Phase 3 amplify: driving conversion & csr engagement strategy môn Công nghệ thông tin| Trường Đại học Công nghệ Giao thông vận tải

PHASE 3 – AMPLIFY
The Amplify phase, spanning a critical two-month period from December 2026 to
January 2027, functions as the campaign's capstone. Its primary strategic purpose is
to translate the emotional engagement cultivated during Phase 2 (Engage) into
measurable sales conversion and tangible consumer action. Concurrently, this final
phase aims to solidify Deli's brand positioning by executing a significant Corporate
Social Responsibility (CSR) initiative. This integrated approach is crucial for
addressing the brand equity gap and bridging initial awareness objectives with concrete behavioral results. 3.1 Phase Objectives
The objectives for this phase are dual. The first, Drive Conversion, is a behavioral
objective focused on motivating engaged consumers into actual customers, specifically
by increasing foot traffic to partnered offline retail channels and stimulating product
trial. The second objective, Amplify Message, aims to powerfully extend the core brand
theme of 'empowerment' by linking it to a tangible and emotionally resonant CSR
activation, thereby fostering a deeper, purpose-driven brand association and long-term loyalty. 3.2 Strategic Rationale
The strategic underpinning for this phase is a sophisticated Cause-Related Marketing
(CRM) activation. CRM is defined as a marketing strategy where a firm commits to
contributing a specified amount to a designated cause when consumers engage in
revenue-providing exchanges (Varadarajan & Menon, 1988; Bhatti et al., 2023). This
approach is predicated on a key consumer insight regarding Value Alignment. The
target Gen Z demographic, along with broader Vietnamese consumers, demonstrates
a strong preference for brands that exhibit genuine social responsibility and
transparency (Deloitte, 2024; Ministry of Industry and Trade, 2024). Gen Z is the
generation whose purchase decisions are most influenced by whether products and
brands align with their personal values (75% versus 67% across all generations)
(Kantar, 2024; Deloitte, 2024). This philanthropic focus directly confronts Deli's primary
strategic challenge: its perceived lack of emotional resonance and failure to build a
“companion” brand image, unlike competitors. Furthermore, the activation is designed
around Sustainable Consumption; the 'pen exchange' mechanic leverages principles
of reuse and recycling, aligning with the “green stationery” trend and environmental
regulations (DNSE, 2024; Thien Long, 2025), while also providing tangible, practical value to the participant. 3.3 Main Tactics
The main tactic is a fully integrated campaign titled “Write Forward: Exchange a Pen,
Empower a Future.” This initiative executes an in-store brand activation and shopper
marketing strategy in strategic partnership with Phuong Nam Bookstore, a key Modern
Trade retail partner. The mechanic is designed for low-friction participation: customers
bring three (3) used pens of any brand to a dedicated Deli booth and receive one (1)
new Deli 'empowerment' gel pen in return. The crucial CSR angle, which provides the
emotional core, is the 'remaking' (refurbishing and bundling) of these collected pens
into new stationery sets for donation to underprivileged children in Vietnam's highland
regions. This mechanism powerfully reframes a simple transaction into a meaningful
contribution, communicating the key message, “Your old pen can write a new future,”
and shifting the brand narrative from product-centric to purpose-driven (Belova, 2021).
This offline activation is amplified through a concerted digital strategy. Influencers and
KOLs from Phases 1 and 2 will be leveraged to create Social Proof by visiting Phuong
Nam stores, participating in the exchange, and documenting their positive experience
on TikTok and Instagram Reels. This authentic advocacy lends credibility and drives
followers to retail locations. Concurrently, a social media campaign featuring short-form
videos will showcase the activation, the donation process, and its positive impact,
tracked via campaign hashtags (#DeliWriteForward, #DeliUngoTreVungCao). Finally,
a formal PR campaign, issuing press releases about the Deli-Phuong Nam partnership,
will build institutional credibility (BLAZHESKA & NAUMOVSKA, 2016) and position the
brand as a committed contributor to education in Vietnam.
3.4 Supporting Tactics and Deliverables
To ensure executional excellence at the retail level, specific supporting tactics are
required. In-store Personnel, consisting of two trained brand ambassadors at each
booth, are critical to the 'People' component of the service experience, managing the
exchange process efficiently and communicating the CSR mission. Furthermore, high-
impact Point-of-Sale-Materials (POSM), including branded booths, standees, and
flyers, will serve as the Physical Evidence of the campaign. This POSM must clearly
articulate the exchange mechanic and the CSR message to drive immediate
participation. Dedicated in-store promoters are indispensable as the 'People'
component of the service experience, managing the exchange process efficiently and
communicating the CSR mission clearly to customers (Butt et al., 2023). Online
amplification focuses on leveraging KOLs and influencers (retained from earlier
phases) who will record and share their personal participation, thereby creating potent
Social Proof to drive followers to retail locations (Haenlein et al., 2020; Ninan et al., 2020).
A vital supporting tactic will be Content Storytelling, which focuses on the transparency
of the “remade” process. By creating content that documents the journey of the
collected pens, from collection to refurbishment to delivery to the highland children,
Deli can effectively mitigate potential consumer skepticism and accusations of “cause-
washing.” This transparency is key to building authentic brand trust and emotional
attachment (Sansome et al., 2025; Leonidou & Skarmeas, 2017).
3.5 Expected Outcomes and KPIs
The integrated nature of this offline activation and digital amplification strategy is
projected to yield measurable outcomes across behavioral, relational, and
communication metrics. The success of Phase 3 will be evaluated against the following Key Performance Indicators: Strategic Alignment and KPI Category KPIs Rationale • Purchase
Measures the primary objective Conversion Rate (at of driving consumer action partner stores) (Action) and converting Behavioral • Store Foot Traffic engagement into transactions. (at Phuong Nam) • Number of Old Pens Collected • Brand Sentiment
Evaluates the success in closing Lift (positive vs.
the emotional gap and shifting negative)
brand perception from “product • Brand Attachment & Relational
provider” to “purpose-driven Trust Scores (post- campaign survey) partner.” • Community Engagement (on CSR content) • Social Media Reach Measures the effectiveness of & Engagement the integrated communication
(#DeliWriteForward) and the tangible social impact of • Earned PR Value Communication the CRM campaign. (from press anb Impact releases) • Number of Stationery Sets Donated (Social Impact) REFERENCES LIST
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Discourse, [online] 22(22), pp.13-26. doi:https://doi.org/10.26565/2218-2926-2021- - 22 01.
BLAZHESKA, D. and NAUMOVSKA, L. (2016). Socially Responsible Activities - An
Efficient Tool for the Companies for Marketing Communication with the Consumers.
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