Bài tập Digital

1. DIGITAL PLAN
June 1st
to August 31st
, 2015
Xiaomi

2. Outline
1. Target customer
2. Campaign objectives
3. Message
4. Strategy & tactics
5. Execution
6. Budget and KPIs

3. Primary target customer
 Young adults in big cities (HN – HCMC)
 Age: 19 - 28 years old
 Students and first – jobbers
 Income level: Class C, B, B+
 Insights: Love to party, show off; love to selfie; easy to be
influenced; easy to change.
1. Target customers

4. Secondary target customer
 Teenagers in big cities (HN – HCMC)
 Age: 15 - 18 years old
 Students
 No income, money is granted by parents
 Insights: Want to control their own life; show off; love to selfie;
addicted to celebrities; extremely easy to change.
1. Target customers

5. Time spent on the internet (Primary target)
1. Target customers

6. Social network used
1. Target customers

7. Purposes:
1. Target customers

8. Attitude toward fanpages:
1. Target customers

9. Attitude toward ads on social networks:
1. Target customers

10. 1. Target customers
 Love to spend time on the internet, especially on Facebook to keep
in touch with each other, and to get information.
 Like brands that frequently appear on social networks.
 Love to follow and interact with brand fanpages.
 Tend to believe in their friends, idols, celebrities, and people they
follow.
Customer online behavior:

11. 2. Campaign objectives
Increase brand awareness and desirability.
Push sales and increase revenues.
1
2

12. 3. Message
12
Cùng nhau thể hiện
(Show the world yourself)

13. 4. Strategy & tactics
STRATEGY
SHOW THE WORLD YOURSELF
Create desirability and encourage
purchase action
Create buzz to draw attention and
build awareness
Boost traffic to stores
Push sales
CTA message:
Stop thinking, buy it
CTA message:
Try the new awesome smart phone
CTA message:
Be our loyal fans
• Viral clips for advertisement
featuring the phone.
• “Cùng nhau thể hiện” snapshot
contest
• KOLs review the product and post
on FB, Youtube, tech websites.
• Viral clips for advertisement
featuring celebrities using the
phone in daily life.
• Celebrities post FB status about
the phone
• “Cùng nhau thể hiện” snapshot
contest
• SEO, SEM, forum seeding
• Online ads
• Integrated
communications
(coordinate with offline
activities)

14. 5. Execution
ACTION PLAN
Try us
Create desirability and encourage
purchase action
Draw attention and build
awareness
Boost traffic to stores
Push sales
Main channel: Facebook Fan page
Communicative channels: Facebook Ads, Promote, Online PR, Ads Networks, Tech sites, Influencers,
Forums, Youtube
• Viral clips,
• Snapshot contest
• Product reviews
PHASE 1 (3 WEEKS) PHASE 2 (6 WEEKS) PHASE 3 (3 WEEKS)
Buy us Be our loyal fans
• Viral clips,
• Snapshot contest
• Celebrities
• Online ads
• Integrated activities
Timeline
Objective
Content
Activity
Channel

15. 5. Execution
How the contest works

16. 5. Execution
Tech forumsTech forums InfluencersInfluencers
COMMUNITY INFLUENCE
Xiaomi Mi4
Facebook fanpageTech sites

17. 5. Execution
Influencers
Sơn Tùng MTP
Singer
Khởi My
MC - Singer
Kỳ Duyên
Miss
Vietnam
Karik
Rapper

18. 5. Execution
Sites and forums
Name Link
Vnexpress http://vnexpress.net/
Tinh tế https://www.tinhte.vn/
Techz Techz.vn
Thông tin công nghệ http://www.thongtincongnghe.com/
VN Review http://vnreview.vn/
FPT FPTshop.com.vn
Thế giới di động https://www.thegioididong.com/
Zing http://news.zing.vn/

19. 6. Budget & KPIs
Description Budget (USD)
Production 20,000
Communication 50,000
Total 70,000 USD
KPI - Facebook Fans: 20,000 new fans, 2,000
talking about this
- Impression: 15,000,000
BUDGET AND KPI (3 MONTHS)

20. 20