3. Client brief
COMMUNICATION OBJECTIVE
• Develop an OWNED MEDIA STRATEGY that allow
Diageo Vietnam to connect, engage, interact and
be relevant with our targeted consumers while
staying within the boundary of the current laws &
regulations
TARGET AUDIENCE
• 18 –30 urban male/female A,B,C class, live in HCM
& Hanoi, internet users, interest in nightlife
lifestyle; music, party, hanging out and alcohol
consumption.
GEOGRAPHY FOCUS
• Ho Chi Minh, Ha Noi
DURATION:
• Nov 2011 – Nov 2012
CAMPAIGN TASK
• Develop an effective recruitment strategy that
acquire the right consumers to Diageo’s database
• Develop engagement strategy that drive
participation and responsive to our communication
4. Insight
Day generally starts Day generally starts
Who go out with
at 6am - Weekday at 6am - Weekend
8am - 6pm work/ study/ 8am - 6pm hang out for
Friends 89
socializing internet in coffee/ online to read
break time or when they news/ entertainment Classmates 56
are free. information/connect with
others Family 43
6pm - 11pm socializing
internet, go out 9pm – 1am enjoy with Boyfriend/
Girlfriend
39
friends at disco/ bar/ other
85+% go to bed at 12 am places Colleagues 14
85+% go to bed between 12
pm and 2 am
5. Insight | Youths’ overall
Frequency of accessing Internet Top website
10
10
Less than 1x /day
30
1x /day
2-3x /day
50
More than 3x /day
9. Insight | Target audience’s voice
Question: If there is a new nightlife website, what kinds of contents
that keep you visit all the time?
It provides me unique content and
interesting activities that engage “It should be a good environment
every single nights. for me to connect with
(Minh Long- Male - 24yrs) likeminded people”
(Minh Vu - Male 28yrs)
It’s possible for me to share my feelings, “I hope it recommends for me
nightlife experience and expand my really cool places to hang out with
social relationship. (Phuong Diem – friends after hard working time”
Female 19yrs) (Tan Nguyen Male– 30yrs)
11. Web Analysis | Competitors
ANYARENA.COM
A destination for Strong points:
discovering the latest in - Nice & clear design
Entertainment, Fashion, - Well interactive with
Culture and Living. An users.
essential social compass - Helpful and hot content
with up to the minute including blogs, fashion…
info.
Target audience: Locals, Weak points:
expats, travelers - Lack of review &
Site direction: An online recommendation either
lifestyle magazine and from Anyarena or users.
social network for
Vietnam
12. Web Analysis | Competitors
PARTYINSAIGON.COM
Introduce Saigon Strong points:
locations for eating, -Friendly for everyone.
drinking and event - Users easily upload
photos to share.
Target audience: Youths
who love party and
entertainment Weak points:
Site direction: - Not premium design
Become advertiser for - Mass content, just list
locations, products, the locations without
events… review &
recommendation from
Party in Saigon & users
- Low interact with users
14. Web Analysis | Thai HipKingdom Review
Strong points:
- Well interact with users
-No advertisement, have good
recommendation from Hipkingdom
& users -> trustful
Irrelevant points:
- The design a little bit looks messy &
unclear to find things quickly.
- Content structure is overlapped
some places
- Some contents are irrelevant with
Vietnamese culture. (ex: Hip scoop)
Redesign to make it more premium & clearer.
Restructure sitemap to make it simpler.
Add more relevant content to attract Vietnamese target audience.
15. Web Analysis | Thai HipKingdom Review
4 tabs kept moving
makes difficult to Bar content including
access main content. Me/Profile/Friends/
Should change the Photos/Groups/My
way demonstrate personal calendar
should appear when
users click on their
Mobile app will be avatar in right corner.
added later
Backdoor content
including Contact
us/ Sitemap/ Terms
& Conditions
should appear just
at footer.
16. Web analysis | Thai HipKingdom FrontPage Review
Week point
Too many box of content display in
homepage.
It currently includes:
- Hip Calendar
- Hip Highlight
- Hip Clip
- Hip Review
- Hip Event
- Hip Movie
- Hip Movie Trailer (could be hidden)
- Recent Activities (could be hidden)
- Recommendations (could be hidden)
- Hip Web board
-Hip Friends
Homepage should display just only
hot & highlighted content.
*Note: hidden contents could be replaced
by other interesting ones:
- Member recommend
- Hip Queen & King contest
- Drink Recipe
- Member offline
17. Strategy | Why users join Hip Kingdom Vietnam?
Most updated nightlife activities
Join Diageo special events
Join member offline parties
WHY HIPKINGDOM?
The No. 1 nightlife
community for Place to share
Get discount drink vouchers likeminded people
Free to recommend
Make friend, expand social relationship
18. Strategy | Website Development | Hipkingdom Vietnam new sitemap
Current
Current
New
19. Strategy | Website Development | Content
HIP EVENT
Event calendar:
Just the same as current HipKingdom website but simpler.
Highlight event:
Show poster of event with special promotion or program.
Event Update: Clip & photo:
Will provide information about cool events. Below each Upload clips or photo album of the events. Below each
one, we allow user to evaluate the location by star rating one, we allow user to evaluate the location by star rating
(*****) or comment. (*****) or comment.
HIP REVIEW
Hip Recommend:
HipKingdom will recommend some really cool places
List/ Search:
with special promotion or program at that day.
Provide address and selective features of good bars or
restaurants. Below each one, we allow user to evaluate
the location by star rating (*****) or comment. Member Recommend:
HipKingdom will choose the most helpful reviews from
users to post on website.
HIP MOVIE
Now showing: Next coming:
Just the same as current HipKingdom website. Provide information about the Just the same as current
movie which is now showing on the cinema. Below each one, we allow user to HipKingdom website. Inform
evaluate the location by star rating (*****) or comment. next coming movie.
20. Strategy | Website Development | Content
HIP ACTIVITY
TIPS:
Modify from Hip Scoop to match Vietnamese culture & youth’s lifestyle.
The content including:
- Horoscope: Fun tips to guide youths where should they go on Monday, ‘QUEEN & KING of the night’ contest:
Tuesday… according to their horoscope. -Hold a big contest to attract youths
- Drink recipe: HipKingdom’s professional bartenders will guide users to and online users to HipKingdom
make cocktail on their own. Users can also upload their own discovered Vietnam is #1 Nighlife website. 1
recipes. female and 1 male will be honored to
- Dating Corner: find your partners/ likeminded person. become the Queen & King of
- Shine in the night: Tips to guide youths how to dress up, behave, be HipKingdom.
outstanding or make friend at a bar or an event. - They are cool, have wide social
- Party safely: Write-up articles to advise users do not driving when you networks, & experienced in nightlife
are drunk, quiz to test your drinking tolerance world. They are also representatives
- 365 exciting nights: Each day, HipKingdom will give each advice to excite for the modern, energetic generation
users’ every single night. who know the best way to energize
their lives. (The contest could also be
Quiz: held over Asia).
Fun quiz to test a guy/girl characteristic, for ex:
- How much do you love nightlife?
- What is your drinking tolerance?
Game:
Build flash game to entertain Hip community: Member’s offline:
- Play darts: (phóng phi tiêu) HipKingdom builds offline activities to
- Cocktail recipe: (pha chế coctail): Choose the right ingredients to make interact and engage with Hip members
your cocktail. and attract more friends/users to join
http://www.funfastgame.com/vi/game/2757/lounge-cocktail-bars.html the community.
23. Strategy | Execution
VISIT ENGAGE SHARE
Objective
AWARENESS INTERACTION LOYALTY
• Group register to win Hip’s POSM • Frequently updated hot event and cool places
Website
• HIP’s ambassadors • Interactive activities including game, quiz, tip
• Teasing VDO • “King & Queen of the night” contest & online reality • Sharing nightlife experience, photos and
• Countdown on website show moments on website.
• Expand your social network & invite your
friends to Hip Kingdom to be awarded as
“Most Connected Members”
Fan page
• Create fan page • Main role to support, update activities & drive traffic
• Recruit fans back to website.
• Quiz
• Offline party quarterly with different
• Launching event • Together with friends to join all
Event
theme based on special occasions.
• Hip Kingdom dancers HipKingdom activities & event
• Diageo special event (if any)
• Countdown RM banner • Viral • FB Ad/ GDN/ Ad network
• Online & Offline PR • FB Ad/ GDN/ Ad network • Viral
Selection
• Print Ad • SEM • SEM
Channel
• Posters/ POSM • Event • Event
• Viral
• FB Ad/ GDN/ Ad network
• Event
24. Strategy | Channel implementation timeline
Mid Oct/11
Quarter 1 Quarter 2 Quarter 3 Quarter 4
TEASER LAUNCH-Nov’11
Viral
Banners Banners Banners Banners
Ad Network
SEM & SEO
GDN/FB GDN/FB GDN/FB GDN/FB
Event Event Event Event
Note: - Quarter 1 start from Mid of Oct’ 2011 for teaser campaign, then launch on early Nov’11
25. Strategy | Channel | Viral marketing
- Use most influential
- Fan recruitment
people in online
- Page management
community to influence
- Update news/ promotion
their fans & other users to
- Interactive activities (by
drive them to HipKingdom
games)
- Combine with most Viral
crowed VDO & Photo campaign
sharing website to easily - Content seeding on over
spread out HipKingdom 100 different types of
forums of entertainment
for Vietnamese youth.
- Use over 10 most popular
social network in VN at List of forum & social: Forum & Social
present to seed desired List
subjects in the most natural
way to create WOM
28. Strategy | Channel | Online Display Ad (Standard & rich banner)
sing standard and rich banner to create brand/campaign awareness initially.
1 2
Link on
Yahoo homepage
3 4
30. Strategy | Channel | Online Display Ad (Standard & rich banner)
Yahoo Mail login
31. Strategy | Channel | Online Display Ad (Standard & rich banner)
Facebook Ad
Zing.vn
Vnexpress.net
Zing.vn
32. Strategy | Channel | Online Display Ad (Standard & rich banner)
Dantri.com.vn
Center expandable banner
33. Strategy | Channel | Ad network
• Place banners in Ad network in order to maximize brand /campaign
awareness and generate clicks to website.
34. Strategy | Channel | GDN/SEM/SEO
Set up keywords relating to products,
services or campaigns in order for
search results appear on top list in
Google Search Engine
Place banner in Google Display Network in
order to maximize brand and campaign
awareness in any partners website with
Google in Vietnam.
35. KPIs | How do we measure success?
Success Metrics Measured by
• Traffic driven from all selected medium to website
• Network traffic generated from PR online/offline editorial
Awareness of Hipkingdom Website features
• Page views
• Unique visitors
• Time spent on website
Engagement • Returning visitors
• Click through rate from all channels used
• Comments
• Contribution of recipes; bar information
Interaction • Games/Quiz number of participant
• Sign up to Diageo user database High-Value-Consumers
36. KPIs
Channel Total Imps Total Visitors
Print Ad, PR online &
Offline N/A N/A
Banner Ads (CPM) 551,082,071 914,553
Adnetwork, GDN, FB (CPC) 70,785,454 140,000
SEM/SEO N/A 60,000
Viral 20,000,000 500,000
Total 1,614,553
Estimated # of Registers 16,146
38. Development timeline
Sept, 2011 Oct Nov December
Finalize deal
Confirm scope with client
Finalize sitemap and
content needs
Finalize success metrics &
measurements
Content gathering and
VietBuzzAd sources
Website development
Stage 1: Stage 2:
Diageo Diageo final
Review approval Launch of website &
monitoring
39. Project Organization Chart
Ms. Hanh Nguyen
Project Head Overall
Mr. Ha Phung Mr. Long Pham Ms. Kim Phan Mr. Vu Tran Ms. Nhu Nguyen
Sales Manager Creative Head Copywriter Head Viral Head Event Manager
Mr. Minh Gia
Ms. Dinh Pham Ms. Oanh Ng Ms. Tram Ng Photos/Video
Designer/Web
Account Manager Copywriter Viral Assistant (4)
management
Mr. Hau Ho Reporters Seeders
Coder (4) (10)
40. VTP Advertising Company Ltd. Nguyen Huu Hanh
A: 468 Nguyen Van Linh, Tan Phu Ward, Dist. 7 HCMC M: 0903 740 506
E: hanhng@vietbuzzad.com
T: +84 (0)8 62838383
F: +84 (0)8 62624867
