WHAT IF THERE IS A CONTRACEPTION METHOD?
A digital strategy to get the adult
DIGITAL MARKETING PLAN
Prepared by OhYeah Communications
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THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHAT
what we want them to
remember, what we
are going to say to
them
WHERE
HOW
where we are going
to communicate with
our target
how we are going to
measure our success
THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHAT
what we want them to
remember, what we
are going to say to
them
WHERE
HOW
where we are going
to communicate with
our target
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
CONSUMERS CONCERNS: PREFERABLE FUNCTIONS
Thin condom is the one target audience looking for
Source: Vinaresearch, 06/06/2013
CONSUMERS CONCERNS: SEARCH VOLUME BY BRAND
4000
3,600
3500
3000
2500
2000
1,600
1500
1000
500
480
390
170
260
20
50
0
Sagami
Jex
Durex
True-X
ROCK
Innova
Power Men
50
110
Sumo
OK
Herman
260
140
VIP
Number
One
70
Viva
Durex & OK are 02 brands that consumers are pro-active searching with high volume for shopping online
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY MARKET SHARE
4%
Sagami
5%
Jex
Durex
22%
True-X
ROCK
Innova
50%
4%
Power Men
Sumo
7%
OK
Herman
Durex & OK are 02 brands that have the high search volume in market share
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
4,000
3%
3,600
1%
0%
3,500
3,000
bao cao su gai
2,900
2,500
39%
2,000
bao cao su 12 con
giáp
bao cao su nữ
1,500
1,000
500
bao cao su bi
48%
590
260
70
10
0
bao cao su mỏng
8%
bao cao su bao cao su bao cao su bao cao su bao cao su Bao cao du
gai
12 con giáp
bi
dày
nữ
mỏng
Dot condom & woman condom are the function that audience looking for
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY FUNCTION
44%
Đặt vòng
11%
8%
Tránh thai cổ
điển
Bao cao su
12%
6%
Dùng thuốc Cấy/dán/tiêm
Among 80% women in reproductive age, we have are 12% using contraception pill
Source: Google Search, 2013
CONSUMERS’ NEED: SEARCH VOLUME BY BRAND
140
120
120
110
110
100
10%
90
80
Thuốc tránh thai cấp
tốc
Viên tránh thai hằng
ngày
70
60
50
40
40
40
30
20
20
20
10
20
10
0
90%
0
New choice is the Brand preferable among target audience
Source: Google Search, 2013
CATEGORY CONVENTIONS: ADVERTISING INFORMATION
3,000,000
2,680,000
2,500,000
2,000,000
1,760,000
1,500,000
1,000,000
447,000
500,000
533,000
440,000
90,900
105,000
True-X
ROCK
397,000
33,900
14,700
95,000
130,000
78,100
VIP
Number
One
Viva
0
Sagami
Jex
Durex
Innova Power
Men
Sumo
OK
Herman
Durex & Sagemi have the most advertising information online
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY MARKET SHARE
Sagami
1%
2% 1%
Jex
Durex
8%
26%
6%
True-X
ROCK
6%
1%
Innova
2%
7%
Sumo
OK
VIP
39%
Number One
Viva
Durex (39%) & Sagami (26%) have the most advertising information online
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
3,000,000
2,850,000
2,500,000
2,000,000
1,500,000
1,000,000
856,000
804,000
500,000
167,000
203,000
32,800
0
BCS gai
BCS 12 con giap
BCS nữ
BCS bi
BCS mong
BCS dày
Spikes Condom & Zodiac Condom have the most advertising information online
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY FUNCTION
7,000,000
6,050,000
5,700,000
6,000,000
4,770,000
5,000,000
4,000,000
3,220,000
3,000,000
1,720,000
2,000,000
1,000,000
572,000
0
Táo
Dâu
Chuối
Bạc Hà
Dứa
Không mùi
No Smell Condom & Mint Smell Condom have the most advertising information online
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY REGIONAL
120
100
80
60
40
20
0
HCM
Hanoi
Da Nang
Vung Tau
Quang Ngai
Nha Trang
Hai Phong
HCMC have the need consume condom highest compare with other region
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
0%
3%
3%
5%
3%
Hà Nội
Hồ Chí Minh
4%
Đà Nẵng
Cần Thơ
Vũng Tàu
56%
25%
Đà Lạt
Nha Trang
Hải Phòng
Hanoi is the place that sell condom online highest
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
120,000
108,000
96,800
100,000
76,900
80,000
63,600
60,000
40,000
26,900
20,000
22,600
21,000
19,400
13,400
10,100
1,630
2,350
672
1,450
3,060
0
Yaz Tab, Diane 35, Gracial & Marvelon have the high advertising information on search engine
Source: Google Search, 2013
CATEGORY CONVENTIONS: SEARCH VOLUME BY ONLINE SHOPPING
Yaz Tab
1%
0%
Yasmin
5%
Gracial
Diane 35
23%
14%
Drosperin
0%
Mercilon
2%
Lindynette 20
Triregol
6%
1%
0%
4%
Postinor
Regulon
4%
Gynera
16%
3%
Marvelon
Novynette
21%
New Choice
Love Choice
Yaz Tab & Diane 35 acquires 40% advertising information on search engine
Source: Google Search, 2013
WHAT COMMUNICATION SHOULD DO
COMMUNICATION
OBJECTIVES
MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
KNOW
MAKE THE TARGET & PEOPLE
WHO CAN PAY FOR THEM
EXCITED
THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHAT
what we want them to
remember, what we
are going to say to
them
WHERE
HOW
where we are going
to communicate with
our target
how we are going to
measure our success
THE TARGETING STRATEGY
MAKE THEM KNOW AND EXCITED
TO TRY
MALE
15 YO AND ABOVE
ABC CLASS
ONLINE ACTIVIES OF TARGET AUDIENCE
Online information gathering and
online entertainment are the main
activities of audience on internet
Source: Cimigo Netcitizens, 2012
ONLINE ATTITUDES OF TARGET AUDIENCE
Internet is the important source for
audience and help them to find out
new products & brands
Source: Cimigo Netcitizens, 2012
METRO ONLINE COMMUNICATION TRENDS
Visiting social network is increasing
over the time
Source: Cimigo Netcitizens, 2012
ONLINE CONSUMERS ARE NETWORKED & SOCIAL
Facebook is the preferable social
network
Source: Cimigo Netcitizens, 2012
THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHAT
what we want them to
remember, what we
are going to say to
them
WHERE
HOW
where we are going
to communicate with
our target
how we are going to
measure our success
THE BIG IDEA
EVERYBODY ALWAYS HAVE A DREAM IN THEIR LIFE
THE BIG IDEA
BUT SOMETIME WE CANNOT CONTROL OUR LIFE
THE BIG IDEA
WE MAKE A MISTAKE AND A LOF OF MISTAKES
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THE BIG IDEA
THESE MISTAKES WILL RUIN YOU LIFE
THE BIG IDEA
DON’L LET THE PAST MISTAKES RUIN THE FUTURE OF
YOUR LIFE & YOUR DREAM
THE BIG IDEA
YOUR LIFE, YOUR DREAM – LET KEEP IT SAFE
THE BIG IDEA
LET US ALONG TO BRING UP A GOOD FUTURE LIFE
THE BIG IDEA
CULTURAL TRENDS
People always dream about a good life
GOLDEN CHOICE PRODUCTS
Golden Choice provide the full solutions to protect people from
the risks to keep the life safety
CATEGORY CONVENTIONS
Golden Choice provide the wide range of product to any needs
CONSUMER CONCERNS
Vietnamese consumers are becoming savvy and smarter over
time
YOUR LIFE,
YOUR DREAM
– LET KEEP IT
SAFE
THE STRATEGY
FROM
THE STRATREGY
TO
Everybody always have the dream and
wish to have a good life, but sometime
we often make mistakes
Communicate Golden Choice as the
answer of “if only there is an easy way
to keep your dream and not ruin your
future life”
I can feel free and joyment with my
prtner that not ruin my life in the future
Engage in wishful thinking “if only I can
feel free and joyful with my partner”
INSIGHT
“If only there is an easy way to protect
me and my partner, if only …”
Use Golden Choice products keep my
future not to be ruined
SINGLE MINDED PROPOSITIONS
OK
CONDOM
WHAT IF I CAN
FEEL FREE AND
JOYMENT WITH MY
PARTNER THAT
NOT RUIN MY LIFE
IN THE FUTURE
ROCK
CONDOM
NEW CHOICE
CONTRA CEPTION PILL
THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHAT
what we want them to
remember, what we
are going to say to
them
WHERE
HOW
where we are going
to communicate with
our target
how we are going to
measure our success
COMMUNICATION TIMELINE
TEASER
02 WEEKS
LAUNCH
01 WEEK
REVIEW
01 WEEK
AMPLIFICATION
08 WEEKS
PLATFORM
YOUTUBE CHANNEL
FACEBOOK FANPAGE
ACTIVITIES
TEASER CLIP
“YOUR LIFE, YOUR DREAM” CLIPS
“TALK ABOUT THE FUTURE LIFE” GAME
OBJECTIVE
CHANNELS
FACEBOOK
GOOGLE
FORUM
Raise awareness about dream &
life
Viral the video clips
Build up the engagement about not make mistakes to have a good future
life
Official launch the campaign
Introduce the Golden Choice
products
Keep the conversation about the dream & life
Push up the conversation about keep the life apart
with mistakes
“TALK ABOUT YOUR FUTURE LIFE” GAME
WHAT IF
People will visit the application,
then view the video clips before
attending the game
Then they need to submit an
photo show of the thinking about
future and an testimonial about
the dream life
After complete the game, people
will receive a lucky code to have
chance to win lucky gifts
During the time join the game, it’s
automatic share to their
Facebook Wall
JOIN THE GAME:
GIFT REDEEM:
SHARE & SPREAD
“Talk about your future life”
Each week, Golden Choice will
announce the winner for lucky
gifts
Facebook Sharing
“Ann just visited the “Your
dream, your life” and have
chance to receive lucky gifts”
After that, they need to invite 10
person to join the game
“TALK ABOUT YOUR FUTURE LIFE” GAME
PRIZES
10 TOUR VOUCHERS FOR
COUPLE
100 DINNER VOUCHERS @
FIVE STARS HOTEL
EVERY 02 VOUCHERS PER
WEEK
EVERY 10 VOUCHERS PER
WEEK
EVERY 10 BOOKS PER WEEK
GRAND PRIZES
LUCKY PRIZES
LUCKY GIFTS
100 BOOKS ABOUT HOW TO
PLANNING YOUR LIFE
THE QUESTIONS
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHAT
what we want them to
remember, what we
are going to say to
them
WHERE
HOW
where we are going
to communicate with
our target
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 a lot of joyful
CLIP 01
The clip about the man
life with a lot of
mistakes make him
have a poor
performance in current
life
The clip about the
woman with the careful
make her a happiness
life
By the end of the trip,
they say goodbye and
feel sorry about the
past, what if we do the
right thing in the past
now we did have a
happy ending.
CLIP 02
CLIP 03
CLIP 04
ALWAYS ENDING WITH THE SLOGAN
“YOUR DREAM, YOUR LIFE – LET KEEP IT SAFE”
YOUTUBE CHANNEL
SAMPLE
OBJECTIVE:
• Use to Viral video
CONTENT:
• Product TVC
• Product Review
• Viral Clips
• Clips about Dream & Life
FACEBOOK FANPAGE
SAMPLE
OBJECTIVE:
• Use to viral the clips
CONTENT:
• 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
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:
• Hãy nói những lời yêu thương
• Đẹp+
• Nhịp sống trẻ
• Café Cười
• Thông điệp yêu thương
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
Trasua.vn
9xvn.vn
Beat.vn
Viethiphop.com
Uhm.vn
Kenhsinhvien.net
360kpop.com
Sinhvienit.net
Chiplove.biz Ngoinhachung.net
Rap.vn
Svkt4rum.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
WHY
why we need to
communicate to help
and what is the
communication task
WHEN
when we are going to
communicate with our
target
WHO
who we are going to
talk to
WHAT
what we want them to
remember, what we
are going to say to
them
WHERE
HOW
where we are going
to communicate with
our target
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
Tool check trình độ Marketing digital của bạn
• Hãy bỏ 2 phút check trình độ Digital Marketing
của bạn – Click link
• http://www.surveymonkey.com/s/digital-marketing
THANKS FOR YOUR ATTENTION
Sưu tầm : http://sachmarketing.vn
http://digitalmarketingplan.net