1. ASSIGNMENT 11.1
DIGITAL MARKETING
VU PHUC – NGOC TRAM

3. CAMPAIGN BACKGROUND & OBJECTVE
BACKGROUND
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 your flawless best.
Clear is a brand of Unilever which is about to own “summer” and “cool”.
Business challenge:
• Refresh brand image
(haircare industry is quite boring & their communication activities are irrelevant to the youth)
•
One step forward it’s competitors to get closer to the youth
OBJECTIVES
• Own the perception of “summer” & “cool” for brand Clear since 2013
• Refresh the brand, make it more dynamic & relevant to the youth
 Create differentiations with competitors
 Strengthen brand’s personality & value  Strengthen brand love

4. TARGET AUDIENCE
TARGET AUDIENCE
- Youth, live in Vietnam key cities
(dominant: HN, HCM, DN)
- 15-25 years old
- BCD
- Habit: spend at least 1 hour/day on
internet
- Dynamic, freedom-lover,
passionate, open-minded, outgoing
- Love to explore the world, then to
share to others
- Love traveling, and updated stuffs/
events/ news

5. CORE INSIGHT
CULTURAL TENSION
“Why Vietnamese travel
the foreign country while
they have not discover all
the beauty within Vietnam
yet?
Why foreigners know more
Vietnamese cool places
than
Vietnamese
do?
Where is our pride?”
CONSUMER MOTIVATION
MIX WITH
“ As a young dynamic Vietnamese, I love
moving and explore the new things. New
experience should be great together with
national pride. I wish there is a community that
connect me to Vietnam’s travel & beauty,
otherwise I also can share my point of view, my
experience, my knowledge to contribute to
Vietnam’s traveling, to introduce to beauty of
Vietnam to others.”

6. STRATEGY
FROM OBJECTIVE
TO CONSUMER JOURNEY
Take advantage of culture tension come from national pride & customer motivation
come from the “exploring blood” of the youth  Exploit the Vietnamese Travel platform
 OWN PERCEPTION “SUMMER” & “COOL” & CONNECT TO THE YOUTH
Be awaken & awared what is
happening to Vietnam
Be triggered to involve in the talk
by touching their national pride
Engage to the real activity, to
experience the “summer” and
“cool” of Clear
Get back to Digital space to amplify, to
share to the world what they
experienced – and how Clear is for
“summer” and “cool”
AND CONSUMER’S TREND
“PHUOT” becomes a popular
trend to Vietnamese Youth
recently
STRATEGY
REFLECTED VIA DIGITAL
(DIGITAL-LEAD CAMPAIGN
FORMULA)
Raise the talk
on digital world
Realize the campaign by
bringing it to the real life
for consumer’s real
experience
Amplify the real experience
on digital world

7. CONCEPT
My Kool Việt Nam
Summer is a great opportunity for young people to travel and discover new-interesting lands.
Nowadays, Vietnamese people tend to go abroad to Asian countries such as Ssingapore,
Thailands,… instead of “cool places” in their own countries - Vietnam. Especially when more and
more foreigners come to Vietnam to travel and they even know more “cool places” in Vietnam
than local people.

8. DEPLOYMENT PLAN
Trigger
Objective
Content
Message
Key hook
KPIs
Attract attention from the youth
and involve them in the talk
about travel in Vietnam
Raise the talk about why
foreigners know more about
travel in Vietnam than local
citizens. Involve celebs in this talk
to share their opinions
Why Vietnamese don’t travel
Vietnam while foreigners do?
Viral clip of Kyo York
Experience
Amplification
Let TA experience the beautiful
Vietnam
Amplify Vietnam’s beauty and
continue to support the youth to
travel cool places in Vietnam
-Publish the website
http://www.mykoolvietnam.vn
and application to create and
share about cool places in VN.
Take Thanh Hang and Thanh Bui
as brand ambassadors.
- Update the journey of My Kool
Vietnam tour
Summer is a great opportunity to
explore and experience. Be
Confident to discover the cool
beauty of Vietnam
Keep talking about the beauty of
Vietnam cool places and the
amazing experience at these
places
The pride comes from experience
of Vietnam’s beauty
MV My kool Vietnam of Thanh Bui
The My Kool Vietnam tour
Video clip sharing about the tour
of some young men traveling to
beautiful places in Vietnam
Places to be hunted and check
in on website.
View and share Thanh bui MV
Affection on brand health

9. CAMPAIGN OUTCOME/ RESULT
• 4392 cool spots updated till now
• Hundreds of young people register to this website as clear cool hunters
• Thousands of turns downloaded application on both Android and iOS
• Many review are sent to this website to share about their experience and recommend
places to others people
• Trigger viral clip of K gain 263.556 views on Youtube
(http://www.youtube.com/watch?v=x2qYasMXsSU)
• MV Thanh Bui – My Kool Vietnam gain 218.542 views on Youtube
(http://www.youtube.com/watch?v=lqwqjF9rsU4)
• Video My Kool Vietnam by The Voice Kid – Tran Ngoc Duy gain 265.431 views on Youtube
(http://www.youtube.com/watch?v=mCz3Z__tnxo)
• Meet the objective: Innovation-Leader in the Vietnamese haircare-market to bring the
brand on digital with a relevant and successful campaign to the youth.
 Create the differentiation, and on the way own 2 perception of “Summer” and “Cool”

10. KEY LEARNINGS
GOOD
GOOD
•
•
•
•
Innovation-leader (in communication) to promote the brand on digital channels
Good coverage with good content brings big impact
Effective usage of Influencers’ image & voice
Touch consumers’ heart
NEED TO IMPROVE
NEED TO IMPROVE
•
•
User Experience of the site (the My Kool Vietnam Map) must be easier to use, to share, to
discover,… to become a handbook of community with more detailed and rich reviews
 Can gain the huge success like Diadiemanuong.com
Strengthen the brand story in the story of “My Kool Vietnam” – Clear doesn’t completely
own “summer” and “cool” in consumer’s mind  Need to improve in My Kool Vietnam
2014