1. ASSIGNMENT 10.1 – SOCIAL MEDIA

2. NESCAFÉ
Cùng Trò
Chuyện
CAMPAIGN
BACKGROUND
As a global leading
instant coffee
brand, NESCAFÉwas
struggling to create an
emotional connection
with Vietnamese
people who prioritize
local brands.
Target Audience: Male
and Female aged 20-
29, ABC, mostly in big
cities, love to converse

3. Big Idea
Insight Brand Role
Conversation is a crucial part
of my daily life, a way I get
comfortable around people
and express myself
Season conversations with
great coffee taste
NESCAFÉ
Cùng trò
chuyện
Let’s get to know NESCAFE through conversations
Let NESCAFE be the irreplacable conductor of the daily talk
NESCAFE knows you as a citizen of Vietnam

4. DEPLOYMENT
strategy
Start the Conversation
Build awareness of
conversation
Build Conversations
Let’s start the
conversation
Everyone is conversing
with NESCAFE
Create your own
conversation
Unbranded banners TVC
Cungtrochuyen.com
website
Digital billboard
Web banners
Forum seeding
Forum seeding
Digital billboard
Web banners
Website
Social influencer
Digital billboard
Key
message
Key
Hook
Key
Channel
Objective

5. RESULT
Comment
Creative idea from the root, the instictive role of
coffee in people’s life
Deep understanding of Vietnamese people to
find the most effective way for NESCAFE to become
apart of their life
Daring choice of unbraded media
Achieved both marketing and business objective

6. STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
OVERVIEW Based on the basic model of idea development

7. STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
XPLORATION
Listen: Use social listening tools to learn
about
• User behaviors in digital
• What Influencers and users say in digital
world
• What are the digital paths users take
Know: about your brand
• How is your brand behaving in social
• How is your community engagement
and growth
• Is your brand voice consistent and clear

8. STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
IDEATION
Generate all your raw ideas into solution for the final challenge
without worrying about the quality and judging about the effectiveness
Use ideates tools to create ideas (go for quantity & the wider the better):
• Solo brainstorming
• Reversal
• Pool brainwriting
• What if…..

9. STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
DEVELOPMENT
The development stage is purely focused around campaign formalisation.
• Finalize one idea that most suit the situation (base on previous analysis +
consumer insight) and develop a campaign plan
• Choose, design routes, communication flow and way of approaching
for each channel base on content strategy (how to use influencers)
• Planning and establishing actualisation routes, communication flows
and expectations
• Creating key performance indicators per channel and estimating
expected return per channel

10. STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
DEVELOPMENT
Community
Manageme
nt
Social
Experience
Influencer
Manageme
nt
Content
Activation
• How to use different forms of
advertising to extend the reach
• Where to distribute content to reach
users
• Use own, earned and paid media
• How to amplify the program

11. STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
EVALUATION - optimization
The evaluation of a digital strategy is very important both in long and short
term, it helps you to adjust actions on board and improve the effectiveness of
future campaign
Short term:
• Your brand’s voice touches consumers or not ?
• Content strategy build good interaction ?
Long term:
• Evaluating KPIs and fiscal achievement
• Reviewing engagement and unexpected longer term benefits
• Scoring the strategy and the benefits that it has given

12. STEP TO DEVELOPE DIGITAL MARKETING CAMPAIGN IDEA
ACTION
Follow strictly the content strategy and guideline, on digital, crisis
happen quickly so we need to follow and take action immediately
To optimize our plan.

13. Social listening: to find out
NESCAFE’s problem of not
obtaining Vnmese
citizenship and Vietnamese’
love for chatting
Brand print: understand
the brand role, the suitable
image
Generate
into the
INITIAL
IDEA of
conversat
ion
website
Make the IDEA more
tangible, feasible
Community management:
Choose forums and pages to seed
Social experience: define the
journey from unbranded
message to raise curiosity, to
mass interesting conversations
Influencer management: Hồ Hoài
Anh, Hiền Thục
Content activation: choose
intersting conversation topics
Test the
IDEA
Utilize the
advantage of
Digital to test
to optimize
the idea. Set
tangible
action
standard
Take action if the
idea pass the
standard. If not, go
back to social
listening.
Example: NESCAFÉ Cùng Trò Chuyện