Kế hoạch marketing tổng thể của durex

WHAT IF THERE IS A CONTRACEPTION METHOD? A digital strategy to get the adult Prepared by OhYeah Communications THE QUESTIONS WHO WHY who we are going to talk to WHAT why we need to communicate to help what we want them to remember, and what is the communication task what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success THE QUESTIONS WHO WHY who we are going to talk to WHAT why we need to communicate to help what we want them to remember, and what is the communication task what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success CONSUMERS CONCERNS: CONTRACEPTION METHODS Using condom is the first choice for contraception among target audience Source: Vinaresearch, 06/06/2013 CONSUMERS CONCERNS: REASON TO USE CONDOM Ease to use is the reason people prefer to use condom Source: Vinaresearch, 06/06/2013 CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN PROVINCE Reason to choose using condom between province difference but target to prevent illness, contraception, ease to use Source: Vinaresearch, 06/06/2013 CONSUMERS CONCERNS: DIFFERENTIATE BETWEEN MATERIAL STATUS Reason to choose using condom between material status difference but target to contraception, ease to use Source: Vinaresearch, 06/06/2013 CONSUMERS CONCERNS: UNCONVIENCE OF USING CONDOM Beside the benefits, consumers are feeling not comfortable by using the condom Source: Vinaresearch, 06/06/2013 CONSUMERS CONCERNS: PREFERABLE BRAND Durex & OK have the high preferable by consumers Source: Vinaresearch, 06/06/2013 CONSUMERS CONCERNS: PREFERABLE FUNCTIONS Thin condom is the one target audience looking for Source: Vinaresearch, 06/06/2013 THE QUESTIONS WHO WHY who we are going to talk to WHAT why we need to communicate to help what we want them to remember, and what is the communication task what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success MASTER PLAN CONTENT STRATEGY For Facebook Fanpage, we will have 05 posts per day For Facebook Ads & Google Adwords will run 02 months from week 03 to week 10 VIRAL CLIPS The clip about the 02 old people meet together by chance on a train During the trip they remember the young age when they are the lover with The clip about the man life with a lot of mistakes make him have a poor performance in current life By the end of the trip, they say goodbye The clip about the woman with the and feel sorry about the past, what if careful make her a happiness life we the right thing in the past now we did have a happy ending a lot of joyful CLIP 01 CLIP 02 CLIP 03 ALWAYS ENDING WITH THE SLOGAN “YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE” CLIP 04 YOUTUBE CHANNEL OBJECTIVE: • Use to Viral video CONTENT: SAMPLE • • • • Product TVC Product Review Viral Clips Clips about Dream & Life FACEBOOK FANPAGE OBJECTIVE: • Use to viral the clips CONTENT: SAMPLE • • • • Product TVC Technical explanation Product Review Viral Clips FACEBOOK APPLICATION HOMEPAGE RULES & REGULATIONS FACEBOOK APPLICATION PLAY GAME WINNER LIST FACEBOOK INFLUENCERS OBJECTIVE: • Use to build awareness about the campaign CONTENT: • • • Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage FREQUENCY: • Average 01 post / 02 weeks INFLUENCERS: • • • • • Macy Pine Dưa Leo Duy Khánh Helly Tống Ribi Sachi FACEBOOK BIG FANPAGE OBJECTIVE: • Use to build awareness about the Campaign Click to edit Master text styles Second level Third level Fourth level Fifth level CONTENT: • • • Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage FREQUENCY: • Average 01 post / 02 weeks CHANNELS: • • • • • Click to edit Master text styles Second level Third level Fourth level Fifth level Hãy nói lời yêu th ương Đẹp+ Nhịp sống trẻ Café Cười Thông điệp yêu th ương Click to edit Master text styles Second level Third level Fourth level Fifth level FACEBOOK ADVERTISING OBJECTIVE: • • Use to build awareness about the campaign Use to increase the number of fans CONTENT: • • • Ask to join the FB Fanpage Ask to play the game Introduce the products FREQUENCY: • 02 months for Facebook Ads YOUTH FORUMS OBJECTIVE: • Use to build awareness about the campaign CONTENT: • • • Sharing the viral clip & comedy series Sharing information about the products Invite people to join the game on Facebook Fanpage FREQUENCY: • Every 02 weeks / 01 topic CHANNELS: Pro9x.com Uhm.vn Kenhsinhvien.net Trasua.vn 360kpop.com Sinhvienit.net 9xvn.vn Chiplove.biz Ngoinhachung.net Beat.vn Rap.vn Svkt4rum.com Viethiphop.com Hihihehe.com Bka.vn GOOGLE ADWORDS OBJECTIVE: • Target to audience who having a need of finding contraception products CONTENT: • Product Advertising FREQUENCY: • 02 months Google Adwords CHANNEL: • Google Adwords THE QUESTIONS WHO WHY who we are going to talk to WHAT why we need to communicate to help what we want them to remember, and what is the communication task what we are going to say to them WHEN when we are going to communicate with our target WHERE where we are going to communicate with our target HOW how we are going to measure our success KEY PERFORMANCE INDICATORS Awareness • Facebook Influencers: 200 likes / 30 comments / 01 post • Facebook Big Fanpage: 200 likes / 30 comments / 01 post Consideration • Facebook Ads: 30.000 clicks • Google Adwords: 20.000 clicks Preference • 6% consideration will be join the facebook application • 30% consideration will be join the facebook fanpage Purchase • Facebook Application: 3000 players Retention • Facebook Fanpage: 15.000 fans THANKS FOR YOUR ATTENTION ... 2000 1600 1500 1000 500 390 Sagami 480 50 Jex Durex True-X 170 260 ROCK Innova 20 Power Men 50 110 Sumo OK Herman 260 VIP 140 70 Number One Viva Durex & OK are 02 brands that consumers are pro-active... SEARCH VOLUME BY MARKET SHARE 4% 5% 22% 4% 50% 7% Sagami Jex Durex True-X ROCK Innova Power Men Sumo OK Herman VIP Number One Viva Durex & OK are 02 brands that have the high search volume in... 14700 95000 130000 78100 Durex & Sagemi have the most advertising information online Source: Google Search, 2013 CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE Sagami Jex Durex 8% 1% 2% 1% True-X