Individual Assignment

Name: Lê Huy Hoàng – HS140656

Class: MKT1401

Lecturer: Pham Thi Thuy Trieu

Subject: MKT304

Topic: IMC strategy analysis for the product / service that business industry has
been applied for the last 5 years. Give 01 possible ideas of the media concept /
content (content) /image to develop that product for the next 1 year.

Answer:

I. Introduction:

CANIFA is a clothing design, accessories and casual wear company. It is the

main brand under Hoang Duong Textile Group, a large fashion retailer in
Vietnam. After that, CANIFA was split into 3 subsidiaries in 2017.

CANIFA's products meet most of the subjects with the age range from 2 - 45
years old. Therefore, CANIFA's product models and materials are always
diverse to fully meet different needs from customers. In addition, the designs
in this brand's products are more about convenience and durability than the
fashion trends that change every day.

II. IMC analysis:

1. Strategy:

Through observation, Canifa finds that young people have a great need to express
their feelings and personal thoughts. However, most of them do not have many
opportunities to express their personalities or express personal feelings. Therefore,
the big idea given by the company was: "#sayit - nói điều bạn muốn cùng áo phông
Canifa". The campaign was launched in September 2019. The campaign "#sayit" is
aimed at young customers aged 22 to 28. Canifa has built a campaign around key
product - #sayit t-shirts with slogans to help solve the problem. determine the need
for an item that is both easy to wear, easy to buy, and demonstrates the personality
of the young person. With a valuation below 300,000 VND / product, Canifa's
strategy is to turn T-shirts into traffic drivers - products that attract a group of
young customers to the store. From there, it stimulates them to experience the
product and gradually change the perception of the brand.

During the campaign, Canifa is a companion, encouraging young people to

"confidently say what you want". Since then, the brand image becomes closer and
becomes TOM's choice for young people when shopping.

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 2. Channel:

The campaign is deployed on a large scale: from media, digital channels to

activities activated at the point of sale. Canifa utilizes most digital forms: PR,
Music Video and Minigames and a variety of KOLs to tell the #sayit story with
many compelling aspects.

● Sequence of albums and videos "#sayit - Nói những gì bạn muốn. "

Canifa collaborates with Dong Nhi - Ong Cao Thang, Rapper Den Vau and singer
My Tam in a series of albums and videos #sayit

- Pre-wedding photo set with couple Dong Nhi - Ong Cao Thang:

Realizing the heat from the couple Dong Nhi - Mr. Cao Thang with the expected
10th anniversary , Canifa cooperated to release a set of pre-wedding photos with
the theme “#sayit - say words heart "to kick off the campaign with the series of
content series on both channels, Facebook and Instagram. With an average of
11,618 interactions / post, Canifa is both successful in conveying the message
“#sayit in love, while cleverly sharing DYO service - printing on demand. In just 3
days since kick off campaign, Canifa collected 28 articles as well as attracted a
large number of young people to shop to participate in offline activities.

- Photo and video set #sayit with rapper Black Vau before the concert 10
years of singing:

Den Vau - rapper is known for his rustic and true image to launch content that
exploits aspects of young people's living point of view and attitude.

The 15-second video with a set of dark T-shirt photos released right before Black's
10-year liveshow generated a huge hit with an average of 11,824 interactions /
post.The Rap Acoustic video featuring Black Vau, Lynk Lee and Kimmese also
received a record 13K Likes, 1K Comments and 2K shares.

- Music video October 20th in cooperation with My Tam:

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Finally, the campaign ended with a music video in collaboration with My Tam,
released on October 20. The similarity between the image of My Tam - the singer
represents confidence and dynamism with bright videos, honoring the differences
and encouraging the girls to express themselves to help Canifa succeed in
communicating. feminist spy. Canifa's girl appears young, fashionable, close-knit
and has a personality that makes T.A easy to contact herself.

The video quickly gained 1 million views on YouTube after just a few days of
release. The total number of video discussions from a single My Tam post reached
5,824 discussions. Canifa also received positive comments about her meaningful
transformation as well as compliments on the quality of #sayit T-shirts.

● Socials
- Photo contest "#sayit - Nói đi chờ chi":

The contest will be held from September 24, 2019 to October 14, 2019 to inspire
young people to share their "#sayit - Nói đi chờ chi" story. To drive traffic to the
store and increase sales, the brand rewards the entries with 1000 vouchers worth
100,000 VND and 30 vouchers worth 1,000,000 VND.

- Influencers & KOLs:

Fanpage: Canifa has promoted the diversity and flexibility of manufactured

photos, comic book on fanpage Dieu Nho Xiu Xiu, Dau Do Tung Tang
create laughter and urge young people to boldly #sayit to say what they feel.

KOLs: To reach young people, Canifa decided to collaborate with KOLs in

different fields to spread their own #sayit story. The selected KOLs are
young people with a unique personal story, experience in many areas:
lifestyle blogger, fashion blogger, writer, singer and actor.

4 groups of influencers with clear navigation:

Lifestyle - Fashion influencer: Blogger Khanh Linh, Giang Oi, Truong

Thanh Truc, Phan Y Yen

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 Inspiring influencer: Phuong Ly, Han Pham

Couple influencer: Le Chi - Duc Nguyen, Trang Lou - Tung Son

Art design influencer: Ta Quoc Ky Nam, Lai Thuong Hung

In addition, the campaign also received resonance from micro-influencers

excitedly sharing about Binh An, Nguyen Minh Trang, Thao Nhi Le, Tam
Xiu, Brian Tran, Ton Kinh Lam, Truong Hoang Mai Anh, Do Khanh Van ,
Duong Vu, Tran Hong Xuan

With this campaign, Canifa let KOLs choose how to convey the message
through the personal story of each person instead of giving a single story
from the brand. The content of Canifa #sayit T-shirt is built around the
situations and experiences of KOLs from love, couple, personal lifestyle and
affection with family.

● Activation

In order to increase traffic to the store, the brand organizes an exchange

event between fans and Dong Nhi - Ong Cao Thang couple at Canifa - Aeon
Mall Tan Phu and attracts more than 400 young people to the store. At the
meeting, Dong Nhi - Mr. Cao Thang shared the meaning of pre-wedding
with #sayit stories during the time together with the aim of spreading #sayit
spirit anytime, anywhere to young people.

At the store, Canifa also invests in instore display with prominent billboard
as well as display area and #sayit backdrop so that visitors can take photos
directly while shopping at the store.

● PR

PR articles are published on two popular newspapers with popular readers,

Zing News and Channel 14.

The brand focuses on two aspects: Fashion content, T-shirt coordination so

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 that young people can change to suit their style and promote #sayit spirit -
say what you want in young people.

3. Evaluate the effectiveness.

Canifa's #sayit campaign was successful with good results: Discussion gain + 25%
and engagement hit 114% of KPI. Total discussions in the campaign increased
620% from before the campaign. Total number of parent, content sharing: 881,247.
More than 43 newspapers shared about the campaign in 1 month. Total views of
PR articles: 40,000 views. Number of new customers under 28 years old (only for
September & October): increase 49%. Growth of T-shirt product lines YoY: up
54%

III. Conclusion

With the success of the campaign "#sayit", Canifa should continue with new
marketing campaigns to increase brand recognition and increase sales. The #doit
campaign I recommend is a follow-up to #sayit. This helps Canifa become a brand
similar to the lifestyle of young people and encourages everyone "Vietnamese to
use Vietnamese goods".

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 1.