1. Industry Overview What is Ananas? About the Vietnamese shoe brand Ananas Ananas in French means for a tropical fruit. However, in recent years, the name Similar emerged in the sneakerholics community as a new sports shoe. 1.1. Brand story Launched in the market around 2010, the Ananas sports shoe brand encountered many difficulties in the rapidly growing and strong footwear business. However, with more than 20 years of experience as a producer, having cooperated with many famous names such as Puma, Reebok, etc. Ananas did not disappoint us. 2017 marked the transformation of Ananas, marking the beginning of a brand.
UNIVERSITY OF ECONOMIC AND FINANCE REPORT DIGITAL BRANDING Group 2: Team member: Nguyễn Thị Ngọc Mai - 185040085 Đinh Thị Linh Nhi - 185040922 Trần Thị Hoàng Anh - 185040777 Trần Lê Tường Vy - 185090043 Mã Các Tường - 185041027 Nguyễn Trọng Tài - 185040332 Contents 1.1 INDUSTRY OVERVIEW BRAND STORY 1.2 WHAT SHOES DOES ANANAS BRAND PRODUCE? 1.3 HOW MUCH DOES GENUINE ANANAS SHOES COST? TARGET AUDIENCE .4 2.1 MEDIA HABIT AND TOUCHPOINT .4 2.2 CUSTOMER INSIGHT 2.3 SOCIAL LISTENING CAMPAIGN STRATEGY: .5 3.1 UNIQUE SELLING POINT 3.2 CAMPAIGN OBJECTIVE 3.3 CONCEPT & IDEAS 3.4 KEY MESSAGE: 3.5 OBJECTIVE: 3.6 ACTIVITY: .6 3.6.1 ACTIVITY 1: 3.6.2 ACTIVITY 2: 3.7 CAMPAIGN ROADMAP: 3.7.1 PHASE 1: 3.7.2 PHASE 2: TACTICS AND MEDIA TOOLS .8 BUDGET & TIMELINE Industry Overview What is Ananas? About the Vietnamese shoe brand Ananas Ananas in French means for a tropical fruit However, in recent years, the name Similar emerged in the sneakerholics community as a new sports shoe 1.1 Brand story Launched in the market around 2010, the Ananas sports shoe brand encountered many difficulties in the rapidly growing and strong footwear business However, with more than 20 years of experience as a producer, having cooperated with many famous names such as Puma, Reebok, etc Ananas did not disappoint us 2017 marked the transformation of Ananas, marking the beginning of a brand Ananas' products are mainly sports shoes 100% made in Vietnam Ananas Sewing is proud to carry out the progress from the operational stages to information transportation, customer design With a target audience of young people between the ages of 18 and 26, the Ananas brand is ready to grow further, contributing value not only to the economy but also to the community 1.2 What shoes does Ananas brand produce? The type of sports shoes that Ananas focuses on developing are vulcanized shoes – rubberized shoes Perhaps this is not a new name for shoe enthusiasts Because they have been produced and become famous associated with famous brands such as Vans or Converse, The Vulcanized shoe has a classic silhouette with a rubber sole and minimal design This type of shoe has been around for more than a century but is still very popular and has never been forgotten Applying technology to make the first and most basic sneaker is an advantage of Ananas Because its shoe factory has 20 years of experience Used to coordinate production for many big men and now switch to serving new designs of his own brand Although not as smooth as famous technologies like Nike's Air or Boost from Adidas, but with the classic beauty that has existed for more than 100 years, it may not be too difficult to survive for another 100 years Being a young brand behind many other domestic and foreign competitors Ananas chose to produce vulcanized shoes because she loves sustainability, wants to keep the core of each shoe so that she is not pressured to follow the trend The target market is also more stable thanks to that 1.3 How much does genuine Ananas shoes cost? Ananas' shoe products are priced quite soft compared to the market With only 500,000 VND, you can already own yourself a pair of genuine shoes from the brand "pineapple" Currently, Ananas has also received many franchise offers but has not yet dared to it The Ananas team itself feels that they are still not good enough, if franchising will be profitable immediately but it is easy to lose the established brand value “Ananas is still young, so we will go step by step, as long as we can, we will promote it When I see that the team has no strength, I will maintain it at that scale, if I don't better, I will stop to ensure quality." Target audience 2.1 Media habit and touchpoint Customers using social media such as tiktok, Fb, Insta Customers join social media for both entertainment and information gathering We often see impressive dramas that are constantly updated on social media the fastest Therefore, customers often have the habit of updating trends when using social networks The target audience is young people who "live slowly" ie have a slow lifestyle, love light things Creative content with multiple perspectives will be noticed 2.2 Customer Insight ● Need: Shoes to wear when moving ● Want: The shoe is beautiful, comfortable, and fits well ● Demand: A pair of shoes has its own "quality" Show the buyer's personal personality Customers have a slow life, enjoying life in a natural way See the world in a multi-dimensional way Love to experience the new, review the old Target customers often look for “special” fashion brands Often buy things not only because of its effect but also to pay attention to the brand story behind 2.3 Social Listening Key word: “Mask your amazing journey” Content: all about the rides but not too dusty Instead, it's the experiences of different people in the same place Show multiple perspectives around things and events Sometimes it's a trip close to home, simply looking at it differently 3 Campaign strategy: 3.1 Unique Selling Point Although at the time of its launch, Ananas faced countless obstacles due to fierce competition from many famous foreign brands, but in 2017, this shoe company made a breakthrough and returned to the road Vietnamese sneaker racing with more youthful and friendly colors The brand has shown its message most clearly through shoe collections such as: • URBAS RULER : Looks with fresh, modern colors Urbas Ruler carries a function that surprises many people, which will be very useful for those who have a habit of using a ruler but forget it, although the accuracy is "not sure high" Not only are these colorful sneakers, these are also rulers that follow your feet and measure all your journeys • VINTAS FLANNEL: Promoting the comfort and durability advantages of "thousands of people's favorite" Flannel fabrics, along with the characteristic warm color scheme, Vintas Flannel Pack is an interesting choice for young people who love style calmly mature but still full of charm • TRACK CLASS E: Using high-quality materials: smooth Nappa leather, fine mesh mesh combined with colored Suede (suede) to create a delicate overall, elegant color The interesting accent on the "Craftsman Blue" color detail represents part of the essentials, representing man's passion for crafting with the pleasures associated with nature Track Class E - Craftsman Blue deserves to be a must-have item for those who love creativity and want to express their independent personality 3.2 Campaign Objective • Create wider brand awareness through social networking channels such as Facebook, Tiktok • Access million customers • An average of 500,000 Impressions per post on Facebook within months • Sell 10,000 pairs of shoes 3.3 Concept & Ideas • Concept: The youth of the 1980s, the color was inspired by the sunset color palette • Ideas: The "Mark Your Amazing Journey" project gives the young Vietnamese generation a special experience, marking their impressive footsteps on every journey they have ever gone through 3.4 Key message: “Mark your amazing journey” Để lại “Chất” bạn bước đi! 3.5 Objective: • Young people share information, pictures and hashtag about the campaign on social networking sites • Create a trend to mark the journey map to share about inspirational journeys • Encourage customer going to the store and experiencing the service of custom name and sticker printing on shoes to be able to own their most unique shoes or give them away as gifts for friends and relatives 3.6 Activity: 3.6.1 Activity 1: Create trends on TikTok and Facebook, mark your footprints in places you've visited and share inspirational and motivational travel experiences for young people with hashtag "Mark your amazing journey" Customers who come to buy shoes at the store will be given shoe stamps to print and sign on the map model of the campaign where they have had the most interesting journey 3.6.2 Activity 2: Service of printing customer names and stickers according to each person's design ideas 3.7 Campaign Roadmap: 3.7.1 Phase 1: a) Objective: Attracted 300.000 participants and shared on social media about the shoe imprint campaign on the map of the places where they visited and share about the most memorrable journey b) Tactics: Create a trend on Tik Tok to share the most memorable journey map Run ads on facebook about the campaign to print customers' shoe footprint stickers on the unique journey map at the store 3.7.2 Phase 2: a) Objective: Introduce about the campaign in social media: at least million views on TikTok and 300,000 interactions on Facebook, 5000 customers going to store for months b) Tactics: KOL review about the experience of printing names and self-designed stickers on shoes on TikTok, Facebook and Instragram Tactics and media tools Objectives • • • • Notify and expand the message of campaign Increase brand awareness Increase fanpage reach, website lead Strengthen the brand image Facebook Ads • • Estimated running time: month Run ads to increase campaign awareness, increase leads to fanpage/website Budget & Timeline ● KPIs o Facebook ▪ We using criteria for measuring the effectiveness of running facebook, IMP, Reach, Engagement, Click ▪ IMP we calculate about 30VNĐ/1times on screen ▪ Target: 1.500.000 view/month -> Spend 45.000.000VNĐ/month ▪ With 1.500.000views we take about 500.000 reach/month ▪ Engagement: 8.000 like, 600 comment/month -> CTR 1,6% , CPA = 3.600VNĐ o Tiktok videos ▪ We choose 18 Kols to collab 18 video for month Calculate we have video/month ▪ The KOLs we choose have over 100.000 follow in tiktok Work or have Influential in fashion and especially is sneaker ▪ Criteria we use is: ● Average time play ( > 40% time of video) ● Hastag findout: 10.000 times/month ● View video: 300.000/3videos/month ● Like Video: 27.000/3videos/month ● Comment: 9.000/3videos/month ● CTR = >3% o Google Ads ▪ We run in page: kenh14, vietcetara ▪ Target fỏ google ads is ● IMP: ~300.000/month ● Click: ~15.000/month ● CPC: ~2.000/month ● CTR: ~5% ● % Display: ~40% ● Budget & timeline