Brand Communications Campaign

Brand Communication Campaign
I. New Era of Communication

II. Back to Basic
III. Communication Pre-design
IV. Communication Campaign Design
V. Case Study
Communication Context
• Digital Platforms & Media

• Ad formats
There’s very strong fragmented & diverse in: • Content & creatives
• Communication roles mix both Advertising & PR
• Integrated online & offline channels
New Era of Communication
1. Evolution of new platforms

2. Smarter mechanisms of media channels
3. Diverse roles of creative contents
4. Complexity in consumer journey
5. New requirement for the marketers
6. Complex operation & resource investment
1. Evolution of new platforms
Past – Traditional platforms Present – Digital platforms
Offline – TV, OOH, Prints More & more new platforms born to life, functionally serve major needs
• Costly of users. Each platform has its own mechanism, built to offer values to
• Time-consuming content installation consumers while connect brands to express branding/sales role.
• Slow-moving contents Smart & innovative mechanisms
• Unreliable tracking • UX/UI made & constantly improved for users (Facebook algorithm)
• Contents & ads highly customized for users
Online - Publishers • Constant innovation in algorithm & tools
• Costly
• Not flexible adaptable contents More strategic branding/sales roles
• Within publisher’s network • Each platform play a strategic role
• Connection among platforms tapping into the consumer journey
• Cheaper cost per communication campaign
• Complex in operation & management
There’s a must to comprehend strategic roles of each platform for long-term investment,
effective management & operation
Example of Digital Platforms
• Social (Facebook, Instagram, LinkedIn)
• Social Video (TikTok, YouTube)
• Social Music (Spotify)
• Social Dating (Tinder)
• E-commerce (Shopee, Lazada, Tiki)
• Food & Drink (Grab Food, BAEMIN, Shopee Food)
• Search (Google, Coc Coc)
• Email
• Retailer Platforms (The Gioi Di Dong, Con Cung, Aeon)
• Fintech (Momo, Digital Banking)
• Publishers (Tuoi Tre, Thanh Nien, VnExpress, Zing)
• OTT (Zalo, Skype, Viber, KakaoTalk)
• Website/ Landing page
2. Smarter mechanisms of media channels
Platform also play a role of
media channel, airing ads
Bid ads
Smarter mechanisms
• Bidding ads
• Targeting & retargeting with various
dimensions
• Real-time tracking dashboard
Re-targeting ads
• Wider network & across platforms
Constant innovation
• Ad formats
• Connected to other platforms
• Ad algorithm made relevant to users
More strategic branding/sales roles

• Targeting & retargeting with suitable
contents at right time, right place
Re-targeting ads (CPAS) Ad formats – Google Shopping Ads
3. Diverse roles of creative contents
Diversity of creative contents
across platforms Traditional ads & writing articles
They are made for branding & sales

(conversion), shifting from traditional ads
(KV, banners, TVC) & writing articles to
content marketing.
• Content strategy – made differently

for Content Hubs, Media, Sales/
Performance & SEO
• Content planning & production – Content marketing
requires either internal, outsourcing or
partner resources to produce weekly
contents with proper formats
• Creativity is strongly required in the
context of fast-moving contents
• Strongly connected with media
strategy to deliver right contents to
right targets SEO Ad - introduction Ad - testimonials
Performance
4. Complexity in consumer journey
The complex journey is formed & interfered by emerging platforms
5. New requirements for the marketers
• Understand all strategic platforms of the business in that industry
• Connect relevant functional teams across platforms to form deeper understanding

into consumer insights
• Connect both online & offline channels in delivering campaign impact
• Get into digital metrics to supervise the whole communication

delivery process
• Commercial requirement/KPI is the bottom line
• Connect all key contents, supporting contents under the

campaign theme
6. Complex operation & resource investment
Content Hub/ CRM Media Partner/ Agency
• Creative ideas • Analytics & performance • Creative, digital,

• Concept development tracking communication
• Design, filming, shooting, • Campaign objective • Production house
post-production • Ad formats (search/ display • Web design & operation
• Content planning & ad, shopping, app, video,…) • Media
production calendar • Media planning (channel, • Retailer
cost, budget, KPI) • E-commerce
• A/B testing • Super/Fintech App
• Running ads & optimization • KOL/KOC
Summary
• Digital platforms keep evolving and enable communication for all businesses, creating more
values for users, combining roles of both branding & conversion.
• Media mechanism become smarter in bidding, targeting ads in various dimensions with clear
campaign objectives.
• Content marketing spread wider channels, hence, forming combination of Content Strategy &
Media Plan in a communication campaign.
• Consumer journey has been formed very complex with numerous brand touch points.
• Businesses get heavy pressure in resource investment & operation.

Back to Basic
1. Communication roles
2. Creativity is the key!
3. Psychological process approach
4. An essential “P”
5. Consistent execution
1. Communication roles
The final purpose is to
tap into the brain
• Build, correct, fortify certain attitudes

• Shape emotion
• Gain support, change bias, demand
generation
• Likely leading to specific behaviors Interfere the
Mass awareness psychology process Convince
Educate/Re-educate Dramatize Storify

In modern human society, communication has been upgraded to an art “how to speak”.
2. Creativity is the key! It’s all about “how to speak”, speaking something in a creative way.
Creative beautiful ad to say

Creative engaging activation Creative fun ad to say “it’s fast express”
“the cookies can be eaten in breakfast”
KOL/ KOC/ Influencer to prove Crowd-led Livestream entertaining Collaborate with

“the product is quality” to prove “it’s a famous store” shopping experience a government party to run
CSR campaign
To change consumer’s awareness, or attitudes, or emotion, or bias towards the brand.
From being unknown to From being known to stronger/ From being known to get convinced Correct perception
get known fortified known
Correct behavior Excite Generate new demand Trigger mood of deal hunting Or deliver customer
service
3. Psychological process approach
Digital platforms allow customized contents for each stage of consumer psychology.
Functional approach Psychological process approach
Advertising
Target Audience 1 Target Audience 2 Target Audience 3

PR A – Awareness A – Awareness A – Awareness
I – Interest I – Interest I – Interest
D – Desire D – Desire D – Desire
A - Action A - Action A - Action
Activation & Contents can be customized to impact in different stages

of psychology:
• Teasing role (A & I)
• Engagement role (I & D)
Promotion
• Action role (D & A)
Example
Key Hero (TVC) Customized contents
reach mass (current & potential users) reach different users with different needs
Target Audience 1 Target Audience 2 Target Audience 3 Target Audience 1 Target Audience 2 Target Audience 3
A – Awareness A – Awareness A – Awareness A – Awareness A – Awareness A – Awareness

I – Interest I – Interest I – Interest I – Interest I – Interest I – Interest
D – Desire D – Desire D – Desire D – Desire D – Desire D – Desire
A - Action A - Action A - Action A - Action A - Action A - Action
4. An essential “P”
Communication is an essential part of Brand Promotion to deliver its positioning.
Positioning
Portfolio Product Pricing Experience Service Place Promotion
Consumer
Promotion
Communication
5. Consistent execution
Communication execution requires consistency across online & offline platforms to deliver impact.
Fall Winter Collection – Wake Up

(Hãy tỉnh giấc & tiếp tục sống!)
Summary
• Communication roles: Mass awareness, interfere with the psychological process, drive thoughts
& behaviors, re-educate, even manipulate or brainwash.
• Creativity is the key!
• Digital platforms enable interference with the psychological process by AI, customized contents.
• Communication is an important “P” of brand values.
• Focused message & image to create impact.

Communication Campaign Pre-design
1. Brand J2BD
2. Communication campaign
3. Target audience
4. Communication insight
Pre-design Define 4 important communication elements
1. Brand J2BD An important brand task needed to be solved
A high-budget activities designed to solve an important

2. Communication campaign
Brand J2BD
The persona the whole communication campaign materials

3. Target audience
designed for
The human psychology the Communication wants to

approach to tell the relevant story
1. Brand J2BD an important brand task needed to be solved
Issue & Opportunity
Run various market researchers, brand audit to understand

critical issues to fix or emerging opportunities to capture
Brand J2BD
Translate I&O into an important task to be solved
Communication Campaign
The communication campaign contributes to solve the Brand

jobs to be done
Issue
Main competitor is gaining the strong ground in both retailer

support & consumer purchase in Mekong Delta
Brand J2BD
Re-launch flanker signature range to combat in Mekong Delta
Re-launch
Opportunity
There’s no furniture & kitchen showroom in local A to serve

high come households
Brand J2BD
Open a new showroom estimated to serve 1,200 households

in local A
New launch
Opportunity
Black Friday lifts up shopping mood
Brand J2BD
Run a big promotion campaign with irresistible mechanism

& in-store entertainment
Promotion
2. Communication Campaign high-budget activities designed to solve an important
Brand J2BD
Re-launch New launch Promotion
Supporting
Content
• Fortified concept • New brand • Public theme Weekly content
+
• Improved concept • New product range • Owned theme from Content Hubs
• New concept • Retailer theme with clear objectives
• Correct attitude &
• New store • E-commerce theme to support the
behavior
• New ambassador Campaign
• New CSR project
New insight to approach New insight to

Focus on highlighting
for current/ minor approach for totally
promotion mechanism
improved concept new concept
3. Target audience A brand has various Consumer & Shopper Groups
Shopper Consumer
Driver
Make purchase decisions & spend Consume & experience the
money on behalf of consumer benefits product pack and benefits
e.g. pack, price
Shopper Consumer
Driver
e.g. pack, price
Shopper Consumer
Driver
e.g. pack, price
3. Target audience
Shopper Consumer
Common practice in various industries, triggering Common practice in various industries, that
shopper’s need to buy for the consumer use for gifting consumer’s request to shopper’s purchase happens
(nutrition, fashion, beer, seasonings) often (confectionary, beer, men’s shampoo)
3. Target audience
Target Audience 1 Target Audience 2
Young, dynamic, smart housewife & Mature, calm, caring housewife &
family, under 28 year-old family, above 35 year-old
Communication Insight Communication Insight

• Marriage life should be fun • Making meals require heart & effort
• Kitchen is sharing chores • Good meals are represented as Love
• Modern cooking way for traditional food • Good taste for all
• Meal test & failure is fun • Must be perfect, afraid of failure
• Convenient food if no time to cook • Recognized as a good mom/wife
• Let’s discover something new! • Comfort zone is safe for everyone
Category Insight Product Insight Shopper Insight Lifestyle Insight
Human psychology relates Human psychology relates Human psychology relates Human psychology
to the Category to the Product/ Service to the Shopping relates to the LIFE
experience experience experience experience
Learn how consumers Learn how consumers Learn how consumers Learn how consumers
perceive about the perceive & experience the perceive & experience experience their own life
category current Product/Service in-store Shopping (problems & aspiration)
+
Often very functional, highly exploiting when the Campaign An emotional ground
strongly promotes functional attributes or under can enrich brand spirit
functional Brand Platform & relevancy
Depending on industry or stage of the brand building, give more preference to Functional or Emotional
Example 1
Product Insight Lifestyle Insight

Ice cream cone:
Couple life/relationship
• Eat alone often shares to enjoy
• Sharing is fine with s.o
+
together
very close (my love)
Communication Insight
“Sharing the ice cream cone is a sign of
caring, loving”
Example 1

Bubble milk tea ice lolly:
• Life’s boring sometimes
• Milk tea is my favorite • Pressure to stay cool,
• Milk tea is hot trend
+
trendy to get attention
• Milk tea is addicted
“Quickly up mood while staying very
cool, trendy”
Example 1

3 flavor family box:
• Big box for family use Family needs occasion to
do something together to
• Various flavor fits every
+
get connected
individual need
• Easily change taste
“Family stays connected & be happy
together with a tasty ice cream box”
Example 2
Shopper & Consumer Target Audience
Drivers (eps. long-haul) Long-haul drivers

Use energy drink to get awake to
complete the delivery + Conquering is a manly character
“Men must be awake conquer all
roads, even the most challenging ones”
Example 2
Sport players Football players
(esp. heavy training)
+
Use energy drink to quickly recover Winning in sport is another life
to continue sport competition achievement, I place lots of physical
effort & will into it
“Winning the game requires both
physical efforts & internal will”
Example 2
Office workers Young business owner
(esp long working hour)

Use energy drink to get awake to
continue working
+ Passion in work motivates me to
keep up
“My burning passion is unstoppable”
Summary
• Communication helps to solve an important Brand J2BD, hence, learning the Brand J2BD first.
• Define the role of the communication campaign to understand expectations.
• Differentiate Consumer vs. Shopper, then define the proper Target Audience (TA).
• Differentiate various types of Consumer Insights, then define proper Communication Insight for
the campaign (a combination of both functional & emotional).
Communication Campaign Design
1. Campaign objective & KPIs

2. Campaign budget
3. Communication campaign planning
3.1 Campaign big idea
3.2 Key hero
3.3 Platform/ Media selection
3.4 Deployment plan
3.5 Activity calendar
4. Communication brief
Communication Campaign Design Process
1. Campaign Objective & KPI Understand the main objective & KPI to place focus
Understand the thinking process to generate budget

2. Campaign Budget
& set priority
3. Communication Campaign Planning Hands-on planning the Communication Campaign
Briefing key information & communication requirements

4. Communication Brief
to agencies
1. Campaign Objectives & KPIs drive change of awareness, attitude, emotion, bias
with the expectation of behavior change afterwards
Communication Marketing Commercial

Objective Objective Objective
With the expectation of

behavior change
Drive change of awareness,
afterwards
attitude, emotion, bias
Resulting in-direct purchase
(Supporting activities drive
(Communication impacts behavior
behavior change
behavior change long-term,
promotions, good deals,
but it takes time!)
direct sales, service
experience)
KPI KPI KPI

• Awareness • 1 time purchase/re-purchase
st
• Sales volume
• Brand attribute: new, fortified, • Combo/ Cross-sales/Up-sales • Sales value
improved, correct • App download • In-app purchase
• Social Score (e.g. BSI) • Provide leads
Communication Campaign vs. Channel Campaign
Communication Marketing
Objective Objective
Communication Channel
Campaign Campaign
(Brand) (Trade/ E-com/ Web/ App)
Brand Activities Channel Activities

(on various Media/Digital Platforms) (in GT, MT, Service, E-commerce,
Website, App)
• Contents
• Ads • Merchandise/ E-merchandise/
• TVC Visual Merchandise
• Activations • Activation/Livestream
• Promotion
• Sales consultant
• Service experience
Example
(Brand)
Communication Objective
Build awareness & drive traffic to website & drive app download
KPIs
• Social metrics (impression, reach, website traffic, visitor…)
• Brand Health Tracking (BHT)
Brand Activities
• Key Hero: Event
• KOLs
• Content: various seeding & lifestyle contents
• Media: Socials, publishers
Example
Channel Campaign
(Trade/ E-com/ Website/ App)
Marketing Objective
Drive in-app & web purchase behavior
KPIs
• Conversion Rate (CR)
Channel Activities (Promotion)

• First-time download + invoice 1.500.000: discount 150k
• Invoice 1.999.000: valuable gift
Example
Channel Campaign
(Trade/ E-com/ Website/ App)
Marketing Objective
Drive in-app & web purchase behavior
KPIs
• Conversion Rate (CR)
Channel Activities (E-Merchandise)

• Top Banner – highlighted promotions
• Pop-up banner reminding promotions
• Listing the lowest price on top
• Listing new arrival
2. Campaign Budget
300 million
Monthly/ Quarterly Sales Target VNĐ
Campaign Sales Target

2 billion
Campaign Budget
VNĐ
10 billion
VNĐ
2. Campaign Budget
Brand Budget priority

• Very heavy education
• Mass awareness (e.g. new brand)
• Have owned stores
What is the priority?

Channel Budget priority
• Very sales focused in short time

• Non-owned stores
3. Communication Campaign Planning
1. Campaign Big Idea The thematic creative idea across campaign stages
The most important creative asset expected to

2. Key Hero
deliver campaign message
The thinking process of choosing best platform/media for

3. Platform/ Media Selection
the campaign
4. Deployment Plan The content direction for each campaign stage
5. Activity Calendar The detailed plan of airing contents

3.1 Campaign Big Idea
Brand Essence/ Promise/ Benefit
• Important or core brand benefits
• Strategic positioning attributes set the brand stand out
& important to consumers
Brand Ideas/ Platforms

• Selected key attributes used for communication
• Competition in long-term communication requires
strong focus
Campaign Big Idea

• The creative communication campaign theme
• The directive guideline for all creatives, contents,
media channels, in-store activities
Example
Brand Essence/ Promise/ Benefit
Real Beauty
Brand Ideas/ Platforms

• Functional Platform “Superior moisturizing”
(shower gel & bar)
• Functional platform “Damaged hair recovery” (hair)
• Emotional platform “Pampering” (event)
• Hybrid platform “Beauty ritual” (full range of the
Master Brand)
Campaign Big Idea

Brand Positioning requires building long-term attributes that set the brand stand out &
important to consumers
Functional Attribute Functional Attribute Functional Attribute

• Fresh • Sensitivity
• Anti-decay • Whitening • Rapid relief
• I choose for my family need • Many aromas to choose • Pharma treatment
Emotional Attribute Emotional Attribute Emotional Attribute
• Make me comfortable • I believe in expert and the

• I believe in expert
with my love imported origin
• I love my mom, she’s caring
• A brand for young people • Worry-free to eat
& borderless love
Brand Platform/ Brand Idea
A strategic brand attributes used for dedicated investment in long-term communication
Functional Platform/Idea Emotional (Social) Platform/Idea
The Functional platform must be present The Emotional platform enrich brand
from time to time to build product equity equity, bring brand spirit
for the brand
Key question Key question
What are most important competitive What are most emotional or social attributes
functional attributes? offered to consumers?
Role of communication Role of communication
Explaining in feature, benefits, RTB, Focusing on brand spirit with less

experience to convince (esp. complex explanation in product
products)
Brand Platform/ Brand Idea
A strategic brand attributes used for dedicated investment in long-term communication
The Functional platform must be present

from time to time to build product equity
for the brand + The Emotional platform enrich brand
equity, bring brand spirit
Key question
What are most important competitive

functional attributes?
Hybrid Platform/ Idea
Role of communication
Explaining in feature, benefits, RTB, A platform can either expresses

experience to convince (esp. complex Functional or Emotional
products)
Example
Platform/ Idea
Functional Attribute
“Rapid relief” is the main
• Sensitivity Functional platform for building
• Rapid relief product equity throughout years
• Pharma treatment
Emotional Attribute
• I believe in expert and the

imported origin
• Worry-free to eat
Platform/ Idea
“Worry-free to eat” is the

Emotional Platform enriches
brand equity, bringing eating &
drinking spirit while strengthens
product benefit
Example
Platform/Idea Platform/Idea
Fresh tea leaves Summer Spirits
Brand Essence
Drink better, live better
Platform/Idea Platform/Idea Platform/Idea

Quenching Tea Barista Live actively
Example
Platform/Idea
Platform/Idea Dirt is good
One wash Brand Essence
Unleash human power
Platform/Idea Platform/Idea
Baby Care Hybrid Platform/Idea Machine Expert
Green
Campaign Big Idea
A creative communication theme springs, encapsulating the key message, directing all content creation
throughout the whole campaign.
Campaign Big Idea

Brand Platform/Idea Communication Insight
Explain how the Campaign Idea meets
What Platform used? all criteria: brand platform, product role What Insight to approach?
(if have), communication insight,
message delivery in a very appealing way
Double check by self-asking
• Is it creative or WOW?
• Has any brand exploited yet?
• Any room for product/brand role?
• Can it deliver key message well?
• Can it be easily executed?
Example
Campaign Big Idea
“Sạch khuẩn gieo Phúc,
A healthy family Hái Lộc sum vầy” Everything should be
welcomes a lucky year clean, including the body
before Lunar New Year
Key Message
Explanation : Set it in an appealing way! Key
Clean your body with new limited Lifebuoy before welcoming Clean
a new lucky & brighter year a new
Explanation: Set it in an appealing way!
Phúc là tốt lành, an yên. Đêm 30 Tết, tắm mình với trà tràm thiên
nhiên như 1 nghi thức gột rửa bụi trần, vừa sạch khuẩn hiệu quả,
vừa thanh lọc tâm an, tăng phần phúc khí.
Ngàn vạn vận may bắt đầu từ 1 cơ thể khỏe mạnh, PHÚC đã đến thì
LỘC của may mắn, hanh thông sẽ về, một chút muối lộc giúp xua
tan vận hạn, cho làn da sáng bừng, tràn trề đón năm mới may mắn.
Example
Campaign Big Idea
“Sạch khuẩn gieo Phúc,
A healthy family Hái Lộc sum vầy” Everything should be
welcomes a lucky year clean, including the body
before Lunar New Year
Key Message
Explanation : Set it in an appealing way! Key
Clean your body with new limited Lifebuoy before welcoming Clean
a new lucky & brighter year a new
Explanation: Set it in an appealing way!
Khai xuân gột rửa bụi hồng trần

Tân niên sạch khuẩn tấn vận may
Trà phúc, muối lộc sum vầy
Lifebuoy đỏ thắm, lộc đầy, phúc dư
Campaign Big Idea
6W
Methodology run a mini workshop, guideline the team to brainstorm
Top down (from Brand) Bottom-up (from Consumer)
Start from what the brand has Start from the consumer group
(Brand Platform/Ideas) (Insight Platforms & Insights)
6W: What – Why – When – Where – Who - How

Add 6W to generate creative idea for the Campaign Big Idea
Double-check fitting Consumer Insight Double-check fitting Brand Platform/Idea

Who? The best person to do it
The best way to do it

How? What? The best
The best
benefits
benefits
6W
Top down
Brand Platform/Idea
Tea Barista
(from Brand)
The best place
to do it Where? Why? The best reasons
When? The best time to do it

Top down (from Brand)
Who? The best person to do it: The Tea Master
The best way to do it:

Brew and stir tea How? What? The best benefits
Energy refilled
The best place

to do it: Home Where? Brand Platform/Idea
Tea Barista Why? The best reasons
The tea mix art
When? The best time to do it: Break-time treat

*This is a hypothetical case study
Top down (from Brand)
Campaign Big Idea
The
Ủ Homemột
thương Barista
phút
Tea Barista Nhà phanhẹ
Khuấy trà,yêu
phathương
trà nhà Make tea for your love is
the best way to show how
you love
Explanation
Yêu thương vốn được ấp ủ trong lòng, nhưng cần được thể
hiện bằng sự tinh tế, dịu dàng
Ủ trà Lipton 1’ trong nước ấm, thêm chút ngọt ngào, béo
mịn của bột sữa dừa, rồi khuấy đều, chừng đấy thôi
cũng đủ chạm đến trái tim của người ta rồi
Ủ thương trong 1’ thôi, mà đã nhẹ nhàng khuấy động trái

tim người ta rồi!
*This is a hypothetical case study

Who? The best person to meet the Insight
In what way that brand

can meet the Insight How? What? The best benefits to
meet the Insight
Bottom-up
(from Customer)
zz
The best place The best reasons
for brand to meet
the Insight
Where? Why? for brand to meet
the Insight
When? The best time for brand to meet

the Insight
Bottom-up (from Customer)
Review all collected Insights & Insight Platforms over years, choose best potential insights
Insight 2 The greatest insight is chosen to

Insight 1 develop Campaign Big Idea
Insight Platform
A significant consumer
problem or desire clustered
from various insights
Other insights are used to Insight 3

develop supporting content
during the campaign Insight 4
Example: Dishwashing Category
Insight 1 Greasing hand

Time-consuming washing Insight 4
Insight Platform 1
Oily, greasing
Bad smell Insight 3

Insight 2 Greasing dishes
Insight 1 Greasing hand

Time-consuming washing Insight 4
Insight Platform 1
Oily, greasing
Bad smell Insight 3

Insight 2 Greasing dishes
Insight 1 Greasing
Dry, uglyhand
skin
Multiple
Time-consuming
re-wash after finish Insight 4
washing
Insight Platform 2
1
Hand
Oily, skin
greasing
Wear protective smell Insight 3

Badgloves
Insight 2 Greasing
Lack of confidence
dishes
Insight 1 Greasing
Deal
Dry, hunting
uglyhand
skin
Multiple
Time-consuming
re-wash
Drop justafter
awashing bit Insight 4
finish
little
Insight Platform 2
1
3
Hand
Oily, skin
greasing
Saving!
Wear
Prefer protective liquid Insight 3
Badgloves
concentrated smell
Insight 2 Greasing
Lackpack
Big of confidence
dishes
Bottom-up (from Customer)
Campaign Big Idea
Thebay
Đánh HomedầuBarista
mỡ trên
Superior grease cleaning Nhà34.000
pha trà,chiếc
pha trà
đĩa nhà Saving!
Key message
Just one small Sunlight bottle is super saving!
Explanation
How: In what way the brand can meet the insight!
3.2 Key Hero The primary campaign’s creative tool to deliver key message
Key Hero characters
• Popular formats: TVC; Key Visual/ Collection; Activation

• Highly creative
• High investment in creativity, cost of production & media
• Various supporting contents extracting form Key Hero
3.2 Key Hero
Video the best & popular tool to deliver key message

• Complex components: story, art, music, casting,
filming, post-production, etc.
• Cost of production is affordable for most companies
• An outstanding TVC needs super strong investment
in story creativity, casting, music & production
• Online applied in video platforms (Facebook,
YouTube, some publisher, etc.)
• Highly time-consuming in complete process
3.2 Key Hero
Key Visuals/Collection the best low-budget tool to deliver key message

nd
(2 choice after TVC)
• Simple components: concept, design, model

• Very important in some industries like fashions, used
as key tool to trigger need for mix & match
• Much less costly & time-consuming
3.2 Key Hero
Activation the best tool to deliver message via experiential interaction with consumers
e.g. sampling, roadshow, livestream, digital event,…

• Diverse in both online & offline formats and
continue to evolve
• Very impact thanks to direct interaction, but
resulting in high cost per users
• Brand Activation: often chosen as Key Hero, focus
on branding, requires investment in creativity,
activities & media
• Channel Activation: supporting activities in sales
channel level, focus on driving immediate behavior
change (e.g. use sampling, sales)
3.2 Key Hero
Strength Weakness
• High investment
• Mass awareness + Costly
Video
• Impactful message delivery + Time consuming
• Likely ignored if not creative enough
• Mass awareness
• Low-medium investment: • Less impactful message delivery
Key Visuals/ Collection • Likely ignored if not creative enough
+ Less costly
+ Less time consuming
• Extremely impactful message

delivery via experiential interaction • High-very high investment
• Cannot reach mass awareness
Brand Activation • Highly Entertaining & engaging
• Costly (per reach) & time-consuming
• Can drive behavior change on-site
(online & offline)
Recommendation 1st priority: TVC - Adapt TVC material to design KV - Then go for brand activation if having budget
3.3 Platform/ Media Selection
Media Filtering Criteria
• Target Audience fit

• Popularity & trend (media traffic)
• Effectiveness (proven records of similar brands
or past campaign history)
• Cost of media
Role Media/Platform Ad Formats Investment Split (%)
80%
• Awareness Best Media/ Platforms Best ad formats to deliver: % budget volume spent
• Engagement to deliver banner, branded content,
• Searching article, game, in-stream
• Sharing video, OOH, email. paid
• Purchase intent search, audio, review
• Conversion Sales/ sponsorship, livestream,
Lead/Downloads SMS, cinema ad, etc.
Communication Objective
Introduce new safety home arrival function
• 10.000 social buzz
• +2% top-of-mind
Marketing Objective
• 50.000 first time downloads
• 80% conversion to first transaction
• 50% make at least 2 transactions
Brand Budget
• Key hero (TVC) + Content production:
500 million
• Media: 3 billion
Media Filtering Criteria
• Target Audience fit
• Popularity & trend
Media/ Platform
• Effectiveness
• Cost of media
Role Ad Formats Media Investment Split (%)
Video / audio / display banner/

Awareness 30%
email / SMS / PR article
Game / branded content /

Sharing & Engagement 20%
KOL review
Download & transaction Video / banner / promotion 50%

3.4 Deployment Plan
1 Teasing
Triggered to attract
2 Engagement
Convinced to engage
3 Action
Motivated to make action
What get TA’s attention? What TA believe? What make TA act
Content role Content role Content role
Draw as much attention Convince why it works Drive expected action

as possible
Popular content Popular content Popular content
• Tease coming events • Interesting features, Call-to-action with promotions,

• Make strong announcement benefits, RTB, testimonials, early-bird deals, priority
• Make controversial discussion experience, activation, services or experience in online
service, policies, price & offline point of purchases
• Surprising factors
What can hook? What can hook? What can hook?
e.g. astonishing, mysterious, • Creativity in drama, comedy, e.g. irresistible deals, appealing
controversial factors/ news/ surprise in first few seconds service, heavy discount,
claims/ signs entertainment shows
Example
1 Teasing
Triggered to attract
Media Format & Content direction What can hook?
Post - “Ốc Thanh Vân tính toán lại ngân sách chi tiêu trong gia đình”
Post - “Chọn nước rửa chén sạch hay tiết kiệm?” KOL life worries
Post/Article - “Giật mình nhìn lại hóa đơn…nước rửa chén trong 1 năm”
Song - “mua nước rửa chén gì đây hả trời?”

KOL entertainment
Dance - “tiết kiệm hay sạch – làm sao có được cả 2”
Clip “Cầu Cần Thơ” teasing 1 sự kiện lớn sắp diễn ra ở miền Tây Surprising event
Article - “1 kỷ lục mới ở Việt Nam” sắp xảy ra ở Việt Nam Surprising new record
Content Hub Format & Content direction
Re-sharing contents-to-air on Media

Game – “Chọn nước rửa chén đúng”
Game – “Dự đoán sự kiện kỷ lục mới ở Việt Nam”
Example
2 Engagement
Convinced to engage
TVC 30s KOL
KV – billboard, decal, banner Key Hero & KV with impressive proven

message “clean 34.000 dishes”
Self-talker, shelf-visuals, woffler, gondola-end Impressive proven message

“clean 34.000 dishes”
Post –Sunlight superior strength
Post – Sunlight savings • KOL
Post – Sunlight advantages • Impressive proven message
Post – KOLs choose Sunlight “clean 34.000 dishes”
Post & footage about event • Exciting event record
Game – tìm từ khóa Sunlight

Các post về tính năng Sunlight: sạch, dịu nhẹ da tay, diệt khuẩn, ngát hương chanh, tiết kiệm
Các post về nhân chứng – khách hàng, sao Việt trong sự kiện
Example 3 Action
Motivated to make action
In-store activation
• Dishwashing demo to prove Sunlight’s savings Interactive demo & game
• 100% winning game for Sunlight invoice >75,000 VNĐ
• Post – Call-to-action to purchase Sunlight to play game &

win awards
Interactive demo & game
• Post – Shopping Sunlight with Ốc Thanh Vân to play game &
win awards
Re-sharing contents-to-air on Media

3.5 Activity Calendar
Design detailed activities for both online contents & offline activities with on-air timeline
Content Calendar
+ Media Plan
+ Channel Activity
Briefing key information & communication requirements to the agencies
There are 7 major information in a brief

Room-Rental
Platform
Target Audience
Context Campaign Brand Platform
& Insight
Brand/ Product Campaign Creative

Mix Objective & Budget Deliverables
Context
the I&O & Brand J2BD by which the communication
campaign is designed
Room-Rental
Platform
Issue
Students lose trust over our platform because of past faults:

hosts over-charged, threaten them
Brand J2BD
Clear policies & transparent pricing, forcing hosts to obey, re-design

images & customer experience in-app
Campaign what campaign & how strategic it’s to the Brand

Room-Rental
Platform
The Re-launch campaign & its role is to renew brand image,
more trustworthy, and lift up psychological barrier of looking
for a student room.
Brand Platform what core functional or emotional platform

it has to follow Room-Rental
Platform
The functional platform “wide range of room choice” is chosen.
Target Audience & Insight what consumer groups &

related insight Room-Rental
Platform
Category Insight
Some hosts break promises, overcharging, raise difficulties
In-app Insight
Search not working well, untrustworthy images
Life-style Insight
Likely gather in student’s favorite nightlife areas

Brand/ Product Mix relevant mix, USP, pricing, portfolio

role (if have) Room-Rental
Platform
We focus on “clear policies & transparent pricing” as key
attributes to win consumer’s heart.
Campaign Objective & Budget KPIs & Budget

Room-Rental
Platform
Communication
• Promote key attributes “clear policies & transparent pricing”

• Remain as top-of-mind in this industry
• “Considered book” score raised
Campaign Objective & Budget KPIs & Budget

Room-Rental
Platform
Marketing
• New 20.000 downloads

• 50% conversion to booking
Budget
12 billion VNĐ (including TVC & KV design)

Creative Deliverables what the proposal should and

should not cover Room-Rental
Platform
A thematic campaign idea, a few storylines, a simple digital plan
Out-of-homes & frame media

Principles of a good communication briefing day:
• The brand team take the brief day serious, reliable, respectful to agencies
• Very clear & transparent
• Avoid “open budget” or “free suggestion without border”
• Agencies get inspired & motivated to make proposal (can use various tools,
video, images, consumer portraits to illustrate)
Summary
• Start with the Campaign Objective & KPIs: what to change in consumer mind, behavior, and how
to measure, in brand & commercial aspects.
• Based on campaign objective, prioritize focused activities to rationalize campaign budget (brand
vs channel).
Summary
• Define proper Brand Platform/Idea matched with the campaign objective.
• Design campaign big idea from either Brand Platform or Insight Platform, based on 6W principles,
and sell it in a very appealing way to your manager or client.
• Define Key Hero of the campaign based on the campaign budget & place heavy focus on
creativity design.
• Define strategic platform/media suitable for the TA, their roles of campaign stages & investment
for each stage.
• Understand content roles of 3 primary stages of the campaign, then design the Deployment Plan.
• Make detailed activities in Content, Media & Channel with in-market timeline.
• Inspire your agency partners to get into the proposal by a great brief, with a great manner & well-
prepared pitching day.
Case study
A knife making company will launch a new premium range of kitchen knife set, flanking key
competitor in premium segment while targeting demanding housewives in food preparation
Let’s design the Communication Campaign!

5. Case study
• Issues: the key competitor keeps gaining stronger ground
1. Brand J2BD over time in premium range where our brand portfolio is at
the weakest.
• Brand J2BD: flanking key competitor in premium segment
with super high-quality knife set range.
• Type: New launch

2. Communication campaign • Role: Approach & convince the new consumer group to
believe & buy the new high-quality knife set
3. Target audience The Intern – The Simple – The Supporter – The Versatile
Popular Patterns of Dedicated Housewife (by complexity of food preparation)
Intern Simple Supporter Versatile

• On the stage of learning • Simple preparation, focus • Follow mom’s instruction, • Often making new menu
to make meals, preparing on healthy delicate food & playing supportive roles in every day, range from
simple meals vegetable making simple dishes but traditional food preparation
heavy processing type to foreign style.
• Need of knife usage: • Need of knife usage: • Need of knife usage: • Need of knife usage:
simple simple complex complex
5. Case study
Pressure to attract descendants to visit home
Ms. Hanh: 50 years old
Dedicated fulltime housewife & mom
Perform herself & instruct daughter-in-law

Perform both traditional food &
foreign style
Pressure to change daily menu Demanding in kitchen utensils

(diversity set, quality & performance)
Target Audience – “The Versatile” Persona

5. Case study 7 primary tensions in kitchen utensil usage
1. Fast cut in processing 2. Fast in-piece veggie chop 3. Hard chop
4. Decorative cut in fruit & veggies 5. Appetite cut in steak 6. Appetite cut in sushi
7. Update & learn new equipment

5. Case study
(How they experience the product) (What ground in LIFE where the brand
can tap into)
“Cooking great dishes requires

both cooking skill & greatly sharp
knife set”
+ “Great cut like a true Chef is an
important part of the dish
quality or display”
“I’ll be recognized for making a great
sophisticated dish like a true Chef,
this effort requires both cooking skills
& greatly sharp knife set”
Campaign Objectives & KPIs
Communication Marketing Commercial
Objective Objective Objective
Gross sales
Get TA convinced by the
superior quality in sharpness
Get TA visit our 3 local
stores & make purchase
15.000 x 850.000
= 12.75 billion
& cutting performance
KPI KPI
• Awareness: Our brand remains
Top-of=mind • Store traffic: 50,000 visit,
• Brand Attribute: Stronger increased by 25%
performance in core attributes: • Number of buyers: 15.000
sharpness, cutting performance
Campaign Budget Budget allowed for Brand budget & Channel Budget (15% gross sales): 1.9 billion
Brand Budget Channel Budget
60 – 70% 30 – 40%
Focused Activities Focused Activities

• A creative TVC to demonstrate • Limited Early-bird Promotions:
superior quality in sharpness & 20% off for 100 first purchase in 3
cutting performance stores (total 300 orders)
• Mass awareness on Social, • Décor to highlight new product
placing “sharpness” & “cutting ranged display
performance” into social mind • Entertainment demo shows at
weekends to convince superior
cutting performance
Brand Platform
Brand Positioning
[3] I believe in manual sophisticated products*
[1] Superior sharpness* [4] Confident to prepare food very well*
[2] High-performing for food preparation*
[5] My heart placed onto hand-made meals
Brand Platform Effortless Cut Chef Performance Forging Craftmanship

Role - What equity
to build “Một Nhát Cắt” “Bếp Trưởng Trình Diễn” “Thuật Rèn Dao”
The main Functional The Hybrid Platform reflecting either The powerful Emotional
Platform building product functional product performance or Platform to deliver trust in our
equity from the early start of emotional of being confident to prepare product quality & brand heritage
our brand over years food very well with our product in knife making industry
Campaign Big Idea
Campaign Big Idea
Chef performance “Sushi Cá Hồi tiến vua” Performing a nice & neat
cut for a sophisticated dish
makes me be appraised
like I’m a great Chef
Key Message
The best sophisticated salmon sushi honored to the King,
made by experienced Chef who uses a superior knife.
Campaign Big Idea
Explanation Sell it in a very appealing way!
Từ ngàn xưa, vua nước A vốn Tứ phương tụ hội anh tài về kinh Bỗng một cao nhân xuất hiện
mê mẩn món Sushi cá hồi, nên thành, ai cũng trình diễn kỹ nghệ làm với cặp mắt tinh tường, với một
Người ra Thánh Chỉ ban vàng Sushi Cá Hồi xuất sắc hơn người bộ dao sáng loáng dắt hông.
ngọc cho vị đầu bếp nào tiến nhưng vẫn không lọt vào mắt Vua.
vua món Sushi tuyệt đỉnh.
Campaign Big Idea
Explanation Sell it in a very appealing way!
Tĩnh lặng thưởng trà, nhắm mắt Bất chợt mở mắt và xuất chiêu đầy điêu luyện: đôi tay
thiền định bất chấp sự ồn ào & thuần thục, rút chiếc dao sắc lẹm, cắt gọn các mảng thịt
náo nhiệt của cuộc thi thố. cá hồi từ lưng xuống đuôi, lia nhẹ nhanh như cắt, từng thớ
thịt cá hồi mỏng tung lượn khinh công, rớt xuống, rồi ôm
trọn lấy miếng cơm nắm, vừa vặn.
Tài nghệ trứ danh thể hiện ở lát cắt Sushi Cá Hồi
Key Hero Key Visuals - Design Concept
Concept 1: Chef & knife are one Concept 2: Chef in action
Focus point: Chef, hand holding knife Focus point: Cutting action
Tagline: The great knife makes a Chef Tagline: The super cut
Art Direction: “Hình ảnh vị Bếp Trưởng với cặp mắt Art Direction: “Hình ảnh vị Bếp Trưởng lia miếng cá
tinh anh, thần thái lão luyện, cầm con dao sắc lẻm, hồi bằng con dao sắc lẻm”
bên cạnh dĩa sushi cá hồi tiến vua”
Platform/ Media Selection
Social platforms are key communication platform while in-store activities are expected to drive sales
Role Media/Platform Ad Formats Investment Split (%)
Awareness Video / PR article/ branded content 45%
Competition / Game/ KOL review/

Engagement livestream
40%
Promotions/ In-store chef show/

Purchase KOL on show/ consultancy/ Display 15%
or Visual Merchandise
Deployment Plan
1
Media Format & Content Direction What can hook?
Teasing • Post/Article – “Sushi cá hồi tiến vua ở nhà hàng 5 sao”
• Tiktok trend – “Trào lưu làm sushi cá hồi để dâng vua”
Triggered to attract • Tiktok trend – “Thử thách cắt miếng cá hồi mỏng như tờ giấy”
The symbol “Salmon sushi
honored to the King”
• Post - “Các Sao thách đố cộng đồng làm sushi cá hồi để dâng vua”
• Post – “Thâm nhập vào nhà hàng Nhật chuyên làm sushi cá hồi”
2 Engage
Convinced to engage
•
•
•
•
TVC
Post – “Cắt cá hồi điêu luyện”
Post – “Bộ dao làm cá hồi sắc lẻm”
Post – “Làm sushi cá hồi như Bếp Trưởng”
KOL
Creativity
Creative display
• Display area
• Display VM
3
• Post – Early-bird promotions
• Post – Call-to-action to purchase
KOL
Action •
•
Post – Call to store to enjoy entertainment shows
Livestreaming in-store shows Promotion
• Post – Leverage footage of first shows to attract more customers to Show contents
Motivated to take stores
action
• Entertainment shows (2 per week)

• Promotion goes live
Summary
• Evolution of digital platforms enables communication for all businesses in branding &
conversion, therefore, business requires heavy resource investment & operation, and Marketer’s
role become more complex.
• Communication is an important “P” of the brand values, playing roles to impact consumer’s mind
onto media, and requires strong creativity.
• Before designing a communication campaign, we need to define: Brand J2BD, campaign role,
target audience & communication insight.
• Put a lot of thoughts & efforts for a communication campaign in defining objective, KPI, budget,
campaign big idea, key hero, media selection, deployment plan & activity calendar.
• Inspire agencies with a clear brief & well-prepared respectful briefing day.
Thank you

Brand Communications Campaign

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Brand Communications Campaign

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Brand Communication Campaign

I. New Era of Communication

• Digital Platforms & Media

1. Evolution of new platforms

More strategic branding/sales roles

They are made for branding & sales

• Content strategy – made differently

• Connect relevant functional teams across platforms to form deeper understanding

• Connect both online & offline channels in delivering campaign impact

• Get into digital metrics to supervise the whole communication

• Commercial requirement/KPI is the bottom line

• Connect all key contents, supporting contents under the

• Creative ideas • Analytics & performance • Creative, digital,

• Businesses get heavy pressure in resource investment & operation.

• Build, correct, fortify certain attitudes

Educate/Re-educate Dramatize Storify

Creative beautiful ad to say

KOL/ KOC/ Influencer to prove Crowd-led Livestream entertaining Collaborate with

Target Audience 1 Target Audience 2 Target Audience 3

Activation & Contents can be customized to impact in different stages

A – Awareness A – Awareness A – Awareness A – Awareness A – Awareness A – Awareness

Fall Winter Collection – Wake Up

• Creativity is the key!

• Communication is an important “P” of brand values.

• Focused message & image to create impact.

1. Brand J2BD An important brand task needed to be solved

A high-budget activities designed to solve an important

The persona the whole communication campaign materials

The human psychology the Communication wants to

Issue & Opportunity

Run various market researchers, brand audit to understand

Translate I&O into an important task to be solved

The communication campaign contributes to solve the Brand

Main competitor is gaining the strong ground in both retailer

Re-launch flanker signature range to combat in Mekong Delta

There’s no furniture & kitchen showroom in local A to serve

Open a new showroom estimated to serve 1,200 households

Black Friday lifts up shopping mood

Run a big promotion campaign with irresistible mechanism

Re-launch New launch Promotion

New insight to approach New insight to

Communication Insight Communication Insight

Product Insight Lifestyle Insight

Product Insight Lifestyle Insight

Product Insight Lifestyle Insight

Product Insight Lifestyle Insight

Product Insight Lifestyle Insight

Product Insight Lifestyle Insight

• Define the role of the communication campaign to understand expectations.

1. Campaign objective & KPIs

Understand the thinking process to generate budget

3. Communication Campaign Planning Hands-on planning the Communication Campaign

Briefing key information & communication requirements

Communication Marketing Commercial

With the expectation of

KPI KPI KPI

Brand Activities Channel Activities

Channel Activities (Promotion)