group 3 assignment evaluation of di de tro ve of the bitis hunter

Introduction Bitis Hunter: A Case Study of the “Di de tro ve” CampaignBitis Hunter is a Vietnamese footwear brand that appeals to the young and adventurous customers whoenjoy traveling a

FPT UNIVERSITY- CAMPUS CAN THO

Cần Thơ, July/2023

1 Introduction

5.1 The customer perception of the company brand/campaign ( Primary Evaluation ) 8

5.3 What points for Bitis “Di de tro ve” need improvement to match 2023? 16

1 Introduction

Bitis Hunter: A Case Study of the “Di de tro ve” Campaign

Bitis Hunter is a Vietnamese footwear brand that appeals to the young and adventurous customers whoenjoy traveling and exploring different cultures and places around the world As a sub-brand of Bitis, one ofthe most successful and well-known footwear companies in Vietnam, Bitis Hunter has created a uniquebrand identity and personality that sets it apart from its competitors Bitis Hunter’s brand message of “Đi vàtrải nghiệm” reflects its vision and mission of inspiring its customers to pursue their dreams and passionsthrough traveling and exploring To communicate its brand message and promote its products, Bitis Hunterhas launched a series of communication campaigns that showcase the stories and journeys of its customersand influencers who have traveled to various destinations and experienced different cultures and lifestyles.One of the most remarkable and successful campaigns that Bitis Hunter has implemented is “Di De TroVe”, which ran for three consecutive years from 2017 to 2019 and used various channels and platforms tocreate a viral effect and generate word-of-mouth among the target audience

2 Research Objective

- To evaluate the effectiveness of the campaign in terms of brand awareness, engagement, sales, andcustomer loyalty

- To identify the strengths and weaknesses of the campaign in terms of strategy, execution, and creativity

- To provide recommendations for improving the campaign or developing future campaigns based on the

3 Brief History of Digital Marketing of Bitis Hunter

Biti’s Hunter was launched in 2016 as a new line of sport shoes from Biti’s, a local footwear brand that wasfounded in 1982 and dominated the domestic market with their sandals in the late ’80s and’ 90s

Biti’s Hunter aimed to target the middle segment of the Vietnamese sneaker market, which had few playersand catered to people who wanted authentic brands over fakes, but who were not willing to invest so much

in a premium pair

Biti’s Hunter used digital marketing to create a viral campaign called “Di De Tro Ve” in 2017, whichstarted with a controversial product placement in a music video by Son Tung MTP, a famous singer inVietnam

The campaign then sparked a debate on social media with the hashtags #teamdi and #teamtrove to attractthe attention of young consumers

The campaign culminated with the release of another music video by Soobin Hoang Son, another popularsinger, which featured Biti’s Hunter sneakers and conveyed the message that going far and coming homeare not mutually exclusive, but rather complementary experiences

The campaign was a huge success, making Biti’s Hunter a top-of-mind brand among Vietnamese youth andincreasing its sales by 300% It also won several awards for its creativity and effectiveness

Biti’s Hunter continued its digital marketing strategy with two more seasons of the “Di De Tro Ve”campaign in 2018 and 2019, featuring Soobin Hoang Son and other celebrities, and reinforcing its brandimage as the pride of Vietnamese footwear

4 The Outstanding Digital Marketing campaign at Bitis Hunter

4.1 Overview of campaign

Despite facing numerous challenges, including financial difficulties and being a "newbie" in the Tetmarketing industry, Biti's has partnered with Dentsu Redder, one of Dentsu's three "brand agents" inVietnam, to build a Tet communication campaign at the end of 2016 in Vietnam to increase awareness ofthe Biti's Hunter sub-brand as well as the overall brand And at the beginning of 2017, Vietnamese youthstirred up with the campaign “Di De Tro Ve”, marking the excellent return of Biti's with the sub-brand Biti'sHunter, the media boom of Biti's Hunter was marked starting from campaign “Di De Tro Ve” andInfluencer "excellent" with the appearance of Biti's Hunter shoes in Son Tung MTP's Lac Troi MV,resonated through #teamdi and #teamtrove debate on social networks, and at the same time officiallyreleased the MV “Di De Tro Ve” of the brand completely answered by rising young singer Soobin HoangSon

4.2 Background of the campaign

More than 87,000 chats on social media were about “Go or Comeback”, according to a survey by Biti’s.This was a hot topic for the youth during the Tet holidays, when they had to pick between exploring newdestinations or going back to their families Biti’s Hunter, a local brand that didn’t have much money andhad been out of the spotlight for a long time, shared and showed the young generation’s enthusiasm to “goand try” new adventures Even though it was tough, Biti’s Hunter heard and said what many young peoplewanted to say: Going is coming back to where you belong.

4.3 Objectives of the campaign “Di De Tro Ve” of Bitis Hunter

Entering the Tet communications war, Biti's faced many challenges but also set clear and bold goals for thecompany to break through Biti's marketing strategy emphasizes and promotes brand and product image.The main purpose is to raise awareness and educate people about Biti's Hunter shoes In the long run, the

"foundation" that Biti's Hunter will build is "will come back", keeping the brand's motto "Go andExperience" and connect young people with the most core value of family in the future Tet, the mostimportant holiday of the year for Vietnamese people Through this platform, Bitis Hunter aspires to join theyouth and lifelong journeys of young people and play an important role in their most important journey –the “Di De Tro Ve” path , where the word "Đi" is fully realized

4.4 Creative Idea

Bitis broke the mold by providing a whole new plot element centered on the famous Tet —homecoming Asmost businesses tell their stories during Tet and early spring, Biti's decided to share the passing story.However, it should be a touching story, related to the spirit of the brand Because it still contains theconnotation of "returning" and is capable of introspection, the concept of "returning after a long journey" isclearly a way of returning home

4.5 Execution activities

With the policy of not spreading the budget for too many activities, the entire “Di De Tro Ve” season 1campaign consists of only 3 phases:

Create a debate #team go – #team return via KOLs within 4 days

Released 2 MVs "Going back" by Soobin Hoang Son and MV "Located" by Son Tung MTP in 2 daysPut all PR and media efforts into Kenh14 in 1 day

Season 2 of the campaign was also deployed quickly with the MV Going to Return 2 released at thebeginning of the year, at the same time, there were PR activities in conjunction with Kenh14 newspaper andthe contest Share your most meaningful trip of the year and begin the return trip with Biti's Hunter

4.6 Media channel

Since 2000, foreign brands such as Nike, Adidas, Puma, have had a strong influence on the domesticfootwear market and brought Biti's into a period of severe recession due to loss of market share andencountering difficulties business difficulties However, in 2016, Biti's had a transformation to maintainand develop the brand by applying 4P marketing strategy and AIDA formula in its marketing strategy

The AIDA model is a widely used model in Marketing campaigns, with the aim of describing the stages thatoccur from the moment a customer becomes aware of a business' product/service or brand until they try theproduct/service and make a purchase decision In particular, the advertising message and content of themarketing campaign need to be built appropriately and effectively with each stage to lead customersthrough a series of continuous steps, including Attention, Interest, Desire, Action .

4.6.1 Attention

Biti’s Hunter Shoes is a Vietnamese brand that aims to promote its image and products to young customerswho love adventure and freedom To achieve this goal, Biti’s has launched a bold and innovative marketingstrategy that involves collaborating with two popular KOLs, Son Tung M-TP and Soobin Hoang Son, torelease two music videos (MV) on YouTube: “Lac Troi” and “Di De Tro Ve” These MVs have created ahuge buzz on social media and attracted the attention of millions of viewers, thanks to their creativestorytelling, catchy songs, and eye-catching shoes

The first MV, “Lac Troi”, features Son Tung M-TP wearing Biti’s Hunter shoes with a historical costume,creating a contrast between tradition and modernity This combination has sparked controversy, but alsocuriosity and interest among the audience, who wanted to know more about the shoes and the brand behindthem According to Forbes Vietnam, the shoes that Son Tung M-TP wore in the MV became a phenomenon,causing Biti’s stores in most cities across the country to “sold out”, with a huge number of orders fromcustomers The MV also achieved impressive results on YouTube, reaching more than 4 million views injust one day, and entering the world’s top trending at 6th place

The second MV, “Di De Tro Ve”, features Soobin Hoang Son walking with long journeys along streetcorners and roads with Biti’s Hunter shoes as his companion The MV conveys a message of homing, which

is a familiar theme during the Tet season, but with a new twist: “Going far to return” The MV appeals tothe desire of young customers who want to explore the world and express their individuality, while stillstaying connected to their roots Biti’s also created a controversy around the issue of “Go or Return” onsocial networks, to generate more interest and engagement among young people The MV achieved 1.7million interactions on social media and appeared in Zing’s chart for 6 consecutive months Sales of Biti’sHunter shoes increased by 300% in just one week of release

4.6.2 Interest

Biti’s Hunter used various strategies to increase consumer interest in its sneakers, especially among youngpeople who are active and frequent users of social media Biti’s Hunter took advantage of social mediaplatforms such as Facebook and Instagram to create a buzz around its campaign The campaign featured acontroversial question: “Go or return?” which referred to the dilemma of young people who had to choosebetween traveling or visiting their families during the Tet holiday This question resonated with theaudience’s emotions and values, and sparked a lively debate with more than 21,000 participations on socialmedia with the hashtags #teamdi and #teamve Biti’s Hunter also invited popular KOLs (key opinionleaders) such as Pho, Giang Hoang, Phan Y Yen, and others to join the debate and share their opinions onthe question By doing so, Biti’s Hunter generated interest and curiosity among the audience about its brandand its message

Biti’s Hunter partnered with celebrities, including actors, singers and influencers, to promote its sneakersand increase its brand awareness and credibility The campaign introduced the story of “Going to Return”,which was told through a series of music videos featuring young singer Soobin Hoang Son The musicvideos showcased the sneakers’ design, quality, and versatility, as well as the brand’s personality andvalues The music videos also appealed to the audience’s emotions and aspirations, as they depicted thejourney of a young man who traveled around Vietnam to discover his roots and identity The music videoswere widely shared and viewed on social media platforms such as YouTube and Facebook, reaching

Biti’s Hunter provided useful and relevant information to its audience through its website and blog Thewebsite featured detailed information about the sneakers’ features, benefits, prices, sizes, colors, andavailability The website also allowed customers to order online and enjoy free delivery and returns Theblog featured articles about the brand’s story, vision, mission, values, and social responsibility The blogalso featured tips and advice on how to style, care for, and repair the sneakers The website and blog helpedthe audience learn more about the product and service, as well as about the brand’s culture and philosophy

Biti’s strategy to stimulate customers’ desire was to use underground PR articles that appealed to patriotism,such as ‘The world’s leading footwear exporter, but Vietnamese people are wearing less and lessVietnamese shoes’ and ‘Coming soon, Metro Cash & Carry and Big C systems have opened up completelybelong to Thai retail groups, the prospect of Vietnamese wearing Thai shoes is completely inevitable.’

These articles resonated with the message of ‘Vietnamese people use Vietnamese goods’ that was widely

Next, Biti’s published a series of direct PR articles on newspaper sites that spread beauty trends of typicalyoung people such as Channel 14 These articles highlighted the trend of wearing Biti’s Hunter combination

of stars, KOLs, and influencers Then, Biti’s launched its new product line, Biti’s Hunter Street, which wasdesigned by VietMax, the father of Vietnamese street culture This product line embraced streetimperfections and reflected the authentic Vietnamese culture in its patterns and details Finally, Biti’screated a movement on social media for all Vietnamese fans and brands to join and express their pride in

According to, Biti’s Hunter Street accounted for a 33 percent sales contribution of Biti’s Hunter and a 12percent for total Biti’s sales domestically in 2017 This was partly due to their innovative design thatdifferentiated from their Western counterparts and met the needs of their target audience Biti’s successfullycreated a desire in their customers to own their products and express their pride in their origin

4.6.4 Action

To persuade customers to take action and buy their

products, Biti’s marketing strategy relies on offering

attractive incentive programs that appeal to different

segments of consumers For instance, Biti’s provides

flexible discounts on various occasions, such as April 30

and May 1 (Reunification Day and International Workers’

Day), September 2 (National Day), and the first day of the

school year These discounts aim to create a sense of

urgency and scarcity among customers, as well as to align

with their emotional needs and values According to Kotler

and Armstrong (2017), discounts are one of the most effective sales promotion tools that can stimulateshort-term sales and increase customer loyalty Moreover, Biti’s enhances the customer experience bycooperating with e-commerce platforms such as Shopee and Lazada, which enable consumers to buy goodsfaster and more conveniently Biti’s also leverages the power of e-commerce to offer discount codes incertain time frames, which can increase the conversion rate and customer loyalty According to Nguyen PhuCuong, Biti’s brand manager, e-commerce is a strategic channel for Biti’s to reach more customers andexpand its market share By using these tactics, Biti’s successfully stimulates customers’ desire andmotivates them to act on their purchase decisions

5 Evaluation of "Di de tro ve" of the Bitis Hunter

5.1 The customer perception of the company brand/campaign ( Primary Evaluation )

5.1.1 Brand Awareness of the brand “Bitis Hunter”

The survey data shows that Bitis Hunter has a high level of brand awareness among the respondents, as39% of them have heard of it before, and 36.6% of them are very familiar with it This is a remarkableachievement for a local footwear brand, considering that the Vietnamese market is dominated by foreign

brands like Nike, Adidas, Vans, and Converse, which have global recognition and strong marketingstrategies Bitis Hunter has successfully established its presence and reputation in the market by offeringaffordable, high-quality, and stylish sneakers that appeal to the Vietnamese consumers.

The most effective channels for Bitis Hunter to reach its potential customers are music videos, social media,and influencers or celebrities, as they account for more than 45% of the responses for each channel Thisindicates that Bitis Hunter has leveraged the power of digital media and popular culture to create viral andmemorable campaigns that resonate with the young and trendy consumers, who are the main target segmentfor sneakers For example, Bitis Hunter collaborated with famous singers like Son Tung MTP and SoobinHoang Son to produce catchy songs and videos that featured its products, which generated millions ofviews and shares online Bitis Hunter also used social media platforms like Facebook, Instagram, andTikTok to post or advertise its products, events, and contests, which engaged the consumers and increasedtheir awareness and interest in the brand Bitis Hunter also partnered with influencers or celebrities whohave a large fan base and influence over the consumers’ preferences and behaviors, such as Huong Giangand VietMax, who endorsed the brand and promoted its products on their social media accounts

The survey data also shows that Bitis Hunter has a moderate level of brand loyalty among the respondents,

as 43.9% of them have purchased or used its products before, and 69.2% of them are satisfied or verysatisfied with them This implies that Bitis Hunter has met the expectations and needs of its customers, whovalue authentic brands over fakes, but who are not willing to invest so much in a premium pair Bitis Hunterhas delivered on its promise of providing sneakers that are comfortable, durable, and fashionable, which

have earned the trust and satisfaction of the customers However, there is still room for improvement, as56.1% of the respondents have never bought Bitis Hunter products, and 30.8% of them are neutral ordissatisfied with them This suggests that Bitis Hunter needs to work on increasing its customer base andretention rate, as well as improving its customer service and product quality.

Bitis Hunter has done a great job in building its brand awareness and recognition in the Vietnamesefootwear market, especially among the young and trendy consumers who are the main target segment forsneakers Bitis Hunter should continue to use digital media and popular culture as its main marketingchannels, as they have proven to be effective in reaching and engaging the consumers

5.1.2 Exposure and interaction with the “Di de tro ve” campaign

The survey data shows that the “Di de tro ve” campaign has a high level of exposure and interest among therespondents, as 58.5% of them have seen or heard of it before, and 65.8% of them are interested or veryinterested in it This demonstrates that the campaign has successfully captured the attention and curiosity ofthe consumers, especially the young and trendy ones who are the main target segment for Bitis Huntersneakers The campaign has also created a buzz and a debate on social media, as it raised a controversialquestion of whether young people should travel or return home on Tet holiday, which is a traditional andimportant occasion in Vietnam

The most effective channels for the campaign to reach its target audience are music videos, social media,and influencers or celebrities, as they account for more than 50% of the responses for each channel Thisindicates that the campaign has used the same channels as Bitis Hunter to reach its potential customers, asthey are the most popular and influential sources of information and entertainment for the young and trendyconsumers The campaign has also produced catchy and engaging songs and videos that featured BitisHunter products, as well as famous singers like Son Tung MTP and Soobin Hoang Son, who have a largefan base and influence over the consumers’ preferences and behaviors

The survey data also shows that the campaign has a low level of engagement and participation among therespondents, as only 46.4% of them have joined the campaign in some way, and only 17.1% of them havedone so very actively This implies that the campaign has failed to convert its exposure and interest intoaction and involvement, as many consumers have seen or heard of it, but have not interacted or participated

in it This may be due to various reasons, such as lack of clear or compelling call-to-action, lack ofattractive or relevant incentives or rewards, lack of easy or convenient ways to join or share, or lack of trust

or connection with the brand or the campaign

Bitis Hunter has done a great job in creating a viral and memorable campaign that has generated a lot ofexposure and interest among the consumers, especially the young and trendy ones who are the main targetsegment for sneakers Bitis Hunter should continue to use music videos, social media, and influencers orcelebrities as its main marketing channels, as they have proven to be effective in reaching and engaging theconsumers

5.1.3 Awareness and Evaluation About “Di de tro ve” Campaign

The survey data shows that the campaign has a mixed level of awareness and evaluation among therespondents, as some aspects of it are more appealing and memorable than others The campaign has also

influenced the respondents’ feelings and intentions towards the Bitis Hunter brand, but not in a consistent orpositive way.

The most appealing and memorable aspect of the campaign is the song “Di de tro ve” by Soobin HoangSon, Son Tung and other artists, as 77.9% of the respondents find it engaging and interesting This indicatesthat the song has successfully captured the attention and emotion of the consumers, as it is a catchy andmeaningful song that features Bitis Hunter products and famous singers who have a large fan base andinfluence over the consumers’ preferences and behaviors

The least appealing and memorable aspect of the campaign is the slogan “Di de tro ve”, as only 58.5% ofthe respondents find it catchy and memorable This suggests that the slogan has failed to create a strongimpression or connection with the consumers, as it is a vague and generic slogan that does not convey aclear or compelling message or benefit for the consumers

The relevant and meaningful aspect of the campaign is the message “Di va trai nghiem”, as 80.5% of therespondents find it related and meaningful This implies that the message has successfully resonated withthe consumers, especially the young and trendy ones who are the main target segment for Bitis Huntersneakers, as it reflects their spirit of adventure, exploration, and discovery, as well as their desire to travel orreturn home on Tet holiday, which is a traditional and important occasion in Vietnam

The survey data also shows that the campaign has a positive impact on the Bitis Hunter brand image, as63.4% of the respondents feel positive or very positive about it after seeing or hearing about the campaign.This implies that the campaign has enhanced the reputation and attractiveness of Bitis Hunter in the market,

as it has showcased its products in a favorable light and associated them with popular culture and socialissues

However, the survey data also shows that the campaign has a weak influence on the respondents’ intention

to buy or use a Bitis Hunter product, as only 63.4% of them say that their intention has increased orincreased much after seeing or hearing about the campaign This implies that the campaign has not beeneffective in persuading or motivating the consumers to purchase or use Bitis Hunter products, as they maynot see enough value or benefit in doing so, or they may face some barriers or challenges in doing so