NATIONAL ECONOMICS UNIVERSITYFACULTY OF FOREIGN LANGUAGESDEPARTMENT OF BUSINESS ENGLISHBRANDED SHORT FILM MARKETING THROUGH YOUTUBEVIDEOS AT LIOLEO CREATIVE AGENCY AND SOLUTIONS FOR MARK
INTRODUCTION OF THE ORGANIZATION
Introduction of the organization << << 55 5 55599 5956955695559% 4 1 Akira Education Co., Ltd SE EekEeeeeeeeee 4 The history of Akira Education Co., Lid ôô- 4
1.1.1.1 The history of Akira Education Co., Ltd.
Akira Education Co., Ltd is an educational enterprise established on April 3, 2014, starting with several self-organized Japanese classes with a single instructor and ten students with borrowed facilities at Aten education company headquarters So far, Akira has 40 employees with nearly 4,000 Japanese learners nationwide.
Over the past two years of construction and development, Akira Education Co., Ltd has been increasingly asserting its position in the field of Japanese language education not only in Hanoi city but also nationwide A journey of continuous development, the company has achieved many remarkable achievements, playing a great role in the field of Japanese language education in particular and the Vietnamese education sector in general.
Thanks to social development, the company also constantly welcomes new opportunities 2014 is the time to mark the breakthrough development of Akira Education Co., Ltd on a new level, a new position On April 3, 2014, the
Company officially opened and completed all Japanese language courses for all levels from beginner to advanced Not only that, this time also witnessed the success of the project "Learn Japanese Online" and here it is separated into a new campus with many potential promises that the company can fulfill its desires. universalizing foreign language education for Vietnamese people By the end of 2014, the company had 1,400 students studying at the Japanese language center.
Not stopping there, Akira Education Co., Ltd has constantly improved its management apparatus, its workforce By 2015 the company has nearly 40 employees with in-depth knowledge and youthful enthusiasm, and has successfully developed an online Japanese learning product with nearly 2,000 learners By the end of 2015, the company expanded into an online English learning product and got some promising startups In the context of economic difficulties, many businesses have to dissolve or stall, this event has marked the company's outstanding development, affirming Akira's prestige and brand name to the market By the end of the second quarter of 2016, the company has provided online Japanese learning programs for more than 4,000 students, many of whom have achieved high results in certificate exams or obtained many scholarships to study in Japan.
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In addition, although it is a project developed later, Lioleo a start-up project with 10 employees It includes an online English course for children, along with a YouTube channel that started in 2017 After 5 years of operation, Lioleo has over 8,000 learners nationwide, Lioleo English Adventure — one of the best products of Lioleo has been used generously and gotten considerable revenue, more than 1,280,000 people subscribe to Lioleo YouTube Channel and many famous partners have attractted to Lioleo.
Akira Education Co., Ltd.’s products include services for teaching and learning programs After more than 5 years of development, the company currently owns 3 key products: the offline study program at the Akira Japanese Language Center, the Akira Online Japanese course, and the Elight Online English learning program.
Offline study program at Akira Japanese Language Center The teaching and learning mottos are the core values of the Akira lessons, and are also different from other centers in Hanoi in particular and the country in general.
Here are several motto of teaching at Akira Education Co., Ltd Firstly, Akira gives prominence to inspiration Akira applies methods of inspiring learning within each student, so that even without a teacher, without a mentor students still retain their passion for learning and examination Seconly, habits creation such as independent, proactive, cooperative, dynamic & creative, a spirit of contribution and dedication are habits that Akira wants students to train to foster their beliefs and joys, knowledge and passion for learning Thirdly, forging personality is necessary at Akira With the concept of "You can forget Japanese if you do not use it, but you will not forget habits and characters", studying in Akira gives students a way to research a problem, to deepen thinking and find ways to solve problems, to study and work seriously
Some of the learning guidelines are offered to promote the quality of learning Firstly, learning is not only to understand but also to use the language.
Akira's point of view is to focus on mastering the basics so that you can use them With advanced knowledge, students will be guided carefully in the future.
Secondly, learning begins with one self: Akira helps students understand that learning must begin with themselves, only when really they are determined to learn, and serious with learning, that way teaching methods can be effective and help students move forward Thidly, learning means a proactive and cooperative
Nguyễn Thi Nhung - 11194057- Business English 61B progress In Akira's classroom, there are many activities that require students to think together, debate, and work together in groups Forthly, students should be ready to accept and learn new things When coming to Akira's class, students will have to constantly try to get acquainted and complete new challenges and new requirements.
Akira Online Japanese language learning program and Lioleo Online English learning program
After more than one year of developing an offline Japanese learning program, realizing the needs of Vietnamese people to learn a foreign language are urgent, not only within Hanoi but also in the needs of all people nationwide, Akira has researched and developed online Japanese and English learning programs Through the internet to bring knowledge to everyone, Akira is closer and closer to the goal set out: “Using education and training and technology applications, we want to help young people build a solid foundation for a future career "
The learning programs that are researched in depth, building lessons based on the combination of MOOCs, blended learning, mobile learning, gamification are the newest, most modern and most effective methods for Online Learning.
Users are exposed to diverse learning content through play-while-learning formats Knowledge is transmitted along with vivid images, realistic audio, not only helps users memorize lessons faster, but also helps them learn pronunciation and listening practice correctly In addition, Akira also develops Q&A functions with teachers, learning reminders, thereby creating motivation to encourage users to study harder and more effectively Users are developing all 4 skills of listening, speaking, reading and writing - skills that are important to learning a foreign language.
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Human resources department Marketing department Lioleo project
Figure 1.1 Department structure of Akira Education Company Limited
1.1.1.4 Department functions 1.1.1.4.1 Board of directors
The director of Akira Education Co., Ltd is Mr Quach Duc Anh, a very young but passionate founder with start-up experiences, with a vision to popularize.
Japanese for not only the whole country but also other countries in Southeast Asia.
The functions and duties of the Board of Directors include administrating and managing of all business activities; issuing rules and regulations for departments; dialoguing with local state agencies on issues related to business activities as well as problems and violations of enterprises throughout the business process; being the only representative before subjective agencies and the laws of the state.
Branded films << 5< << 090905040001 030050 0508906 17 / PP 2n
Branded films could be Interpreted as commercial videos created by brands (Murray, Herman, 2017) However, they are primarily intended for entertainment, and most of them have excellent production values In other words, they are works of art in and of themselves while also subtly communicating to audiences a sales message or corporate image Like any marketing strategy, the aim of branded films is to raise brand awareness, engage audiences, and sway consumer behavior But branded movies can weave the brand into the tale, making it "a second character" without being too commercial or blatant.
The extent to which consumers link a brand with a particular good or service is known as brand awareness (MSG Experts, 2016) Similar to how it can be explained as a way for customers to become acquainted with and recognize a brand Because of this, companies construct various components of mass communication to increase brand recognition and memory in consumers’ minds in order to compete with one another to create preference for their products (Bernd H Schmitt, 2008) These include the planning of structures, sales areas, product packaging, sales information, brochures, websites, and other forms of mass communication The development of a trustworthy brand image, catchphrases, or taglines that convey the brand's meaning clearly and consistently is necessary for the effective establishment of brand awareness (MSG Experts,
The target audience does not always need to be directly informed about the brand image Collaboration with other brands that serve different target markets can nonetheless increase sales and brand recognition (Perkins, 2015).
Lioleo Creative Agency has worked on joint marketing initiatives in the past with a number of well-known companies For instance, in 2020, 2021, and 2022, Lioleo Creative Agency collaborated with Nestle Nesle mandated that Lioleo include the name "Nesle" in the synopses of its sponsored short films on the Lioleo Kids Channel.
2.2.2 The reason why branded films are effective
Story-telling content is no longer new in the creative world, as most advertisements use this way to better get audiences to engage in the videos With the popularity of this type of ad, users are getting more and more “exposure”, as they can differentiate between an ad and an entertaining video Moreover, young
Nguyễn Thi Nhung - 11194057- Business English 61B audiences are more and more sensitive to advertising content, they tend to have bad reputation for the so-called ads, partly because it prevents them from enjoying the content of the video, and also because many of the ads do not have a role in the story The products appear mainly as they are, they do not contribute to the plot, thus distracting viewers from the video content.
This is where branded films jump into the game They do encourage product placement, but at the same time, they have high-quality and professional camera work In other words, they are a piece of art that can be enjoyed on their own, not just content to deliver the brand image In fact, there are numerous branded films that are highly evaluated by experts, and several official awards are organized to recognize the professionalism of this type of video.
Finally, branded video marketing is a new approach that would deliver the brand image more naturally to the audiences Through filmmaking techniques and delicate plot, the products or the brand message can be included without distracting the audience The brand image could even be a part of the video or a
“character” that contributes to the flow of the story This way, the viewers can sense the image of the brand and at the same time, enjoy its appearance in the video.
Youtube — a marketing platform for branded fùlms
Youtube has grown to be a trustworthy platform for videos and filmmakers, as many short films are posted on YouTube for the public to watch.
There are also many short film awards hosted on YouTube, which proves that this social network has been chosen by many content makers.
Considering its popularity and the ability to reach millions, and billions of viewers, YouTube surely is a potential (and increasingly powerful) platform for branded video marketing.
Since branded video is a relatively new type of content, it is still quite unfamiliar to Vietnamese creators Only some YouTubers that have great influence and a relatively large number of subscribers produce this type of content, as they have enough resources and professional crew to produce high- quality, artistic videos.
Relationship between Youtube marketing and brand awareness
According to earlier research, tailored commercials can boost trustworthiness, fun, and information However, because tailored adverts are well-personalized to manage consumer interests and preferences, they can also lessen disturbance Personalization does not directly affect the value of
Nguyễn Thi Nhung - 11194057- Business English 61B advertising, claim However, its informality, credibility, and amusement have an indirect impact Through social media channels, consumer brand awareness influenced by advertising influences purchase intentions (Dehghani & Tumer, 2015).
Prior studies have shown that brand image increases organizational image, product awareness, and outcomes including survival, profitability, and growth, especially for larger organizational brands (Foroudi, 2019; Wen, 2013) Prentice and Loureiro (2018) assert that consumers' experiences and emotional reactions to particular brand purchases are influenced by the brand image Brand recognition and consumer purchase intentions for a certain good or service are greatly improved by brand image (Coelho et al., 2018) The value of the good or service will then be elevated in the eyes of the customer as a result Customers learn specific messages about a product through the brand image, which may change their attitudes and decisions, which have an impact on their purchasing behavior (Buil et al., 2013) Companies can use integrated advertising to inform consumers of any updates or enhancements to a product, luring them to stick with the good or service (Chaab & Rasti-Barzoki, 2016) Therefore, advertising encourages consumers to buy the product they have chosen again and again On the basis of the aforementioned, the following theory is formed.
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3.1 The process of making branded short films on the Lioleo Youtube Channel to promote other brands
3.1.1 Branded short film marketing through Youtube in Lioleo
According to Aran, Bieal, and Gatica-(2014) Perez's investigation, non- verbal clues in the vlogs as well as what is said and how it is expressed all contribute to how important the message is Additionally, they discovered that aspects of the vlog's quality, framing, background, or editing are crucial for understanding its content (Aran, Bieal & Gatica-Perez, 2014) All of these obstacles make it tough and complicated to analyze video content correctly, which can cause confusion and a lack of understanding of the key ideas This section is now broken up into sections The system, video categories, technology, the steps involved in creating a branded video, and branded short films over time are the factors that have undergone a more thorough analysis The purpose of these key categories was to respond to the research question Additionally, the key points from the videos are discussed because they are essential for understanding and communicating with the viewers' comments, which are examined in the text's next section.
In terms of Youtube, the production team will be the focus of the discussion in this section.
As a YouTube channel, Lioleo receives advertisement booking from brands The system is rather like a marketing agency: Lioleo develops the idea based on the script from the brand; the video is produced after the feedback from customer has been applied; the video then is published on Lioleo YouTube channel The performance of the video would then be watched and reported in order to further analyze the effectiveness of the video in promoting the brand.
Short videos on Lioleo Kids Channel This is the main youtube channel of Lioleo Creative Agency with 1.280.000 million subscribers Products of other brands will be cleverly included by Lioleo in the details of the videos that Lioleo produces Those videos will often tell a story with humanistic meaning, and educate children or songs with vibrant, attractive tunes The duration for each video is about 15 minutes to 20 minutes.
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Shorts on Lioleo Shorts This is a sub youtube channel of Lioleo Kids with nearly 350.000 subscribers In this channel, the video content is often humorous and shows real- life situations around children However, the videos on the Lioleo Shorts channel are only 1 minute long, so the products of the brands will be advertised throughout the video.
3.1.1.3 In what way and how much are the products shown?
In production Trello is a collaboration tool that organizes projects into boards In production, Trello is used to take notes of the tasks and the person responsible for it Executive Producer would use Trello to keep track of the progress, and the
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In analysis As a YouTube channel, there is a recommended tool that creators could use to watch and analyze the video performance — YouTube Creator Studio.
After publishing, the figures about video performance would be updated live, and based on that, the crew could make report and comparison with other videos to see if it is over performing or not The figures that could be taken into consideration are views, watch time, subscribers, impression click-through rate, views per impressions shown, avergae view duration: Average amount of time viewers spent watching this video.
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3.1.1.3.2 The process of producing a branded video £ >)
Reviewing and a es observing performance
Figure 3.2: The process of producing a branded video Receive the booking
Once Lioleo receives the booking of the brand, the whole team would sit together, discussing the brief and decide who has the main responsibility for the video (in other word, the main director) The other positions would be voted as well (for ex Producer, editor, script writer )
Developing ideas The director would sit with the script writer and a director assistant to come up with the script for the video according to the brief from the brand The script then would be sent to the customer to receive feedback and changes would be made if necessary.
Plans and preparations After having the final script, the producer would have to come up with the production plan, decide the shooting time and prepare relevant elements for the video production (the materials, tools used in the video, the shooting location etc) The script would also be sent to the actors and the director would do the casting to choose who is the most appropriate person for the role.
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Shoofing The shooting is the most time-consuming step in the whole process The video would be shoot according to plan Everyone in the crew has to be on set and each person needs to understand the story, the script in advance.
Editing The video footage would be sent to editor; and the final video is edited.
Once the video is done, it would be sent to brand and feedback would be received Until the video fulfils all of the requirements from the customer, it would be published on the YouTube channel of Lioleo.
Reviewing and observing performance Last but not least, after the video has gone public, the team would sit back and look at its performance, including the views, the comments, how it engages audiences to evaluate the performance of the video From that, the content would be reviewed and decided whether it is worth-producing or not, whether it has successfully conveyed the brand image or sale message The report then would be made and from that, the team would learn from the experiences.
3.1.1.4 Branded videos produced through the years
Toonies Toonies is one of the branded short films that is produced in July, 2020.