1. ASSIGNMENT 14.1
CREATIVE DIGITAL MARKETING
NGUYEN NGOC TRAM & NGUYEN BA LOC

2. YOLOVE
VALENTINE
CAMPAIGN
2014
1. CREATIVE DIGITAL MARKETING IN VIETNAM

3. - Inspire TA to “live out every minute” in Valentine's Day 2014, use a
creative digital marketing campaign to stand out from other
competitors, who also celebrate Valentine’s Day (ex: Close up)
- Increase the customer’s engagement to brand – Yomost
Campaign Objectives

4. Media behavior:
- regularly online and use smart phone
- frequently update facebook, youtube
- interested and willing to share
interesting clips
- Vietnamese young people age from 18-
24, urban areas.
- Dynamic in modern digital world
- In love or interested in love stories.
Customer insight:
“ I always try to live life to the fullest,
I want to express my feelings towards
the one I like as well.
Valentine is a appropriate occasion
that I express my love.
I want one thing that can help me
confidently express my feelings and
realization of ideas
in this special day…”
Target Audience

5. Remind TA about
Valentine and Love
Encourage the
youth to dare to
experience to full
fill the life
Inspire the youth
by activitives, Give
youth chance to
“Try&enjoy” by
Yolist
Strategy

6. Concept

7. TRIGGER EXPERIENCE AMPLIFICATION
Why don’t you dare to express your
love to lover?
Let’s think about special ideas to express
your love!
Let’s actualize your idea for an
unforgettable Valentine!!
Viral Clip
Phút yêu đầu - YoMost Valentine 2014
Mobile app “Yo love- cung ngo loi yeu” Integrated execution in digital
platform
Web
banner
website
Online
video
Social
media
Online PR
Key
massage
Key
hook
Key
channels
Online PR
Website
Facebook fanpage
Website
Facebook
Youtube
Deployment Plan

8. 2000 persons join “YOTIME JUMP EVENT”
with more than 200 persons register to challenge
Simple and cost effective based on Digital Platform
Quote “Could you be my Valentine” in the viral clip has been
widely spread and used on social network as well as in reality
Wide-spread viral clip after 1 month
219.600 views----462 likes on Youtube----4469 likes on Facebook Fanpage
Campaign Outcomes

9. Strategy
• combine many tools not only digital but also PR, social media to spread massage
• strengthen platform of Yomost
Idea
• Youth love and Valentinve are not new subject. But Yomost used digital and made
a new trend to show feelings.
Outcome
• 1 campaign only is not sufficient. Yomost is gradually fading and overwhelmed by
other brands such us Close-up.
Comments on YoLove Campaign

10. Background/
Context
defining
Challenge
defining
Objective
defining
Target
Audience
segmenting
Insight
revealing
From Insight
plus Brand role
to Strategic
approach
Campaign
Concept/ Big
Idea
Goal Analysis
& Strategy Forming
Dig deep insights
the idea originated
Deployment planning
measurement
2. HOW TO COME UP A DIGITAL MARKETING
CAMPAIGN IDEA

11. BACKGROUND
CHALLENGE
TARGET
AUDIENCE
Clear is the No.1 shampoo in Vietnam that offers premium technology solutions to dandruff and other scalp problems (itch, dryness and
grease) – allowing you to leave behind any inhibitions and look flawless.
Clear is a brand of Unilever which is about to own Vietnam’s summer
1. Refresh brand image (haircare industry is quite boring & their marketing activities are irrelevant to the youth)
2. One step forward it’s competitors to get closer to the youth
OBJECTIVES 1. Own the perception of “summer” & “cool” for Brand Clear since 2013
2. Refresh the brand image, make it more dynamic & relevant to the youth
 Create differentiations with competitors
 Strengthen brand’s personality & value  Strengthen brand love
1. Who are they?
- Youth, urban
- 15-25 yo, BCD
- Heavy online users
- Dynamic, out-going, love to explore the world, update the latest news & shares to others
2. Consumer context
- Aware Vietnam is full of cool places BUT still need a motivator to step out & explore despite of the hot summer
Example: Clear My Kool VN 2013

12. INSIGHT
STRATEGY
I’m youngster & love to explore the new things. Vietnam is full of cool places,
therefore I love to explore VN & share to friends.
Summer is a great time to step out & explore, BUT it’s hot which drives my scalp annoyed with DANDRUFF &
ITCHINESS that makes me unconfident.
CONCEPT
BRAND ROLE
A solution to worry-free of DANDRUFF – ITCHINESS to explore VN in Summer, since awake TA’s national pride
CO-CREATION PROJECT
(this digital campaign is a part of PR campaign with digital platform)
Step 1: Raise the talk in digital world – about National Pride
Step 2: Bring the campaign into real life for consumer’s real experience
Step 3: Then share the real experience back to digital world
– and amplify by the My Kool Vietnam e-Map
1st EVER SUMMER MAP OF VIETNAM
MY KOOL VIETNAM
WITH EXCITING PLACES, ACTIVITES, HOT SPOTS, EVENTS,… WHICH ARE UPDATED BY USERS THEMSELVES.
Example: Clear My Kool VN 2013