Image and Text Video Story Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other Product announcement: Launch Egg Cafe The special seasonal drin
Trang 1Assignment 1:
Group Creative Brief & Content Calendar
Trang 2TEAM MEMBER
Team Leader +
Managing Editor
Brand Avocate
Customer Advocate
Creative Lead
Analytics Expert
Bui Kim Long
S3749132
Cao Xuan Huy
S3754860
Tran Thi Ngoc Thanh
S3618908
Nguyen Thanh An
S3749459 Pham Ngoc Khanh Linh
S3751326
Trang 3I CREATIVE BRIEF
Trang 4Company Background
PJ’s Coffee of New Orleans is a coffee shop retailer chain, founded by Phylis Jordan in 1978 The chain serves a big selection of iced, hot, f rozen coffee beverages The brand offers beverages from the Arabica Beans from the top 1% speciality locations including Honduras, Ethiopia and so on (PJ’s Coffee, 2020) TRG International has brought PJ’s Coffee to the Vietnam market in 2016 through a franchising contract Up until 2019, it has three stores in Vietnam since its opening (PJ’s Coffee Vietnam, 2020)
Industry Background
In 2019, coffee shops and bars have had a 3% growth, especially speciality coffee shops such
as PJ’s Coffee itself has seen a 7% growth (Euromonitor, 2020) With the rising disposable income and urbanization, the market for coffee chains has grown rapidly with the contribution from both domestic and international brands (Chi Mai, 2017) The main target customer is young urban consumers (Euromonitor, 2020) By understanding the consumer psychology of the younger targeted consumers, big coffee chains are more successful due to better marketing activities and better prices (Euromonitor, 2020) Consum-ers are also paying attention to environmental aspects; therefore, brands need to switch to using environmental-friendly materials and so on (Euromonitor, 2020)
SWOT
Due to the reputation of TRG International, PJ’s Coffee has had a strong backing strength The brand entered Vietnam later than chains such as The Coffee Bean & Tea Leaf and Starbucks as well as having a rather low brand recognition The threat is the rising competition between the local and international brands who are in the market Despite this, the potential for growth in the Vietnam market is still strong (Chi Mai, 2017)
Targeting
The younger Vietnamese generations who live in the city are usually more prone to quality products and are more brand conscious (Euromonitor, 2018) The targeted consumer profile that PJ’s Coffee is focusing on is the office workers in the age range f rom 20-45 These consumers are educated and have a middle-high income that is willing to pay more than 2 dollars for a specialty coffee drink
On another perspective, PJ’s coffee is deliberately made for those who have appreciation for the real difference in the taste of different sources of coffee beans and different ways to brew a cup Based on former opened store locations of PJ’s coffee in Vietnam that is scattered near the shopping mall (Vincom store) and busy residential areas (Sala store), the majority customers profile is the young generation that is into shopping and have a dynamic lifestyle Furthermore, as Vietnam has approximately 58 million people who have access to mobile devices and social websites, 80% of this demographic are aged from 18-44, creating a big opportunity for PJ’s Coffee to promote their products (Global Digital, 2019).
Content Vision
PJ’s coffee claimed that they always cared about their customer experience (Xuan 2019) PJ’s coffee wants to reflect their signature
to the customers: the hospitality, the craftsmanship and neighbourliness But our resource is limited and to maximize the effective-ness of the campaign, we decide to concentrate to the thing that can make PJ’s different with other competitors: the way of how PJ’s connect people together Xuan 2019 said that they try to create an in-store atmosphere that brings you closer to people you love as well as enjoy a peaceful moment of your life However, we want to take this statement into the whole new level: you can share your love to people who you care not only in-store but they can do it out of the store with PJ In addition, people come to PJ’s coffee only to enjoy the good coffee but also they come to connect with other people.
Target Segment:
•The coffee connoiss eur who truly appreciate the aroma and flavour of good coffee
•Busy workers lack time to reconnect with friends and the beloved ones after Covid-19
Population Review, n.d)
B e havioural Benefits sought •Fresh and high-quality coffee
•Different and unique coffee taste
•Modern and cosy atmosphere for work, friend meetings
•Good and fast customer services
•Often
•Sometimes
•Potential
•First-time purchase
•Knowledge
•Preference
•Purchase
Ps ychographic Lifestyle •Willing to spend on better quality drinks
•Active and dynamic lifestyle
•Busy with studies and work projects
•Lack of leisure time spent alone to relax or with friends
•Trendy
•Creative
•Active and outgoing
•Alone and want to connect with other people
Target
Segmentation
Trang 5BIG IDEA
Big Idea:
Make PJ’s coffee chain becomes a bridge to
connecting people together
Tagline:
PJ thay lời bạn muốn nói gửi đến người bạn yêu
thương
PJ help you deliver what you want to say to
someone you loved
PJ’s coffee, nơi kết nối mọi người
PJ’s coffee, a place to connect people
Đến PJ’s mùa lễ tết, thêm gắn kết
Come to PJ’s in Tet, more connect
Evidence to provide this is a good idea:
The effect of Covid-19 is impacted significantly
to society According to Kevin 2020, the
social-distancing creates the loss of sense of
community which cause many consequences
for people People become more distant with
each other and PJ’s will bring them together
From people who want to transfer what they
can’t tell the one they loved or people who just
want to share with each other; PJ’s will help
them all The event settles at the time couldn’t
be better: The Christmas and New Year Eve and
the Lunar New Year event Those events have
the same characteristic that brings people
closer and PJ’s will exploit that opportunity.
Brand Voice:
Warmly Caring
Deliverables: Types of content:
Content as window Content as community
Channel:
SEO: Google, Bing, Content Marketing Social Media Marketing
Platforms: multichannel:
Social Media: Facebook, Youtube, Instagram,
Delivery Apps: Nows, Beamin, Grab,
KOLs
Mandatories:
To create the consistency between the content of PJ’s campaign, the logo, phone number and their store address and tagline must exist in all contents.
Message/ Call to Action:
PJ: Place to connect, Join now
Trang 6The campaign objective is to set PJ’s Coffee as an unique coffee brand with authentic coffee beans and a place to bring people closer together.
To boost brand awareness of 70% of the target audience about PJ’s positioning from Decem-ber 2020 to February 2021.
The reason for this objective is PJ’s coffee has been arriving in the Vietnam coffee market for
4 years since 2016, but they failed at promoting the brand to the target consumer.
KPI
Raise customer’s engagement with the company’s social media activities by 25% per month Grow 20% of Fanpage likes and follows on PJ’s Coffee Vietnam Facebook every month
Obtain 30% of followers on PJ’s Coffee Instagram every week
METRICS
Post interactions
Views on each video
Profile visits
Paid search and Organic search
Click through rate
Bounce rate
Traffic sources
Facebook Metrics
Target 30-50 likes, 20-40 shares for weekly contents.
Brand advertising videos reach at least 5000 views and over 400 likes.
Normal videos have at least 300-350 views and 40 likes.
Increase Fanpage likes from 4702 to 5500 likes after running the campaign for the first month.
Engagement rate is above 1% (Aamplify 2020).
CTR is from 2-5% per post (Albright, D 2020).
Conversion rate above 5.6% is good enough for a coffee shop running a campaign (Bond, C 2020)
Virality rate is about 2.5% (Protalinski, E 2012)
Instagram Metrics
Annual posts get over 30 likes each
Having more than 10 check-in activities per week
Brand hashtag increases 10% per month
Followers increase from 192 to 250 after running campaign a week
Have 500 profile visit after 7 days
Engagement rate stays between 1% to 3% (FYI 2019)
Youtube Metrics
Reach 500-600 views per video
Have at least 200 subscribers after a week running campaign
Website
Number of visitors is above 30 per month
Bounce rate is between 26% to 40% (Schneider, D 2020)
OBJECTIVES
Trang 7II Editorial Content
Calendar
Trang 8Image and Text Video Story Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other
Product announcement: Launch Egg Cafe (The special seasonal drink) Event announcement: Reunion with us at PJ's
Image and Text: Thank you for your moment with
News: Articles from VTV, Nhan dan or Vnexpress talk about the end of Tet's holiday
Image and Text: Asking people about how are t hei r holiday going on?
KOLs and Influencers produce more contents to remind that the Reunion Event of PJ's is end soon Product announcement: Last chance to t ry Egg Coffee
User - Generated Content: End of the event sharing w ith PJ's Coffee
Image and Text: Sharing User -generated content
of customers who do it
Image and Text: How people around Vietnam welcome Tet at PJ's cof fee
Tips and Trick: How to get many Lixis? Do you to old to have Lixi? Come to PJ to get it ;)
Product announcement: Promotion for group of
people or family who come to PJ's Coffee
Product announcement: Stop selling the season drinks Egg Coffee
Image and Text: A poster /A picture with the content of people coming to PJ's t o enjoy Tet's holiday to advertise about event
Others: Promotions and vouchers to encourage
people come to PJ's enjoy the new product and
event
Image and Text: A post about prepare f or New Lunar Year's Eve moments: Do you have anyone t o share? If not, come to PJ's We will do that together
Blog Post: How PJ's and people in there welcome Tet holiday together Other: Promotion: Lixi for people who come to PJ's this week
Event announcement: Sharing moment with PJ's to earn unique rew ards: Capture image or video with PJ's drinks Video Story: Congratulations about the New Lunar
PJ's
Image and Text: Reminder people about the nostalgic memory of tradditional Tet's holiday, the meaning of this day: Reunion
Product announcement: To celebrate t he incoming Tet's holiday, PJ's w ill prepare the seasonal drink:
Egg Coffee
Blog Post: The History of Egg Coffee Tips and Trick: How to make Egg Coffee w ith PJ's Blog Post: The value of Reunion of Tet's holiday with Vietnamese people
Event announcement: Enjoy Tet holiday with PJ's Others: KOLs ( Sean Trace and Phuong Vy Idol family, Mixigaming) and Influencers (Friends of
Mixigaming) announce their collabration with PJ's
1st Febuary 2021
s
Image and Text: Announcement about Tet's holiday
is coming
News: Zing New s, Kenh 14 and other articles will promote this campaign
Others: KOLs w ill interact with PJ's products in their social media
Short Video Story of PJ's coffee w ith their KOLs and Influencer s
Image and Text Video Story Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other
TUESDAY (1/12) WEDNESDAY (2/1 2) THURSDAY (3/12 ) FRIDAY (4/12) SATURDAY (5/12)
SUNDAY (6/12 ) MONDAY (7/12) TUESDAY (8/12) WEDNESDAY (9/12) THURSDAY (10/12 ) FRIDAY (11/12) SATURDAY (12/12)
SUNDAY (13/1 2) MONDAY (14/12 ) TUESDAY (15/1 2) WEDNESDAY (16/ 12) THURSDAY (17/1 2) FRIDAY (18/12) SATURDAY (19/12 )
SUNDAY (20/1 2) MONDAY (21/12 ) TUESDAY (22/1 2) WEDNESDAY (23/ 12) THURSDAY (24/ 12) FRIDAY (25/12) SATURDAY (26/12)
SUNDAY (27/1 2) MONDAY (28/12 ) TUESDAY (29/1 2) WEDNESDAY (30/ 12) THURSDAY ( 31/12)
Video Story: video re-cap event Image and Text: A cup of Hot Caramel creme for
these last days of the year Inforgaphic: Count down for New Year 2021 User - Generated Content: Sharing customer's
post and photo about the event
Tips and Trick: how to make a perfect coffee with PJ's coffee bean
KOL Collabration: Tran Thanh and Hariwon post a status talk about "the INGREDIENT and the FLAVOUR" Also have a picture they are enjoy PJ
as well as introduce the PJ's Christmas event
News: Tran Thanh and Har iwon is joining PJ's offline Event (Hóng H t Showbiz, Tran Thanh and ớ Hariwon fanpage, Kenh14, Zing.vn)
Event Announcement: When a sigle customer
c oming to PJ and order a "Hot Chocolate" it mean they want a par tner to sharing their feeling as well
a s their thinking so PJ will random match
c ustomers who are order "Hot Chocolate" with
e ach other and after t hat they can get to know
e ach other At the end of the event , customers w ho
a re become a couple will take a photo then after that they will recive a coupon for the next date
N ews: Picture of Tr an Thanh, Hariwon, Binz, Ninh
D uong Lan Ngoc are joined PJ's offline event
V ideo Story: Trailer for the Xmas even
U ser - Generated Content: Create a poll if they ar e
"Excited " or "Super Excited" for t he coming up event
User - Generated Content: a graphic which is
releash result second KOL
I mage and Text: post a picture and a status with all
of the KOLs has joinning offline event
E vent Announcement: post a mini game related to
C hrirstmas Event Announcement: post result and people who are winning mini event
User - Generated Content: a graphic which is
releash result first KOL Tips and Trick: get to know the PJ's coffee bean quality
News: Ninh Duong Lan Ngoc is joining PJ's offline Event (Hóng Hớt Showbiz, Ninh Duong Lan Ngoc fanpage, Kenh14, Zing.vn)
Event Announcement: post a graphic about topic 7 Days left to the main event KOL Collabration: Ninh Duong Lan Ngoc post a
status talk about "the INGREDIENT and the FLAVOUR" Also have a picture she is enjoy PJ as well as introduce the PJ's Christmas event
Seasonal Product Launching: "Hot chocolate"
New Event Lauching: Take a photo in PJ and upload on social media after that can have a 10%
discount for the new product
News: PJ has new event as well as new product (Kenh14, Zing) B log Post: a blog that talk about the traditional d rink in Chr istmas eve in other count ries KOL's Gr aphic Design
User - Generated Content: G uess the KOLs
Blog Post: a couple that have conneted by using PJ's product
Tips and Trick: how to identify a good coffee bean?
1st December 2020
KOL Collabration: Binz post a status talk about
have a picture he is enjoy PJ as well as introduce
the PJ's Christmas event
News: Binz is joining PJ's offline Event (Hóng Hớt Showbiz, Binz fanpage, Kenh14, Zing vn) Product Promote: Collab with digital diliver y such as Grab, Now, Foody
KEY:
Image and Text Video Story Tips and Trick Blog Post Event announcement Product announcement User - Generated Content Other
Event announcement: Preparing Tet holiday with PJ's
Product announcement: Introduce mini br ownie for free t oday
KOL Collabration: Philip Nguyen choose PJ's coffee w henever he has a meeting with his team
Image and Text: Repost Phillip Nguyen story in facebook
User - Generated Content: sharing your happy moment with stt "I purple you" to get voucher buy 1 get 1 of signat ure cold brew menu Image and Text: Is Iced Mocha suitable for friend
time?
User - Generated Content: Stor y of sharing how does PJ's baristan produce a cup
of coff ee?
Blog Post: PJ with heart! partner with heartgift to help a child
Product announcement: Introduce Mini cookie for free today
User - Generated Content: Create a poll "Are you
a tea or coffee lover?"
Image and Text; A cup of cold brew for deadline
day!
KOL Collabration: Chau Bui will share her busy worktime with PJ coffee
Mini Game: Announcing Minigame "How 's your day with PJ?""
Product announcement: Introduce mini f ruit tart for
free t oday
KOL Collabration: Binz will share his photo with 2 cup of PJ's coffee and say that he are waiting to enjoy coffee t ime with his favourite aft er work
Tips and Trick: What is the difference between cold brew and regular coff ee?
User - Generated Content: Create a poll: Y ou prefer I ced Mocha or Hot caramel creme and Announce that those are being discounted 50%
today
Product announcement: Introduce mini br ownie for
free t oday
Image and Text: Starting New Week With Energy From Pj Coffee!
User - Generated Content: Create a poll "Who will you enjoy coffee with?" tag fr iends, or lover, or family to get discount vouchers
P roduct announcement: I ntroduce Mini croissant for free t oday Blog Post: How does PJ bring the coffee bean
from farm to end consumers?
Inforgaphic: Change facebook, website layout into New Y ear theme
Video Story: Example of sharing love moment between to worker s, which is preparing for mini game in 6 January 2021
Tips and Trick: How to make an Iced Mocha with
PJ
Blog Post: True Barista look like!
Product announcement: Introduce mini br ownie for free t oday
1st January 2021
News: The whole view of the farm, where PJ source these lovely Coffee bean (Zing news, Kenh
14)
Mini Game: "How's your day with PJ?" _ sharing your photo with PJ drink, and hastag
#mydaywithPJ The 3 winner s, who get the highest like, share and comment, will get free trips of vinpearl Nha Trang for 3 days
Image and Text: A PJ's cold brew iced coffee f or a Relaxing break, why not?
Trang 9Idea for Video and Photography/Written Content
Bui Kim Long
Tran Thi Ngoc Thanh
Nguyen Thanh An
Video Idea:
Insight: Customers (Officers) who lonely in Christmas and New Year Eve They want to
have someone to share as well as enjoy the most beautiful moment of the year.
Detail:
There will be 2 main characters: one man and one woman
The video has maximum 2-3 minutes
PJ’s coffee creates the event of a secret meeting between people who order the same
drink People come there to finding their partners/ f riends.
Format:
The life of both 2 main characters before the turning point: They both get caught up in
the reel of work When Christmas Eve comes, they have time to rest, however, they
feeling lonely because they don’t have anyone to share the moment.
They both see the promotion of PJ’s Coffee: The Secret Meeting Then, they decide to
come there, and they order the same drink; start a good relationship with each other.
Finally, the message of PJ’s coffee has been showing: Come to PJ’s coffee to connect with
each other or to find the missing piece of your life.
Photography Idea:
Creating the image a mystery wall with Christmas decoration At the top, the
photogra-phy will have the tagline of this campaign: PJ’s - place to connect., and description: there
will be a secret person behind: a good friend or your future wife At the bottom, the Call
to Action message has been placed: If you want to find out, come now!
The main colour of the photography will be the colour of Christmas Eve, and the logo has
been designed to match with the tone of this holiday, for example, the logo of PJ’s will
wear a noel hat.
Video Idea Insight:
Why don't you try? Sending a message that if you want to do something, just do it
The luckiest will be waiting for you !
Detail:
There will be two main characters: one girl and her best friend.
The video has a maximum of 2 minutes PJ’s coffee creates special coffee for Christmas day and will promote it viral by KOL And the story behind this special coffee cup is the love that the buyer wants to give for the recipient.Therefore, if you want to send your love with someone that you are afraid to say, just send them a special PJ coffee cup then they will know what you
mean.
Message:
The message of PJ’s coffee has been shown: Choosing PJ’s coffee to connect with
each other or to find the missing piece of your life.
Photography Idea:
Creating the image with the big Special PJ coffee cup for Chirtmas At the top, the photography will have the tagline of this campaign: PJ’s - place to connect, and description: sending this special coffee cup for your special one, the Call to Action
message has been placed: why don't you try! The primary colour of the photograph will be the colour of Christmas, and the logo has been designed to match with the tone of this holiday, for example the logo of
PJ’s will be wearing a Christmas hat Source: Unsplash
Source: Unsplash
Video Idea:
This video focuses on people who live in Saigon Tet Holiday, a group of friends
did not a meeting place because most of the coffee shop has close However,
PJ's cafe has open over the Tet holiday and also have a big surprise for
customers when they come as a group such as a lucky draw (it have discounts
from 10% to 50%) or free a drink when customers buy more than three
random drink For customers, coming alone if they want to connect with new
friends we also can match customers with each other Your holiday is not
alone when you join with PJ.
Format:
1m30s long
The tone of voice: Energetic, Fun, inviting tone.
Message:
If customers do not have a place to go when the Tet holiday coming, come to
Written content:
This Tet holiday PJ has open 24/24
to welcome all the customers to come to our store !!!!
With the slogan “Càng Đông Càng Vui" It even funs when customers come as a group from 3 people and upper because we have a gift for you guys the more customers the more gifts.
Trang 10Cao Xuan Huy
Pham Ngoc Khanh Linh
Video Idea:
“I know a good coffee store nearby.”
Format:
Silent Black & White then transfer to Color
Movie
Conversation in black scene
Time: 1-2 minutes
Message: The best taste bring the best mate
Detail:
2 characters: 1 man & 1 woman
A woman seems lonely outside the street on
Tet Holiday She looks like empty or need
someone to talk
A man approaches then asks her for a drink,
and he introduces to her PJ's Coffee
When they come inside the store, the scene
will become colorful
They have some coffee and happy
conversa-tion
The scene will be blackout and the PJ's logo
and taglines will appear
THE END
Video idea:
Insight: Customers that are seeking for a partner during Christmas Eve to celebrate and share meaningful
mo-ments Detail:
2 main characters: 1 children and 1 woman
Maximum length: 1min-1:30min
A kid secretly gives a cup of hot Mocha coffee from PJ’s
to his mom as a Christmas gift
Format:
On a night of Christmas when everyone is busy preparing for big gatherings and celebrations, a young family woman who is an office worker swamped with work got
no time to celebrate with her own kid The woman was sitting on the working table with loads
of reports and projects to work on Suddenly there was a knock on the door, she surprisingly walked towards and opened the door There stood a small kid dressed up in Santa Claus clothes Her kid smiled at her and gave her a cup of hot Mocha from PJ’s
and said “Merry Christmas mommy” The message from our brand: every relationship needs affection and cultivation Show how you love your beloved ones Let PJ’s Winter coffee help you with that.
Photography Idea:
Warm color, cozy atmosphere, Christmas decoration in
the background The kid smilingly gave a cup of hot coffee to his mother Both were filled with happiness and thankfulness Message: PJ’s help you to show how grateful you are to your parents, and help to cherish every moment during
festival season.
Photograph Idea:
Bring back the feeling of old Tet
Holiday Format: Black & White picture Message: Tet holiday brings people closer together
Detail: Black & White picture includes a crowded street in Tet Holiday The picture should say that how the Tet holiday was in the past and can bring back that memory
to other people
Source: New Zings.