND A LOF OF MISTAKES
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THESE MISTAKES WILL RUIN YOU LIFE
THE BIG IDEA
DON’L LET THE PAST MISTAKES RUIN THE FUTURE OF YOUR LIFE & YOUR DREAM
THE BIG IDEA
YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE
THE BIG IDEA
LET US ALONG TO BRING UP A GOOD FUTURE LIFE
THE BIG IDEA
CULTURAL TRENDS People always dream about a good life
GOLDEN CHOICE PRODUCTS Golden Choice provide the full solutions to protect people from the risks to keep the life safety
CATEGORY CONVENTIONS Golden Choice provide the wide range of product to any needs
YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE
CONSUMER CONCERNS Vietnamese consumers are becoming savvy and smarter over time
THE STRATEGY
FROM
THE STRATREGY
TO
I can feel free and joyment with my prtner that not ruin my life in the future
Communicate Golden Choice as the answer of “if only there is an easy way to keep your dream and not ruin your future life”
Everybody always have the dream and wish to have a good life, but sometime we often make mistakes
Use Golden Choice products keep my future not to be ruined
Engage in wishful thinking “if only I can feel free and joyful with my partner”
INSIGHT “If only there is an easy way to protect me and my partner, if only …”
SINGLE MINDED PROPOSITIONS
ROCK CONDOM
OK CONDOM
WHAT IF I CAN FEEL FREE AND JOYMENT WITH MY PARTNER THAT NOT RUIN MY LIFE IN THE FUTURE
NEW CHOICE CONTRA CEPTION PILL
THE QUESTIONS
WHO who we are going to talk to
WHAT what we want them to remember, what we are going to say to them
WHY why we need to communicate to help and what is the communication task
HOW how we are going to measure our success
WHEN when we are going to communicate with our target
WHERE where we are going to communicate with our target
COMMUNICATION TIMELINE
TEASER 02 WEEKS
LAUNCH 01 WEEK
REVIEW 01 WEEK
AMPLIFICATION 08 WEEKS
YOUTUBE CHANNEL
P L A T F O R M
FACEBOOK FANPAGE
TEASER CLIP
“YOUR LIFE, YOUR DREAM” CLIPS
I
I
A C T V T
I
E S
“TALK ABOUT THE FUTURE LIFE” GAME
C H A N N E L S
FORUM
J
I
Keep the conversation about the dream & life
Build up the engagement about not make mistakes to have a good future life
Raise awareness about dream & life
O B E C T V E
Viral the video clips
Official launch the campaign
Introduce the Golden Choice products
Push up the conversation about keep the life apart with mistakes
“TALK ABOUT YOUR FUTURE LIFE” GAME
WHAT IF
visit
the People will application, then view the video before clips attending the game
During the time join the game, it’s automatic share to their Facebook Wall
After complete the game, people will receive a lucky code to have chance to win lucky gifts
Then they need to submit an photo show of the thinking about future and an testimonial about the dream life
After that, they need to invite 10 person to join JOIN THE GAME: the game “Talk about your future life”
GIFT REDEEM: Each week, Golden Choice will announce the winner for lucky gifts
SHARE & SPREAD Facebook Sharing “Ann just visited the “Your dream, your life” and have chance to receive lucky gifts”
“TALK ABOUT YOUR FUTURE LIFE” GAME
PRIZES
10 TOUR VOUCHERS FOR COUPLE
100 DINNER VOUCHERS @ FIVE STARS HOTEL
100 BOOKS ABOUT HOW TO PLANNING YOUR LIFE
EVERY 02 VOUCHERS PER WEEK
EVERY 10 VOUCHERS PER WEEK
EVERY 10 BOOKS PER WEEK
GRAND PRIZES
LUCKY PRIZES
LUCKY GIFTS
THE QUESTIONS
WHO who we are going to talk to
WHAT what we want them to remember, what we are going to say to them
WHY why we need to communicate to help and what is the communication task
HOW how we are going to measure our success
WHEN when we are going to communicate with our target
WHERE where we are going to communicate with our target
MASTER PLAN
CONTENT STRATEGY
For Facebook Fanpage, we will have 05 posts per day For Facebook Ads & Google Adwords will run 02 months from week 03 to week 10
VIRAL CLIPS
The clip about the 02 old people meet together by chance on a train.
The clip about the woman with the careful make her a happiness life
The clip about the man life with a lot of mistakes make him have a poor performance in current life
By the end of the trip, they say goodbye and feel sorry about the past, what if we do the right thing in the past now we did have a happy ending.
During the trip they remember the young age when they are the lover with a lot of joyful
CLIP 01
CLIP 02
CLIP 03
CLIP 04
ALWAYS ENDING WITH THE SLOGAN “YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE”
YOUTUBE CHANNEL
OBJECTIVE:
•
Use to Viral video
CONTENT:
•
•
•
•
Product TVC Product Review Viral Clips Clips about Dream & Life
SAMPLE
FACEBOOK FANPAGE
OBJECTIVE:
•
Use to viral the clips
CONTENT:
•
•
•
•
Product TVC Technical explanation Product Review Viral Clips
SAMPLE
FACEBOOK APPLICATION
FACEBOOK APPLICATION
FACEBOOK INFLUENCERS
OBJECTIVE:
•
Use to build awareness about the campaign
CONTENT:
•
•
•
Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage
FREQUENCY:
•
Average 01 post / 02 weeks
•
•
•
•
INFLUENCERS: • Macy Pine Dưa Leo Duy Khánh Helly Tống Ribi Sachi
FACEBOOK BIG FANPAGE
OBJECTIVE:
•
Use to build awareness about the Campaign
CONTENT:
•
•
•
Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage
FREQUENCY:
•
Average 01 post / 02 weeks
CHANNELS:
•
•
•
•
•
Hãy nói những lời yêu thương Đẹp+ Nhịp sống trẻ Café Cười Thông điệp yêu thương
FACEBOOK ADVERTISING
OBJECTIVE:
•
•
Use to build awareness about the campaign Use to increase the number of fans
CONTENT:
•
•
•
Ask to join the FB Fanpage Ask to play the game Introduce the products
FREQUENCY:
•
02 months for Facebook Ads
YOUTH FORUMS
OBJECTIVE:
•
Use to build awareness about the campaign
CONTENT:
•
•
•
Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage
FREQUENCY:
•
Every 02 weeks / 01 topic
CHANNELS:
Uhm.vn 360kpop.com Chiplove.biz Rap.vn Hihihehe.com
Pro9x.com Trasua.vn 9xvn.vn Beat.vn Viethiphop.co m
Kenhsinhvien.n et Sinhvienit.net Ngoinhachung. net Svkt4rum.com Bka.vn
GOOGLE ADWORDS
OBJECTIVE:
•
Target to audience who having a need of finding contraception products CONTENT:
•
Product Advertising
FREQUENCY:
•
02 months Google Adwords
CHANNEL:
•
Google Adwords
