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<b>TRƯỜNG ĐẠI HỌC VĂN LANG</b>

<b>KHOA QUAN HỆ CÔNG CHÚNG & TRUYỀN THÔNG</b>

<b>MÔN HỌC: DIGITAL MEDIA </b>

<b>BÀI THI TIỂU LUẬN GIỮA KỲ </b>

<b>ĐỀ TÀI: </b>

<b>CREATE A SERIES OF DIGITAL MEDIA PRODUCTSFOR THE BRAND </b>

NhNhóm sinh viên thực hiên:

Đào Ngọc Trâm Anh – 207DP15767 Khuất Quỳnh Trâm - 207DP02240 Vũ Yến Linh – 207QC35677 Trần Yến Vi – 207QC04511

Giảng viên hướng dẫn : MA.Lê Anh Tuấn

Thành phố Hồ Chí Minh, tháng 8 năm 2022

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<b>ĐIỂM VÀ NHẬN XÉT CỦA GIẢNG VIÊN</b>

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<b>DANH SÁCH SINH VIÊN THỰC HIỆN </b>

<b>1</b> Đào Ngọc Trâm Anh

207DP15767 Thực hiện phần: Kind of data, SMART, compare result with goals, thuyết trình

<b>2</b> Vũ Yến Linh 207QC35677 Thực hiện phần: Communication goals, Goal of media product, Method to advertise, Estimate result, làm Powerpoint, làm tiểu luận

<b>3</b> Trần Yến Vi 207QC04511 Thực hiện phần: Big ideas, Demo post, quay TVC, dịch bài

<b>4</b> Khuất Quỳnh Trâm

207DP02240 Thực hiện phần: Budget, Goal of media product, Skateholder, PESO, The risk of strategy,

<b>100%</b>

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<b>II Enacting a digital media strategy...6</b>

<b>1. Meaning of each media product...7</b>

<b>2. Method to advertise media product...8</b>

<b>3. SMART analyses for the strategy...8</b>

<b>III. Evaluation of the digital media strategy...8</b>

<b>1. Estimate the results for the strategy...8</b>

<b>2. Compare the estimated result with the identified goals...9</b>

<b>3. The risks that the brand faces with this strategy...9</b>

<b>MEDIA PRODCUTS...10</b>

<b>...10</b>

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<b>I Preparation step:</b>

<b>1. Communication goals </b>

- Spread the message of environmental protection,

- Changing the mind of users about Coca cola (Not just a beverage company, but also a brand that cares about social life issues)

- Increase discussion, interaction on forums and social networks

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Đen Vâu 1 Person activities 300,000,000 Tóc Tiên 1 Person activities 200,000,000 DJ Mie 1 Person activities 200,000,000 Tiên Tiên 1 Person activities 200,000,000 Min 1 Person activities 300,000,000 Trúc Nhân 1 Person activities 450,000,000

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- Customers: users, participating in this campaign - Agent: distribute to agents

- Local authorities: request to organize the "RUN TO SAVE" race - Sponsor: Sponsor the program “Recycling Warriors” and the “RUN TO

SAVE” (Texas Fried Chicken, Wall’s)

<b>4. PESO </b>

- Paid Media:

+ Inviting KOLs related to family and tending to protect the environment (eg: Cam Cam family, Boi Boi family, Baby Kopo home,...)

+ Online PR (Kênh 14, VN Express, Tiin.com, Thanh Nien newspaper, Zing New Newspaper,...)

+ Categories: Entertainment, Life, Trends, Family

+ OOH at commercial centers, busy streets such as (Nam Ky Khoi Nghia, Bay Hien crossroads, Democracy roundabout, six intersections, ....)

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- Earned Media:

+ The campaign will be shared on fan pages/groups specializing in environmental protection (Ex:Hành trình hạn chế rác - less waste Vietnam, Mình là Hũ, Tắt đèn bật ý tưởng, An tồn - mơi trường Việt Nam, Diễn đàn bảo vệ môi trường,... )

+ Share images and articles of the Coca Cola campaign from the brand's customers

- Owned Media:

+ Post articles on Coca Cola's media channels (Facebook, Instagram and Coca Cola Vietnam's website)

+ Post TVC on Coca Cola's Youtube channel

<b>5. Kind of data</b>

- Based on interactions on social networking sites like Youtube and facebook to get the best user data

- Because youtube and Facebook are the 2 most visited and used platforms in Vietnam at the moment

<b>II Enacting a digital media strategy Big idea: Sống xanh - Sống sạch </b>

Environmental issues are being concerned by brands, Coca Cola is no exception. That's why the brand has created a series of activities in the "Sống xanh - Sống sạch" campaign. This campaign was created for the purpose to show customers the harmful effects of plastic waste on the environment and change consumers' perception of the

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+ Goal:

Changed 70% of consumers' minds about the fact that Coca Cola is not only a drink brand loved by many young people, but the brand is also very concerned about social issues, especially the issue of health and safety. Environmental pollution

Create interaction between customers and brands

Increase 55% of customers' awareness about the harmful effects of environmental pollution from the activities of the campaign "Reuse - Reduce"

The total likes and shares of content posts about campaign activities on Facebook is 19,000 likes and 1,000 shares.

- Goal of Paid Media

+ Create interaction between customers and brands + Spread the campaign thanks to the cooperation with KOLs + Control the posts and messages the brand wants to convey

- Goal of Earned Media

+ Create interaction between customers and brands

+ Increase 55% of customers' awareness about the harmful effects of environmental pollution from the activities of the campaign "Reuse - Reduce"

+ The post in group reach 100 likes and 50 share

- Goal of Owned Media

+ The total likes and shares of content posts about campaign activities on Facebook is 19,000 likes and 1,000 shares.

+ TVC of the campaign reached 10 million views and 3,000 likes on Coca cola's official Youtube

<b>2. Method to advertise media product</b>

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- SEO : sử dụng các từ khóa như “Coca - Cola” , “Reuse - reduce” , “Chiến dịch mới của Coca - Cola".

- Online ads: Facebook, Instagram, Youtube

- Television ads on local stations: TVC of the campaign

- Billboards: Outdoor billboards will be placed in the central districts of the city and in the elevators of 10 schools

<b>3. SMART analyses for the strategy</b>

SPECIFIC Increase discussion, interaction on forums and social networks by 20% (assessment based on interaction on facebook ads and gg ads)

Change users' thinking about coca cola (environmental protection issue) by 30% (Assessment is based on discussion interactions on posts about environmental

Recent campaigns on environmental protection have attracted a lot of attention because of the surrounding environment

Survey 300 people to see how much they care about protecting the surrounding environment

REALISTIC Increasing discussions, interactions and changing users' minds about coca cola will help coca attract more potential customers to respond to this campaign.

<b>III. Evaluation of the digital media strategy </b>

<b>1. Estimate the results for the strategy</b>

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- Coca-Cola consumption increased by 15%

- Earned media effectiveness: 25-30 million views on Social Media channels

- Facebook traffic increased by 500%

- Increase more than 150,000 thousand likes on fanpage

- Keyword: “Coca - Cola Reuse - Reduce” gives 6,000 results on Google after 1 month of implementation

- The campaign changed consumers' attitudes about the brand, creating a positive impression on Coca-Cola.

<b>2. Compare the estimated result with the identified goals </b>

- Spread the message of environmental protection

- Increase both discussion and engagement on coca cola's social media sites

- Communicating positive messages about environmental protection - Changing the mind of users about coca is not just an ordinary soft drink

<b>3. The risks that the brand faces with this strategy </b>

1 Risks from the campaign's advertising media if it doesn't work

Thoroughly research social platforms before using it in your campaign.

Regularly update reports evaluating the effectiveness of platforms used for advertising. Allocate appropriate budgets between advertising methods to limit risks and losses.

2 Risks from goals and objectives Monitor progress to compare performance with previously set goals

Conduct user surveys to

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understand their desires. There are contingency plans to adjust the strategy in case the goal is not reached.

3 Risk from the public or some influence users because they don't like representative KOLs/ Influencers

Crisis management plan Use the backup plan if there is a risk from the public side with KOLs / Influencers on behalf of 4 Risks if the local government does

not agree to approve the “Run To Save” activity

Change to running on the road located in the area of District 2

<b>MEDIA PRODCUTS</b>

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1. TVC

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<b>2. Owned media </b>

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