Figure 1: Most used social media platforms...3 Figure 2: Social media usage by generations...3 Figure 3: Content direction...9... Experience Share your Kilig stories on the community bui
BRAND OVERVIEW
Community Engagement Moments
CAMPAIGN OVERVIEW
Goals (Objective Communication)
2 Target Audience - The problem revolves around Genz
CONTENT STRATEGY
Content details
5.1 Account details 5.2 Post details 5.3 Story details 5.4 Evaluation of results (The best and worst key learning)
2 Content pillar, and content angle
5 Content details 5.1 Account details 5.2 Post details 5.3 Story details 5.4 Evaluation of results (The best and worst key learning)
GOALS
SUGGESTION FOR FUTURE
2 Target Audience - The problem revolves around Genz
2 Target Audience - The problem revolves around Genz
2 Content pillar, and content angle
5 Content details 5.1 Account details 5.2 Post details 5.3 Story details 5.4 Evaluation of results (The best and worst key learning)
2 Content pillar, and content angle
5 Content details 5.1 Account details 5.2 Post details 5.3 Story details 5.4 Evaluation of results (The best and worst key learning)
We enthusiastically crafted our final report on Kilig’s products, driven by our passion for the brand Our research process involved market analysis, stakeholder engagement, and data synthesis as part of our project, “Building a Strong Brand Through Social Media Marketing.” The campaign, set to run from August 2024 to August 2025, aims to enhance brand awareness and achieve significant growth We established challenging yet realistic key performance indicators (KPIs) for Kilig’s social media presence, including creating 20 videos, gaining 400 views, attracting 150 followers, and fostering 600 interactions across platforms Specifically, our Instagram goals include 150 followers, 20 posts or stories, 400 views, and 600 interactions, while our YouTube objectives target 150 subscribers, 600 views, 4 engaging videos, and 600 interactions These metrics will help us monitor progress and ensure effective audience engagement, ultimately boosting Kilig’s brand visibility across various social media channels.
We identified the brand's challenges and developed a comprehensive strategy to address them We believe that Kilig will experience significant growth in reach and engagement through consistent, incremental enhancements, which will enhance its market position and improve its reputation.
Kilig, a term from the Filipino language, embodies the indescribable warmth and romantic vibrations that awaken deep emotions within us It represents more than just a feeling; it is a delightful blend of joy, excitement, and a touch of shyness that creates a unique emotional experience.
Envision a vibrant community that celebrates Kilig, where individuals eagerly share their love stories, romantic experiences, and heartfelt emotions Each simple narrative serves as a building block, creating a rich tapestry of love and life that resonates with everyone.
In the Kilig community, language barriers are eliminated, allowing individuals from diverse backgrounds to connect and understand each other deeply The community prioritizes safety and respect, ensuring that every member feels valued and heard, free from judgment and negativity Kilig stories serve as a source of inspiration, reigniting your belief in love and life, and reminding you that you are not alone in your pursuit of happiness.
Share your Kilig stories with our vibrant community on Facebook, where both small moments and significant memories can spread joy and inspiration Engage with fellow members and enjoy the shared values that extend to other social media platforms like Instagram and YouTube.
The Kilig brand community is set to evolve into an interactive space within the metaverse, where users can engage directly By merging augmented reality (AR) with virtual reality (VR), Kilig aims to create an immersive community experience akin to a game Additionally, the integration of artificial intelligence (AI) will facilitate the development of more mascots, enhancing user interaction and engagement within the community.
Joining the Kilig community on Facebook initiates an emotional journey filled with vibrant posts, pictures, and videos Here, love stories unfold from sweet first feelings to passionate long-term relationships, each evoking a spectrum of emotions that captivate and move you, alongside unexpected moments of humor.
Figure 1: Most used social media platforms SOURCE: Digital 2024: VietNam, Datareportal
Figure 2: Social media usage by generations
Source: Decision LabCapturing Trends on Social Media: Financial and Entertainment Topics Are Hot
Sixty percent of Gen Z report feeling positive about their social media usage, with Finance and Entertainment being popular topics As a result, Facebook stands out as the perfect platform for engaging with and staying updated on these trending subjects.
Recent reports from Datareportal and Decision Lab indicate that Facebook is the leading social media platform for Gen Z, with usage rates of 89.7% and 95% Therefore, we have selected Facebook as the primary platform for our communication campaign.
The campaign will be supported by YouTube and Instagram, which have high usage rates among Gen Z, at 87% and 75%, respectively, according to Decision Lab These platforms were chosen for their significant reach within this demographic.
Z engagement rates, just behind Facebook Moreover, Instagram is owned by Facebook, so the algorithms are similar, allowing us to easily manage the content.
2 Target Audience - The problem revolves around Genz
Gen Z, our primary audience, frequently romanticizes love through extensive exposure to 18+ content on social media, highlighting the need for a more realistic perspective To address this, we are dedicated to creating a love-themed community that aspires to be Vietnam's leading platform for discussions about love and relationships This community will offer a safe and judgment-free environment for Gen Z to openly explore and discuss sexual issues.
Gen Z predominantly seeks sex education through digital platforms, influenced by dating apps like Tinder and Bumble, which reshape their understanding of sexuality However, social media often promotes an idealized view of sex, fostering unrealistic expectations about physical appearance and sexual performance, potentially leading to psychological challenges This situation highlights a crucial opportunity to establish a supportive community for open discussions about love and related topics.
Location: Ho Chi Minh city
People who are energetic and actively express their views
Easy to attract by the content of poetry
Like content that brings a sense of humor
Worried about unwanted pregnancy, sexually transmitted diseases
Tech-savvy Using Facebook to reduce stress Learn, share sex on Digital
Name: Nguyen Vo Manh Cong
Place of residence: Ho Chi Minh City
Occupation: Student at Hoa Sen University
Hobbies: Likes walking around the streets taking photos, sightseeing and listening to classical music or bars with unique, different styles.
Personality: Cong is an introverted, gentle and quiet male
Introverted individuals often struggle to articulate their thoughts and feelings about sex, leading to challenges in communication with their partners This difficulty can create a significant disconnect in the relationship, making it hard for both partners to share and understand each other's needs and desires.
Expectations: Wants to have a place for Cong to share but where people do not judge each other.
Channel, genre, media topic that Nguyen uses:
Social networking platform: Facebook, Instagram,
Content format: Blog, vlog, short clip, post
Topics of interest: Pictures of beautiful landscapes, nature
I openly discuss my sexual experiences with friends, yet I struggle with personal issues related to sex due to concerns about their judgments I long for a safe space where I can freely talk about my sexual challenges without fear of opinion.
Truth: I boldly share about sex with my friends.
Tension: I still have serious issues with my sex, though, because I'm worried about their opinion of me.
Motivation: I wish there was some place where I could just talk to someone about my issues.
Bridging the gap is the golden key to enhancing intimacy and making love more fulfilling through the development of romantic relationships.
Kill spaces - make love to get lit