WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult. DIGITAL MARKETING PLAN Prepared by OhYeah Communications

Transcription

1 WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult DIGITAL MARKETING PLAN Prepared by OhYeah Communications

2 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success

3 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success

4 CONSUMERS CONCERNS: CONTRACEPTION METHODS Using condom is the first choice for contraception among target audience Source: Vinaresearch, 06/06/2013

5 CONSUMERS CONCERNS: REASON TO USE CONDOM Ease to use is the reason people prefer to use condom Source: Vinaresearch, 06/06/2013

6 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

7 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

8 CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM Beside the benefits, consumers are feeling not comfortable by using the condom Source: Vinaresearch, 06/06/2013

9 CONSUMERS CONCERNS: PREFERABLE BRAND Durex & OK have the high preferable by consumers Source: Vinaresearch, 06/06/2013

10 CONSUMERS CONCERNS: PREFERABLE FUNCTIONS Thin condom is the one target audience looking for Source: Vinaresearch, 06/06/2013

11 CONSUMERS CONCERNS: PREFERABLE FUNCTIONS Thin condom is the one target audience looking for Source: Vinaresearch, 06/06/2013

12 CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND , , Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number One Viva Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online Source: Google Search, 2013

13 CONSUMERS NEED: SEARCH VOLUME BY MARKET SHARE 22% 4% 7% 4% 5% 50% Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman Durex & OK are 02 brands that have the high search volume in market share Source: Google Search, 2013

14 CONSUMERS NEED: SEARCH VOLUME BY FUNCTION 4,000 3,500 3,000 2,900 3,600 3% 1% 0% bao cao su gai 2,500 2,000 1,500 1, bao cao su gai 590 bao cao su 12 con giáp bao cao su nữ 260 bao cao su bi bao cao su mỏng Bao cao du dày 48% 8% 39% bao cao su 12 con giáp bao cao su nữ bao cao su bi bao cao su mỏng Dot condom & woman condom are the function that audience looking for Source: Google Search, 2013

15 CONSUMERS NEED: SEARCH VOLUME BY FUNCTION 44% 11% 8% 12% 6% Đặt vòng Tránh thai cổ điển Bao cao su Dùng thuốc Cấy/dán/tiêm Among 80% women in reproductive age, we have are 12% using contraception pill Source: Google Search, 2013

16 CONSUMERS NEED: SEARCH VOLUME BY BRAND % 10% Thuốc tránh thai cấp tốc Viên tránh thai hằng ngày New choice is the Brand preferable among target audience Source: Google Search, 2013

17 CATEGORY CONVENTIONS: ADVERTISING INFORMATION 3,000,000 2,680,000 2,500,000 2,000,000 1,760,000 1,500,000 1,000, , , , , , , ,000 33,900 Sagami Jex Durex True-X ROCK Innova Power Men 14,700 95, ,000 Sumo OK Herman VIP Number One 78,100 Viva Durex & Sagemi have the most advertising information online Source: Google Search, 2013

18 CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE Sagami 1% 2% 1% Jex 8% Durex 1% 2% 6% 6% 26% 7% True-X ROCK Innova Sumo OK VIP 39% Number One Viva Durex (39%) & Sagami (26%) have the most advertising information online Source: Google Search, 2013

19 CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION 3,000,000 2,850,000 2,500,000 2,000,000 1,500,000 1,000, , , , , ,000 0 BCS gai BCS 12 con giap BCS nữ BCS bi BCS mong BCS dày 32,800 Spikes Condom & Zodiac Condom have the most advertising information online Source: Google Search, 2013

20 CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION 7,000,000 6,000,000 5,700,000 6,050,000 5,000,000 4,770,000 4,000,000 3,000,000 3,220,000 2,000,000 1,720,000 1,000, ,000 0 Táo Dâu Chuối Bạc Hà Dứa Không mùi No Smell Condom & Mint Smell Condom have the most advertising information online Source: Google Search, 2013

21 CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL HCM Hanoi Da Nang Vung Tau Quang Ngai Nha Trang Hai Phong HCMC have the need consume condom highest compare with other region Source: Google Search, 2013

22 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING 3% 4% 25% 0% 3% 3% 5% 56% Hà Nội Hồ Chí Minh Đà Nẵng Cần Thơ Vũng Tàu Đà Lạt Nha Trang Hải Phòng Hanoi is the place that sell condom online highest Source: Google Search, 2013

23 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING 120, , ,000 96,800 80,000 60,000 76,900 63,600 40,000 20, ,400 13,400 21,000 1,630 2,350 26,900 10, ,450 22,600 3,060 Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine Source: Google Search, 2013

24 CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING 0% 5% 1% Yaz Tab Yasmin Gracial 14% 23% Diane 35 Drosperin 0% 2% Mercilon Lindynette 20 6% 4% Triregol Postinor 0% 1% 4% Regulon Gynera 3% 16% Marvelon Novynette 21% New Choice Love Choice Yaz Tab & Diane 35 acquires 40% advertising information on search engine Source: Google Search, 2013

25 WHAT COMMUNICATION SHOULD DO COMMUNICATION OBJECTIVES MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM KNOW MAKE THE TARGET & PEOPLE WHO CAN PAY FOR THEM EXCITED

26 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success

27 THE TARGETING STRATEGY MAKE THEM KNOW AND EXCITED TO TRY MALE 15 YO AND ABOVE ABC CLASS

28 ONLINE ACTIVIES OF TARGET AUDIENCE Online information gathering and online entertainment are the main activities of audience on internet Source: Cimigo Netcitizens, 2012

29 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

30 METRO ONLINE COMMUNICATION TRENDS Visiting social network is increasing over the time Source: Cimigo Netcitizens, 2012

31 ONLINE CONSUMERS ARE NETWORKED & SOCIAL Facebook is the preferable social network Source: Cimigo Netcitizens, 2012

32 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success

33 THE BIG IDEA EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE

34 THE BIG IDEA BUT SOMETIME WE CANNOT CONTROL OUR LIFE

35 THE BIG IDEA WE MAKE A MISTAKE AND A LOF OF MISTAKES

36 THE BIG IDEA

37 THE BIG IDEA

38 THE BIG IDEA

39 THE BIG IDEA

40 THE BIG IDEA

41 THE BIG IDEA THESE MISTAKES WILL RUIN YOU LIFE

42 THE BIG IDEA DON L LET THE PAST MISTAKES RUIN THE FUTURE OF YOUR LIFE & YOUR DREAM

43 THE BIG IDEA YOUR LIFE, YOUR DREAM LET KEEP IT SAFE

44 THE BIG IDEA LET US ALONG TO BRING UP A GOOD FUTURE LIFE

45 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

46 THE STRATEGY FROM THE STRATREGY TO Everybody always have the dream and wish to have a good life, but sometime we often make mistakes Communicate Golden Choice as the answer of if only there is an easy way to keep your dream and not ruin your future life I can feel free and joyment with my prtner that not ruin my life in the future 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 Use Golden Choice products keep my future not to be ruined

47 SINGLE MINDED PROPOSITIONS OK CONDOM WHAT IF I CAN FEEL FREE AND JOYMENT WITH MY PARTNER THAT NOT RUIN MY LIFE IN THE FUTURE ROCK CONDOM NEW CHOICE CONTRA CEPTION PILL

48 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success

49 OBJECTIVE CHANNELS ACTIVITIES PLATFORM COMMUNICATION TIMELINE TEASER 02 WEEKS LAUNCH 01 WEEK REVIEW 01 WEEK AMPLIFICATION 08 WEEKS YOUTUBE CHANNEL FACEBOOK FANPAGE TEASER CLIP YOUR LIFE, YOUR DREAM CLIPS TALK ABOUT THE FUTURE LIFE GAME FACEBOOK GOOGLE FORUM Raise awareness about dream & life Build up the engagement about not make mistakes to have a good future life Keep the conversation about the dream & life Viral the video clips Official launch the campaign Introduce the Golden Choice products Push up the conversation about keep the life apart with mistakes

50 TALK ABOUT YOUR FUTURE LIFE GAME WHAT IF People will visit the application, then view the video clips before attending the game 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 the game JOIN THE GAME: Talk about your future life After complete the game, people will receive a lucky code to have chance to win lucky gifts GIFT REDEEM: Each week, Golden Choice will announce the winner for lucky gifts During the time join the game, it s automatic share to their Facebook Wall SHARE & SPREAD Facebook Sharing Ann just visited the Your dream, your life and have chance to receive lucky gifts

51 TALK ABOUT YOUR FUTURE LIFE GAME PRIZES 10 TOUR VOUCHERS FOR COUPLE EVERY 02 VOUCHERS PER WEEK 100 DINNER FIVE STARS HOTEL EVERY 10 VOUCHERS PER WEEK 100 BOOKS ABOUT HOW TO PLANNING YOUR LIFE EVERY 10 BOOKS PER WEEK GRAND PRIZES LUCKY PRIZES LUCKY GIFTS

52 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success

53 MASTER PLAN

54 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

55 VIRAL CLIPS The clip about the 02 old people meet together by chance on a train. During the trip they remember the young age when they are the lover with a lot of joyful The clip about the man life with a lot of mistakes make him have a poor performance in current life The clip about the woman with the careful make her a happiness 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. CLIP 01 CLIP 02 CLIP 03 CLIP 04 ALWAYS ENDING WITH THE SLOGAN YOUR DREAM, YOUR LIFE LET KEEP IT SAFE

56 YOUTUBE CHANNEL SAMPLE OBJECTIVE: Use to Viral video CONTENT: Product TVC Product Review Viral Clips Clips about Dream & Life

57 FACEBOOK FANPAGE SAMPLE OBJECTIVE: Use to viral the clips CONTENT: Product TVC Technical explanation Product Review Viral Clips

58 FACEBOOK APPLICATION HOMEPAGE RULES & REGULATIONS FACEBOOK APPLICATION PLAY GAME WINNER LIST

59 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

60 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

61 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

62 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: Pro9x.com Trasua.vn 9xvn.vn Beat.vn Viethiphop.com Uhm.vn 360kpop.com Chiplove.biz Rap.vn Hihihehe.com Kenhsinhvien.net Sinhvienit.net Ngoinhachung.net Svkt4rum.com Bka.vn

63 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

64 THE QUESTIONS WHY why we need to communicate to help and what is the communication task WHO who we are going to talk to WHAT what we want them to remember, what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success

65 KEY PERFORMANCE INDICATORS Awareness Consideration Preference Purchase Retention Facebook Influencers: 200 likes / 30 comments / 01 post Facebook Big Fanpage: 200 likes / 30 comments / 01 post Facebook Ads: clicks Google Adwords: clicks 6% consideration will be join the facebook application 30% consideration will be join the facebook fanpage Facebook Application: 3000 players Facebook Fanpage: fans

66 THANKS FOR YOUR ATTENTION