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    This document summarizes a presentation about marketing online entertainment channels. It discusses how Yeah1 Network, a multi-channel network, ran a successful digital marketing campaign for Pepsi that engaged youth on social media platforms. The campaign focused on a music cover contest to get youth to create and share their own versions of a Pepsi song. This led to over 60 cover videos being created with over 15 million reaches and 5.9 million video views. Key learnings included the importance of understanding audiences, claiming campaigns as brands, and using diverse yet relevant content across integrated online platforms.

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    This document summarizes a presentation about marketing online entertainment channels. It discusses how Yeah1 Network, a multi-channel network, ran a successful digital marketing campaign for Pepsi that engaged youth on social media platforms. The campaign focused on a music cover contest to get youth to create and share their own versions of a Pepsi song. This led to over 60 cover videos being created with over 15 million reaches and 5.9 million video views. Key learnings included the importance of understanding audiences, claiming campaigns as brands, and using diverse yet relevant content across integrated online platforms.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    18 views13 pages

    Marketing trên kênh giải trí trực tuyến

    Uploaded by

    LâmHoàngDuy
    This document summarizes a presentation about marketing online entertainment channels. It discusses how Yeah1 Network, a multi-channel network, ran a successful digital marketing campaign for Pepsi that engaged youth on social media platforms. The campaign focused on a music cover contest to get youth to create and share their own versions of a Pepsi song. This led to over 60 cover videos being created with over 15 million reaches and 5.9 million video views. Key learnings included the importance of understanding audiences, claiming campaigns as brands, and using diverse yet relevant content across integrated online platforms.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 13

    MARKETING ON ONLINE

    ENTERTAINMENT CHANNELS
    PRESENTER: NGUYEN HUY HOANG – BUSINESS DIRECTOR

    from
    O V E R A L L S TAT I S T I C S

    97 MIL
    POTENTIAL REACH
    4,000 +
    PARTNERS &CREATORS
    55 BIL
    TOTAL LIFETIME VIEWS

    35 Mil Facebook Likes 3,832 Youtube Channels 25 Bil Facebook


    62 Mil Youtube Subscribers 33 Facebook Pages Views 30 Bil Youtube Views
    YEAH1 NETWORK

    Certified Multi-Channel Network


    by YouTube since 2015

    No.1
    MCN in Asia

    No.8
    MCN in Global
    according to ranking in SocialBlade
    (updated August 2017)
    Y E A H 1 S U P E R S TA R 2 0 1 5

    150VIDEOS
    142M VIEWS
    84M
    REACH

    Biggest campaign on YouTube VN


    Exclusive sponsored by UNILEVER
    Top Artists: HO NGOC HA, NOO PHUOC THINH, DONG NHI,
    365DABAND, HO QUYNH HUONG…
    CASE
    REVIEW
    P E P S I M U S I C C A M PA I G N
    DIGITAL STRATEGY
    Song Cover Contest that call out
    youth to create and share

    INSIGHT their own version – leverage social


    platforms under Yeah1
    I like to Sing and do not
    THE BRIEF afraid to share.
    Network to create the Crowd
    A digital campaign that I always chose a popular Effect, making it into the
    THE CHALLENGE Song to make cover
    inspire and get youth to
    version, to ensure I’m Trend that get youth to talk
    “Sing” and “Sing in any styles about and want to join as they
    How to own the Singing doing the cool thing that
    that they want” - live up celebrate their singing moment
    Moment among youth, everyone is doing.
    every moments of life in
    together with all other The CROWD EFFECT
    their own unique way
    moments that they
    celebrate in their life

    PEPSI X YEAH1 NETWORK


    Get more users to know about the song, more users Celebrate your singing moments
    live in their own singing moments via a music cover
    Live life to fullest with PEPSI
    contest on social

    MUSIC VIDEO “VA TOI HAT” LIVE UP SINGING MOMENT


    STRATEGY: STRATEGY:
    Sponsor music band to launch a song celebrate the singing Create social talking and promote cover videos of Youth on
    moments, call out youth to “sing in your own way” Yeah1Network
    EXECUTION: EXECUTION:
    Music video launched on YouTube and Facebook Yeah1 Promote over 50 videos from youth - covering Pepsi song
    Music across all FB Yeah1 Network. Create social talking around the
    song and Pepsi’s message

    SING YOUR WAY, PEPSI WAY LIVESTREAM


    STRATEGY: STRATEGY:
    Cooperate with KOLs to create different cover versions of the Take advantage on FB live tools of Yeah1 Music to spread the
    song, call out users to join and make their own version of song Pepsi moment
    EXECUTION: EXECUTION:
    9 popular KOLs cooperate with Yeah1, create 9 different cover Having a acoustic version livestream on FB Yeah1 Music with MV
    versions on Facebook KOL & Facebook Yeah1Network launched daily in Live Music show

    FUN SOCIAL TALK


    EXECUTION: STRATEGY:
    Troll photo & KOL fanpages are used to create fun talk around the Cooperate with top Fanpages to create fun troll photo and natural content around “sing
    Singing Moments, call out youth to sing and share their cover your way” topic to call out for more cover versions from Youth
    versions
    T H E R E S U LT: 6 0 C O V E R V I D E O S

    15.3 MIL 430.000 5.9 MIL


    REACH INTERACTIONS VIDEO VIEWS
    T H E R E S U LT t o p s o c i a l b u z z
    campaign

    DOUBLE
    KPIS
    Create a buzz on social media. The campaign is in top 10 of the most interested
    campaigns on the social media in May 2017.
    RULES TO FOLLOW

    TO BUILD A SUCCESSFUL CAMPAIGN:


    • BEING CLEAR ON OBJECTIVE

    • LOCATING YOUR TARGET AUDIENCE

    • KNOW WHAT IS YOUR MAIN CONTENT / MAIN ACTIVITY

    • OPENING ON BUDGET
    KEY LEARNINGS

    AFTER PEPSI MUSIC CAMPAIGN:

    • COMMUNITY INSIGHTS: MAKE THEM FEEL LIKE HOME.

    • BRAND NEEDS TO ENDORSE / CLAIMING FOR THEIR OWN CAMPAIGN

    • DIVERSIFY YOUR CONTENT BUT STAY RELEVANT AND SUPPORTIVE

    • DO NOT SEPERATE PLATFORMS.


    t

    THANKS FOR WATCHING

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