Digital marketing plan for dat bike communication project

Bài thi cuối kì môn Truyền thông trực tuyến... 2/ OVERVIEW ON THE PROJECT’S IDEA CREATIVE BRIEF ® OVERVIEW Ideas for the project which are going to be implemented by enterprise in the

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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES —

INFORMATION TECHNOLOGY

FALCULTY OF INTERNATION RELATION

DIGITAL MARKETING PLAN FOR DAT BIKE

STT Ho va tén MSSV

3 Nguyễn Thị Thanh Hiền 20SH7005 14

4 Nguyễn Thúy Linh 20DH701524

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Overview on the context that leads to the idea

of your project (client brief) Overview on the project’s idea (creative brief)

Target Audience Message Objectives

Media platforms and Tools

KPI (Key Performance Indicator: number of posts, number of likes, reach, engagement, discussion per post, number of visit to website, number of followers, number

of subscribers, etc.) Digital Communication Strategy and Action Plan

Digital communication strategy:

Action plan Monitoring and Measurement Monitoring

Measurement

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2/ OVERVIEW ON THE PROJECT’S IDEA (CREATIVE BRIEF)

LIMIT”

Since the launch of electric motorcycle products, has always affirmed

to users that their products is convenient and environmentally friendly means of transportation, and has also presented the users with an experience of power and speed saving In the new project, moves upper 1 step to enhance its brand reputation and promotion through the big idea “ oes "is to promote new electric motorcycle line (Weave++) with highlights of capacity, speed, distance and battery charging technology With outstanding advantages over any other electric motorbikes on the Vietnam- ese market today, electric motorbike promises to bring * ” experiences

Bài thi cuối kì môn Truyền thông trực tuyến

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Besides, “ ” also contains and conveys humanistic meanings and revolutionary Spirit “ ” with the word “limit” implies the limit in weight, height, geographical space, etc Moreover, “ ” not only refers to the limitation of body shape but also means breaking the old, accepting the new, and changing yourself Whoever you are, you absolutely have the ability to “ ” With the theme “ ”, the campaign wishes to inspire the public, especially young people to break the cocoon and freely express themselves No barrier can stop your progress and no difficulty can knock you down

Each of us is also independent individuals, with ideals, enthusiasm and passion, free to beautify shape, soul and life journey A journey of conquest affirming self-worth There, you have a breakthrough, makeover and renew yourself All limits and barriers within yourself can always

be broken down to reach the true and greatest values of success On that road and journey, Dat Bike is always a companion, a friend who listens, shares and is always with you in all emotions, difficulties and experiences

2/ OVERVIEW ON THE PROJECT’S IDEA (CREATIVE BRIEF)

® OVERVIEW

Ideas for the project which are going to be implemented by enterprise in the near future are described with following details:

Name

Time : 3months (May to July, 2023)

Location : All over country Vietnam

Activity description : 3 main activities

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@ Object: Student, office

worker, backpacker

@ Gender: Both female and male

Monthly income: more than 10 millions VND

Areas: 3 central cities (Ho Chi

Minh City, Ha Noi, Da Nang)

Reasons:

+ Those big cities are home to

which many universities, means there are masses of students there

+ has branches at those big cities

+ Those central cities are city tourism where is a frequented place of a great number of backpackers

Needs:

The target audience tend to

seek the electric motorbike that has both superior features as petrol motorbike and

eco-friendly feature (in the

time when gasoline became

material

an expensive raw and difficult to meet the demand)

Shopping psychology:

+ Customers never want to buy a rated expensive product as they cannot afford, or the cheap one because they do not confide inits quality The product that has both affordable price and good quality is the best choice for them

+ The product that leaves an impression on consumers is retro and classic design which can be used as a collecting item

They are often impressed by products with promotional gift

Purposes:

Vehicle to commute to school, work place conveniently and economically (without waiting hours at gas station and without spending a lot of money when gasoline price increases)

- Vehicle to backpack without spending much money on fuel

- Own a motorbike collection

Products features grabbing customers’ attention:

diverse models, reasonable price, guaranteed quality (superior features as petrol motorbike and eco-friendly motorbike)

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MESSAGE

66 Via thỉs campdign, ỉt is hoped that customers would

remember qs aqcompanion with young people on

backpacking roads, a perfect partner to help people

break through their limits, and a companion to protect the environment to form a better awareness of green

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MEDIA PLATFORMS:

RUNNING ADS ON SOCIAL PLATFORM:

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8.1/ Digital communication strategy

Organize a backpacking tour as a parade to spread the image of electric motorbike to a large group of target audience (mainly focus on the back packers)

In this, collaborate with selective KOLs/influencers to spread activity widely

KOLs/influencers join in the backpacking tour and share about the activity on their page/account on social platform

Participants in this activity are selected via a mini contest on TikTok to increase the image of

Platform: TikTok, Facebook

Collaborate with singer/band to release a music video in which electric motorbike appears with the key message “ ” embedded in

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8.2/ Action plan

Description: In this activity, organizes a casting round to attract people to participate

in Backpacking tour in "campaign with KOLs: Tri Phan , Tuan Tran, Khoai Lang Thang On the participation platform Tiktok, players upload videos about "breaking limit" story, use compulsory hashtags, and tag account to participate Then, the organizers chose 15 people (each with their own outstanding personality and unique story about the theme

”) to join the trip with Additionally, will send a registration form via personal email of customers who used to buy product before to call for participation of whom are interested in backpacking tour The trip consists of three routes and starts together In each road segment, there will be a KOL leading:

¢ Saigon - Vung Tau with KOL leading the delegation is a blogger Khoai Lang Thang

¢ Ha Noi - Ninh Binh with KOL leading the delegation is an actor Tuan Tran

e Da Nang - Hue with KOL leading the delegation is a TikToker Tri Phan

Bai thi cudi kk®dn Truyén théng trực tuyến

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Activity 1

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A€fiVItVT

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Activity 1

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A€fiVIfW T

Description: In this Musie video, collect images and videos from 3 road segments of the previous backpacking tour to make some scenes of the MV In the MV, products will be filmed running on all roads, overcoming difficult roads to reach the location This represents a feature of

new product that can easily run on roads and run for along time Additionally, KOLs’

story about “ ” cleverly integrated into the MV in different segments Then, at the end of the MV,there will be a picture of backpackers meeting at the final destination The image

at the end of this TVC shows a limited breakout

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Description:

will offer promotions for its audiencesWhen customers buy new products from they will be given a free charger and helmet with q signqture and a note from Da LAB called

This creates more interest and engages the audience with these limited product

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TIME LINE

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TIME LINE

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TIME LINE

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Website:

Organic traffic: 300 clicks (run ads)

Number of visit to website: 300 - 400 visits

Online news (magazines and online newspapers):

Online newspapers and magazines booking: 15 presses

30 articles: 3.000 - 10.000 views/each article combine with KOLs (Song Luan, Gin Tuan Kiet, Anh Tu) to attract attention and attract people

f Dat Bike fanpage: 20.000 reaches/each media post (run ads)

KOLs'’ feed: 50.000 reaches/each media post

Youtube (Da LAB Official): | 2.000.000 views for MV (run ads)

TikTok (Dat Bike):

50.000 views + 3000 likes + 100 comments + 50 shares per clip (run ads)

15.000 followers

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LECTURER’S COMMENTS

We here by confirm that the proposal was created and completed by our ideas We also take all responsibility if our proposal overlaps with any previous proposal due diligence checks to carry out fraud prevention checks This is an imaginary proposal for the subject of Digital Marketing, thus everything particularly mentioned within the plan isn't real and is not the official event nor legality related to the actual oper-

ation of the enterprises or organizations

Tiêu đề	Digital Marketing Plan For Dat Bike Communication Project
Tác giả	Trần Quỳnh Lan Anh, Lê Võ Diệu Anh, Nguyễn Thị Thanh Hiền, Nguyễn Thúy Linh, Vòng Mỹ Nam, Nguyễn Ngọc Bảo Ngân, Phạm Đoan Thanh Trúc, Trần Ngọc Anh Tú
Người hướng dẫn	MSc. Trần Tuan Anh
Trường học	Ho Chi Minh City University of Foreign Languages
Chuyên ngành	Digital Marketing
Thể loại	Project
Năm xuất bản	2022
Thành phố	Ho Chi Minh City

Định dạng
Số trang	30
Dung lượng	24,53 MB