Final Report - Content Marketing - Tài liệu tham khảo | Đại học Hoa Sen

FINAL REPORT
CONTENT MARKETING - 2331 BUILD VIRAL COMPAIGNS SUPPORTING CONTENT GROUP 5
CLASS: CONTENT MARKETING - 307 TABLE OF CONTENTS Introduction 1
Part 1: Specific Objective 2 Part 2: Target Audience 4
Part 3: Big Idea and viral campaign 5
Part 4: Communication tools 7
Part 5: Content demo and distribution 10 calendar for each channel
Part 6: Implementation budget 12
Part 7: Having a specific material to illustrate 14 your big idea References 17 INTRODUCTION
Xanh Ben Le is a non-profit project to raise funds for afforestation through reuse of
old furniture, carried out by a group of students at Hoa Sen University.
It was born with the goal of reducing environmental waste, contributing to
promoting the regeneration of a green - clean - beautiful environment. We believe
that your contributions through participating in this project will contribute to
making Vietnam's forest land green.
The project's products are donated secondhand clothes. Funds raised from the project
will be sent to partner VNFF, the forest protection and development fund in Vietnam.
Vietnam Forest Protection and Development Fund VNFF is a
State financial institution under the Ministry of Agriculture and
Rural Development established on November 28, 2008 in
Decision No. 114/2008/QD- BNN.
The Fund operates for non-profit purposes, with the function of
mobilizing, mobilizing, managing and coordinating resources to
serve the management, protection and development program of the forestry sector.
The Vietnam Forest Protection and Development Fund also organizes appraisal, selection,
support, monitoring, evaluation and acceptance of project programs or non-project activities
serving the forestry industry.
Source: VNFF. Giới thiệu chung VNFF 1 PART 1: Specific Objective ACHIEVEMENTS 2023
240 Number of followers: The number of
1.100 reaches: The fanpage has appeared
followers is a stable fanbase. This is a
in front of about 1400 people, this is not
fixed community that is interested in the
a small number, and is likely to have fanpage's message. attracted attention.
1.900 Number of interactions with content: This is an impressive number, indicating that the
content on the fanpage attracts interest and positive interaction from viewers. Higher
engagement than reach may suggest that the content is engaging and stimulates engagement.
Reach per post: On average, followers are
Fundraising amount 1.660.000: Donate to Gaia
engaged with the post. From there, it
in the amount of donated clothing. Seeing the
shows that the content is suitable and
project's spread and young people's awareness supports the project
of environmental protection 2
Source: Facebook, Tổng quan về trang PART 1: Specific Objective TARGET 2024
Increase the number of people reached from 1400 to 2000; visits from 3383 to 5000:
increase promotion and reach to many different audiences, through media channels and
social networks. At the same time, enhance the content and quality of activities to attract users' attention.
Increase the number of participants and contributions: The project will increase fundraising
and propaganda activities to attract community interest and contributions.
Increase content interactions from 2200 to 4000; number of followers from 240 to 400:
Optimize quality and diversify content to attract user interest and interaction, the team will
always try to interact and respond to users more to create engagement and increase their participation.
Accompanying us is not only about performing
specific actions but also about spreading awareness
and inspiring people to participate in our common
mission. We believe that community solidarity and
cooperation will create positive changes, building a
stronger and more inclusive community.
Proud to be an organization committed to actively
contributing to environmental protection, we not
only aim to reduce waste but also utilize the
power of the community to create a clean and
green living environment more beautiful.
Every small action we take, every support and
sharing contributes to greater change for the
environment and community. 3 PART 2: Target audience PRIMARY GROUP Gender: male and female. Age: 18-24
Income: 5.000.000 to 10.000.000 VND
Marital status: single, living with
family/living away from family.
Occupation: student, office worker.
Be active, lead a healthy lifestyle, participate in environmental protection activities and take
personal actions to reduce negative impacts on the environment.
Likes shopping, especially online shopping. Live in big cities. SECONDARY GROUP Gender: male and female. Age: 25-40
Income: 10.000.000 to 30.000.000 VND
Marital status: married and living with family.
Occupation: office worker, housewife.
Caring for the environment, conserving
nature, and pursuing a sustainable
lifestyle, including reducing waste,
reusing old items, saving energy, and
using eco-friendly products and services environment.
They live in big cities where there is 4 heavy pollution. PART 3: Big idea and viral campaign INSIGHT
Young people do not want to take off their clothes to avoid waste and
environmental pollution. They needed a project to utilize old clothes
for environmental protection purposes.
TRUTH: Young people do not want to throw away old clothes
TENSION: If thrown away, it will cause a lot of waste and pollute the environment
MOTIVATION: A project accepting donations of used clothes, selling
cheap secondhand items and profits will be used for environmental protection activities BIG IDEA
Xanh Ben Le fair is a secondhand shopping project with the purpose of
recycling old items, spreading love and contributing to environmental protection.
PLATFORM IDEA - RATIONALE
Xanh Ben Le thinks that "loving the environment is not just words" but is also proven by actions.
Xanh Ben Le provides young people with useful knowledge to protect
the environment more effectively.
Stories and information from Xanh Ben Le not only focus on the
environment, but also relate to fashion, how to recycle old items and many other topics. 5 CONTENT ROADMAP Timeline Jan - Mar April - Jun July - Sep Oct - Dec Phase Awareness
Interest & evaluation Trial Increase project Increase awareness Educate about the Young people awareness of the importance of Objective benefits of participate in and forests to the secondhand items Xanh Ben Le environmental environment and to the environment events ly beneficial daily life consumption Content Planting trees Green Forest New Green Living ReEarthed Raiment Direction with clothes Jersey Environment -Helps realize the -Upload a video - Introduction - GenZ's view on 2nd important role of on how to to the project hand items reuse in reducing combine 2nd - Introduction - Benefits of 2nd environmental hand and green to VNFF hand items for the burden and clothes on the - Actions to environment and environmental sidelines Detailed protect the sustainable pollution. - Experience the Content environment consumption -Young people have actual event - Give examples - Tips for choosing newer perspectives booth on the Angles and data on the second-hand clothes on recycling sidelines current state of - Suggest -Provide alternative -Shopping for the organizations to measures to change products at the environment collect second-hand the habit of using green fair on the due to fast items for the household appliances sidelines and fashion environment. that affect the receiving many environment attractive gifts. Social media Social media Social media Social media Tactic Facebook, (Facebook, TikTok), (Facebook, Tiktok) , (Facebook,Tiktok), TikTok) seeding, minigames. seeding, minigames. event Images & Video Images & Video Images & Video Formats Images & Video posts posts posts, minigames posts 6 PART 4: Communication tools CHANNEL STRATEGY Platform Facebook Tiktok POSM Convey the message in video form with vibrant The standee design A strong tone conveys music to stimulate contains a QR code, the message, raises viewers. Display recycled displaying awareness and products, or creative environmental promotes people's ways to reuse old items fundraising products. responsibility on in everyday life. environmental issues. Use a gentle, positive Use infographics to tone, concise messages, Content Design content with explain numbers and and impressive images strategy flexible formats for statistics about waste to stimulate buyer better engagement and the impact of interest. (images, videos, recycling. interviews, stories, Place recycled products graphics, mini-games). Mention partners like or environmental Use hashtags in each VNFF in videos to fundraising products in post increase the credibility a convenient and and credibility of the attractive way. campaign. Frequency 12 post/month 5 video/month 4 times/year Link Tiktok via link Link to FB via bio link How do Set QR code to link to they link Post a post containing Post a video containing Facebook fanpage together? information about the information about the and Tiktok account booth booth
Reasons to choose Facebook (Social media):
This is a popular social media platform in Vietnam (about 77.09 million users by 2023) 1 Platform Diversity:
Facebook's presence on multiple platforms such as
Facebook, Instagram and Messenger creates a diverse
advertising ecosystem, helping you reach your target 7
audience across multiple media channels. 2 High interoperability:
Facebook is a highly interactive platform, with the
ability to comment, like, and share. This creates
an opportunity for content to go viral and increase engagement. 3 Targeting Accuracy:
Facebook offers powerful targeting tools, allowing you
to define your target audience based on age, gender,
interests, location, and many other factors. 4
Analytics and Performance Measurement:
Facebook's presence on multiple platforms such as Facebook, Instagram
and Messenger creates a diverse advertising ecosystem, helping you reach
your target audience across multiple media channels.
Reasons to choose TikTok (Social media):
Popular Worldwide and in Vietnam: 1
TikTok is a popular application globally and has been used by many
people in Vietnam. Using an established and popular platform helps ensure virality and reach. 2 Young Target Audience:
TikTok is a popular platform especially among young people. With Vietnam
being a country with a large youth population, choosing TikTok helps ensure it
reaches the right target audience. 3 Fast and Effective Access:
TikTok is a platform where content can quickly and effectively
reach its target audience. Advertising campaigns on TikTok can
attract attention right from the first viewers. 8