HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

SOCIAL MEDIA PLANNING FOR HAIDILAO

Group: Butter
1. Quách Như Bình 19DH700605
2. Nguyễn Minh Châu 19DH700586
3. Mai Bảo Hân 19DH700153
4. Nguyễn Huỳnh Như Hiếu 19DH700067
5. Nguyễn Thị Cẩm Hồng 19DH700184
6. Nguyễn Ngọc Diễm Quỳnh 19DH700587
7. Phạm Ngọc Lan Thanh 17DH690464
8. Nguyễn Hoàng Mỹ Trinh 19DH700086
9. Phạm Nguyên Vũ 19DH700038

Lecturer: MA. Nguyen Huu Hoang Thi

HCMC, May 2023
 Table of Contents

I. INTRODUCTION ...................................................................................................................................................................................... 1
II. CONTENT OF THE PLAN .................................................................................................................................................................... 1
1. Analysis.................................................................................................................................................................................................... 1
1.1. USP .................................................................................................................................................................................................... 1
1.2. Target audience ............................................................................................................................................................................... 3
1.3. Market Trends ................................................................................................................................................................................. 7
1.4. Competitors ...................................................................................................................................................................................... 7
2. Objectives .............................................................................................................................................................................................. 11
3. Action Plan ............................................................................................................................................................................................ 11
3.1. Idea .................................................................................................................................................................................................. 11
3.2. Content ............................................................................................................................................................................................ 12
3.3. Media channel ................................................................................................................................................................................ 18
3.4. Timeline .......................................................................................................................................................................................... 19
4. KPI & Budget ....................................................................................................................................................................................... 37
4.1. KPI................................................................................................................................................................................................... 37
4.2. Budget ............................................................................................................................................................................................. 38
I. INTRODUCTION
Haidilao is a hot pot restaurant system established in 1994 in Jianyang City, Sichuan Province. Since its inception, this brand has
attracted many customers to visit because of many interesting services that make them excited. This is the USP (unique selling point)
of Haidilao when compared to other hot pot restaurants. Using marketing strategies "customer-centricity" guidelines, Haidilao satisfies
all customers with different needs when experiencing in-store services, such as providing aprons, hairbands, children care services,
birthday parties for customers,... This has created a typical brand image as a hot pot company providing excellent service.
The first step to expanding the brand to foreign markets was in 2012, when Haidilao opened its first branch in Singapore. Up to
now, Haidilao has opened more branches in Asia: Taiwan, Hong Kong, Macau, Korea, Japan, Australia, Malaysia, Vietnam, Indonesia;
and in the West: USA, Canada, and the UK.
Based on the strength of dedicated customer service and brand expansion to countries around the world, Haidilao's social media
plan within 6 months (from July 2023 to December 2023) is the campaign "Homedilao". This campaign is aimed at customers who
want to experience Haidilao's signature taste of spicy Sichuan hot pot, but still have enough tools to create the same hot pot at the store
but experience it at home. In addition, Haidilao will have a set menu to serve at home with the names of the sets being the countries
where Haidilao is operating at the moment. Through activities in this campaign, Haidilao not only promotes its inherent strength of
customer service, but also spreads Chinese culinary culture to friends around the world, promoting connection, cross-cultural through
cuisine.

II. CONTENT OF THE PLAN

1. Analysis
1.1. USP
Hot pot is a common dish. Coming from the "hot pot capital" of Sichuan, Haidilao seems to know how to elevate his hot pot
dishes. They choose their competitive advantage (Unique Selling Point - UPS) as "Perfect Service", and attentive customer care.
For the first time in Vietnam, customers can experience eating hot pot with nail care, snacks, fruit, and a place for children to
play while waiting, and all for free. Not only that, the noodle dancing performances that Vietnamese people have only read about in

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articles about the Chinese in Cholon in the past. These factors have given Haidilao a strong foothold in the hearts of customers who
have come to eat there.

Increasing customers' experience is at the heart of Haidilao's strategy. Therefore, Haidilao is quite thorough when choosing
places that are quite "luxury" places that are 'destination places', rather than places "accidentally passing by and dropping in". In
Vietnam, the great majority of Haidilao restaurants are located in the city's largest commercial centers, such as Bitextco, Vincom Dong
Khoi, Crescent Mall, etc.
Speaking of social networking sites, Haidilao does not prioritize running advertising campaigns on official sites. Haidilao is often
used to communicate basic information to customers. However, with the perfect services that Haidilao has brought to customers,
"Perfect Service" has been widely spread on social networks. Although Haidilao is not prominent in terms of communication on the
social networking site itself, they still use the "Perfect Service" method for customers at restaurants. And thanks to that, satisfied
customers have taken photos, videos and posted on popular websites in Vietnam such as Facebook, Tiktok,... Customers just need to
find and access the hashtag #Reviewhaidilao so they can find out and decide whether to come to Haidilao or not. That is also Haidilao's
communication strategy to target.
Depending on the above factors, the campaign “Homedilao" will be combined with the unique selling point of Haidilao “Perfect
Service". Haidilao hopes that they can bring customers a comfortable feeling and a convenient service when using Haidilao's services.
Not only that, customers can experience the hot pot flavors at home with a Vietnamese traditional pot - Cù Lao pot. The meaning of
using this pot is the unique point of this campaign that Haidilao wants to emphasize the traditional culture of Vietnam by using the
traditional pot. Furthermore, customers can enjoy Haidilao's hot pot in a cozy and private atmosphere with family/ friends in order to
improve their relationship at home instead of having to wait in long queues for their turn, the crowding of the restaurant space, and the
noise from other customers.

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 1.2. Target audience
1.2.1. Target audience for product
DEMOGRAPHICS

Genders Male and Female

Ages From 18 to 45 years old

Income 6.000.000 VND onward

Occupation University students, office workers, freelancers

Location Ho Chi Minh city, Ha Noi, Nha Trang.

PSYCHOGRAPHICS

Attitudes Satisfying, pleasing, surprising.

Characteristics Creative, generous, dynamic, etc

Opinion - Willing to experience the services of Haidilao

- Create the favorable hot pot/ sauce flavors
- Pay extra for good and high-quality services.

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Hobbies - Food lovers, especially hot pot
- Love private spaces at home.
- Creating the flavor of sauces/ hot pot by themselves
- Gathering friends or family regularly

Lifestyle - Modern lifestyle.

- Convenient lifestyle

Social class - Middle and upper

BUYING BEHAVIORS

Occasion Birthday, anniversary, holidays, family/ friend bonding, event, meeting, ceremony, etc.

Usage rate Light

Benefit sought Private party but still remaining Haidilao’s taste

Loyalty Loyal to one or several brands that served their satisfaction and used

Price sensitive Willing to pay more for a high-quality product but also prefer affordable products

1.2.2. Target audience for social media plan

DEMOGRAPHICS

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Genders Male and Female

Ages From 15 to 40 years old

Income 6.000.000 VND onward

Occupation High School students, University students, office workers, freelancers,...

Location Ho Chi Minh city, Ha Noi, Nha Trang.

PSYCHOGRAPHICS

Attitudes Fascinated, excited, curious.

Characteristics Creative, generous, dynamic, etc

Opinion - Willing to search Haidilao' reviews on social media platforms.

- Willing to post Haidilao services' videos/ images on social media
- Willing to catch up with new trends, movements
- Willing to experience the services of Haidilao at home
- Create the favorable hot pot/ sauce flavors
- Pay extra for good and high-quality services.

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Hobbies - Share memorable moments on social media
- Surf the social media in free time
- Love connecting with other people on social media
- Experiencing the customer services at home
- Creating the flavor of sauces/ hot pot by themselves
- Gathering friends or family regularly

Lifestyle - Modern lifestyle.

- Convenient lifestyle
- Private lifestyle

Social class - Middle and upper

BUYING BEHAVIORS

Occasion Birthday, anniversary, holidays, family/ friend bonding, event, meeting, ceremony, etc.

Usage rate Light

Benefit sought Private party but still remaining Haidilao’s taste

Loyalty Loyal to one or several brands that served their satisfaction and used

Price sensitive Willing to pay more for a high-quality product but also remain the taste of Hadilao

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 1.3. Market Trends
In Vietnam, when someone mentions hot pot, the typical image that springs to mind is of a group of people chatting and eating
while huddled around a little hot pot in the chilly outdoors. However, now hot pot is a dish that can be enjoyed all year round whenever
family and friends gather, not just on cold winter days.
People decide to go to the restaurant in order to savor the delectable hot pot and a variety of side dishes. However, because hot
pot is a very popular dish, diners frequently have to wait a long time to get a seat, which causes many customers to feel uncomfortable
and uninterested.
There are currently not many options in Vietnam for ordering hot pot to be delivered home, and there aren't many pieces in the
media discussing this topic. The majority of hotpot restaurants are just focused on communicating about the use of hot pot in the
restaurant.
Taking note of this, Haidilao provides customers with "Homedilao," a brand-new service that takes Haidilao to their door.
Haidilao will focus on running media to expose customers to "Homedilao" on social networking sites. In addition, Haidilao wants to
bring Haidilao's services into customers' homes to make their experience more convenient and comfortable.
1.4. Competitors

HAIDILAO
- There are six different types of hot pot available at
Haidilao, one of which is a fiery oil hotpot with a
distinctively fiery Sichuan flavor.
- From hot pot ingredients, meats to veggies,
QUALITY OF
mushrooms,... and a range of dipping sauces placed
PRODUCT
separately so that customers can freely choose,
Haidilao has an incredibly extensive menu.
- When you go to Haidilao to eat, you will also be
visually satisfied by unique noodle dances.
MANWAH
- There are four types of hot pot that are particularly
popular in Manwah: Thai hot pot, Mala Taiwanese
hot pot, mushroom hot pot, and Taipei hot pot. Each
type of hot pot will have different flavors.
- Hot pot fillings range from beef, dumplings, and
dumplings to fresh veggies on the menu.
- A variety of desserts from ice cream, panna cotta,...

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 HAIDILAO MANWAH
- When you go to Manwah to eat, you will be
satisfied with the unique wine and tea dance
performances.
When a customer has a problem, the staff will assist When there is an issue, staff always helps clients
QUALITY OF them right away and go above and beyond. This is right away.
SERVICE how Haidilao always puts the customer experience
first.
The space has a luxurious design. Between the - A large, private space with a divider between the
tables, there is a divider that provides privacy and tables.
SPACE
comfort. - The decoration is strikingly Taiwanese, giving off
the impression that you are eating in Taiwan.
Customers at Haidilao have just one option: alacarte Customers at Manwah have two options: the buffet
(order and pay for your meal on the final bill). or a la carte (order and pay for your meal on the final
- Each hot pot flavor ranges in price from 35.000 bill). Manwah also provides additional set menus,
VND to 210.000 VND. such as the Song Vu set and the Uyen Uong set, …
- Hot pot dipping dishes (beef, seafood, vegetables, - Price for buffet: 439.000VND/ adult
PRICE and meatballs) range in price from 30.000 VND to - Prices for alacarte range from 50.000 VND to
320.000 VND/dish. 500.000 VND/dish.
⇒ Prices that are affordable for customers, - Prices for set menus start at 699,000 VND/set.
especially for young people who are potential ⇒ Even though clients have a lot of options, the
customers of Haidilao. buffet price in Manwah is fairly high compared to
the Vietnamese hot pot market.

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 HAIDILAO
Reservations are difficult, must be booked at least
three to five days in advance, cannot be accepted
RESERVATION after 7pm, and are not accepted on holidays and
weekends. As a result, customers must wait a long
time in line to get a table.
- To help make the customer's experience more
complete, Haidilao also offers a support area,
including a waiting space for guests, a nail salon
BONUS area, and a children's play area.
- Applying modern technology: Customers can
quickly order food from each table using an iPad,
and staff can easily track orders.
Fanpage of Haidilao has 198k likes and 206k
followers.
- Posts just be updated about relevant information on
Haidilao events and promotions change during the
week and month.
ON SOCIAL
- The graphics used in posts that are updated on a fan
NETWORKING SITE
page are not very elaborate; the designs are colorful,
(FACEBOOK)
but the pictures are simple and do not make a strong
impression on viewers.
⇒ Haidilao’s communication is not effective.
MANWAH
Customers at Manwah can easily reserve a table.
Customers only need to visit Manwah's website,
choose the time and day you want, and then you have
successfully booked a table.
Fanpage of Manwah has 215k likes and 223k
followers.
- All of the updates that have been posted to the
Fanpage have as their central theme the gathering
and meeting of family and friends, which is what
Manwah wants to emphasize.
- Post updates frequently on Manwah's weekly and
monthly deals and changes to the restaurant's menu.
- Images for postings published to Fanpage are
carefully chosen, from content to color to style. The
viewer feels interested in this.
⇒ Manwah’s communication is effective.
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 HAIDILAO MANWAH
Have the chance to reach large customers through The menu is frequently changed and refreshed,
OPPORTUNITIES videos of customers who have experienced at which makes customers excited to go to the
Haidilao posted on social networking sites. restaurant.
- The F&B industry is highly competitive.
- The exactness of customers: a brand's quality is determined by the products and services it offers.
THREATS - E-commerce activities' impact: Consumers' identification and selection of information was easily affected
before the rapid development of information technology and e-commerce.

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 2. Objectives
Period: 6 months (July - December)
- Reach at least 3000 customers who buy takeaway hotpot set per month.
- Increase 10.000 click-throughs on the social media platform and website within 6
months.

3. Action Plan
3.1. Idea
- Key message: “Homedilao - Trải nghiệm lẩu tại gia”
- Hashtag: #Homedilao, #Haidilao, #closeknit
- Tone: Close and enthusiastic
Because the campaign focuses on experiencing hot pot at home, the tone needs
to be close, showing Hadilao's thoughtfulness and consideration for customers. In
addition, the tone is also enthusiastic to clearly show the service that Hadilao brings to
customers.

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 3.2. Content
3.2.1 Homedilao - Cù Lao Hotpot
● Image
- Haidilao's signature red color
- Design hot pot set have to be eye catching, attractive
- Content and message is about family, friend
- Show the speed and convenience when using Homedilao like lending a hot pot
● Message
● Bringing the image of Western cuisine - Islet hot pot to people all over the
country through the new, popular hot pot brand - Haidilao. Conveying traditional
values of Vietnamese people through images and cuisine of Chinese hot pot.
● KOLs booking
- 50 micro KOLs, 30 nano KOLs, 20 macro KOLs. (List attached)

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 MACRO INFLUENCERS NANO INFLUENCERS
1 Gia đình Xoài - Dừa 11 Khoai Lang Thang 1 tebefood 11 Anh Em TV 21 Ăn Cùng HíuLu
2 Gia đình Cam Cam 12 Xoài Non 2 lenkycungkhoa 12 Lăn cùng Chi Sally 22 Naky Đi Ăn
3 Gia đình Đậu - Bún 13 Mẫn Tiên 3 miulinhmap 13 Mẹ Táo Ú 23 Nguyễn Trùng Dương
4 Woosi 14 Lê Hà Trúc 4 bepnhalinh 14 Saigon Tastes 24 Yang hồ đã có chồng
5 Ninh tito 15 Duy Thẩm Schannel 5 Tăng Mỹ Hàn 15 Lăn cùng Nuchu 25 Măm Măm Sài Gòn
6 Dinology 16 Hải Triều Schannel 6 Trương Hồng Phúc 16 Hôm nay ăn gì 26 Bư Nè
7 No Food Fobia 17 Ngọc Phước 7 Bấu lăn đi ăn 17 Ha ha 27 Quái Nhi Family
8 Huỳnh Đức Hùng 18 Nguyên Thảo 8 Lê Lý Lan Hương 18 Đình Đình Review 28 Minh Thư Schannel
9 Ăn ngập Sài Gòn 19 Emma 9 Hà Pu ăn gì 19 Đi đâu nào 29 Sập Blogger
10 Quỳnh Thi 20 Tizi Đích Lép 10 Lu eating 20 La cà Sài Gòn 30 Cô June
MICRO INFLUENCERS
1 linhthitga 11 Hà Nội ăn gì 21 Viên Vibi 31 Sol Ăn Gì Đó 41 Vĩnh Thích Ăn Ngon
2 Thủng Long Family 12 Châu muối 22 Ciin 32 Hải Đăng Review 42 Call Me Duy
3 Blackii 13 Hà Nội ăn gì 23 Kiệt Hà Tịnh 33 Kim Khánh Nè 43 Vy Phạm
4 Trox & Lacci 14 Mèo Sao Hỏa 24 Khiết Đan 34 Hoàng Lam Foodie 44 Hồng Mơ Mơ
5 Bé Duy TikTok 15 Hoàng Anh Panda 25 Bông Tím 35 Hoang Yen 45 Ý Nguyện Ý Nhi
6 Quan Không Gờ 16 Phương Min 26 Tra Trọc 36 Phụng Lai 46 Mai Kim Liên
7 Gonpinkk 17 Trí Thịt Bò 27 Gia đình Fancie 37 Thanh Trần 47 Storecuaka
8 Spicy Kim 18 Gia Khiêm 28 Hồ Kim Nhiễn 38 Tóc Vàng hoe 48 Nguyễn Hà Diệu Thảo
9 Đi Ăn Thôi 19 Đạt Minh Trần 29 Baby Kopo Home 39 Hương Lý 49 Tường San

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 10 Hỷ Khí Dương Dương 20 A Dinh 30 Đi cùng lười 40 Gọi tui là Taho 50 Đóa Qua

3.2.2. Homedilao - National Hotpot set

● Image
The content and images revolve around hot pot sets representing each country (packaging Australia, Canada, Indonesia, Japan,
Korea, Singapore, Thailand, America, Vietnam). Introducing the hot pot set through the packaging of each country, decorated with the
image and color of that country.
Ads: Short clips with 360 degrees of packaging and hot pot
● TVC: Normal actor/actress
- Name: Close-knit
- Duration: 30s
- Message: Bring the value of interacting not just with friends, but also with people from other nations. Cultivate a connection
through a mutual interest in eating Haidilao hot pot.
Script: Despite studying abroad in four different countries—Vietnam, Canada, Korea, and Singapore—four of the students are
close friends. Even though they are busy with work, they still stay in touch. While eating and conversing, they use the Homedilao
service at home and video call. From there, the message that Haidilao may still bring people together is expressed.

NO. SCENE DETAIL DURATION NOTE

The screen is divided into 4 frames

In the morning, four students are working on their
- Frame 1: Việt Nam
assignments.
1 Four students at school 3s - Frame 2: Canada
- Frame 3: Korea
- Frame 4: Singapore
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 In the afternoon, they work part-time with different
2 They work part-time 3s
jobs

In the evening, the exhausted students entered the

space, plopped down on the bed, and made a phone
3 The students at home 4s
call.

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 - Facebook shows up the memory that 4 friends
4 students decide to used to eat Haidilao together
4 choose Haidilao for 5s
dinner - They decided to order hot pot to dine at home
after viewing the Homedilao campaign online.

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 Homedilao national set was delivered to them by
5 Haidilao delivery 5s
the shipper after ringing the bell.

- They sat down at the table and made the decision

to call one another after arranging the food
4 students have a video
6 - Four individuals surprised each other by eating 5s
call for each other
Homedilao while none of them had an
appointment.

17
 Show the following message:
They’re chatting "Haidilao keeps you connected to
7 They are conversing and laughing together 3s
happily one another no matter where you
are."

"Homedilao - Experience hot pot at home" is the

8 Ending 2s
logo and main statement displayed.

3.3. Media channel

IMPLEMENT
PLATFORM DETAIL TIME TARGET
METHOD
- Increase credibility, reach and interaction for businesses through
advertisements ~2000
Facebook Image and Video a post/2 days
- Create a consistent image for the entire campaign ⇒ Increase brand likes/post
awareness

- Create striking visuals and synchronize them throughout all of Haidilao's

~1500
Instagram Image and Video media 3 posts/week
likes/post
- Working with KOLs and KOCs
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 - Promote pictures of hot pot meals to clients and consumers in the
a video/3 10.000
Youtube A TVC campaign.
months views/video
-Summary content
KOLs and KOCs will post videos on their accounts with highly 200 videos/ 50.000
TikTok Promotion clip
recommendation for more people. 6 months views/video

3.4. Timeline

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 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

HOMEDILAO - CÙ LAO HOTPOT

Hashtag #homedilao #haidilao #culaohotpot #manglauvenha #trainghiemlautaigia

Homedilao hotpot product introduction

- Introducing Homedilao service to order
Facebook
1 01.7.2023 takeaway hotpot Image
Instagram
- Invite audiences to look forward to the details of
the hot pot set

What does Homedilao have?

- Details of utensils and food included in the Facebook
2 03.7.2023 Image
Homedilao hot pot set Instagram
- Overview of how many types of hot pot

- Video recording screen step by

step order Homedilao hot pot set
through website. Facebook
3 05.7.2023 How to order Homedilao Video
- Insert some effects in the steps to Instagram
attract more attention and
impressive.

20
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

- Mood and tone: Cute, close and

easy to understand.

Facebook
4 07.7.2023 Introducing Set 1 in Homedilao set (for 2 people) Image
Instagram

Introducing Set 2 in Homedilao set (for 4 people)

- Introducing the dishes included in the hot pot set Facebook
5 08.7.2023 Image
- Target customers suitable for set 2 Instagram
- Price

21
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Introducing Set 3 in Homedilao set (for 6 people)

- Introducing the dishes included in the hot pot set Facebook
6 09.7.2023 Image
- Target customers suitable for set 3 Instagram
- Price

Introducing Set 4 in Homedilao set (for 8 people)

- Introducing the dishes included in the hot pot set Facebook
7 10.7.2023 Image
- Target customers suitable for set 4 Instagram
- Price

- Rotate 360 degrees for each hot pot

set Facebook
8 12.7.2023 Video about Homedilao sets Video
- There is smoke effect make hot pot Instagram
is attractive and delicious

22
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Benefits of using Homedilao:

- Home delivery Image Facebook
9 14.7.2023
- Can change dishes according to your preferences Video Instagram
- Borrowed a pot

Suggest some food recipes when cooking hot pot

- Share recipes that can be applied to prepare new
Facebook
10 17.7.2023 dishes with Homedilao hot pot
Instagram
- Dishes: Tofu with shrimp rolls, Tofu with meat
rolls, pork belly with enoki mushrooms,... - Each picture is a dish consisting of
images that describe each step of the
process
- Instructions are in the caption and
below the illustration

23
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

The "Homedidao" moment: Take pictures to

check in customers using hot pot at home
- Introducing the program “Homedilao moment”
- Guests who join will receive a discount voucher Facebook
8 20.7.2023 Image
from Haidilao for their next purchase Instagram
- Post a photo with the hashtag #homedilao
#haidilao #culaohotpot #manglauvenha
#trainghiemlautaigia

Collection of images of the audience

Facebook
9 25.7.2023 Summary of "Homedilao moment” Video participating in "Homedilao
Instagram
moment"

Thank you for participating in the activity

“Homedilao moment”
Facebook
10 26.7.2023 - Thank you to the audience for participating to Image
Instagram
spread the meaningful message of gathering with
family and impressive images

- Videos of booked KOLs

02.8.2023 -
11 Clip Tiktok: 4 clips/day Video - Use the hashtag #homedilao Tiktok
02.9.2023
#haidilao #culaohotpot

24
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

#manglauvenha
#trainghiemlautaigia

Facebook
12 04.8.2023 Trendy content mention Homedilao Image Flexible to follow the trend
Instagram

Facebook
13 10.8.2023 Introducing new ingredients in Homedilao hot pot Image
Instagram

25
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Order Homedilao home in the rainy season:

In the rainy season, eating hot pot is perfect, but Facebook
14 17.8.2023 GIF
when it rains, you are too lazy to go out. Get Instagram
Homedilao now!

What do you do on the weekend?

- Roll the roof with your friends
Facebook
15 25.8.2023 - With colleagues kara relieve stress Image
Instagram
- Sleep
- Book Homedilao

26
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Facebook
16 02.9.2023 Happy National Day 02.9 Image
Instagram

Back to school: 10% discount for students. +5% Facebook

17 05.9.2023 Image
when using Homedilao (5/9 - 7/9) Instagram

27
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Facebook
18 14.9.2023 Homedilao has a hot pot rental service Image
Instagram

- Recording the packaging process

- Shipper ships Homedilao to
Customers are served from A - Z when booking Facebook
19 22.9.2023 Video customers
Homedilao Instagram
- Staff prepare dishes and instruct
customers to use hot pot

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 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Come to Haidilao to receive Mid-Autumn Festival Facebook

20 29.9.2023 Image
gifts Instagram

HOMEDILAO - NATIONAL SET

Hashtag #Homedilao #Haidilao #closeknit #trainghiemlautaigia

The hot pot set hidden under the

Facebook
21 05.10.2023 Waiting for the change of Homedilao GIF surrounding black background is a
Instagram
typical Haidilao motif.

29
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Introducing Homedilao national set: Indo & Facebook

22 08.10.2023 Image
Singapore & Australia Instagram

Introducing Homedilao national set: USA & Similar image (Packaging changes Facebook
23 10.10.2023 Image
Canada color optional per country) Instagram

Introducing Homedilao national set: Japan & Similar image (Packaging changes Facebook
24 12.10.2023 Image
Korea color optional per country) Instagram

Introducing Homedilao national set: Thailand & Similar image (Packaging changes Facebook
25 14.10.2023 Image
Vietnam color optional per country) Instagram

Filmed around the hot pot set as a

Show 360 degrees in turn for each set of national Facebook
26 16.10.2023 Video short clip for customers to visually
hot pot Instagram
observe the entire hot pot set.

30
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Facebook
27 20.10.2023 Happy Vietnamese Women's Day Image
Instagram

Why is there a national hot pot set? Facebook

28 27.10.2023 Image
Hot pot set of cohesion Instagram

Run a short 15s TVC ad about 4

people in 4 countries getting Youtube
29 02.11.2023 TVC Ads
together in a cozy space with Facebook
Homedilao

30 02.11.2023 Clip Tiktok: 4 clips/day Video - Ways to make dipping sauces at Tiktok

31
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

- home.
02.12.2023 - Cool ways to pose in a hot pot
- Instructions for ordering
Homedilao
- Dance to Haidilao's theme song
(duet)

Short video (10s)

- Picture of 04 friends in 04 different
countries working/studying
“Even though we are far away, our friendship is Facebook
31 05.11.2023 Hint video - 04 people suddenly remember each
still close” Instagram
other, texting and sharing old
memories (eating hot pot together)
- Haidilao logo

TVC about close friends from

different geographical distances
How long has it been since you and your friends Short TVC + who haven't seen each other for a
32 09.11.2023 Facebook
didn't eat hot pot together? voice over long time
- Text each other to share old
memories

32
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

- Share and talk about National set

- Call video to eat hot pot National
set
- Show products

33 16.11.2023 Customer’s feeling after using Homedilao Image Facebook

33
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Facebook
34 20.11.2023 Happy Vietnamese Teacher’s Day Image
Instagram

Crossword Minigame (Homedilao) get voucher

35 23.11.2023 Image Facebook

34
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

36 28.11.2023 The answer of Minigame Image Facebook

Video (20s) of people using

Facebook
37 04.12.2023 The cold weather is perfect for eating hot pot Video Haidilao + Homedilao in cold,
Instagram
drizzly weather

In December, when ordering a Homedilao set, Facebook

38 06.12.2023 Image
Santa will give you a gift Instagram

35
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

39 12.12.2023 10% discount when ordering national hot pot set Image Facebook

Do you have any plans for this Christmas season?

Facebook
40 19.10.2023 Image: The family gathers to enjoy Homedilao hot Image
Instagram
pot

36
 TYPES OF
NO. TIME CONTENT DESCRIPTION PLATFORM
CONTENT

Facebook
41 25.12.2023 Merry Christmas Image
Instagram

Video of Homedilao x Haidilao

images in 2023 (customers using hot
Throwback 2023 pot at the store, customers using hot Facebook
42 30.12.2023 Video
Homedilao x Haidilao pot at home, activities in the past Instagram
year). Development orientation in
the coming year

4. KPI & Budget

4.1. KPI

NO. PLATFORM KPI

Reach: 1.000.000 people/6 months

1 Facebook
Like page: increase 200.000 likes

37
 NO. PLATFORM KPI

Inbox page: 1.000 times

Reach: 200.000 people/6 months

2 Instagram
Direct: 200 times

Reach: 750.000 people/6 months

3 Youtube 160k views/month
1.600.000 appearance/month

Reach: 10.000.000 people

4 TikTok
10.000 clicks website

4.2. Budget

No. Content Unit Unit price Quantity Total

HOMEDILAO - NỒI LẨU CÙ LAO 2.346.500,000 đ

1 Ambassador Person 1.000.000,000 đ 1 1.000.000,000 đ

2 Macro Influencer Clip 20.000,000 đ 20 400.000,000 đ

3 Micro Influencer Clip 12.000,000 đ 50 600.000,000 đ

38
No. Content Unit Unit price Quantity Total

4 Nano influencer Clip 5.000,000 đ 30 150.000,000 đ

5 Studio Package 20.000,000 đ 1 20.000,000 đ
6 Decoration Package 15.000,000 đ 1 15.000,000 đ
7 Design Package 40.000,000 đ 1 40.000,000 đ
8 Meta ads Day 1.050,000 đ 30 31.500,000 đ
9 Google ads Package/month 30.000,000 đ 1 30.000,000 đ
10 Youtube ads Package/month 30.000,000 đ 1 30.000,000 đ
11 Staff Package 30.000,000 đ 1 30.000,000 đ

HOMEDILAO - SET LẨU QUỐC GIA 1.021.500,000 đ

12 Filming costs Package 300.000,000 đ 1 300.000,000 đ

13 Actress, Actor Person 15.000,000 đ 3 45.000,000 đ
14 Cost of building TVC Package 100.000,000 đ 1 100.000,000 đ
15 Studio Day 50.000,000 đ 2 100.000,000 đ
16 Clothes Set 2.000,000 đ 10 20.000,000 đ
17 Scenes/Background Package 120.000,000 đ 1 120.000,000 đ

39
No. Content Unit Unit price Quantity Total

18 Makeup Package 30.000,000 đ 1 30.000,000 đ

19 Moving Package 12.000,000 đ 1 12.000,000 đ
20 Foods and Drinks Meal/30 people 1.500,000 đ 8 12.000,000 đ
21 Product Set 1.000,000 đ 12 12.000,000 đ
22 Meta ads Day 1.050,000 đ 30 31.500,000 đ
23 Youtube ads Package/month 30.000,000 đ 1 30.000,000 đ
24 Tiktok ads Package/month 19.000,000 đ 1 19.000,000 đ
25 Composer Song 40.000,000 đ 1 40.000,000 đ
26 Staff Package 150.000,000 đ 1 150.000,000 đ
TOTAL: 3.368.000,000 đ

40