đề tài create a series of digital media productsfor the brand

DANH SÁCH SINH VIÊN THỰC HIỆN 1 Đào Ngọc Trâm Anh207DP15767 Thực hiện phần: Kind of data, SMART, compare result with goals, thuyết trình 2 Vũ Yến Linh 207QC35677 Thực hiện phần: Communic

TRƯỜNG ĐẠI HỌC VĂN LANG KHOA QUAN HỆ CÔNG CHÚNG & TRUYỀN THÔNG

MÔN HỌC: DIGITAL MEDIA

BÀI THI TIỂU LUẬN GIỮA KỲ

ĐỀ TÀI:

CREATE A SERIES OF DIGITAL MEDIA PRODUCTS

FOR THE BRAND

NhNhóm sinh viên thực hiên:

Đào Ngọc Trâm Anh – 207DP15767 Khuất Quỳnh Trâm - 207DP02240

Vũ Yến Linh – 207QC35677 Trần Yến Vi – 207QC04511 Giảng viên hướng dẫn : MA.Lê Anh Tuấn

Thành phố Hồ Chí Minh, tháng 8 năm 2022

ĐIỂM VÀ NHẬN XÉT CỦA GIẢNG VIÊN

DANH SÁCH SINH VIÊN THỰC HIỆN

1 Đào Ngọc Trâm

Anh

207DP15767 Thực hiện phần: Kind of data,

SMART, compare result with goals, thuyết trình

85%

2 Vũ Yến Linh 207QC35677 Thực hiện phần: Communication

goals, Goal of media product, Method to advertise, Estimate result, làm Powerpoint, làm tiểu luận

100%

3 Trần Yến Vi 207QC04511 Thực hiện phần: Big ideas, Demo

post, quay TVC, dịch bài

100%

4 Khuất Quỳnh

Trâm

207DP02240 Thực hiện phần: Budget, Goal of

media product, Skateholder, PESO, The risk of strategy,

100%

Table of Contents

I Preparation step: 3

1 Communication goals 3

2 Budget of strategy 3

3 SKATEHOLDER 5

4 PESO 6

5 Kind of data 6

II Enacting a digital media strategy 6

1 Meaning of each media product 7

2 Method to advertise media product 8

3 SMART analyses for the strategy 8

III Evaluation of the digital media strategy 8

1 Estimate the results for the strategy 8

2 Compare the estimated result with the identified goals 9

3 The risks that the brand faces with this strategy 9

MEDIA PRODCUTS 10

10

I Preparation step:

1 Communication goals

- Spread the message of environmental protection,

- Changing the mind of users about Coca cola (Not just a beverage company, but also a brand that cares about social life issues)

- Increase discussion, interaction on forums and social networks

2 Budget of strategy

STT Items Amount Unit Time Unit price

VND

Total

1 Facebook Brand

awareness 500,000 CPM May to October 16,000 100,000,000

Reach 3,000,000 CPR May to

October

50 100,000,000

Engagement 3,000,000 CPE May to

October 2,500 75,000,000

2 Instagram

Brand

awareness

400,000 CPC May to

October

80,000,000

Brand

awareness

500,000 CPM May to

October

150,000,000

3 Youtube Trueview 10,000,000 CPV 300 200,000,000

Bumper ADS 2,000,000 CPM 50,000 117,000,000

4 Google Search 300,000 CPC Throughout

the

8,000 50,000,000

5 OOH Outside Central

districts 1,

3, 4, 7, 10, Binh Thanh, Phu Nhuan, Go Vap,

10 districts

billboards Throughout

the campaign

15,000USD 4,600,000,000

Elevator Shopping

mall

billboards Throughout

the campaign

300,000,000

6 KOL Đen Vâu 1 Person activities 300,000,000

Tóc Tiên 1 Person activities 200,000,000

DJ Mie 1 Person activities 200,000,000

Tiên Tiên 1 Person activities 200,000,000

Min 1 Person activities 300,000,000

Trúc Nhân 1 Person activities 450,000,000

Gia đình Cam

Cam 3 Person activities 50,000,000 Baby

Kopohome

4 Person activities 50,000,000

Gia đình Bối

Bối

2 Person activities 50,000,000

Da Lab 4 Person activities 200,000,000

7 Online PR Content about

the campaign

5 Post Tháng 6,7,8 5,000,000 25,000,000

Content

reminiscent of

the brand

15 Post May to

October

5,000,000 75,000,000

Content pr

campaign 6 Post tháng 5,6,7 5,000,000 30,000,000

8 Chiến dịch

“Chiến sĩ tái chế”

BUDGET Expected 7,862,000,000 Estimated 10% 786,200,000

3 SKATEHOLDER

- Customers: users, participating in this campaign

- Agent: distribute to agents

- Local authorities: request to organize the "RUN TO SAVE" race

- Sponsor: Sponsor the program “Recycling Warriors” and the “RUN TO SAVE” (Texas Fried Chicken, Wall’s)

4 PESO

- Paid Media:

+ Inviting KOLs related to family and tending to protect the environment (eg: Cam Cam family, Boi Boi family, Baby Kopo home, )

+ Online PR (Kênh 14, VN Express, Tiin.com, Thanh Nien newspaper, Zing New Newspaper, )

+ Categories: Entertainment, Life, Trends, Family + OOH at commercial centers, busy streets such as (Nam Ky Khoi Nghia, Bay Hien crossroads, Democracy roundabout, six intersections, )

- Earned Media:

+ The campaign will be shared on fan pages/groups specializing in environmental protection (Ex:Hành trình hạn chế rác - less waste Vietnam, Mình là Hũ, Tắt đèn bật ý tưởng, An toàn - môi trường Việt Nam, Diễn đàn bảo vệ môi trường, )

+ Share images and articles of the Coca Cola campaign from the brand's customers

- Owned Media:

+ Post articles on Coca Cola's media channels (Facebook, Instagram and Coca Cola Vietnam's website)

+ Post TVC on Coca Cola's Youtube channel

5 Kind of data

- Based on interactions on social networking sites like Youtube and facebook to get the best user data

- Because youtube and Facebook are the 2 most visited and used platforms in Vietnam at the moment

II Enacting a digital media strategy

Big idea: Sống xanh - Sống sạch

Environmental issues are being concerned by brands, Coca Cola is no exception

That's why the brand has created a series of activities in the "Sống xanh - Sống sạch"

campaign This campaign was created for the purpose to show customers the harmful

effects of plastic waste on the environment and change consumers' perception of the

brand

1 Meaning of each media product

- Goal/Message of Video + Message: “Coca Cola - Chung tay vì một môi trường xanh cho thế hệ mai sau”

+ Goal:

Changed 70% of consumers' minds about the fact that Coca Cola

is not only a drink brand loved by many young people, but the brand is also very concerned about social issues, especially the issue of health and safety Environmental pollution

Create interaction between customers and brands Increase 55% of customers' awareness about the harmful effects

of environmental pollution from the activities of the campaign

"Reuse - Reduce"

The total likes and shares of content posts about campaign activities on Facebook is 19,000 likes and 1,000 shares

- Goal of Paid Media + Create interaction between customers and brands + Spread the campaign thanks to the cooperation with KOLs + Control the posts and messages the brand wants to convey

- Goal of Earned Media + Create interaction between customers and brands + Increase 55% of customers' awareness about the harmful effects of environmental pollution from the activities of the campaign "Reuse - Reduce"

+ The post in group reach 100 likes and 50 share

- Goal of Owned Media + The total likes and shares of content posts about campaign activities on Facebook is 19,000 likes and 1,000 shares

+ TVC of the campaign reached 10 million views and 3,000 likes on Coca cola's official Youtube

2 Method to advertise media product

- SEO : sử dụng các từ khóa như “Coca - Cola” , “Reuse - reduce” ,

“Chiến dịch mới của Coca - Cola"

- Online ads: Facebook, Instagram, Youtube

- Television ads on local stations: TVC of the campaign

- Billboards: Outdoor billboards will be placed in the central districts of the city and in the elevators of 10 schools

3 SMART analyses for the strategy

SPECIFIC Increase discussion, interaction on forums and social

networks by 20% (assessment based on interaction on facebook ads and gg ads)

Change users' thinking about coca cola (environmental protection issue) by 30% (Assessment is based on discussion interactions on posts about environmental protection)

MEASURABLE Increase discussion, interaction from 150 discussions on

facebook to 200 times Increase campaign discussions from 170 to 220 ACHIEVABLE

Recent campaigns on environmental protection have attracted a lot of attention because of the surrounding environment

Survey 300 people to see how much they care about protecting the surrounding environment

REALISTIC Increasing discussions, interactions and changing users'

minds about coca cola will help coca attract more potential customers to respond to this campaign

III Evaluation of the digital media strategy

1 Estimate the results for the strategy

- Coca-Cola consumption increased by 15%

- Earned media effectiveness: 25-30 million views on Social Media channels

- Facebook traffic increased by 500%

- Increase more than 150,000 thousand likes on fanpage

- Keyword: “Coca - Cola Reuse - Reduce” gives 6,000 results on Google after 1 month of implementation

- The campaign changed consumers' attitudes about the brand, creating a positive impression on Coca-Cola

2 Compare the estimated result with the identified goals

- Spread the message of environmental protection

- Increase both discussion and engagement on coca cola's social media sites

- Communicating positive messages about environmental protection

- Changing the mind of users about coca is not just an ordinary soft drink brand

3 The risks that the brand faces with this strategy

1 Risks from the campaign's

advertising media if it doesn't work

Thoroughly research social platforms before using it in your campaign

Regularly update reports evaluating the effectiveness of platforms used for advertising

Allocate appropriate budgets between advertising methods to limit risks and losses

2 Risks from goals and objectives Monitor progress to compare

performance with previously set goals

Conduct user surveys to

understand their desires.

There are contingency plans to adjust the strategy in case the goal

is not reached

3 Risk from the public or some

influence users because they don't like representative KOLs/

Influencers

Crisis management plan Use the backup plan if there is a risk from the public side with KOLs / Influencers on behalf of

4 Risks if the local government does

not agree to approve the “Run To Save” activity

Change to running on the road located in the area of District 2

MEDIA PRODCUTS

1 TVC

2 Owned media