MARKET INSIGHT COMPETITOR CREATIVE IDEA LEAD COMMUNICATON PLAN TIMELINE BUDGET OWNED PAID OWNED ..........................................................................................................................................................
Trang 1DIGITAL PROPOSAL 6/2015
Prepared By
Trang 4FROM THE HABIT
VN PEOPLE IS HABIT MEAL FOR BREAKFAST, LUNCH, DINNER
BREAKFAST LUNCH
DINNEROPPORTUNITY
Trang 5FROM THE BREAKFAST HABIT
45% MOORE USER EAT BREAKFAST
Trang 6TO FREQUENCY BREAKFAST HABIT
THEY EAT FASTFOOD AS BREAD, STICK RICE 5-7 PER WEEK
1 Per Week
No Eat
Trang 7THEY ARE NOT EAT FASTFOOD FOR BREAKFAST MUCH
Trang 9WHAT THEY DO ONLINE
THEY SEARCH FOR INFO, READ NEWS, SOCIAL NETWORK, PLAY
Trang 10DEVICE THEY USE ONLINE
THEY USE LAPTOP, DESKTOP AND MOBILE
Trang 11WHAT TIME THEY GO ONLINE
THEY GO TO ONLINE SOON START FROM 6:00 AM
Trang 12WHAT TIME THEY GO ONLINE
THEY GO TO ONLINE SOON START FROM 6:00 AM
Trang 13ONLINE ACTITIVIES TIME
THEY GO TO ONLINE SOON START FROM 6:00 AM
Trang 14WHAT THEY DO BEFORE THEY PURCHASE
72% THEY ARE USE SEARCH ENGINE
Trang 15WHAT SEARCH ENGINE THEY USE
16 M VN USERS 90% INTERNET VN USER
Trang 16COC COC USER DEMOGRAPHIC
THE MOST USER COC COC IS AGE 15-25
Trang 17IN-SKIN COC COC
OUR AD WILL TARGET TIME DAY PARTING 6:00 – 11:00 AM
Trang 19KFC PROMOTION ACTIVITIES
Trang 20LOTTERIA HAPPY THURSDAY
LOTTERIA IS STARTING PROMOTION ON HAPPY THURSDAY
Trang 21MCDONALD START BREAKFAST CAMPAIGN
WE START EDUCATE THE BENEFIT OF BREAKFASTUSERS FOR MCD
Trang 23WIN – WIN – WIN MODEL
YOU WANT
COMMUNICATION AND EDUCATE
USERS
DEVELOP
COMMUNICATION
PLATFOM FOR YOU
CONSUMER STARTING GO ONLINE EVERY MORNING
FROM 6:00 AM –
11:00 AM
THEY
Trang 24BEFORE WE GO TO CAMPAIGN
WE NEED DEVELOP A BREAKFAST PRODUCT SITE WHERE USER CAN
FIND PRODUCT INFO.
Trang 25CREATIVE PLATFORM DEVELOPMENT
MASS PRIN
ADT/ONLINE PR FOR
EDUCATE USERS
IN-SKIN COC COC
HOMEPAGE
DELIVER VOUCHER FOR TRIAL
PRODUCT
1 MASS ALL USERS IN
TARGET GROUPs
2 FOCUS ON MORNING USERS 3 SMART TO EARLY ADOPT USERS
Trang 27STRATEGY ROAD MAP
‑ Interest: Food
AWARENESS
- Drive For Brand Impression, and views
Trang 28TO APPROACH
PHASE 2:
BUILD ENGAGEME
NT
PHASE 3:
LEAD FOR CALL TO ACTION
PHASE 1:
CREATE AWARNESS
Trang 29CHANNEL SAMPLE
Trang 30CONTENT ANGLE
RE-POSITIONING BENEFITS OF EAT
RE-MIND USERS
ABOUT
BREAKFAST FOOD CHOICE BY
REGION
AS BREAKFAST BREAKFAST FOOD CHOICES
Trang 31TO APPROACH
PHASE 2:
BUILD ENGAGEME
NT
PHASE 3:
LEAD FOR CALL TO ACTION
PHASE 1:
CREATE AWARNESS
Trang 32CHANNLE SAMPLE FOR IN-SKIN
Push Notification
“Good Morning,
Wake up and eat
Mcdonald Breakfast”
Trang 33TO APPROACH
PHASE 2:
BUILD ENGAGEME
NT
PHASE 3:
LEAD FOR CALL TO ACTION
PHASE 1:
CREATE AWARNESS
Trang 34CHANNLE SAMPLE FOR DELIVER VOUCHER
SUPPORT BY
Trang 35ENGAGEMENT CALL TO ACTION AWARENESS
Trang 36CREATE USER JOURNEY
Breakfast Product Breakfast Product Website
Come To Trial At McDonal
Store
Raise Attention&
Create Awareness Build Engagement Lead To Call To Action
Trang 38LANDING PAGE &
IN-SKIN APP/COC COC MEDIA SUPPORT (Display Ad, FB Ad)
THAT’S WHAT WE DO
PR
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8
GROUPON SITE
MEDIA SUPPORT FROM GROUPON SITE
ONLINE PR VIRAL PR
Trang 40LANDING PAGE PRODUCTION 1,400
BANNER PRODUCTION (Banner,
Re-size, Voucher design, etc) 500
Trang 41WHAT I WILL HAVE
Trang 42OWNED – PAID – EARNED MODEL
180,000 CLICKS
ATTRACT 120,000 VISITS FROM MEDIA
15,000 VIEWS PR
7,500 SOCIAL
ENGAGEMENT
PR FOR RAISE ATTETION
MEDIA SUPPORT
FOR AWARENESS
SOCIAL SUPPORT
FOR ENGAGEMENT
YOU
YOU PAID
Trang 43THANK YOU