GROUP ASSIGNMENT REPORT

AO DAI DAN PHUONG

Members ID

Lê Kim Ngân DS160112

Lê Thị Hồng Phúc DS160029

Lê thị Trà Ngọc Dương DS160196

Hoàng Thị Như Quỳnh DS160403

Ngô Hoàng Anh Quân DS160148

Lý Trung Dũng HE163234

Lecture : Trần Phan Lan Anh

Course : DMS 301m

– Da Nang, March 2024 –

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Executive summary
Introduction: Our group, class IB17A03, realised that the demand for ao dai in
Vietnam is very high and diverse. Ao Dai is commonly used in traditional holidays,
weddings and other events. At the same time, the trend is increasingly moving
towards Vietnamese cultural values. Therefore, we decided to choose the brand " Ao
Dai Dan Phuong" as the brand to analyse and develop the brand from traditional to
modern. Our goal is to increase awareness of Dan Phuong Ao Dai on social media
platforms to reach more people so they can have a better experience wearing Ao Dai.

About company: Ao Dai Dan Phuong is an Ao Dai brand in Hue. Here we provide
traditional ao dai costumes for women and men, but also provide fashion accessories,
jewellery, handbags and other fashion items. With more than 20 years of design and
consulting experience , perfecting Ao Dai products, Dan Phuong understands that
every customer who comes here is interested in product quality, suitable for body
shape, size and reasonable price.

Product and service: Ao Dai Dan Phuong provides products such as: selling
traditional ao dai for men and women, innovative ao dai, ao dai accessories,...Dan
Phuong Ao dai provides services such as: tailoring ao dai according to your needs,
size and preference of each customer

Market analysis: Group 1 selects the target market in Vietnam in general and Hue in
particular. To do this, we aim to analyse customer analysis, competitor analysis and
company analysis in the target market. Then move from 4P traditional to 4P digitals
to provide direction, plans, and campaigns on digital platforms for Ao Dai Dan
Phuong

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 Table of Contents

I. Introduction...........................................................................................................................6
1. The Vision........................................................................................................................ 6
2. The Mission......................................................................................................................6
3. Objectives.........................................................................................................................6
4. Product/service................................................................................................................. 6
II. Market research.................................................................................................................. 7
1. Customer analysis............................................................................................................ 7
2. Competitor analysis..........................................................................................................7
3. Company analysis.......................................................................................................... 10
3.1 Strength.................................................................................................................. 10
3.2 Weakness................................................................................................................ 10
III. Digital Marketing Plan:.................................................................................................. 10
1. Product........................................................................................................................... 10
2. Price................................................................................................................................11
3. Placement....................................................................................................................... 11
4. Promotion....................................................................................................................... 11
IV. Digital Marketing Plan Measurement:...........................................................................11
1. Social Media...................................................................................................................12
1.1. Facebook https.......................................................................................................12
1.2 Tiktok..................................................................................................................... 14
2. Campaign....................................................................................................................... 14
2.1. What is the goal of this campaign?....................................................................... 14
2.1.1 Business goal.................................................................................................14
2.1.2 Customer goal............................................................................................... 14
2.2 Motivation - Background of campaign.................................................................. 14
2.3 Which platforms will be used in this campaign?................................................... 15
2.3.1 Facebook....................................................................................................... 15
2.3.2 Tik tok........................................................................................................... 15
2.3.3 Reason why we choose two platforms?........................................................ 15
2.4. What is your customer persona in this campaign?................................................ 15
2.5. What activities are employed in this campaign?.................................................. 16
2.5.1 Phase 1 ( 05/03/2024 - 20/03/2024 )............................................................ 16
2.5.2 Phase 2 ( 21/03/2024 - 31/03/2024 )............................................................. 18
2.6 Measures of campaign success...............................................................................19
2.6.1 Social Media Analytics................................................................................. 19
2.6.2 Participation Metrics..................................................................................... 20
V. Conclusions.........................................................................................................................20
VI. References and Appendices.............................................................................................21

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 Table of Tables
Table 1: Competitor....................................................................................................................6
Table 2 : Direct Competitor........................................................................................................8
Table 3: Indirect Competitor...................................................................................................... 9

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 Table of Figures

Figure 1. Metrics on Facebook.................................................................................................12

Figure 2. Metrics of people reached on Facebook................................................................... 13
Figure 3. Metrics of followers on Facebook............................................................................ 13
Figure 4. Metrics on response rate - response time on Facebook............................................ 14
Figure 5. Metrics on the number of contacts on Facebook...................................................... 14

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I. Introduction

1. The Vision

Expanding customer files, developing long-term sustainability, maintaining and

developing the brand, the brand value becomes prestigious.

2. The Mission

Develop and maintain the traditional Vietnamese ao dai brand, Providing the most
beautiful, newest, most suitable Ao Dai models, always satisfying, meeting the
diverse needs, desires, and tastes of Ao Dai customers, Always take customer and
consumer satisfaction as the focus of all activities, Protect and develop brand
reputation, build and continuously cultivate the unique cultural identity of the
enterprise, the identity of the Hue ao dai brand Dan Phuong.

3. Objectives

Increase brand visibility and recognition both domestically and internationally

through marketing campaign plans, Continuously innovate and diversify products to
serve customer preferences and market trends, Maintain high levels of customer
satisfaction by providing the best customer service, personalised experiences and
promoting high quality products to bring the most satisfied customers, Attract tourists,
increase revenue, diversify customers, Promote Vietnamese culture to convey the
message of the unique traditions and sophistication of the Vietnamese nation

4. Product/service

Ao Dai encompasses various designs tailored for different occasions: Traditional Ao

Dai, Modern Ao Dai, and Party Ao Dai. Modern Ao Dai features contemporary
elements like round necklines, flared sleeves, and hems, exuding elegance.
Conversely, Traditional Ao Dai maintains classic traits with its traditional neck, long
sleeves, and snug upper body, showcasing solemnity. Crafted from fabrics like silk,
silk brocade, or artificial silk, Ao Dai offers a soft, cool feel while exuding elegance.
Typically adorned with lace, traditional patterns. Colour choices such as red for luck,
yellow for decoration, and pastels for gentleness personalise the attire. Its patterns,
often inspired by Vietnamese culture like lotus and peach motifs, or dragon and
phoenix shapes, amplify its artistic and traditional essence.

In addition to selling ao dai, Dan Phuong Ao Dai also has an experienced and
professional team to provide the most optimal service to customers from tailoring
traditional ao dai according to customer requirements, from Choose fabric, measure

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 size, design, and complete the product. And are happy to advise and suggest clothing
options suitable for each customer's special occasion, preferences and personal style.

To serve customers not only in Hue but also in other provinces and countries.
Therefore, Dan Phuong Ao Dai has provided transportation services for customers to
the store to experience the tailoring and outfit selection process. In addition, we can
also advise and support customers to explore the cultural and historical beauty in Hue.

II. Market research

1. Customer analysis (Know your target customer)

Demographic: Women from 20-60, Men or women who want to buy product as a gift,
Middle-class income or above
Geographic: Focus Hue, offline store ( for Hue people and traveller in Hue ), Focus
Vietnam, online store
Behavioural: Customers who are interested in offline/online shopping regularly,
Customers with good social networking often provide feedback and reviews, Have an
elegant, traditional, and girly style, Quality of the products is the priority to them
Psychological: Eager to preserve the national costumes and values of VietNam
culture, Buy follow by trend, Willing to wear before the special event

2. Competitor analysis (Positioning analysis)

Competitors

Directs Indirects

Local Social Competitors Local Social

Competitors Competitors Competitors

Ao dai Hong Van Ao dai Khanh Nguyen Re cay Shop Dress for Mom Miuco
Ao dai Hong Trinh MAILANSTAR HaLa Shop MIN Shop

Table 1: Competitor

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 Ao dai Ao dai Ao dai Ao dai Ao dai
Dan Phuong Hong Van Hong Trinh Khanh Nguyen MAILANSTAR

Social TikTok: 13 TikTok: No TikTok: No TikTok: over 7500 TikTok: over

Networking followers Facebook: 605 Facebook: 14000 followers 83000 followers
Facebook: 543 followers followers Facebook: 13000 Facebook: below
followers Zalo: Yes Zalo: Yes followers 100 followers
Zalo: Yes Zalo: Yes Zalo: Yes

Price 500k - 2000k 600k - 2000k 600k - 2000k 1200k - 3200k 200k - 700k

Silk Quality Normal - High Normal - High Normal - High Low - Normal Low - Normal
quality quality quality quality quality

Stores 08 Ba Trieu, Hue 126 Truong Gia 49 Mai Thuc Loan, 131-133 Ho Van 24/5/31 Truong
43 Mai Thuc Mo, Hue Hue Hue, HCM Phuoc Phan,
Loan, Hue 77 Le Huan, Hue HCM
60-62 Kim Long,
Hue

Customer Consulting on Consulting on Consulting on Consulting on Consulting on

Service designs with designs with designs with designs with designs with
customers customers customers customers customers

Apply return Apply return Apply return policy Apply return policy Apply return
policy and fix policy and fix and fix problems and fix problems policy and fix
problems that problems that arise that arise that arise problems that
arise arise
Responding to Responding to Responding to
There is a car to messages from messages from messages from Respond to
pick up customers is slow customers is slow customers is slow messages from
customers within customers fast
10km when they Waiting chairs, tea Waiting chairs, tea There are incentives
need to make for men while for men while and giveaways There are
purchases at the waiting for the waiting for the incentives and
store women to shop women to shop For customers who giveaways
buy online, they
Customers will For customers who For customers who will receive pictures For customers
receive the best buy online, they buy online, they and videos of the ao who buy online,

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 price when will receive will receive dai that the they will receive
purchasing 3 sets pictures and pictures and videos customer requested pictures and
or more videos of the ao of the ao dai that videos of the ao
dai that the the customer dai that the
customer requested customer
requested requested

Shipping Free Ship Have shipping fee Free Ship Have shipping fee Have shipping
fee

A variety of A variety of A variety of Few design Few design

Design designs designs designs No Update No Update
Update samples Update samples Update samples
continuously continuously continuously

Table 2 : Direct Competitor

Dress for mom Miuco MIN Shop HaLa Shop Re cay shop

Social TikTok: 84,8k TikTok: 257,5k TikTok: No TikTok: Yes

Networking followers Facebook: 8,4k Facebook: 1,3k Facebook: 10k followers
Facebook: No page followers followers Zalo: Yes
Zalo: Yes Zalo: Yes Zalo: No

Price 250k - 320k 500k - 5500k 280k - 610k 300k - 580k

Silk Quality Low - Normal quality Low - Normal quality Low - Normal quality Low - Normal quality

Stores 104 Dan Toc, Tan Son 16 Tran Phu, Long 1A Nguyen Van Cu, 341-343 Nguyen Tat
Nhi, Tan Phu Thanh, Tan Chau, An Hue Thanh, Hue
Giang, Chaudok

Customer Consulting on designs Consulting on designs Respond to messages Consulting on designs

Service for customers for customers from customers slow for customers

Apply return policy Apply return policy Apply return policy and
and fix problems that and fix problems that fix problems that arise
arise arise
Respond to messages
Respond to messages Respond to messages from customers fast
from customers fast from customers fast

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Shipping Have shipping fee Have shipping fee Have shipping fee Have shipping fee
(Freeship if bill more
than 1 million)

Design Few design A variety of designs Few design A variety of designs

No Update Update samples No Update Update samples
continuously continuously

Table 3: Indirect Competitor

3. Company analysis (Know yourself: Self-assessment)

3.1 Strength

Already has a certain number of regular customers

Good quality fabric, diverse and unique designs, suitable for current styles for
middle-aged women
There is a store location in the City Center => convenient for doing business.
There are many preferential regimes for customers: Free shipping, There is a car to
pick up customers within 10km when they need to make purchases at the store,
Customers will receive the best price when purchasing 3 sets or more
Medium business scale, few platforms, so the risk level is lower than other stores,
easy to manage.

3.2 Weakness

The social platform is still limited: Only use Zalo as the main platform for trading and
selling directly at the store Tiktok and Facebook are still too new, behind their
competitors, Haven't built a website or multi-channel sales app with e-commerce
standards like Shopee and Lazada;... Sales channels are not diverse and too new, so
they rarely reach customers
Price is higher than competitors.

III. Digital Marketing Plan:

1. Product

Personalization: Maintain the traditional designs, materials, and designs of ao dai Dan
Phuong and add online ao dai customization service. Customers can interact and
choose size, colour, and other design elements through images and video calls on

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 platforms such as Zalo and Shop's Facebook to create a unique and correct ao dai with
their personal style.

2. Price

Provide price information: Ensure that the price of Dan Phuong Ao Dai is clearly
displayed on Social Media Platforms.

Online promotions and offers: Create promotions and special offers exclusively for
customers who buy Dan Phuong Ao Dai online. Apply discount codes, free shipping,
or accompanying gifts to encourage purchases.

3. Placement

Social Media Platforms: Leverage the power of social networks and upgrade online
experiences by creating social networking platforms such as Facebook, Tiktok for
Dan Phuong Ao Dai Shop, which provide detailed information about products,
materials, sizes, and images so customers can view and buy products online at their
convenience.

E-commerce Website: Develop and maintain a professional and easy-to-use online

sales website, allowing customers to easily browse products, add to cart, and pay
conveniently. (in the future)

4. Promotion

Social network marketing

Create engaging digital content: Create creative and engaging content such as
lookbook videos, instructions for wearing Dan Phuong Ao Dai, and share stories
about the history and meaning of this outfit. This content is shared on Ao Dai Dan
Phuong's social network channels.

Take advantage of social networks to share photos and video feedback from
customers about Dan Phuong Ao Dai.

Create online advertising campaigns and interact with customers through comments,
messages and feedback. Example: Run campaign: ÁO DÀI ĐAN PHƯƠNG - VẺ
ĐẸP VIỆT NAM TRÊN ''SÂN KHẤU'' THẾ GIỚI.

Dan Phuong Ao Dai takes advantage of modern digital technology and online
communication channels to increase accessibility and interaction with customers.
These factors help create a convenient and attractive shopping experience, while
increasing accessibility and brand recognition will create a community of loyal
customers to Dan Phuong Ao Dai.

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IV. Digital Marketing Plan Measurement:

1. Social Media

1.1. Facebook https://www.facebook.com/profile.php?id=61555448289468

Figure 1. Metrics on Facebook

The Page has achieved an impressive milestone with 7.3k people reached within just 2
months, all without the aid of advertising. Notably, there have been 2k interactions
with the content, representing over ⅓ of the total reach. Additionally, with 541
followers and 125 clicks on the link, the Page's performance is commendable,
especially when compared to newly established fan pages that haven't utilised
advertising for outreach.

Figure 2. Metrics of people reached on Facebook

It's evident that the Page experienced a significant surge in visibility, reaching up to
7.3k people within 2 months without utilising advertising. Notably, between January
15 and January 25, there were notable fluctuations, with the number of viewers
peaking at over 2k individuals before gradually declining and then rising again to
surpass 1k people. However, from January 25 to March 10, there was a gradual
decline in the number of people reached, eventually stabilising until the present time..

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In the early stages, the page focuses on developing reach and achieving a high reach
level. In later stages, we can see the number gradually stabilising and being
maintained.

Figure 3. Metrics of followers on Facebook

Among the 541 followers, approximately 62.6% are female, constituting around 338
individuals, while approximately 37.4% are male, totaling about 203 individuals.

Figure 4. Metrics on response rate - response time on Facebook

The average response rate was 81.8% and the average Response Time was 3 hours 24
minutes. This shows a quite high response rate, positive evaluation of Ao Dai Dan
Phuong's care and interaction with customers. January 9 - January 29 had the highest
response rate, indicating increased activity and focus on addressing customer requests
during this period. From February 18 onwards, the response rate is stable at a
moderate level, which can show stability and effectiveness in maintaining the level of
interaction with customers.

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 Figure 5. Metrics on the number of contacts on Facebook

A total of 21 people contacted, accounting for 100% of the total number of people
reached. All 21 contacts were new, none were regular customers. None of the
previous contacts returned, a rate of 0%. As of now, none of the contacts have created
an order. Because it is in a new stage, none of the contacts have returned or created an
order yet. This can be an important period to focus on attracting and retaining new
customers, as well as building long-term relationships with them.

1.2 Tiktok https://www.tiktok.com/@aodaihue08batrieu

Number of people reached on tiktok : The number of people that Ao Dai Dan Phuong
reached was nearly 6K in nearly 2 months without the need to run media ads. January
16 - January 24, the number of viewers reached an average of 2k viewers After that,
this number decreased and continued to stay at an average saturation level of more
than 200 views. In the early stages, calling for love on the tiktok channel reached a
high level of reach. Later on, we saw the number of viewers begin to decrease and
become saturated.

2. Campaign

2.1. What is the goal of this campaign?

2.1.1 Business goal

Increase brand awareness and interaction so more people know the brand. Promote
Vietnamese culture to convey the message of the unique traditions and sophistication
of the Vietnamese nation. Making a positive impression on the international “stage”
helps attract attention. Attract tourists, increase revenue, diversify customers

2.1.2 Customer goal

When customers join our campaign: Receive many incentives for your next purchase
at Ao dai Dan Phuong. Help customers access many ao dai models that customers did
not know before. Customers have many ideas for travel outfits. Help customers
confidently advertise their traditional costumes everywhere across the country. From
the above benefits, it is impossible not to mention that the reward for the winning
customer is a package trip to Hue for 2 days and 1 night with full expenses sponsored
by Dan Phuong.

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2.2 Motivation - Background of campaign

When Ao Dai Dan Phuong realized that the ao dai market in Hue is now gradually
becoming more potential, especially after covid, Hue is stimulating tourism demand,
[1] Realizing that the number of international visitors coming to Hue is increasing, at
the same time, the number of customers available at the shop are mostly Vietnamese
customers living and working abroad. Taking advantage of that, Dan Phuong Ao Dai
created a campaign “ÁO DÀI ĐAN PHƯƠNG - VẺ ĐẸP VIỆT NAM TRÊN ‘’SÂN
KHẤU’’ THẾ GIỚI” aiming at international customers (overseas Vietnamese +
foreigners) through the available customer base. At the same time, we also pay tribute
to old customers to strengthen the relationship by creating a playing field, adding
certain incentives to retain old customers.

2.3 Which platforms will be used in this campaign?

2.3.1 Facebook

Upload content, introduce campaign on the page. Run ads on these posts to let people
know about the campaign. Create a Group "Hội yêu thích áo dài Đan Phương" [2]
to allow participants to post their articles during the time campaign. And upload
images of participants posted in "Hội yêu thích áo dài Đan Phương" to promote and
create prestige

2.3.2 Tik tok

Upload content, introduce campaign on the page. Run ads on these posts to let people
know about the campaign. Upload images of participants posted in "Hội yêu thích áo
dài Đan Phương" to promote and create prestige

2.3.3 Reason why we choose two platforms?

According to statistics near the end of 2023, there are 4.95 billion social network
users worldwide [3] On average, each person spends 2.5 hours using social networks

Facebook : Facebook currently maintains its title as the most popular social media
platform in the world. Users spend an average of 30.2 minutes per day on Facebook.
% of people aged 40-60 years old account for 24.6% of the total number of users. And
43.5% is the percentage of women using Facebook. [4]

TikTok : 2023 is a year of strong growth for TikTok and TikTok shop. The average
active time of users on TikTok reaches 54 minutes per day. It can be seen that TikTok
is used by users on average 55.8 minutes/day. [5] About 53.4% of global TikTok
users identify as female and 9.8% of TikTok users are 40-60 years old .[6]

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2.4. What is your customer persona in this campaign?

Name: X

Background: X is a woman of Vietnamese origin, living abroad. She has a good

income. She is someone who looks towards her cultural heritage and traditions and
seeks opportunities to experience it. And she is a close, old customer of Dan Phuong.

Demographic : She is 40-60 years old and Vietnamese

Social network: Tech-savvy and use social media platforms such as Facebook,
Instagram and Tiktok, google, zalo,... to discover fashion trends, connect with
like-minded people and explore content culture . And follow fashion influencers,
bloggers and designers who share content related to Vietnamese culture, fashion and
lifestyle.

Demand : Expect quality, durable ao dai, meticulous and delicate seams. Products can
reflect their personality and style. The product must have a size and design suitable
for body shape. Desire to receive good customer service from consultation to after
purchasing the product. Desire convenience and accessibility when buying "Ao dai"

Purchasing motives: Wearing ao dai in your country can evoke a sense of pride in
cultural heritage and national identity. Look for opportunities to connect with your
cultural roots and express your identity through your fashion choices

Hobbies/interests: Likes to participate in festivals, culture, online mini games,

competitions, travelling, shopping, Wants to search for information on social
networks such as: facebook, tiktok, google, website,... And honours cultural heritage
products

Behaviour: Consider researching information sources before making a purchase. Can

be influenced by KOLs, social networks, friends, and relatives around. Like products
related to Vietnamese traditional culture and history. Ability to purchase from 2-6
million VND. Payment by COD, bank transfer. Receive orders at any time. Buy in
bulk to save. Usually buy goods in my free time, on Facebook, zalo, the web and on
e-commerce platforms. Buy new products at the old store, because of trust

Barriers: Geographical distance, difficulty in purchasing and delivering goods.

2.5. What activities are employed in this campaign?

2.5.1 Phase 1 ( 05/03/2024 - 20/03/2024 ): Primarily focus on contest for old

Customers Gratitude, secondly focus promote for new Customers

Step 1: Create a Group on Facebook: "Hội yêu thích áo dài Đan Phương"

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Build a topic community on Facebook with the purpose of gathering people who are
passionate about and support Dan Phuong ao dai. Invite Hue ao dai lovers to join the
group, encourage sharing photos, opinions, and update the latest information about
Dan Phuong ao dai, to build a vibrant and creative community.

Step 2: Create content + ideas for 2 articles

Article 1: Briefly introduce the campaign, state the core values, the content want to
convey, and the goals to be achieved

🌟👗 Áo Dài Đan Phương: Vẻ Đẹp Việt Nam Trên “Sân Khấu” Thế Giới👗🌟
Chúng ta hãy cùng bắt đầu một hành trình khám phá vẻ đẹp tinh túy của văn hóa Việt
Nam thông qua chiến dịch Áo Dài Đan Phương: Vẻ Đẹp Việt Nam Trên “Sân Khấu”
Thế Giới

Mô tả về chiến dịch: Áo dài Đan Phương đang mời gọi mọi người trên khắp thế giới
tham gia vào một cuộc hành trình vô cùng đặc biệt - hành trình chụp hình áo dài từ mọi
nơi trên thế giới

Mục tiêu: Áo dài Đan Phương đang mong muốn tạo nên một bức tranh đa dạng, phong
phú về văn hóa Việt Nam trên bản đồ Thế Giới. Áo dài Đan Phương không chỉ là trang
phục, nó là biểu tượng của sự tinh tế và đẹp đẽ, mang đến cho thế giới hình ảnh đặc
trưng của văn hóa truyền thống Việt Nam. Hãy cùng nhau góp phần tạo nên một tác
phẩm nghệ thuật toàn cầu, nơi mỗi bức hình là một câu chuyện độc đáo, kể về vẻ đẹp
và sức sống của áo dài trên khắp thế giới.

Chiến dịch Áo Dài Đan Phương: Vẻ Đẹp Việt Nam Trên “Sân Khấu” Thế Giới
không chỉ là một chiến dịch thời trang mà còn là một cầu nối văn hóa, góp phần xây
dựng và phát triển mối quan hệ giao lưu văn hóa giữa Việt Nam và các quốc gia trên thế

🌍
giới. Qua những bức ảnh áo dài tuyệt đẹp và khám phá những giá trị của chiếc áo dài.

Hãy cùng chúng tôi lan tỏa vẻ đẹp của áo dài, để mỗi mảnh vải trở thành một câu

💃
chuyện, mỗi hình ảnh trở thành một dấu ấn, và mỗi người trở thành một đại sứ mang
tinh thần văn hóa Việt ra thế giới!

#AodaiDanPhuongAroundTheWorld #VietnameseCulture

Article 2: Post specific details about the contest (including content, winning rules,
prizes, regulations, ways to participate)

🌟👗 Chiến dịch Áo Dài Đan Phương: Vẻ Đẹp Việt Nam Trên “Sân Khấu’ Thế
Giới chính thức khởi động 👗🌟
Chào mừng các bạn đến với cuộc thi thú vị này, nơi mà vẻ đẹp của áo dài không chỉ ở
Việt Nam mà còn trên thế giới sẽ được truyền tải.

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 🌍 Đây là cơ hội để bạn mặc chiếc áo dài đẹp mắt của mình, được may tại Áo Dài Đan
Phương, và thể hiện vẻ đẹp văn hóa truyền thống của Việt Nam tại bất kỳ quốc gia nào

🌟
trên thế giới bạn muốn.

👉
Thể lệ tham gia:
Người tham gia sẽ đăng bài mặc áo dài được may tại Áo Dài Đan Phương và check

👉
in tại quốc gia bất kỳ trên thế giới và chia sẻ cảm nhận của bản thân
Bài viết phải được đăng trên trang cá nhân công khai và đính kèm hashtag

👉
#AodaiDanPhuongAroundTheWorld #VietnameseCulture và #Your Countries
Sau đó người tham gia sẽ chụp màn hình bài viết của mình và đăng trong nhóm

👉
"Hội Yêu Thích Áo Dài Đan Phương".
Cách thức thắng giải:
Bài viết trong nhóm "Hội Yêu Thích Áo Dài Đan Phương" nhận được nhiều sự tương
tác nhất sẽ giành chiến thắng, bao gồm lượt bày tỏ cảm xúc và comment (mỗi account

🎁
chỉ được tính điểm comment 1 lần trong mỗi bài viết).
Giải thưởng:
Người chiến thắng sẽ nhận được một chuyến du lịch Việt Nam (tại bất kỳ tỉnh thành
nào) trong 2 ngày 1 đêm theo lịch trình mà Áo Dài Đan Phương lên lịch trình sẵn.
Ngoài ra, bất cứ người tham gia nào có bài viết tham gia chiến dịch đều sẽ nhận được
ưu đãi 10% cho lần mua tiếp theo
#AodaiDanPhuongAroundTheWorld #VietnameseCulture

Step 3: Post 2 articles on the social networking platforms of Dan Phuong Ao Dai
(article 1 for advertising, article 2 for participation) (Facebook fanpage, Tiktok will be
used to advertise the campaign and the group "Hội Yêu thích áo dài Đan Phương"
will be where the campaign will take place)

Step 4: Share Article 2 on Facebook fanpage into "Hội Yêu thích áo dài Đan
Phương" => pin the article

Step 5: Wait for participants upload their articles on their social media with public
mode =>Wait for participants capture their articles and upload it in "Hội Yêu thích áo
dài Đan Phương" => Approve those whose articles comply with the contest rules

Step 6: Review and evaluate participants' articles in "Hội Yêu thích áo dài Đan
Phương" according to criteria such as creativity, aesthetics and brand suitability
Step 7: Announce the results through Ao Dai Dan Phuong's social platforms and send
notifications to winners.

2.5.2 Phase 2 ( 21/03/2024 - 31/03/2024 ): Primarily focus on advertising to

promote for new Customers

Step 1: Compile user-generated content

Collect and curate user-generated content collected from Facebook entry contests in
Phase 1. Selected high-quality photos and captions showing participants' experiences
wearing Dan Phuong ao dai in various locations.

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Step 2: Create TikTok content

Develop engaging TikTok videos using user-authored content. Edit videos to

incorporate visually appealing transitions, music, and captions to enhance storytelling
and emotional appeal.

Step 3: Tailor content for the TikTok audience

Customise TikTok videos to fit the platform's format and audience preferences. Use
trending hashtags, challenges, and music to increase your videos' visibility and
engagement on TikTok.

Step 4: Schedule and publish TikTok videos

Schedule the publication of prepared TikTok videos during peak engagement times on
TikTok. Make sure videos are optimised for maximum reach and engagement based
on TikTok's algorithm and user behaviour.

Step 5: Cross-promote TikTok content on Facebook

Share TikTok videos on your Facebook fan page to reach existing fan base and
potential new customers. Write an attractive caption that encourages followers to
watch TikTok videos and share their own experiences wearing Dan Phuong ao dai.

Step 6: Enhance Facebook posts

Boost Facebook posts with TikTok videos to expand their reach to a wider audience.
Take advantage of targeted advertising options on Facebook to reach potential new
customers who may be interested in Ao Dai Dan Phuong.

Step 7: Encourage participation and interaction

Remind followers to interact with TikTok videos by liking, commenting, and sharing
them on Facebook. Respond to comments and messages promptly to promote
engagement and build a sense of community among followers.

Step 8: Monitor performance and adjust strategy

Monitor the performance of your TikTok videos and Facebook posts, tracking metrics
like views, engagement, and reach. Analyse audience feedback and reactions to
understand their preferences and sentiments towards content. Based on the insights
gained, adjust your content and social media strategy to optimise performance and
resonate better with your target audience on both TikTok and Facebook platforms.

2.6 Measures of campaign success

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 Although the campaign “ÁO DÀI ĐAN PHƯƠNG - VẺ ĐẸP VIỆT NAM TRÊN ‘’SÂN
KHẤU’’ THẾ GIỚI” has not ended, the data up to now are very positive.

2.6.1 Social Media Analytics (The number of people who know about the contest
reach and interactions on articles)

For article 1 (advertising article) after more than 10 days of posting:

Facebook has received more than 5,700 approaches and 230 interactions including
likes, shares and comments. Link FB Advertising Article

Tiktok has received more than 2000 views and 60 interactions including hearts and
comments

For article 2 (participation article) after more than 8 days of posting

Facebook has received more than 1,700 approaches and 140 interactions including
likes, shares and comments. Link FB Participant Article

2.6.2 Participation Metrics ( Number of participants in the campaign )

Group "Hội Yêu thích áo dài Đan Phương" after more than 8 days of starting the
contest

There are more than 80 members

There are more than 19 entries from different countries including: America (6
entries), China (2 entries), Vietnam (1 entry), Turkey (1 entry), Singapore (1 entry),
Russia (1 entry ) , France ( 1 entry ), Thailand ( 1 entry ), England ( 1 entry ), Egypt (
1 entry ), India ( 1 entry ), Japan ( 1 entry ), Israel ( 1 entry )

The entry with the highest interaction currently has 17 reactions and 7 comments

=> Ao Dai Dan Phuong believes that with the current positive data and the love of
customers for the contest, then the number of people who know about the contest;
number of group participants; The number of entries and interactions in phase 1 of the
campaign in the remaining 5 days will continue to increase and achieve the results we
expect. In phase 2, we hope the success of phase 1 will be achieved by creating
momentum for effective content; videos and advertising images of Dan Phuong Ao
Dai to achieve the expected goal of increasing revenue.

V. Conclusions

In short, Dan Phuong is committed to preserving and promoting the rich cultural
heritage of Vietnamese ao dai. Through meticulous market research, strategic analysis
and innovative campaigns, we have worked to expand our brand reach, enhance
customer satisfaction and maintain our esteemed reputation.

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Through the transition from traditional 4Ps to digital 4Ps, Ao Dai Dan Phuong has
adjusted products, prices, distribution channels and advertising activities to enhance
brand recognition and reach new customers.
In the journey ahead, we aim to develop and expand business scale, build closer
relationships with customers and continue to honour the artistic beauty and cultural
significance of ao dai.

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VI. References and Appendices

[1] Nhân Thúc. (n.d.). hue kich cau du lich. hue tourism.

http://huetourism.gov.vn/hon-1-640-185-luot-khach-du-lich-
den-thua-thien-hue-trong-6-thang-dau-nam-2023/?pid=MjI4NTZ8Y3NkbGRs0

[2] hoinguoiyeuthichaodaidanphuong. (n.d.). Retrieved from Facebook:

https://www.facebook.com/groups/1486078245289721[3] adsplus. (2023, 09 19).

[3] Những thống kê quan trọng của mạng xã hội trong năm 2024.
Retrieved from adsplus.vn: https://adsplus.vn/blog/nhung-thong-ke-quan-trong-
cua-mang-xa-hoi-trong-nam-2024

[4] Agency, O. M. (n.d.). 39 thống kê về nền tảng Facebook.

Retrieved from brandsvietnam.com:,https://www.brandsvietnam.com/Congdong

/topic/324794-39-thong-ke-ve-nen-tang-Facebook-2022-ban-nhat-dinh-phai-biet

[5] Hoang, T. (2023, 11 10). Đón đầu xu hướng thị trường TikTok theo các ngành .

Retrievedfrom megadigital.ai:

https://megadigital.ai/vi/blog/tong-quan-xu-huong-thi-truong-tiktok/

[6] Marketing AI, T. T. (14, 09 2023). Thống kê mới nhất về người dùng và sự phát triển thần

tốc của Tiktok tháng 9/2023. Retrieved from marketingai.vn:

https://marketingai.vn/thong-ke-moi-nhat-ve-nguoi-dung-va-su-phat-trien-

than-toc-cua-tiktok-thang-9-2023-phan-2-194230913165752475.htm

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