ONE PAGE PLAN

Objective Re-engage active users

Target Audience Current users
Budget 1 Billion
Timeline Nov 2023 – Dec 2023
Own Website, Tiktok , Facebook,
Zalo OA, Push Noification

Paid Google, Facebook, ASA, E-

Communication Channels com, Influencers, SMS,

Earned UGC, Social Media mentions

Content Planning link

New Implementation Tier system
Engagement metric DAU/MAU
Retention rate metric Retention rate
Gamification metric Achievement unlock rate
Measurement & Analytics
Leaderboard ranking
Coin accumulated
Monentary metrics Revenue Growth Rate
 Type Channel Impression CTR

Own Website 5,755,000 10%

Own Fanpage 4,800,000 10%
Own Tiktok 211,620 15%
Own Zalo OA 90,000 10%
In-app notification 300,000 10%
Own

Facebook ads 2,100,000 10%

Paid

Paid Google ads 1,800,000 15%

Paid Tiktok ads 600,000 10%
Paid ASA 450,000 10%
Affiliate channels 300,000 10%
Paid

Programatics 600,000 5%
Paid

E-com banner 1,500,000 5%

Paid

Influencer 2,100,000 10%

Paid marketing
Paid PR 1,800,000 10%
Earned UCG 150,000 15%
App store reviews 150,000 15%
Earned

SUM 22,706,620 11%

Digital Marketing DAU MAU Revenue Growth

₫817,500,000 2,367 5,165 ₫1,807,862,280

Type Channel Sum of App Open

Earned This chart isn't675
available in your version of Excel.
App store reviews 338
Editing this shape or saving this workbook into a different file f
UCG 338
Own 44,440
Fanpage 14,400
In-app notification 450
Tiktok 635
Website 28,775
 Zalo OA 180
Paid 16,350
Affiliate channels 300
ASA 675
E-com banner 1,125
Facebook ads 3,150
Google ads 4,050
Influencer marketin 3,150
PR 2,700
Programatics 300
Tiktok ads 900
Total Result 61,465
 Clicks Click - app open % (*) App Open App Open - DAU % (*)

575,500 5% 28,775 1.5%

480,000 3% 14,400 1.5%
31,743 2% 635 1.5%
9,000 2% 180 1.5%
30,000 2% 450 1.0%

210,000 2% 3,150 10.0%

270,000 2% 4,050 10.0%

60,000 2% 900 10.0%
45,000 2% 675 10.0%
30,000 1% 300 10.0%

30,000 1% 300 10.0%

75,000 2% 1,125 10.0%

210,000 2% 3,150 10.0%

180,000 2% 2,700 10.0%

22,500 2% 338 10.0%
22,500 2% 338 10.0%

2,281,243 2% 61,465 7%

ersion of Excel.

workbook into a different file format will permanently break the chart.
 Crea

Production cos
7%
DAU Average day of actiive MAU ARPU

432 3 1,295 ₫350,000

216 2 432 ₫350,000
10 2 19 ₫350,000
3 2 5 ₫350,000
5 2 9 ₫350,000

315 2 630 ₫350,000

405 2 810 ₫350,000

90 2 180 ₫350,000
68 2 135 ₫350,000
30 2 60 ₫350,000

30 2 60 ₫350,000

113 2 225 ₫350,000

315 2 630 ₫350,000

270 2 540 ₫350,000

34 2 68 ₫350,000
34 2 68 ₫350,000

2,367 2 5,165 ₫350,000

 Earned Own Paid Total Result

Reserve cost
Creative cost5%
5%
Production cost
7%

Ad spend
82%
Revenue Growth Pay-out

₫453,206,250
₫151,200,000
₫6,666,030
₫1,890,000
₫3,150,000

₫220,500,000 157,500,000

₫283,500,000 202,500,000
₫63,000,000 45,000,000
₫47,250,000 33,750,000
₫21,000,000 15,000,000

₫21,000,000 15,000,000

₫78,750,000 56,250,000

₫220,500,000 157,500,000

₫189,000,000 135,000,000
₫23,625,000
₫23,625,000

₫1,807,862,280 ₫817,500,000

Direct Marketing Model

ROAS 1.4
Break-even conversion 2,336

Ad spend
Facebook ads ₫ 157,500,000 19%
Google ads ₫ 202,500,000 25%
Tiktok ads ₫ 67,500,000 8%
ASA ₫ 50,625,000 6%
Affiliate channels ₫ 22,500,000 3%
Programatics ₫ 30,000,000 4%
E-com banner ₫ 56,250,000 7%
 Influencer marketing ₫ 236,250,000 29%

PR ₫ 162,000,000 20%
Ad spend ₫817,500,000
Production cost ₫73,000,000
Creative cost ₫54,750,000
Reserve cost ₫54,750,000

16% 16%
al Result

21%

24%

7%
6%
3% 2% 5%

Ad spend Facebook ads Google ads Tiktok ads ASA

Affiliate channels Programatics E-com banner Influencer marketing PR
 21%

A
CONTENT PLAN
Campaign Name
Objective

PHASE

Phase 1: Pre-Launch Phase

Phase 2: Teaser
 Phase 3: Launch Phase

Phase 4: Ongoing Engagement and Iteration

Unlock & Elevate: Home Credit Gamification Adventure
The objective of the "Unlock & Elevate" campaign is to create excitement,
educate users about the new gamification feature within the Home Credit app, and
drive engagement. The campaign aims to increase daily user interactions with the
app, promote tier advancements, and reward loyal users. By fostering a sense of
achievement and competition, the campaign seeks to enhance overall user
experience and retention while showcasing Home Credit's innovative financial
products and commitment to customer satisfaction.

Emotion

Logical Element

Reward (Solution to the Problem)

Motivation

Emotion

Logical Element

Reward (Solution to the Problem)

Motivation
 Emotion

Logical Element

Reward (Solution to the Problem)

Motivation

Emotion

Logical Element

Reward (Solution to the Problem)

Motivation
 CONTENT ANGLES (ELMR Framework)
Teaser content: Cryptic hints and visuals about
the upcoming champion tier experience

Provide logical explanations of what advance

tier is and how it can benefit users in terms of
rewards and engagement.

Tease the idea of "unlocking rewards" through

gamification without revealing specific details.

Motivate users by hinting at the sense of

achievement and competition they will
experience.

Continue to fuel anticipation and excitement as

the launch date approaches.

Provide hints that logically connect to the

upcoming tier feature

Tease rewards without giving everything away,

leaving users eager to participate.

Keep users motivated with daily countdowns

and the promise of exciting rewards.
Provide detailed, logical instructions on how to
participate
Tier Benefits: Highlight the benefits associated
with each tier.

Clearly explain the rewards users can access.

Highlight user stories and achievements to

motivate others to participate

Share user achievements to evoke pride and

excitement
Explain ongoing challens and improvements to
keep users informed

Showcase the rewards earned by users and

emphasize their value.
Continue to motivate users with success stories
and by acknowledging their contributions.
NEW IMPLEMENTATION
The objective of this is to implement a
tier-based rewards system, where
customers can upgrade their tiers by
redeeming coins earned through app
usage. Additionally, customers will
receive daily or time-specific personal
HIGH-LEVEL puzzles to unlock special reward coin
REQUIREMENT packs, encouraging daily app
S interaction.

Business case to be solved:

The challenge of user engagement and
retention. To address this issue, the
company aims to introduce a
gamification system to incentivize
EXECUTION
users to interact with the app regularly

Product Manager
Dev team
PIC QA
Marketing
Data team
Execution plan
Phase Task
Define Tier System

Phase 1: Implement Tier System in App

Development and
Integration

Daily/Time-Specific Puzzle
Integration

User Testing

Phase 2: Testing
and Optimization
 Phase 2: Testing
Performance Monitoring
and Optimization

App Update Release

Phase 3: Rollout Communication campaign

and Promotion

User Feedback Collection

Phase 4:
Evaluation and Iterative Enhancements
Feedback
 Objective PIC Timeline
Define the structure of the tier system, including Product 2 weeks
the number of tiers, coin requirements for each Manager
tier, and associated benefits.

Integrate the tier system into HomeTown, Dev team 4 weeks

allowing users to see their current tier and
progress.

Develop and integrate a feature that delivers Dev team 6 weeks

personal puzzles to users daily or at specific
times.

Conduct user testing to ensure the tier system, QA 4 weeks

coin rewards, and daily puzzles work seamlessly
and are engaging.
Continuously monitor app performance and user Data team On going
engagement metrics to identify areas for
improvement.

Release the updated app with the gamification Product 1 week

features to all users. Manager
Launch a marketing campaign to promote the Marketing 4 weeks
new gamification features to existing and
potential users.

Collect user feedback and suggestions regarding Product On going

the gamification features for future Manager
improvements.

Based on user feedback and app usage data, Product On going

implement iterative enhancements to further Manager &
improve the gamification system. Dev team
CAMPAIGN TIMELINE
Topic / Area
Phase 1: Pre-Launch
Phase 1: Pre-Launch
Phase 1: Pre-Launch
Phase 1: Pre-Launch
Phase 1: Pre-Launch
Phase 2: Teaser Phase
Phase 2: Teaser Phase
Phase 2: Teaser Phase
Phase 3: Launch Phase
Phase 3: Launch Phase
Phase 3: Launch Phase
Phase 4: Continuous Improvement
Phase 4: Continuous Improvement
Phase 4: Continuous Improvement
Tasks
BRD production
Implementing BRD requirements
Identifies key campaign objectives and target
audience
Creates teaser content concepts
Internal testing feature for stability and functionality
Finalizing BRD implementation
Drafts teaser content and plans posting schedules
Continues to engage with users through teaser
content
Completes the implementation
Comprehensive launch announcements
Detailed content about gamification benefits
Analysis of initial user feedback from the
gamification launch for possible refinements in the
BRD
Analysis of long-term user engagement data
Continues to engage users and adapt content based
on campaign performance
Start date Deadline-original Latest estimate Status
1-Jul 1-Aug 1-Aug Planned
1-Aug 1-Oct 1-Oct Planned

1-Sep 16-Sep 16-Sep Planned

16-Sep 1-Oct 1-Oct Planned

1-Oct 15-Oct 15-Oct Planned

15-Oct 30-Oct 30-Oct Planned

15-Oct 30-Oct 30-Oct Planned

15-Oct 30-Oct 30-Oct Planned

1-Nov 30-Nov 30-Nov Planned

1-Nov 30-Nov 30-Nov Planned

1-Nov 30-Nov 30-Nov Planned

30-Dec 30-Jan 30-Jan Planned

30-Dec 30-Jan 30-Jan Planned

30-Dec 30-Jan 30-Jan Planned

Back
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Product Manager 1 1 1 1 1
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Dev team

Marketing

Marketing

Dev team

Product Manager

Marketing

Marketing

Dev team
Marketing

Marketing

Data team

Data team

Marketing
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 This shape represents a slicer. Slicers are supported in Excel 2010 or later.
REPORT SAMPLE
If the shape was modified in an earlier version of Excel, or if the workbook was
saved in Excel 2003 or earlier, the slicer cannot be used.
This shape represents a slicer. Slicers are supported
in Excel 2010 or later.
If the shape was modified in an earlier version of
Excel, or if the workbook was saved in Excel 2003 or
earlier, the slicer cannot be used.

Engagement Overview
Retention Rate Improvement Overview Channel-wise Engagement Analysis

Dec 10
Dec 02 Channel Affiliate channels App store reviews ASA
Nov 26 Billboard Ads Content Marketing E-com banner
Nov 23 Facebook ads Fanpage Google ads In this area can be interchanged with
Nov 20 In-app notification Influencer marketing LinkedIn Ads other metric ( DAU, MAU, Revenue
Nov 17 Outdoor Billboards Pinterest Ads Podcast Ads Growth rate) using Slicers
PR Print Ads Programatics
Nov 14
Radio Ads Reddit Ads Tiktok
Nov 11
2 4 6 8 0 2 4 6 8 0 2 4 6 1 3 0 lt Tiktok ads TV Commercials Twitter Ads
v 0 ov 0 ov 0 ov 0 ov 1 ov 1 ov 1 ov 1 ov 1 ov 2 ov 2 ov 2 ov 2 ec 0 ec 0 ec 1 esu Nov 08 UCG Website Zalo OA
No N N N N N N N N N N N N D D D lR Nov 05
ta
To Nov 02

User Segment Engagement

Total Result

Months Dec

Achievements & Engagament Correlation

Achievements and Engagement Correlation
Active and Engaged Users At-Risk Users New Users
High-Value Users Low-Value Users Churned Users
70%
In this area can be interchanged with
60% other metric (Achievement unlock rate
Enaggement rate (%)

50% Leaderboard ranking

Coin accumulated ) using Slicers
40%

30%

20%

10%

0%
2% 4% 6% 8% 10% 12% 14% 16%

Achievement unlock rate (%)

Leaderboard ranking and Engagement Correlation

Active and Engaged Users At-Risk Users New Users
High-Value Users Low-Value Users Churned Users

30

25

20

15

10

-
2% 4% 6% 8% 10% 12% 14% 16%

Coin accumulated and Engagement Correlation

Active and Engaged Users At-Risk Users New Users High-Value Users
Low-Value Users Churned Users Active and Engaged Users At-Risk Users
New Users High-Value Users Low-Value Users Churned Users

8,000

7,000

6,000

5,000

4,000

3,000

2,000

1,000

-
2% 4% 6% 8% 10% 12% 14% 16%