3. Problem
Statement
Opportunities
Lack of brand awareness and brand identity among
the youth.
Requires a dynamic marketing campaign for the new gym
clothing line that is relevant and appealing to young people.
o Emerging gym & fitness trends among the youth (Donex 2015)
o Increasing popularity of using digital and social media as
sources of information (Openview n.d)
DONEX
4. Demographics
o Young adults (18-25 y.o)
o Low – average income, or still receive
stipends from family
o Living & working in urban areas
Psychographics
o Easily influenced by peers and celebrities
o Self-expressive, open-minded, energetic, love to
try and experience new things
o Active social media users
o Trendfollowers
TARGET MARKET
5. KEY MESSAGE
Donex encourages the youth to express their
own personality and style.
STRATEGY
⊙Utilize the power of digital marketing to
spread the message and approach potential
customers
GOAL
⊙Raise awareness about the new gym clothing lines
7. Phase 2:
Contest
“Bùng nổ cá tính cùng DONEX”
An online contest for the young to mix a set of workout clothes
from different pieces of clothing.
How to join?
1. Go on Donex website, pick ONE top & ONE bottom from the gym clothing
lines.
2. Mix those with your favorite accessories to create a gym fashion set.
(Accessories can be chosen from other brands with brand logos removed to avoid copyright issues).
3. Upload your work on Donex website, and share the link on personal
Facebook account to gain votes (1 like = 1 vote, 1 share = 2 votes)
Prizes:
o 1 winner for “Most favorite gym set“ based on Facebook votes
o 5 runner-ups selected by the campaign ambassadors.
8. Phase 2:
Contest
“Bùng nổ cá tính cùng DONEX”
Why this
contest? For target audience:
o Provide a space for the young to express their
personal style
o Offer inviting incentives and interaction with
celebrities
For DONEX:
o Reach massive audience through social media
o Increase target market’s engagement and
subscription
o Emphasize the key selling point: Donex’s gym
clothes can be easily mixed
10. Media
objectives
To have at least
2000
participants for
the contest by
the end of this
campaign
To have at least
500,000 people
view the gym
collection on the
website by the
end of this
campaign
To achieve at
least 100,000
views for the viral
video in the first
month
Viral Video: Create a short video (1-2’) with delightful & humorous tone of voice, featuring some celebrities (Hari Won, Đông Nhi, 365) sharing about their workout experience
Feature articles: have PR articles about the viral video published on some popular online magazine (kenh14.vn, tiin.vn, yan.vn).
Celebrity endorsement: have the featured celebrities themselves share the video and call for action => reach a large number of their fans and subscribers.
Rebuilt website: The current website isn’t necessarily visually appealing. => Make the website simpler with less information on one page. The website will also integrate the contest.
Featured banners on popular websites (kenh14.vn, tiin.vn, yan.vn): to increase brand awareness and promote the new gym clothing line.
