Final Report Content MKT - Group 4 - Tài liệu tham khảo | Đại học Hoa Sen

FINAL REPORT Subject: Content Marketing – M 406D K E01 Class: 0200 Lecturer: Nguyen Tran Kieu Van Group: 4
Student’s Name: Truong Thi Anh Nguyet – 22115188 Nguyen Thao My 221 – 12707 Le Gia Nghi 22122480 – Nguyen Dang Khoa - 22112501
Ho Chi Minh City, December 23rd 2023 TABLE OF CONTENTS
THANKFULNESS .................................................................................................4
LIST OF PICTURES .............................................................................................5
INTRODUCTION ..................................................................................................6
CONTENT .............................................................................................................7
1. Brand and specific product introduction .......................................................7
1.1. Brand introduction ..........................................................................................7
1.2. Specific product introduction ................................................................ 7
2. Opportunity identification and selection ........................................................9
2.1. The situation ........................................................................................... 9
2.2. Trend Color .......................................................................................... 11
3. The viral campaign and content plan ........................................................... 12
3.1. Specific Objective ................................................................................. 12
3.2. Platform Idea ........................................................................................ 13
3.2.1. Target audience ............................................................................... 13
3.2.2. Insight .............................................................................................. 14
3.2.3. Big idea ............................................................................................ 14
3.2.4. Key message .................................................................................... 14
3.2.5. Key visual ........................................................................................ 15
3.3. Content Strategy ................................................................................... 16
3.3.1. Channel Strategy ............................................................................. 16
3.3.2. Content Roadmap ............................................................................ 17
3.3.3. Social Content Pillar ....................................................................... 17
3.3.3.1. Lifestyle Communities ..................................................................... 17
3.3.3.2. Contest “Breakthrough Tet Together” ............................................ 18
3.3.3.3. Tet Gift box ...................................................................................... 18 Content Marketing 2
3.3.4. Content calendar ............................................................................. 19
3.3.5. Sample Post ..................................................................................... 20
3.4. Implement budget ............................................................................. 24
3.5. Specific material to illustrate Big idea – Viral Clip ....................... 24
REFERENCES .................................................................................................... 26 Content Marketing 3 THANKFULNESS
Firstly, our team would like to express deep gratitude to lecturer, Ms. Nguyen Tran
Kieu Van. She dedicated time and effort to guide and support our team throughout the report-making process.
Last, but not least, the team members’ effort and diligence played a vital role. We
supported each other in enhancing and honing practical skills, as well as fostering
effective teamwork throughout the learning process. Consequently, the report was completed on time.
However, our team acknowledges its limited knowledge. During the report’s
execution, inevitable mistakes may have occurred. We look forward to receiving
feedback from you. We can learn from your experience and do the best in the future projects. Thank you so much! Content Marketing 4 LIST OF PICTURES
Picture 1: Ket Project Fanpage ............................................................................. 7
Picture 2: New wool scarf items ............................................................................ 9
Picture 3: Sharing of Millennials and Gen Z ...................................................... 11
Picture 4: "Peach Fuzz" is the color of the year 2024 (Source: Pantone) .......... 12
Picture 5: Logo of Ket Project ............................................................................. 15
Picture 6: Main color .......................................................................................... 16
Picture 7: Content Roadmap ............................................................................... 17
Picture 8: Community Reference ......................................................................... 18
Picture 9: Gift box sample ................................................................................... 19
Picture 10: Content Calendar.............................................................................. 20
Picture 11: Sample Post 1 ................................................................................... 21
Picture 12: Sample Post 2 ................................................................................... 22
Picture 13: Sample Post 3 ................................................................................... 23
Picture 14: Sample Post 4 ................................................................................... 23
Picture 15: Sample Post 5 ................................................................................... 24 Content Marketing 5 INTRODUCTION
Our team – Group 4, decided to develop a Social Content Plan for Ket Project
based in Ho Chi Minh City. Ket is a non-profit project, that wants to make an effort
towards connecting and supporting the community. We are committed to bringing
positive impacts in people's daily lives, from education to community
development." Ket Project hopes to highlight positive values, stimulate solidarity
and spread trust in the community. Group list and contribution Name Student ID Contribution Percent Truong Thi Anh Nguyet 22115188 100 Nguyen Thao My 22112707 100 Le Gia Nghi 22122480 100 Nguyen Dang Khoa 22112501 100 Content Marketing 6 CONTENT
1. Brand and specific product introduction 1.1. Brand introduction
KET Project is a non-profit project aimed at fundraising for charitable purposes to
support communities in Vietnam. This project was carried out by a group of
students from Hoa Sen University.
Vision: Connecting love between people
Mission: Love can be “knitted” completely through small valuable items
Picture 1: Ket Project Fanpage
1.2. Specific product introduction New Product: Wool scarf
Product name: “PEACH” – from “Dan Xuan” Collection.
At the end of the year, with the cold air moving from November to the cold windy
days of early Spring, "Ket" family is extremely excited to launch a new product
called "PEACH" from "Dan Xuan" collection. Content Marketing 7
The unique idea that "Ket" took from this Collection comes from 2 sources of inspiration:
- The first inspiration for the product name: “Peach”
The first meaning is about the color that "Ket" has researched for the trend of 2024.
In 2024, all products in the fashion or beauty industry will follow the main color
shade " Peach Fuzz” – this is a peach orange tone, a gentle color, the combination
of two tones of pink and orange gives the user and the other person a feeling of
lightness and peace. In addition, this color tone also represents compassion and
connection between people, symbolizing care and happiness.
The second meaning that "Ket" wants to mention is the symbol of the "Peach
Blossom" tree during Tet in the North. Every Tet holiday, every family prepares a
peach tree, especially this tree is extremely suitable for the cold weather of the
North, it is true that the tree can survive at about 18 - 25 degrees. Therefore, the
presence of this new product from "Ket" seems to bring warmth in cold, windy
weather like a protection and care.
- The second inspiration for the collection name: “Dan Xuan”
It is clear that the name of the Collection - " Dan Xuan" that we bring is derived
from the word Dan in " Dan len" and Xuan in the phrase "Sac Xuan".
With the launch of this Collection, we hope that all products from "Ket" will be a
special part of each customer's Tet holiday. Wool scarves are a very meaningful
gift for relatives, friends, lovers - especially those who have a long trip to celebrate
Tet with the family. The product will be the thing that helps us "Dan" the feelings
and attachments after a year of working away from home, then the coming "Xuan"
will be the most appropriate time for us to express them. Material:
- With material from Chunky wool - with size of shawl: 180 x 40cm
Chunky wool: is a type of wool often used to knit scarves or winter coats. It can Content Marketing 8
also be used to knit pillows or rugs because they have large wool fibers and are
extremely useful for quick crocheting. Wool scarf cost: 589.000 VND
Highlights: The launch of the new product "Ket" will provide additional Custom
services according to the customer's desired Name or Text at a price of 0 VND.
This not only creates closeness for users, but also creates a special impression in
the hearts of customers when experiencing the product.
Picture 2: New wool scarf items
2. Opportunity identification and selection 2.1. The situation
E-commerce market of wool scarves in Vietnam:
According to Metric.vn market report, the reported revenue of woolen scarves on
the e-commerce platform reached 18.6 billion VND from August 2022 to July
2023. Scarves are distributed on e-commerce platforms Shopee, Lazada, and Tiki Content Marketing 9
ưith prices ranging from 50,000 VND or more. As Tet festival, the weather is
getting colder, consumers tend to buy new warm clothes, including wool scarves.
The Tet travel trends of Millennials and Gen Z:
Nowadays, many young people consider Tet as a time for enjoyment, relaxation,
and seizing the opportunity to explore travel. According to surveys on Tet travel,
targeting the youth, they are not hesitant to share their travel plans. Overcoming
stereotypes that Tet should be spent at home, receiving guests, or visiting relatives.
Khanh Ngọc shares, "My parents have a very open-minded approach, not insisting
that Tet days must be spent exclusively with family. Because I am still young, they
don't object to exploring new places during Tet. I believe that traveling during the
Tet holiday adds more knowledge to our 'encyclopedia.' These journeys provide
opportunities for cultural exchange and learning between countries."
Bui Linh (42 years old, a graphic designer in Dong Da district, Hanoi) mentioned:
"In recent years, every Tet, my family goes to the beach or the mountains, avoiding
the Tet atmosphere of excessive drinking and the exhausting cleanup, which is not
only wasteful but also detrimental to health. Now, people should consider
celebrating Tet as a time for leisure rather than just focusing on eating."
This year, Linh's family of four will have a flight to Chiang Mai (Thailand) from
the 2nd to the 5th day of Tet. She chose Chiang Mai for its convenient
transportation and warm weather. Since two months ago, she has been in contact
to book a tour, but the schedule and price have not been suitable yet.
Each person has different perspectives and the right to do what they want. The
youth live at the future, the elderly live in the past. The value of Tet reunion
depends on the expression of emotions rather than whether one goes out or stays
in. Everyone strives to fulfill their duty of caring for family members, making Content Marketing 10