VIETNAM - KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY FACULTY OF DIGITAL maemuy AND E-COMMERCE VU : FINAL REPORT COURSE: DIGITAL MARKETING Topic: Diana Sensi Cool Fres
Challenges and impacts of digital marketing
Digital technologies have transformed the power dynamics in the marketplace, shifting focus from brands and suppliers to consumers and their experiences Modern consumers seek personalized interactions, seamless engagement, and authenticity from brands To thrive, businesses must adopt customer-centric strategies that enhance experience, satisfaction, and loyalty This evolution demands agility in meeting changing consumer expectations and continuous innovation to remain responsive.
In the digital age, negative publicity can quickly damage brand reputation and trust as it spreads across social media and online forums To mitigate these risks, brands must implement effective crisis management strategies, maintain transparent communication, and engage proactively with their audience Additionally, consistently meeting and exceeding customer expectations through personalized interactions and value-added experiences is crucial for maintaining a competitive edge and fostering brand loyalty.
Tracking and monitoring customer interactions across various digital devices, such as smartphones, tablets, and wearables, poses significant challenges for businesses To effectively manage these interactions across multiple platforms and touchpoints, it is essential for companies to implement robust tracking and monitoring systems This ensures a comprehensive understanding of customer behavior and enhances the overall customer experience.
Discover five essential analytics tools and technologies that facilitate cross-channel tracking, attribution modeling, and the creation of unified customer profiles This data-driven methodology offers in-depth insights into consumer behavior, empowering personalized marketing strategies, enhancing customer journeys, and maximizing return on investment (ROI).
The competitive environment and rising above the
In today's saturated digital landscape, brands face intense competition from a myriad of content and advertisements vying for consumer attention To effectively stand out, businesses must focus on compelling storytelling and innovative content marketing strategies, while also providing personalized customer experiences By leveraging data analytics to gain insights into market trends and consumer behaviors, companies can refine their marketing tactics, uncover untapped opportunities, and develop impactful campaigns that truly resonate with their target audiences.
Micro-moments are critical touchpoints in the consumer journey where individuals turn to their devices to fulfill immediate needs or seek information These fleeting moments create opportunities for businesses to deliver relevant and timely content that addresses consumer queries and desires To effectively capitalize on micro-moments, businesses should focus on mobile optimization, local search strategies, personalized recommendations, and real-time responsiveness By anticipating and meeting consumer needs during these pivotal moments, businesses can enhance engagement, drive conversions, and foster brand loyalty.
III The analysis of the Digital Marketing campaign
3.1,.Background of the Diana SENSI Cool Fresh campaign
The "Freeze troubles - Free yourself" (Con l6c bang - Cudén phang rac réi) campaign was launched from July 11 to September
11, 2020 The year 2020 presented numerous difficulties and challenges for many industries due to the impact of the COVID-19 pandemic However, for the fast-moving consumer goods (FMCG)
6 sector, it was an opportunity for growth as consumers increasingly turned to online shopping and stockpiling goods
In this context, Diana SENSI Cool Fresh, a super cooling, super absorbent sanitary pad from Diana, launched the "Freeze Troubles -
Free Yourself" campaign to increase brand awareness, convey a new message, and enhance touchpoints with the target audience
The "Freeze Troubles - Free Yourself" campaign was built on the concept of "Ice Storm - Sweep Away Troubles," reflecting the strength, dynamism, and confidence of women using Diana SENSI
The main content of the campaign was a TV commercial titled
In "Ice Storm - Sweep Away Troubles," a vibrant young woman eagerly prepares for a romantic date with her boyfriend, only to encounter a series of challenges on her period day, including wet clothes, a malfunctioning hairdryer, and an empty motorcycle fuel tank Despite these setbacks, she maintains her cheerful demeanor and confidence, all thanks to Diana SENSI Cool Fresh, which helps her stay cool and comfortable throughout the ordeal.
The TV commercial ends with the girl and her boyfriend happily together, accompanied by the slogan "Super Cool! Super
Absorbent!" (Siêu mát lạnh! Siêu thấm hút!)
Figures 3.1 The "Freeze Troubles - Free Yourself' campaign
Increasing Brand Awareness and Brand Love for Diana
Affirming Product Position: The campaign focused on establishing Diana SENSI Cool Fresh as a leading sanitary pad that provides a cool, comfortable, and safe experience for women during their periods
Diana established a deep connection between the brand and its customers by understanding and addressing the challenges women encounter during menstruation This approach not only enhanced brand awareness but also fostered emotional attachment and loyalty, ultimately cultivating a strong sense of brand love.
Conveying the New Message “Super Cool! Super
Clear Product fflenefits: The campaign highlighted two main benefits: the cooling sensation and superior absorbency This not only attracted consumer attention but also differentiated the product in the market
To effectively convey the message, we utilized engaging and creative content that aligned with current trends across various media, including advertisements and social media posts To boost purchases, we implemented promotional programs, gifts, and attractive offers to encourage consumers to try and buy the product, ultimately increasing sales.
The campaign successfully broadened the brand's visibility through multichannel communication, utilizing platforms like television, print, online media, social networks, and in-store promotions This strategic approach enabled Diana to connect with a wide-ranging customer demographic and significantly boost brand awareness.
Interaction and Dissemination: Encouraging consumers to share their stories, experiences, and opinions about the product not only created interaction but also helped spread
8 the campaign's message This dissemination can create a network effect, garnering broader attention for the campaign
Diana's "Freeze Troubles - Free Yourself" campaign focuses on promoting its product while fostering sustainable customer relationships by addressing their concerns and showcasing superior benefits By enhancing the brand's presence across various media channels, this initiative aims to boost brand awareness, cultivate customer loyalty, and ultimately drive sales.
The "Freeze Troubles - Free Yourself" campaign was designed for young, dynamic, and individualistic women who seek adventure and new experiences This target audience is primarily located in six major cities: Hanoi, Ho Chi Minh City, and Hai Phong.
Da Nang, Can Tho, and Nha Trang are key markets targeting women aged 18-24, while also appealing to potential customers aged 15-18 This demographic comprises early adopters who are eager to embrace new products and technological innovations.
The target customer group also determined the visual style (Key
Visual) of the campaign With a youthful target audience, Diana
SENSI Cool Fresh utilized a colorful, vibrant, and approachable comic style to easily attract attention and convey two important elements:
Rational Appeal: Images of snowflakes and ¡ice blocks represented the product’s characteristics: "cool," refreshing, and breathable
Emotional Appeal: Images of a girl with various expressions conveyed a youthful, confident, and vibrant spirit
The onset of menstruation often leads to discomfort, mood swings, and fatigue, diminishing women's enthusiasm for life, especially during the sweltering summer months This heightened discomfort can cause many women to withdraw, become less active, and experience a decline in confidence and energy.
Many women experience a gloomy mood during their menstrual cycle, which is often mirrored in their clothing choices The fear of leaks leads them to avoid bright colors, favoring darker shades instead This time of the month can stifle their joy and self-expression, making it difficult for them to showcase their individuality.
Target audienCes (T) mm n nh 7
The "Freeze Troubles - Free Yourself" campaign was designed for young, dynamic, and individualistic women who thrive on exploration and new experiences This target audience was primarily located in six major cities: Hanoi, Ho Chi Minh City, and Hai Phong.
Da Nang, Can Tho, and Nha Trang are emerging markets primarily targeting women aged 18-24, with a secondary focus on girls aged 15-18 This demographic represents early adopters who are eager to embrace new products and technological innovations.
The target customer group also determined the visual style (Key
Visual) of the campaign With a youthful target audience, Diana
SENSI Cool Fresh utilized a colorful, vibrant, and approachable comic style to easily attract attention and convey two important elements:
Rational Appeal: Images of snowflakes and ¡ice blocks represented the product’s characteristics: "cool," refreshing, and breathable
Emotional Appeal: Images of a girl with various expressions conveyed a youthful, confident, and vibrant spirit.
Insight and Big idea cm nu na 8
The onset of menstruation often leads to discomfort, mood swings, and fatigue, significantly diminishing women's enthusiasm for life, especially during the sweltering summer months This increased discomfort can cause many women to withdraw from activities, feel sluggish, lose confidence, and experience a decline in their natural energy levels.
Many women’s clothing choices during their menstrual cycle reflect a gloomy mood, as the fear of leaks leads them to avoid bright colors in favor of darker shades This time of the month often stifles their joy and individuality.
Diana SENSI Cool Fresh provides an ideal solution for menstrual discomfort with its innovative Ice Cool technology and Smart-fit design These advanced features guarantee dryness and prevent leakage, empowering women to confidently embrace every moment during "that time of the month." Experience the refreshing comfort of Diana SENSI Cool Fresh—where the Ice Storm sweeps away all worries.
Troubles," liberates the self, awakens positive energy, and inspires a joyful life.
Competitive adVantAaQGS cuc nu na 8 3.6.S{TAa[COV .à on n mm HH HH nh HH HH BH HH BH BE XE M 9
Diana's "Freeze Trouble - Free Yourself" campaign achieved significant success and made a_ substantial impact in the
Vietnamese women's sanitary pad market This campaign possessed several prominent competitive advantages, helping Diana affirm its leading brand position and attract widespread customer attention
- Groundbreaking Slogan: "Freeze Trouble - Free Yourself" emphasizes the confidence and resilience of modern women
- Impressive Imagery: A dynamic young woman in stylish attire, "freezing" her troubles, creating a visually striking and memorable impression
- Effective Communication: Highlighting the benefits of Diana
Sensi Cool Fresh and its superior protection capabilities
Effective Use of KOL and Influencer Marketing
- The campaign collaborated with well-known KOLs (Key
Opinion Leaders) and influencers in fashion, music, and lifestyle sectors to promote the product and brand image
The influence of these KOLs and influencers helped the Campaign reach a broad potential customer base, especially the youth
- These KOLs and influencers shared their experiences using
Diana Sensi Cool Fresh authentically and relatably, building trust and capturing the interest of consumers
- Diana created an online community for the "Freeze Trouble -
The "Free Yourself" campaign on social media platforms like Facebook and Instagram creates a supportive community for young women to share their experiences, discuss women's health issues, and engage in activities organized by Diana.
- ffluilding this online community enabled Diana to connect with customers effectively, foster brand loyalty, and gather consumer feedback to improve products and services
- Diana conducted various appealing marketing activities like minigames, contests, and more to engage customers and create buzz for the campaign
- These marketing activities helped Diana enhance brand recognition and establish a friendly, approachable image with customers ffly leveraging these outstanding competitive advantages,
Diana's "Freeze Trouble - Free Yourself" campaign achieved remarkable success and contributed to establishing Diana as the leading women's sanitary pad brand in Vietnam
To capture customer attention, Diana SENSI Cool Fresh employed several effective marketing strategies, including:
- Creating a Short but Impressive Slogan: The slogan
"Freeze Troubles - Free Yourself" succinctly communicates the product's benefits while also generating a positive emotional response, encouraging customers to try the product
- Using Diverse Media Channels: The campaign utilized various media channels such as TV commercials (TVC), print ads, public relations (PR), social media, websites, and
Display and media advertising play a crucial role in boosting brand recognition and effectively communicating product messages Diana SENSI Cool Fresh leverages engaging media content to offer customers valuable product insights, share real-life stories, and evoke emotional connections through the experiences of actual users.
Diana organized engaging product experience activities, including free sample distributions, contests, and minigames, that allowed customers to interact with the product directly These initiatives highlighted the product's unique advantages, helping customers understand its value compared to competitors in the market.
Digital channels for communication - activities and their D©TÍOTINQICC on HH HH nu HH HN HH BI BE 10 1, Paid media Là HS Hình nh nh khi 10 2 Owned media - HH HH HH nh nhờ 20 3.8.ImplementatẽOH cm n nnn nn nn G HH HH BH 25
10 vạn câu hỏi vì sao của các bà, các chị, các dì khi "mùa dâu" tới
Hỏi khoai thế nào mình cũng tiếp hết! Gì thì gì chứ làm khó Long là không có được a nha ew
Long còn có bí quyết tuyệt đỉnh cho các chị em vào ngày ấy luôn á> Xem liền xem liền cho nóng ca nha diiii
TÀI lb 13k 307 bình luận 150 lượt chia sẻ d> Thích € Bình luận @ Chia sé
Hè đến là phải chơi, đẹp là phải khoe!
Vào những ngày 'ấy ghé, con gái thường có tính cách thất thường, nhưng đừng tự gò bó bản thân Hãy thoải mái là chính mình, làm những điều mình yêu thích, ăn những món ngon, đi đến những nơi mình muốn và chia sẻ thật nhiều hình ảnh đẹp Như chuyến đi mùa hè của Amee, nắng nóng cũng không thể cản bước tâm hồn yêu thích khám phá của tôi!
Tham gia ngay cuộc thi "Freeze Troubles Free Yourself" cùng Amee để chia sẻ những khoảnh khắc đẹp và lan tỏa năng lượng tích cực trong mùa hè này Hãy cùng nhau tạo nên những kỷ niệm đáng nhớ và khám phá niềm vui từ cuộc thi thú vị này!
Giải nhất 30 triệu đồng tiền mặt đang chờ người chiến thắng may mắn nhất đó nè @
Cuộc thi được tổ chức bởi
OD 2.9K 23 binh luan 4 luot chia sé
() Thích € Bình luận @& Chia sé
Chị nói cho các em biết nhá
Là con gái phải tự tin làm điều thích, thoải mái làm điều mình yêu!
Mùa dịch ít xê dịch, ở nhà quay video rinh quà đỉnh từ Diana cả nhà nhaaaaaa: https://freeyourself.kenh14.vn/
O@ 6.1K 197 bình luận 21 lượt chia sé
Figures 3.3 KOL Chi Ca No
Hello các bạn! Cuối tuần qua Hương đã ghé Cần Thơ và trải nghiệm Hành Trình Cool Fresh cực kỳ tuyệt vời cùng Diana SENSI Cool Fresh
Chuyến xe chở chú Gấu cool ngau mang tinh thần lạc quan, tích cực đến cho tất cả mọi người Vô cùng dễ thương luôn @
Cùng khám phá với Hương qua clip sau nhaa
OO 21k 176 bình luận 34 lượt chia sẻ
Khi được hỏi về cách dùng BVS @
#DianaSENSICoolFresh #SiêuMátLạnhSiêuThấmHút #FreezeTroublesFreeYourself Để lót giay! Ding Disa SANS) Coal Fresh vừa hút mồ hôi chân, vừa êm, vừa mát phê cả người
Dán mỗi bên cánh một cái thì thấm hút thôi rồi lại có mùi vị của biển cả
OS 73k 524 bình luận 176 lượt chia sẻ dd Thich € Bình luận @ Chia sé Figures 3.5 Fanpage Cam Cham Chỉ
Sở hữu bảo bối "siêu mát lạnh, siêu thấm hút" này rồi thì chấp hết mọi mùa dâu luôn chứ có gì mà phải sợ
Os 3.2K 36 bình luận 8 lượt chia sẻ dd Thich Q Bình luận oS Chia sé
16 Tháng 8, 2020 - @ Thương Đen mấy núi cũng trèo, mấy "photo" cũng chụp nhưng mấy kèo cũng không được đi
Tham gia ngay cuộc thi của Diana SENSI Cool Fresh để tranh giải thưởng 30tr với Đen tại: https://bit.ly/3hgxiH2
Os Thảo Vy Nguyễn và 6,1K người khác 28 bình luận 12 lượt chia sẻ
Chủ nhân giai nhat Freeze Troubles - Free Yourself: “Rinh” giải 30 triệu ngọt lịm nhờ khoe ảnh “sương sương”
Mùa hè vừa khe khẽ "lượn" đi cũng là thời điểm cuộc thi Freeze Troubles - Free
Yourself đi đến hồi kết Sau hơn 1 tháng tưng bừng lan tỏa
Khoe ảnh “cool fresh” ấm giải ngàn đô — ngại gì không thử?
Chỉ việc chụp ảnh "sương sương" khoe phong cách cool fresh mà ấm ngay giải thưởng
30 triệu cùng hàng nghìn quà tặng xịn sò nữa thì ngại gì =
Xem Thiều Bảo Trâm, chị Cano cùng loạt teen Việt pose ‘Ls
Figures 3.8 Articles about the campaign on Kenh14
Figures 3.9, Articles about the campaign on Kenh14
Figures 3.10 Articles about the campaign on Kenh14
Figures 3.11 Articles about the campaign on Kenh14
Figures 3.12 Articles about the campaign on Kenh14
Figures 3.13 Articles about the campaign on Kenh14
Figures 3.14 Post about the campaign on Diana's Facebook
Figures 3.15 Post about the campaign on Diana's Facebook
Figures 3.16 Post about the campaign on Diana's Facebook
Figures 3.17 Post about the campaign on Diana's Facebook
Figures 3.18 Post about the campaign on Diana's Facebook
Figures 3.19 Post about the campaign on Diana's Youtube 3.8.Implementation
To enhance communication throughout the Customer Journey and develop engaging interactive content, the brand has implemented an integrated strategy that utilizes a multi-channel approach to increase touchpoints with its target audience This strategy is designed to immerse readers in the brand narrative and foster meaningful interactions In the 4.0 era, the brand effectively synchronizes diverse channels to engage the largest possible consumer base.
- Communication: TVC, Print-ad, PR
- Digital: Social, Website, Display/Media, Facebook, Viral clips, Engagement contest
- Activation: Road show, Sampling, MT activation, TT activation
The "Freeze troubles - Free yourself" Engagement Contest, hosted on the Kénh 14 platform, is a central element of the campaign aimed at engaging the young audience This popular entertainment site serves as a key hook to encourage interaction and participation from its target demographic.
28 strongly spread the campaign's message, and contribute to achieving the main objectives: reinforcing brand awareness, conveying the new message "Super cool! Super absorbent!" and attracting potential customers
Diana SENSI Cool Fresh selected Admicro to execute its Digital Campaign, which was carried out in three key phases, marking significant milestones in campaign activities.
The "Freeze troubles - Free yourself" campaign by Diana SENSI Cool Fresh launches with a bold strategy titled "Unlocking the Secrets of Period Days," aimed at capturing attention and making a lasting impression This approach candidly addresses common challenges women experience during their period days, positioning Diana SENSI Cool Fresh as an effective solution to alleviate these issues.
Viog "Subtle Answers to Girls' Period Issues" with KOL Long Chun
A male KOL's bold initiative to address female issues during menstruation offered a fresh perspective that ignited controversy and captured significant attention on social media This unique approach led to a strong viral effect, with the vlog attracting over 13,000 views.
30 likes and interactions from both men and women, confirming the campaign's strong appeal
Figures 3.22 Viog "Subtle Answers to Girls' Period Issues" with
KOL Long Chun Amee - The Goddess Companion, Spreading Gentle Messages
Diana SENSI Cool Fresh made a strategic choice by selecting Amee, a popular and vibrant singer and actress, as their brand ambassador for the campaign Amee engaged audiences through Facebook posts, Instagram updates, and PR activities, sharing valuable insights and empathetic messages about "period days" for women Her confident and radiant persona perfectly embodied the spirit and unique selling proposition (USP) of Diana SENSI Cool Fresh, enhancing the brand's appeal among the youth.
Amee's gentle, approachable, and empathetic approach helped Diana SENSI Cool Fresh's content easily resonate with women A
31 post on Instagram garnered over 28,000 likes, demonstrating the campaign's strong appeal
Figures 3.23 Amee - The Goddess Companion, Spreading
Gentle Messages eMagazine - A Heartfelt Confession
Diana SENSI Cool Fresh combines quality products with impactful storytelling in its eMagazine article, highlighting "the untold stories" of women's journeys toward self-affirmation and self-love The engaging comic style resonates with a youthful audience, drawing them in and offering valuable insights and practical solutions for challenges faced during "period days."
The eMagazine attracted over 10,000 views and received many positive responses from readers The article contributed to elevating awareness about "period days," evoking emotions, and creating a deep connection with women
“ Phase 2: Connection - Enhancing Interaction, Spreading the Brand © Objectives:
- Attract attention and participation in the "Freeze troubles - Free yourself" photo contest
- Spread the image of the Diana SENSI Cool Fresh brand
- Stimulate consumer interaction with the brand
- Multi-Channel Communication: Combine media, social, PR, roadshow, activation, and sampling
- Organize the "Freeze troubles - Free yourself" Photo Contest: + Theme Relevance: The theme is relatable to the target customer segment
+ Encourage Sharing: Promote the sharing of cheerful, positive moments
+ Message Conveyance: Deliver the message "the ice storm sweeps away troubles," inspiring women
- Contest Design with Lively Comic Style:
+ Use the campaign's Key Visual (KV)
+ Feature the characteristic colors of Diana SENSI Cool Fresh: white, blue, and pink
+ Introduce three characters representing three modern personalities: Trendy, Graceful, and Strong
+ Create a cute photo collage video, embodying the spirit of the campaign
Figures 3.24 "Freeze troubles - Free yourself' Contest e "Freeze troubles - Free yourself’ Contest - Explosive Appeal on Kenh14
Hosted on Kenh14, a platform with a large young user base, the
The "Freeze Troubles - Free Yourself" contest rapidly gained popularity, captivating a wide audience with its enticing prize structure With a total prize pool of up to 500 million VND and a grand cash prize of 30 million VND, the contest attracted numerous participants and generated significant buzz.
The "Freeze troubles - Free yourself" campaign successfully encouraged creativity and individuality through its unique contest rules, allowing participants to submit photos, videos, and clips The campaign's impressive design featured meticulous and eye-catching graphics that effectively conveyed its positive message With over 12,000 entries, the contest demonstrated a powerful appeal, reaffirming Diana SENSI Cool Fresh's strong presence among young audiences.
Figures 3.25 Media images for the "Freeze troubles - Free yourself" contest ¢ KOLs and Hot Fanpages Stir Up "Freeze troubles - Free yourself"
The brand launched the "Freeze troubles - Free yourself" contest in collaboration with KOLs, influencers, and popular fanpages, effectively boosting its viral reach By leveraging youth trends and engaging content from notable figures like Chi Cano, Thieu fflao Tram, Ngoa, Kenh 14, The Anh 28, NEU Confession, and Phu, the campaign achieved over 3 million reaches and millions of views, playing a crucial role in its remarkable success.
Figures 3.26 Diana has collaborated with KOLs and Influencers to increase virality © PR & Media Strategy Amplifies the Appeal of "Freeze troubles - Free yourself"
+ Increase fflrand Coverage: Spread the campaign message widely
+ Diverse and Creative Content: Use infographics, comics, GIF essays, quote essays, and more
+ Effective Reach: Publish 27 PR articles and 15 special format articles
+ Messaging: Highlight product features, inspire participation, and encourage contest entry
+ Writing Style: Concise and impactful, targeting the mindset of young people
+ Reach Potential Customers: Strengthen the product image + Diverse Media Channels: Utilize GDN, YouTube Ads, Facebook Ads, TikTok Ads, AdX, banners, and TVCs
+ Increase Touchpoints: Feature TVCs in elevators, billboards, and YouTube
+ Effectiveness: Maximize brand recognition and reinforce the product image ¢ Offline Activities
Alongside the communication efforts, the brand also intensified its marketing activities with the following initiatives:
The Diana SENSI Cool Fresh Parade recently embarked on a roadshow, traversing key routes across eight provinces and cities in Central and Southern Vietnam A highlight of the event was a striking truck featuring a massive polar bear model, designed with a snow and ice theme, captivating audiences along the way.
- fflooth Placement: Over a continuous 6-week period, booths were set up at traditional retail stores and large supermarket chains such as AEON, Coopmart, and fflig C across 8 provinces/cities
- Sampling Activities: Conducted product sampling at secondary and high schools in 6 major cities: Hanoi, Hai Phong, Da Nang,
Ho Chi Minh City, Nha Trang, and Can Tho
These offline activities complemented the digital and PR strategies, enhancing brand visibility and consumer engagement across different demographics and geographic locations
Figures 3.27 Offline activities of the campaign
“ Phase 3: Enhancing Awareness & Campaign Recap
In the final phase of the campaign, emphasis was placed on highlighting product benefits to customers while celebrating its success Key activities featured prominent posts showcasing product experiences from KOLs and bloggers, including Song Thu's vlog, which garnered 309,000 views on YouTube Furthermore, updates on program results and details about lucky participants were shared to maintain transparency and uphold the contest's integrity.
These activities successfully achieved the campaign's goals of enhancing persuasion and transparency, thereby increasing awareness and boosting sales for the product
The "Ice Storm - Sweep Away Troubles" campaign achieved resounding success through innovative ideas and effective multi- channel implementation:
- Attracted over 12,000 contest entries, 152,000 likes, and
- Garnered 197 million views from PR articles
- Reached over 100,000 people through roadshows
- Sold over 10,000 products, exceeding sales KPls by 130-200% in advisory and sales activities
The successful campaign demonstrates the power of a creative multi-channel communication strategy that effectively combines online and offline initiatives, engaging a broad audience and boosting sales for Diana SENSI Cool Fresh.
Cuộc thi thu về tới
V6i 27 bdi PR, trong d6 c6 15 bai dinh dang dac biét, nhan hang da thu vé toi
Ngodi ra, doan xe Diana SENSI Cool Fresh tham gia Roadshow da tiép can hon
100.000 nove ôx BOOSTOOOQ || @ðenứbẩn lượt tương tóc tợi các điềm dừng dugc ban ra trong mỗi tinh Road Show
F, vegtamngurvinnennenaiacse BOOOOO | La x ~ mau sampling da dugc phat ra bị TSO © BOOB Ftasorenseeezvee°:
Conclusion for Strengths and Weaknesses
The "Freeze Trouble - Freeze yourself" campaign by Diana has successfully positioned the brand as the top feminine hygiene choice in Vietnam Despite its strengths, there are weaknesses that must be addressed to enhance effectiveness and maintain Diana's market leadership.
Strengths: với tổng cộng hơn
- fflreakthrough Message: "Freeze Trouble - Freeze yourself" affirms the confidence of modern women, appealing to the youth
- Effective KOL/Influencer Marketing: Reaches potential customers, especially the youth, through famous KOLs/Influencers
- Online Community: Connects, shares, and gathers feedback from customers, building brand loyalty
- Engaging Marketing Activities: Mini-games, contests attract participation and enhance brand recognition
- Extensive Distribution Network: Diana is part of the
Unicharm Group - Japan's leading manufacturer in personal hygiene products, trusted in over 80 countries
- Quality Products: Diana Unicharm pioneers the use of the most advanced non-woven fabric technology to provide high- quality products that offer comfort and confidence to Vietnamese consumers
Weaknesses: High Focus on a Specific Target Group: The campaign primarily targets the youth, neglecting potential customer groups such as middle-aged women, mothers, etc
To improve campaign effectiveness, it is essential to diversify target demographics while capitalizing on strengths such as influencer marketing, community engagement, and innovative strategies This multifaceted approach will reinforce Diana's market leadership and facilitate wider market penetration across all relevant customer segments.
- To expand the target customer base, Diana should broaden the campaign to reach more potential groups, including middle- aged women, mothers, etc
Leveraging TikTok as a promotional tool is essential for Diana, as the platform's popularity among youth aligns perfectly with her primary target audience By utilizing TikTok for marketing, Diana can significantly expand her reach and connect with a broader spectrum of potential customers Collaborating with influential TikTok creators will further enhance her promotional efforts, driving engagement and visibility for her brand.
To enhance brand recognition, TikTokers can create engaging advertising videos and participate in hashtag challenges By implementing these strategies, Diana can effectively address the weaknesses of the "Freeze Trouble - Freeze Yourself" campaign, optimize marketing effectiveness, and reinforce its leading position in the Vietnamese feminine hygiene market.
Diana should continue monitoring and evaluating the campaign's effectiveness to make timely adjustments when necessary