Proposal Digital Marketing Cosy

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Proposal Digital Marketing Cosy campaign objectives: Raise awareness of total Cosy brands, especially Cosy Marie Coconut; Make Cosy a nationwide brand by the diversity in sub-categories for everyone; Increase engagement of Target Audience with Cosy on social platforms.

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Nội dung Text: Proposal Digital Marketing Cosy

DIGITAL PROPOSAl Date: July 2021 Prepared by: Group 6
TABLE OF CONTENTS ❖ Brief Recap ❖ Campaign Objectives ❖ Target Audience portrait ❖ Deliverables
| Brief Recap | Cosy Marie Cosy Marie Coconut The market leader in total biscuits category. Cosy Fruit Cosy Wafer Jam
| Brief Recap | DIGITAL CAMPAIGN • Budget: 1 billion VND • Campaign duration: From 6 to 8 weeks • Scale: Nationwide • Flatform: Facebook, Google Ads, landing page,…
Deliverables Make Cosy a nationwide brand by Raise awareness of total Cosy Increase engagement of Target Objective the diversity in-sub-categories for brand, especially Marie Coconut Audience with Cosy in digital everyone Mini challenge: 21 days with Write funny stories about Cosy’s Bumper ads, banner ads Key hook family family - Take photos about the - Tell a story about the new - Video ads: the animation & Supporting-Tactics moments they’re with family born baby Coconut re-used TVC - Inﬂuencers engagement - Stickers based on the story - Photos about Marie Coconut - Facebook: fanpage Cosy VN - Facebook, Ins: ﬁctional - Youtube, GDN - Youtube: inﬂuencer’s characters (Thỏ 7 màu, Én,…) Channels channels - Titok: inﬂuencer - Youtube: Animation Studio - Zalo: Stickers - Funny stories is the good way - In the quarantine time, we to reach customers - Youtube is the popular social Rationale have much time for family which we didn’t have before - Stickers is very useful when you want to express your media platform in Viet Nam thinks by the other way Budget 400 millions 400 millions 200 millions
Objectives Marketing objectives Campaign objectives 40% Coconut • Raise awareness of total Cosy brands, • Increase engagement of Target Audience with Cosy especially Cosy Marie Coconut on social platforms • Make Cosy a nationwide brand by the diversity in • Increase searches about Cosy on social platforms sub-categories for everyone
Target Audience Portrait Demography Behavior Psychology • Millennials (Age Range: 25-35) • Snacking on social media contents. • Value work-life balance, and their • Working from home or oﬃce worker • Play sports, do yoga, zen... mental health • Income: Upper 10 millions vnd/month • Tend to multitask • Want to be seen as a good player at • Digital savvy • Snack in workplace with colleagues. work and a good member at home • Trust real experience review from KOL, friends Preferred Channels ● Look up for workout exercises, relaxing videos. Videos sharing life tips, tutorial articles ● Follow channels about lifestyle: home decoration, Entertainment page: Hóng hớt Showbiz Mostly use to communicate with family, update personal stuff.
TARGET AUDIENCE PORTRAIT LIFESTYLE STRUGGLE They want to learn new things. They love interactive activities such as Work-life balance is highly considered contests, interactive games. as a crucial point when ﬁnding a job. 97% Millennials get stressed and tired with balancing work-life. They value ﬁnancial independence. Mostly in active mode for work and crave for me-time and family time. PROVE INFLUENCING They like to show that their work-life is well balance. Therefore, they increase They trust real experience from endorphins by playing sports in order to friends, family or KOLs in the ﬁelds of health care, nutrition, stay healthy and stress-free. psychology.
TARGET AUDIENCE PORTRAIT Sharing their thoughts of family issues, personal problems, and ways to get healthy, etc on social media. Build good relationships with colleagues, subordinates, and superiors as it’s good for their working environment, and future promotion. They’re trying to build up my relationships with their family even though sometimes they do snap out. DESIRE
PAST CAMPAIGNS 2019 2020 Tiếp năng lượng, trọn khoảnh khắc Trọn vị từng khoảnh khắc Key take-out: Cosy focuses on creating and sharing fulﬁlling moment with audiences through common situations.
THE PROBLEM DIG DEEPER I want build good relationships Work-life balancing sometimes with my colleagues and my stresses me. family members. DRIVE I cannot control my feelings when things get BARRIER Dealing with work, overloaded. and family obligation sometimes stresses me out. I can’t think clearly before speaking. Then I just want to snap out. When things build up, I need to control my emotion to think clearly, and not to INSIGHT snap out in order not to ruin good moments with people around me.
BIG IDEA Ngọt vị bùi tai, trọn tình vẹn ý Inspired by the proverb "Courtesy costs nothing", this idea wants to convey the message that words need to be carefully thought out before they are uttered to avoid making a mistake and worsening relationships with people around. The sweetness of Cosy will bring the sweetness of Idea spoken words and reach the ears of the listener in the most satisfactory way.
BRAND ROLE - Functional Cosy Biscuit with harmonious sweetness and variety of ﬂavors: include many traditional and modern Packaging are diverse from Sugar in biscuits can boost mood. ﬂavors, such as Strawberry, Pineapple, convenient to luxurious, suitable for Double the amount of milk, no Orange, each occasion of the year chemical sugar and not too sweet Chocolate,... Savour Packaging Nutrition Suitable as a gift and for everyone to Suitable for each occasion of the year, share, enjoy, and share the sweetness suitable as gifts to express gratitude, Boost energy, nutrients bring joy to enjoy with each other connect relationships from family, together friends, partners
BRAND ROLE - Emotional The Connector Maintain strong relationships Target The relationships Create a perfect moment together with Audiences sweet and respectful words for each around them other Purpose For the Target Audiences: Say nice words to loved ones as a way to show respect for the relationship For the brand itself: Gain insight and accompany Target Audiences to help them dispel their anger and maintain their relationships by uttering sweet words like Cosy biscuits.
ĐẬM VỊ DỪA, VỪA LÒNG NHAU What ➢ Organize a contest where players re-enact the situations in the viral clip, but with a softer, more harmonious ending to maintain that relationship. ➢ Composing Viral songs to put in the intro and outro of the contest clips ➢ To launch Cosy Coconut Flavor Why ➢ Attract people to interact with the contest ➢ Raise awareness, catch attention of target publics and drive them to view the full clip and join in further activity.
HOW IT WORKS ĐẬM VỊ DỪA, VỪA LÒNG NHAU ➢ The brand takes on the challenge of recreating situations from viral clips with a nicer, softer ending to help maintain relationships. Each clip must include the song of Cosy Coconut ﬂavor in intro and outro. Once completed, the video will be shared on tiktok. Good, impressive clips that attract a lot of interaction will receive gifts from Cosy. ➢ In addition, content related to Cosy Coconut ﬂavor was also posted during the campaign period. Supporting Channels ➢ KOL/ Inﬂuencers will re-enact the situation to attract people to participate and create viral ➢ Social: PR Content on paid media channels (Kenh14, Zing.vn, Đẹp Magazine, yeah1, baotuoitre), on social media channels followed by youth and TAs (Insight mất lòng, Phở, Bà dì Nulo, Yeah1 TV, Welax TV,...)