DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022

Video OTT market Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development

VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

Contribution rate

7 Vũ Nam

Phương 719H0897

Market summary, SEO research, contribute idea, edit report

COMMENT

TABLE OF CONTENTS

CHAPTER 1: EXECUTIVE SUMMARY 1

1.1 Business background 1

1.2 Video OTT market 1

1.3 Digital marketing plan 2022 1

CHAPTER 2: MARKET OVERVIEW 3

CHAPTER 3: SITUATION ANALYSIS 4

3.1 Bussiness overview 4

3.2 SWOT 4

3.2.1 Strength 5

3.2.2 Weakness 5

3.2.3 Opportunity 6

3.2.4 Threats 6

3.3 Competion 7

3.3.1 Netflix 7

3.3.2 FPT Play 8

3.3.3 VieON 9

3.3.4 K+ 10

3.4 Target customer 11

3.4.1 Demographic 11

3.4.2 Psychographic 11

3.4.3 Behaviouristic 12

CHAPTER 4: TARGET 13

4.1 WeTv S.M.A.R.T objectives 13

4.1.2 Measurable 13

4.1.3 Achievable 13

4.1.4 Realistic: 14

4.1.5 Specific timely 14

4.2 Goals for each stage 15

4.2.1 Awareness 15

4.2.2 Acquisition 15

4.2.3 Conversion 15

4.3 Kpi setting 16

CHAPTER 5: PLAN 17

Digital marketing channels: Error! Bookmark not defined

5.1 Paid media 17

5.2.Owned media 19

5.3 Earned media 21

5.2.4 Two Options + Actionable plan 21

5.2.6 Demo 69

CHAPTER 1: EXECUTIVE SUMMARY

1.1 Business background

WeTV is an application to watch movies and TV shows with a variety of genres, recently launched by Tencent WeTV was launched in Vietnam in June 2020 to increase the reach of users and better serve viewers through the video experience

WeTV initially broadcasted original Chinese programming that was dubbed into Thai Then, to suit the entertainment needs of audiences in many nations, it was created and upgraded with many more languages such as Vietnamese and Indonesian

1.2 Video OTT market

Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development in Vietnam, people can access these types of services easily This report outlines the consumer’s behavior and habits about video streaming services

Smartphones (76%) & smart TV (73%) are used the most when watching video streaming The majority of consumers watch videos at their homes (97%) with their partner (husband/wife) 45% Consumers prefer watching video streaming on topics related to "TV series/Feature film" (60%), "Music" (50%) & "Entertainment program/ Gameshow/ Reality show" (48%)

Due to COVID 19, the number of users watching video OTT has increased extremely, because cinema is not opening, which is why people download video streaming applications Furthermore, people must stay at home, get lots of leisure time

so watching films is one of the daily routines

1.3 Digital marketing plan 2022

Before planning, summarize the video OTT market to get important information about numerous users and how much they spend time Then analyze competitors, understand completely their strengths and weaknesses to improve our service and avoid their mistakes Next, analyzing SWOT, recognize what weTV has strengths and weaknesses and what chance or risk of the environment to guide WETV the right way

to achieve higher goals

Positioning target customers to choose suit channels to reach them effectively Move to objectives, analyze depending on SMART metrics, set customer journey, and last but not least KPI settings

WeTV chose 6 digital channels as social marketing, content marketing, video marketing, email marketing, banner display marketing and the last one is SEO The reason why they chose these is they are appreciated for WeTV's objectives in 2022 and popularity to approach audiences in Viet Nam For each channel, we set different KPIs

A sum plan for the whole year, then each month demonstrates specific tasks and goals

CHAPTER 2: MARKET OVERVIEW

According to the Viet Nam Digital 2021 report conducted by We Are Social and Hootsuite, Vietnam is a country with a large population, with an urban population of 36%, including 68.17 million Internet users and 65 million active users on social media

In addition, the percentage of residents with mobile phone connections is up to 150%, corresponding to 145.8 million phones used This is a potential market for tycoons in the online entertainment industry, especially online movies, expanding the market WeTV is one of them

Currently, the streaming tv service is increasingly popular in Vietnam with a variety of providers such as FPT Play, Netflix and VieOn, 42% of users spend an average of 2 hours a day watching movies online according to Q&Me's report, February

2020 Statistics also show that the percentage of consumers who prefer to watch topics about feature films, music and other shows is 60, 50 and 48%, respectively In the field

of feature films, Korean and Chinese films have been dominating compared to other countries' films Although this is the advantage of WeTV, the statistics show that WeTV only accounts for no more than 10% of the market share when measuring the user aspects, discussions on social media, Compared to its rival iQiyi, WeTV is currently somewhat inferior despite its very strong potential In Vietnam, WeTV currently has only nearly 411,000 and 20,000 downloads on the Play and App Store platforms However, WeTV's YouTube channel, which posts video clips related to the film, has a high interest of 2.58 million subscribers At the same time, WeTV's Facebook is currently having an unreasonable mark when it has more than 5.5 million followers but only nearly 800,000 likes

However, it can be said that raising market share in the Vietnam market of WeTV

is extremely feasible if there is a good strategy and way to implement it

CHAPTER 3: SITUATION ANALYSIS

3.1 Bussiness overview

WeTV is the international version, the Chinese version is Tencent Video腾讯 视

频 播放 器 (Simplified: 腾讯 视频, traditional: 騰訊 視頻, pinyin: Téngxùn Shìpín) is

a Chinese video streaming website, owned by Tencent - the giant that dominates China digital economy with a market capitalization of 500 billion USD This group owns the social network WeChat with more than 1 billion users

As of March 2019, the site had over 900 million monthly active mobile users, and

89 million registered users WeTV is an entertainment application that is loved by many people, supporting use on both current popular mobile operating systems, iOS and Android WeTV provides a treasure trove of famous game show programs, attractive

TV series, all exclusively provided with Vietnamese subtitles and the best picture and sound quality To watch movies and shows on WeTV, you must have this application pre-installed on your device

We TV service is considered to be the most attractive service among foreign OTT applications being provided to Vietnam Tencent currently holds the rights to hundreds

of thousands of Chinese movies with millions of hours of movies

Therefore, We TV is providing tens of thousands of Chinese movies, series, TV series, game shows Just download the application, do not need to register for an account, you can watch a lot of movies, game shows for free, with a lot of new content updated daily

It can be said that Chinese films are very popular in Vietnam, and some domestic

TV stations in recent years have also regularly bought Chinese films to broadcast on television We TV has the advantage of having a lot of content and appealing to Vietnamese tastes The remarkable thing is that all content has a Vietnamese subtitles version

We TV service price is the cheapest on the current OTT TV market WeTV users have a fee of 25,000 VND/month, 55,000 VND/quarter and 259,000 VND/year With this subscription, the fee for using the VIP We TV package for 1 year is only equivalent

3.2 SWOT

3.2.1 Strength

We TV's service price is the lowest on the current OTT TV market WeTV users pay 25,000 VND/month, 55,000 VND/quarter and 259,000 VND/year With this subscription, the fee for using the VIP We TV package for 1 year is only equivalent to using Netflix for 1 month

The WeTV application also provides users with classified content by category From there, viewers can easily select chapters program tailored to your needs and preferences In particular, WeTV's mechanism of recommending content suitable for viewers optimized by age, interests and search history That is one of the great steps forward compared to the Apps & platforms that are available not only in Vietnam but also in Southeast Asia (except for Netflix - The application that provides movie content

to customers) from the US

The WeTV application provides a choice of movie quality for users to watch movies or entertainment programs in a smoother and more satisfying way It can be said that watching videos with HD + quality, Full HD 4K helps users have a better experience than ever In particular, in the near future, developer Tencent Video has taken steps to integrate WeTV into a basic application available on SmartTVs of Sony, Samsung, LG and other major electronics distribution brands in Southeast Asia in order to encroaching

on operating systems not only Mobile but also Tablet, iPad and SmartTV

WeTV has completely handled the content delay issue Especially for TV series, WeTV Application is well taken care of and almost regularly updated daily or hourly to serve viewers What's more, the special feature of WeTV App is that users can watch short videos, interesting moments in daily life from idols and celebrities In addition, with your favorite movies and shows, you can save them to the watch list later or through suggestions from the search history easily

3.2.2 Weakness

The first of the factors that need to be improved is the strength of WeTV, with HD

+ video quality and more, WeTV makes many mid-range mobile devices become hot and drain the battery quickly This is also one of the things that makes most users lament

when experiencing not only WeTV but also heavy games or watching movies with Mobile Site

The second is the video download feature that is only used for limited use if you

do not register for an account and activate a Premium account For a large part of Vietnamese users in particular and Southeast Asia in general, paying for online video content seems uncomfortable This is also one of the difficulties, although it is not big, but affects quite a lot the revenue not only of WeTV but also of other VOD entertainment applications

After all, currently WeTV still has some issues with distribution rights and is allowed to officially release in a number of Asian countries However, in those regions

of the country, the market is very potential for Tencent Video Developer's quest to conquer the Asian market in the distant future

Payment coverage is limited for the Chinese apps WeTV Users can purchase VIP packages using Apple and Google payment channels To use Apple Pay, you must first put money into your wallet from an overseas credit card When it comes to Google, a variety of domestic e-wallets that are linked to Google's payment channel can be used

to top up money Each Apple or Google ID is only used to keep a We TV VIP account active

3.2.3 Opportunity

Specifically, in the context of the entire country implementing social distancing to combat the COVID-19 epidemic, all of cinemas have been closed, there has been a sudden increase in the demand for enjoying information entertainment on people's OTT

TV services

Chinese films are particularly popular in Vietnam, and some domestic TV stations have regularly purchased Chinese films to air on television in recent years That is a chance for WeTV because at this time, weTV is the best application which offers numerous Chinese entertainment relevance

3.2.4 Threats

WeTV isn't the only company in Vietnam that provides digital streaming services

as iQIYI and Netflix, are posing a threat as well, though Netflix is the most popular one,…

Digital technologies have a greater carbon impact than the aerospace industry, according to a report by Shift Project Online video streaming accounts for roughly 1%

of all worldwide emissions In this day and age, when countries all over the world are endangered by climate change, high carbon emissions constitute a big threat

Digital piracy is still at its peak, as thousands of people around the world seek out ways to watch and download illegally media content in order to avoid paying high monthly fees WeTV is facing yet another major danger

3.3 Compet ition

Vietnam's video OTT market has been growing rapidly, with the novel coronavirus pandemic prompting more consumers to use such services This has sparked fierce competition between local and foreign players who are competing to raise their competitiveness to win the hearts of local consumers In 2020, a Vietnamese reportedly spent over average roughly seven hours on the internet and almost three hours on broadcast TV and video streaming With millions of people stuck at home and craving daily entertainment content, there has been a soaring demand for both free and paid video OTT services, especially among young adults Key apps are used a lot and widely in the Vietnam market, typically Netflix, FPT play, VieON, K+

3.3.1 Netflix

Netflix was founded in 1997 as a service that shipped DVDs to customers by mail

In 2007, Netflix launched the product we’re most familiar with today: streaming movies and TV over the Internet Netflix, which has been available in Vietnam since 2016, has been trying to attract more viewers with Vietnamese content and South Korean dramas Moreover, it has been analyzed that the company reached 203.7 million subscribers during the year 2021 (About Netflix, 2021)

Netflix charges a maximum of VND 260,000 (US$11.3) a month for Vietnamese users At this price, there are very few users who can pay for an entertainment movie app, compared to the common ground that there are many apps with cheaper prices that also offer the same quality In particular, Vietnamese people prefer to search up their favorite movies on Google or go to the cinema more than watching them on the app

This may be due to the fact that in the Vietnamese market, there exist some free, though illegal, alternatives which can quickly surface via Google

In terms of advantages of Netflix: It has a strong brand equity by offering a high level of service to its customers, which has increased its popularity Next is original content: In recent years, Netflix started creating its original shows and movies Some of them became so popular that new subscribers started flocking to the platform More than that, Large Customer Base is one of their strengths: According to company-reported data, Netflix has 209.18 million subscribers worldwide In the Vietnam market, Netflix also has a user’s interface and subtitles and in vietnamese, Netflix becomes more accessible and relevant to consumers

On the other hand, Netflix still has some weaknesses Firstly, is their content copyrights: Netflix has some rights for a certain period of time for content created by other producers Some of the same content can be found on other similar platforms as well Secondly, replicable business model: Many similar platforms have emerged, and these services are taking some of the market away from Netflix Lastly, requirement for Internet: Netflix's service can only be used by subscribers if they have access to the internet Even though subscribers can now download the content to watch it offline, the internet is needed to download the content in the first place This heavy dependence on the internet may pose a problem for the platform, especially in countries where internet infrastructure is not highly developed

3.3.2 FPT Play

FPT Play, a service of tech giant FPT Corporation, launched in 2014, after 6 years

of development, the current main role of FPT Play is content distribution, not production; they also launched FPT Play Box not long ago The reason is that FPT Corporation’s strength is technology, not content production FPT Play is the leading multi-platform digital television provider in Vietnam Regarding international films, FPT Play cooperates with HBO Go – one of Netflix’s international competitors;European-American, Korean, Chinese films, they are allied with Danet (under BHD);

TV is cooperating with K + as well as domestic and foreign home entertainment channels … They also have an Edumall service – online education about health, parenting, cooking, yoga …

The price at FPT play is very wide and divided by packages, seasons or buying each program separately, prices range from VND 50,000 to VND 700,000 This price

is suitable for each user's needs, in addition, there are also many general packages with cheaper prices, so users have many options

This application has a lot of advantages involve: Friendly interface, HD quality on all platforms, FPT Play optimizes the entertainment experience for users, Fast online data transmission speed: When using FPT Play, you will not have to worry about lag and slow downloads, in addition, you can also use 3G/4G to watch movies with high transmission speed due to FPT Play enjoys huge 3G/4G packages from telecom operators Unlike other OTT apps, FPT play also has Full HD quality movie support and

is completely free It also has a convenient payment method: FPT Play is the unit with payment incentives associated with the most active e-wallets, with VNPay, ZaloPay, Momo and ShopeePay

In terms of weakness, Social media marketing is still weak: FPT Play pages on platforms such as facebook and tiktok have not received much attention and interaction, about content: Although FPT Play offers a variety of programs, most of the good programs require a fee

3.3.3 VieON

VieON has been launched to the public from May 7, 2020 by DatVietVAC, as a new and local OTT platform, its new streaming service VieON following four years of research and development as a strategic move to compete with the international platforms as well as drive a healthier OTT market in Viet Nam Leveraging its understanding of local tastes, VieON aims to carve out a place for itself by focusing on content that will cater especially to Vietnamese audiences and celebrate ruling Vietnamese culture and history A first for Viet Nam, local audiences will be able to access copyrighted international content through VieON

VieOn VIP accounts have many different prices for users to freely choose such as VND 49,000/month, VND 66,000/month, VND 179,000/3 months This price is quite cheap and affordable, suitable for many users, in addition, there are many attractive package promotions and discounts

In terms of advantages, VieON has comprehensive backing from top 3 global investors and business consultants – BCG Digital Ventures It also has effectively implemented a marketing strategy with high coverage: Although only recently launched, VieON is gradually asserting its position when spending heavily on specific marketing such as inviting Kols to advertise and act as a brand ambassador brand, use Facebook ads and Youtube ads regularly In addition, VieON invested in technology infrastructure: With high-quality investment and focused technology infrastructure, the application allows millions of users to view at the same time with a convenient optimization solution for user experience More than that, it exclusively broadcasts live movies and entertainment shows that are attractive to young Vietnamese today For example, the movie "Glutinous rice" and the program "Rap Viet" are both trending and attracting a lot of attention

It can be seen that vieon apps have a lot of advantages, not only that, the disadvantages of the app are also quite few and insignificant: sometimes some users have trouble registering an account, or the app takes a long time to load, and video quality: unlike some apps, vieOn requires an account upgrade to be able to watch HD

3.3.4 K+

Launched in 2009, K+ Television has been familiar to customers of Generation X

or Millennials Because this is a group of consumers with traditional entertainment habits, dependent on television and sports-related entertainment programs K+ continues

to "reinvent itself" to be ready to serve young customers - Gen Z is increasingly having

a positive impact on society Not only that, K+ also builds a world for the Alpha generation through the K+KIDS channel Launched when the Fox group and international children's channel Disney simultaneously withdrew from the Southeast Asian market

The prices at K+ range from about VND 100,000 to VND 1,000,000 depending on the package, service, term,

About the strengths of this app, K+ has exclusive content: mainly sports programs, live broadcasts of football seasons and diversified channel group: Premium+ channel package with more than 100 TV channels, Technicolor's new generation HD receiver receives 40 more local channels for free broadcasting It also can be watched on many

Viettel Television, myTV, Ho Chi Minh Cable TV HTVC and on FPT Play Box Specially, Free to watch TV on mobile devices: All satellite digital subscribers (installing receiver pan, K+ receiver) can register and use the free myK+ service to watch TV channels on mobile devices such as computers, tablets and smartphones In addition to offering a modern, eye-catching interface, App K+ has advanced features such as calendar reminders for broadcasts, a review feature so you do not miss your favorite shows, and an option to preview broadcast schedules 7 days in advance - making the experience smoother and more enjoyable than ever

Beside that, K+ app Has some weakness, high cost: The initial installation cost does not cost much, but there is a monthly subscription maintenance fee, if you want to have many good TV channels, you have to spend more than the monthly subscription fee Also, frequent interference: Channels are often interfered with by using a reception pan, so the weather is affected a lot

3.4 Target customer

3.4.1 Demographic

Age: 18-34

Sex: Female (mainly)

Location: Urban areas (mainly)

Income: from 03 million or more

3.4.2 Psychographic

Characteristics: tech-savvy people, updated with trends, love the convenience, interested a lot in movies, especially Chinese, Korean movies and Asian movies in general

Factors affecting the intention to use OTT:

OTT can use big data to create personalized content recommendations for each user Specifically, most customers expect them to be suggested programs according to their interests instead of searching for it themself

Social influence has a positive effect on the intention to subscribe to OTT television In Vietnam, customers tend to live in groups rather than individuals Therefore, word of mouth marketing still plays an important role in Vietnam Customers will be very easily affected by the influence of others, such as services that are trending

or widely used In addition, people's perception that attracting many people to use a service proves that the service is of good quality

Customers demand OTT in terms of entertainment more than its technology Specifically, most customers when choosing OTT will be interested in whether the platform offers a lot of exclusive content or not

In the OTT television industry, customers have high price sensitivity when there are many competitively priced service providers as well as customers with other free alternatives

Consumer innovation has a positive effect on OTT TV subscription intention The target customers using OTT are mostly young people, so they are often very interested

in discovering new and modern things and tend to get bored quickly if the platform is not updated with trendy innovations

3.4.3 Behaviouri stic

Because customers are female, they will tend to choose services based on recommendations, reviews from others or from their own experiences They are easily influenced by external factors such as advertising, promotions, and current trends In addition, women also love to discover new and unique things and they are very price sensitive and tend to compare prices between options Besides, emotional factors will also determine the buying behavior of women, specifically, they will choose OTT platforms that have their favorite stars and actors as ambassadors or can be satisfied in terms of entertainment They tend to easily choose OTT platforms that they regularly

Measure by KPIs and metrics

Measure by different techniques:

 Surveys

 Look at web traffic and website behavior

 Look at search volume data

 Use social listening

4.1.3 Achievable

- About human resources:

Because of using digital marketing, the cost of operating the machine is not much,

it is mainly for the cost of running ads and supporting tools to control and measure the campaign's effectiveness In addition, there is a cost for the company's marketing staff, but this cost is a fixed cost, so it does not affect the plan and budget of the campaign much

Since WeTV is a video streaming platform belonging to Tencent, a large corporation in technology and entertainment, the training and strengthening of human resources here is not a big problem Besides, as a technology company, the marketing staff already have technology and software skills to do digital marketing

- About the goal:

40% of urban people are willing to pay for OTT subscriptions; then 10% increase in-app subscription is an achievable number to set the goals

- About the budget:

Twenty billion is not a small number to plan digital marketing campaigns We believe the plans outlined are entirely within the costs allocated for digital marketing to achieve the stated objectives

4.1.4 Realistic

By increasing brand awareness, app usage, and app subscriptions, WeTV will step

by step increase its market share in Vietnam This is very important for an evolution of

a video streaming platform because, in a modern, technological era, people are less and less using cable TV and switching to a more mobile and convenient way to entertain Having a significant market share will help the business to continue to grow and develop

In addition, increasing app usage will increase profits from providing advertising services to 3rd parties, thereby increasing profits for the company

4.1.5 Specific timely

According to The Vietnam Digital Report in 2021, the internet users and active social media users are at about 53.6 - 53.9% of the Vietnamese population The growth figures of these two parameters are at 7.3 - 13% over the same period last year This proves that digital marketing on the internet and social networking sites can reach about 60% of the population, increase brand awareness by 60%, and even more than that within a year

Also, over-the-top (OTT) video streaming market overview in Southeast Asia It currently has over 180 million users, accounting for 31% of reach Especially during the COVID-19 pandemic, 57% of OTT users spend time watching streaming video content

4.2 The customer journey and goals for each stage

4.2.1 Awareness

How a customer will become aware of WeTV?

- Goals: To get better recall and recognition, finding new users

- At the Awareness stage, target customers will have access to information about WeTV through movie videos on social networking sites, movie search results

on Google, ads on internet platforms, and emails received from WeTV

4.2.2 Acquisition

Why they will then want to visit WeTV website?

- Goals: Positioning the brand as a thought leader and expert

- At the Acquisition stage, constantly seeing WeTV's videos and information, links, and ads will make customers remember WeTV When mentioning OTT video streaming, customers will think of WeTV and find the link

to access the website

- Uploading video cuts from movies from WeTV on social media platforms make customers curious and visit the WeTV website to watch more content

4.2.3 Conversion

How easily will they be able to register a subscription on WeTV website?

- Goals: Elevating sales in subscriptions

- At the Conversion stage, we need customers who want to sign up for a subscription and can easily pay

- Ads can be inserted in the middle of the movie (Ads are not too long so that users don't feel too uncomfortable) so that customers can choose to register to

a subscription to remove ads Also, consider signing an exclusive contract to translate movies into Vietnamese so that they can only be viewed on WeTV

- Payment needs to become easier when combined with e-wallets (Momo, ZaloPay, ShopeePay, Viettel Pay, .) and linked with bank cards of banks in Vietnam Moreover, we can connect with banks to make discount offers for customers in specific time duration when paying through that bank

4.3 KPI setting

The following table gives key performance indicator (KPI), a quantifiable

measure of performance over time for WeTV objectives on different marketing

channels that our digital marketing plan is following

Channels Leading

Indicator Tertiary KPI Secondary KPI Primary KPI

Social Followers Engagement Site visits Conversions

Cost per Acquisition

Emails Deliver Rate Open Rate Click Through

Referrals Referrals gained Site visits Conversions Revenue

Content Content

CHAPTER 5: DIGITAL MARKETING PLAN

5.1 Paid media

 Google ads (google adword and GDN - Display banner):

That’s a big difference as your display ads might be seen almost anywhere on the internet, but your search ads will be limited to search engines like Google, and will be text links not image ads That is why it is one of the most popular digital marketing tactics out there

Build brand awareness: This type of marketing is best suited for businesses because these ads are rarely placed in front of users looking to make a transaction

More engagement: The aesthetic appeal of display advertising is unmatched, when compared to text-based advertising display ads make the customers be more immersed and engaged in the ad It will have more impact and it is more likely to get a response from the targeted audience When they’re done right, the audience is going to want to click on your ads simply because they’re so visually alluring

Increase the website traffic: By making the display ad reach the right audience and following them wherever they go, more people are going to wonder what the ad is all about and many of them will eventually click your ad and end up on your landing page out of sheer curiosity display ads have a significant impact on search applications, as well as clicks using Google Display Ads can improve the number of returning visitors

by about 65 per cent

Target customers: Who will be exposed to the ads based on demographics, the time of the day when you want the ads to be displayed, or the location of the consumers

We can also target people more specifically based on things like the applications and websites they have visited, age, income, gender, interests, education, or any combination

of these factors consumers also prefer ads that are more personal so it is a win-win on both sides

Retargeting: Allows re-engaging the people who have already visited our website and have not shown interest the first time only two percent of those who visit an online store will actually buy something on their first visit, and retargeting works to bring back the other 98 percent

 Social media Ads (Facebook ads, Youtube ads Instagram ads,

TikTok ads):

Build Brand Awareness: Across different platforms, we can tell our story, why we provide the services we offer, and keep audiences updated with customer and employee stories

Implement Social Listening: Listen to customers and what people are saying about our company This gives us a chance to get candid feedback about how others view our brand It opens a window into improving the weaker areas of our business while reinforcing aspects that already resonate with people

Measure Marketing Efforts: Social media platforms and management tools enable

us to track key performance indicators (KPIs) We can even assign a monetary value to organic social media engagement Earned media value (EMV) offers an idea of how much organic social engagement and reach would have cost if we paid in ads

Build a Community: With planning and engagement, we can build an active community around our brand on social media We can leverage employees and customers alike to generate immediate Likes and Shares for our content so that it reaches new audiences

Stay Top of Mind With Key People: Spreading thought leadership through social media is a go-to method of meriting the attention of decision-makers and other top stakeholders Leverage webinars, ebooks, one-pagers, podcasts and other content types

to solve problems for other people

 Email:

At present, email marketing helps us to build a strong relationship with users due

to the fact that email has flourished overtime and the majority of people use email for work, study or social activities Besides, email has become such a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or archived

 KOL:

Key opinion leaders have tremendous respect They are the experts in their niches Their followers take much regard for what they say, and they can easily influence the discussions in their field This can have a considerable flow-on effect to the brands with whom they choose to work

Working with KOLs can also create considerable buzz for brands This is particularly so when KOLs use more innovative techniques, such as holding competitions or something like a TikTok Hashtag Challenge Also select the correct KOL, you have the advantage of having an audience united by their interests

5.2 Owned media

 SEO:

When searching for a service or product online, customers are more likely to choose one of the top five suggestions that the search engine shows them SEO helps you rank higher in search results and garner more visibility online, making potential customers more likely to click over to your site and convert

To put it simply – if potential customers can’t find your website, sales opportunities are being missed SEO increases your organic search engine traffic, in turn increasing the number of visitors your page sees each day This directly correlates to an increase in sales – because the more relevant people that see your site, the more likely you are to sell to them

The better your SEO score is, the higher you’ll appear on search engines like Google While ranking higher on Google is appealing to all brands because of increased visibility, a secondhand benefit is a trust you gain with potential customers Users tend

to defer to the recommendations that a search engine generates, so having a higher position for the keywords a user is searching for will, in turn, solidify your product or service as trustworthy in the user’s mind

A well-optimized website clearly communicates what product or service is being offered, how to obtain it and answers any questions surrounding it By catering the site build to the user’s experience, search engines like Google are able to easily pull the information they need to then relay to users If a user struggles to navigate your site, chances are that search engines do as well

 Content + Video (Facebook, Instagram, Tiktok, Youtube):

According to the State of Inbound report, content creation is a top priority for 80%

content can help your business gain traction on social media

Quality content can build brand awareness Sure, anything can build brand

awareness, but content marketing can do it in a unique way In a nutshell, this content strategy does more than just rank your blog article on page one It makes your content (and therefore your brand) appear everywhere your potential customers are looking for your product

To execute this strategy, write about topics your customers are interested in so they begin to associate your great content with your brand.

Improve your brand's reputation: When your content shows up at the right place and at the right time with the right audience, it'll improve your brand's reputation The more quality content customers see, the more likely they will have a positive

association with your company

Generate more and better leads: When your audience views your content, they're more likely to purchase from you in the future Additionally, calls-to-action (CTA) placed directly in your content can generate new leads for your sales team

an intangible product belonging to the online segment, so choosing to develop a website

is the most reasonable and supports the service business with high efficiency

5.3 Earned media

 WOM:

When applying WOM, listeners will accept such information as advice and experience of predecessors, not an offer This form of marketing is not only cost effective but also has the ability to spread widely and especially high trust In the past, word of mouth marketing was limited by space and time However, Nowadays, thanks

to the internet, what you share can reach millions of people in just a few seconds

 UGC:

The content that UGC brings comes from the people who buy and experience products and services Therefore, UGC creates more sympathy and trust with consumers than traditional advertising Thanks to these benefits, the application of UGC will promote consumers to buy goods effectively

5.4 Two Options & Actionable plan

5.4.1 Option 1: Implement follow campaign

When it comes to option 1, weTV decided to run three big campaigns in the whole year in different periods For the rest of the month, we do the same activities.

- Valentet campaign: Valentet Campaign will be spanned from the beginning of January to the end of February This will definitely be a very promising period to launch several compelling promotions and stimulate the visibility of Wetv on social media platforms such as Google, Facebook, Instagram, Youtube and Tiktok since

there are 2 special events, New Year’s Eve and Valentine's Day

In January, a charming promotion called “Online Valentet Discount” will be exposed to the wide cycle of audiences The requirements of its are that if first-time users install the Wetv app and buy “Monthly subscription” on WeTV app at the time of happening Valentet Campaign, they will just pay 19.000VND for using WeTV pro in a month

In February, “Couple extra” will be launched and it allows audiences to have an extra 5 days of Wetv pro account if they invite their friends to use Wetv pro

entertainment This is why we decided to conduct a massive promotion campaign in June WeTV increases the frequency of social media advertising in order to widen the campaign's reach Furthermore, while emphasizing a creative and strategic approach, users are encouraged to debate weTV and content beneath postings (for instance, by asking questions and making polls) in order to keep everyone up to date on what's new

or to propose certain TV shows and movies A typical promotion-running technique includes optimizing keywords in Google tools and booking KOLs or influencers

- Year-end campaign: It is the best time to introduce a significant discount offer Last year’s period, customers had a tendency to spend more money on everything, that is the reason why weTV should launch more discount slots in this campaign WeTV estimates about 250.000 subscriptions, sales off 24%, 6.000d for each subscription WeTV boosts social media ads to spread out the campaign reaching more audiences Furthermore, concentrating on creative and strategic approach people are encouraged to talk about weTV and content below posts (ex: ask questions and create polls), in order

to let everyone know about what is new or suggest some TV series and movies Optimized keywords on google tools and booking KOLs or influencers is also a popular promotion-running strategy

Tháng 1: ValenTet Campaign

Project Task KPI type KPI

target Budget

Google

Ads Run ads poster about valentet

campaign

Keyword CPC

10.000 50.000

115.000.000 125.000.000

Facebook

Ads

Preparation (poster to run ads)

Run Facebook ads about the valentet campaign

CPM 2.000.000 330.740.000

Youtube

Ads

Preparation (video to run ads)

Run ads about the valentet campaign (on-going instream

Display

banner

Design banner Run display banner by GND

banner CPC

1 10.000

500.000 20.000.000

Email

Transactional email: Send notifications emails right away when customers interact with the

website

Number

of emails delivered

first-Subscriptions 60.000 360.000.000

SEO

Audit SEO Keyword research Refine keyword strategy

FB page

Make content of lists of hot films

in January

List excellent films which should

be watched in Tet holiday

Post

Post

4

3

Post short videos of movies which are displaying on Wetv

Post images or pictures about movies or actresses to impress

experience

Short videos of some hot film (videos do not go beyond 3 minutes) _post on youtube short

Episodes

Videos

10

50

10.000 100.000

276.000.000 250.000.000

Tracking to control the campaign

1 20.000 44.000.000

Email Promotional email: Send

Valentet deals and information about Valentet once a week

Number

of emails delivered

1.000.000 13.500.000

Website Improve personalized user,

suggest end-year films

first-Subscriptions

40.000 240.000.000

Couple

extra

Give extra 5 days of Wetv pro if

a user invites friends and then that friends install Wetv app and purchase VIP

Keyword research Refine keyword strategy Create link campaign

FB page Post meaningful new year

Boosting posts about valentine campaign

Make lists of hot movies in February

Post short videos of movies which are displaying on Wetv

Post images or pictures about movies or actresses to impress audiences

Ins page Post meaningful new year wishes

Boosting posts about valentine campaign

Post short videos reels instagram

Post images of actresses or beautiful scenes

customer experience

Short videos of some hot film (videos do not go beyond 3 minutes) _post on youtube short

115.000.000 125.000.000

Facebook

Ads

On-going optimization CPM 1.000.000 165.370.000

banner CPC

1 10.000

500.000 20.000.000

Email Transactional email: Send

notifications emails right away when customers interact with the website

Number of emails delivered

750.000 11.500.000

Website Improve personalized user,

suggest end-year films

4.500.000

Ins page Post images or pictures

of some remarkable scenes of famous movies

Post short video on reels instagram hot scenes of famous movies

Post

Video

90

30

to attract them and increase customer experience

Short videos of some hot film (videos do not go beyond 3 minutes) _post on youtube short

115.000.000 125.000.000

Facebook

Ads

On-going optimization CPM 1.000.000 165.370.000