ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 23. Integrated Marketing Communication

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Pham Cong Bach Student ID GBH190209

Class GBH0805 Assessor name Nguyen Phuong Tu

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Contents
I. Introduction ............................................................................................................................................................... 3
II. Campaign Evaluation ................................................................................................................................................ 3
1. Summary of campaign .......................................................................................................................................... 3
a. Target audience ................................................................................................................................................ 3
b. Communication objectives ............................................................................................................................... 4
c. Highlight Activities............................................................................................................................................. 4
d. Result ................................................................................................................................................................ 5
2. Critical evaluation of the campaign ...................................................................................................................... 5
a. Communication strategy ................................................................................................................................... 5
b. Channel choice .................................................................................................................................................. 5
c. Creative content ................................................................................................................................................ 6
III. Conclusion ................................................................................................................................................................ 7

I. Introduction
This is a Tiki project that accompanies the art products of Vietnamese artists in many fields, notably
music. Starting in early April 2019, Tiki made many impressions with audiences nationwide when
appearing in a series of music video (MV) of many popular singers in Vietnamese showbiz. Hence, in
order to notify customers, Tiki has used various communication channels, namely social/digital media
online newspapers, the company's website, application, and billboard ads. Furhtermore, analyzing,
evaluations and for this campaign would be given.

II. Campaign Evaluation

1. Summary of campaign
a. Target audience
The target customers of Tiki are young people from 15-35 years old such as students, office worker who
have dynamic personality and catch up with trends in society. Their customers are those who regularly
use social networks, or e-commerce sites, capable of absorbing new things, ready to try different types
of online shopping and willing to spend money to buy. Because this group of customers is mainly people
spends a lot of free time to surf the web, shop online, use social networks, media, especially office
workers and student. As a result, when it comes to selecting goods, this category of consumers prefers to
use a variety of digital platforms. Moreover, Tiki target customer remained young customer segment in
this campaigns.
b. Communication objectives
The first campaign's goal of Tiki is to reach the world market and the company operate this campaign
with the desire of “Tiki di cung sao Viet”, “Tiki di cung tai nang Viet”, and last one is “Tiki di cung nguoi
Viet”. While other brands are rushing in the revenue race, Tiki chose its own direction which is brand
positioning. Furthermore, another objecttive of this campaign is to develop a new customer file, with a
strong focus on young, dynamic customers from high school to university, who are the age when they
start to own finance and are interested in spending and shopping. This is a potential new set of new
customers to develop in the context of e-commerce firms over the years accepting continuous losses to
attract customers.

c. Highlight Activities
Social network

Social media is the first and main channel which is used to boost the big campaign of Tiki. On April 1,
2019, Tiki opened the first shot to open the campaign “Tiki di cung sao Viet” with the participation in the
MV of two famous factors from underground music : Masew and B-Ray. Perhaps the luck this time came
to "Tiki go with Vietnamese stars" when this MV quickly appeared on Top Youtube Trending. Continuing
to play big in 2019, Tiki continuing sponsored the project "TIKI di cung sao Viet" for 100 music videos of
famous stars. Many excellent MVs have achieved high positions in music charts and Top Trending
Youtube for a long time. Some of the music videos with the appearance of Tiki can be mentioned such as
“Lửng lơ” (B-Ray and Masew), “Bạc phận” (K-ICM ft. Jack), “Đừng yêu nữa, em mệt rồi” (Min), “Anh ơi ở
lại” (Chi Pu), “Yêu được không?” (Đức Phúc) or Gene (Binz).

The common point of all the above MVs is the image of the brand logo "Di Cung Tiki" that appears at the
beginning of every MV and the Tiki delivery staff always appears in every video, whether in the modern
world or in the context of history.

Directing marketing media

It is obvious that direct marketing is inevitable for a company collectively and for Tiki individually. Beside
channel analyzed above, Tiki directly marketing on its official website: https://tiki.vn/ with many
pictures of many KOLs who Tiki sponsored on their website, thus can make customers willing to pay
money and buy products from Tiki to support their idols. As we can see, Tiki was super wise in that
campaign since people prefer shoping online from the official website to buying from social platform as
Facebook because of the reliability.
d. Result
It can be said that the brand positioning strategy "Tiki goes with Vietnamese stars" has been very
successful in "choosing the face to send gold", through music videos of many Vietnamese artists. With
the total number of projects that Tiki has invested, up to 29 MVs reached the top of YouTube trending
and 9 videos occupy the top 1 position for a long time. With the great success of the MVs, it helped Tiki's
brand appear nearly 600 million times, when less than a year of campaigning.

With this reckless promotional campaign, it seems that it will consume a lot of investment for Tiki. But
from an objective point of view, this is a form of communication and advertising that is much more cost-
effective than other expensive advertising activities

After evaluating the results, the campaign "Tiki with Vietnamese stars" has brought about 20 times more
effectiveness, compared with other conventional advertising types, on Youtube platform. Obviously,
although very reckless, but Tiki has brought great success, which few businesses can do. In addition to
the impressive results of brand coverage, the Tiki Di cung Sao Viet campaign also shows the ability to
bring practical business results.

2. Critical evaluation of the campaign

a. Communication strategy
With these marketing strategies as "smart money burning" of Tiki, this company has gradually achieved
the goals set, gradually dominate the market, increase coverage and surpass the "big guys. "in the e-
commerce. In general, that is always a shining example of a successful marketing strategy for any
company/business to imitate.

Tiki promotes company campaign through a total of 5 different channels. Social media, online
newspapers, the company's website, application, and billboard ads are the channels that Tiki used. Out
of these five communication channels, social media, electronic newspapers, websites and applications
are used to thoroughly communicate campaign goals as well as customer goals. Thanks to that, the
effectiveness for the campaign as well as Tiki is really effective. Besides, the use of billboards has not
really reached a strong influence on the public when the billboards are not too prominent.
b. Channel choice
In terms of channel that Tiki decided to use in its campaign, including social media, online newspapers,
the company's website, application, and billboard ads, I personally consider the first two channels as the
most effective one. By running advertisement on TV and social platforms, Tiki achieved one of its goals:
increasing brand awareness.
When Tiki tries to advertise their campaign on media platforms like Facebook, Instagram, Youtube, and
Tiktok, it is always a very successful approach and suitable for their target customers because their
target customers spend a lot of time on social media and browsing the internet. As a result, social media
has helped Tiki in increasing brand recognition and attracting more customers, and the use of social
media not only promotes the advertisement to the target audience but also assists the business in
reaching out to a larger customer market.

For the choice of using online newspapers to promote and reporting about Tiki di cung sao Viet, the
partner channels include: Channel 14, VN Express, AFamily, etc... These strength of these online
newspaper are always owning a large community of readers, the interactivity on mainstream
newspapers is often higher than other online newspapers. Moreover, Electronic newspaper attracts
readers because it meets all the needs of the masses to hear, see, ... and also not limited in reach of
readers. Therefore, the spread of the campaign will be very large and also suitable for Tiki’s target
customer

For website and app, each time you access, Tiki's campaign “ Di cung Sao Viet” will be pop-up and
immediately displayed on the homepage. This helps in attracting and catching the attention of
consumers. These two platforms are both excellent for attracting Tiki's loyal customers and attracting
target customers. The billboard is also a tool for attracting all kinds of customers, including those who
have never visited Tiki before.

c. Creative content
According to some statistics, Vietnam is one of the five largest markets for video viewership time in Asia -
Pacific on Youtube. On average, each Vietnamese spends more than 100 minutes / day on this platform.
Therefore, if advertising on this platform is not smart, creative, and attractive, it will only make the
viewer feel uncomfortable. Therefore, Tiki creativity has exploit in this part by grasping customers'
psychology and giving messages connecting with music, "TIKI di cung sao Viet" with the participation in
the MV of KOLs such as B-ray and Min,… is a way Tiki takes care of spirit and creative integrates its brand
image without causing any discomfort. That is completely different from the ads that "disturb" the
viewer while playing the video, easily bored and hit the skip button, or promotional ads like other e-
commerce floors often do.

Moreover, Tiki's target customers are young people who interesting in music and every time the
Celebrities or Kols release art products such as music videos, they often receive a lot of attention from
today's young people. Therefore, when Tiki brand logo "Di Cung Tiki" that appears at the beginning of
every MV and the Tiki delivery staff always appears in every video, whether in the modern world or in
the context of history will creating an impression as well as attention of customers, thus will remember
Tiki brand. In addtion, Tiki always sponsored KOLs with a great reputation, influence in the community
today, and there music type always the favourite of the Z genaration, thus this creative move of Tiki is
suitable for their target customers.
Obviously, this is a smart and creative move for a "latecomer" in the "pie" of e-commerce that is being
deeply torn. Not "free shipping", no "discount", not relaxing the seller policy, Tiki builds its competitive
advantage in product quality and towards Vietnamese people. Thus, Vietnamese KOLs - supporting
Vietnamese talent is an extremely suitable strategy for Tiki's positioning and highly viral

III. Conclusion
With these marketing strategies as "smart money burning" of Tiki, this comapany has gradually achieved
the goals set, gradually dominate the market, increase coverage and surpass the "big guys. "in the e-
commerce industry to rank 2nd in Vietnam. To summarize, Tiki's "Tiki di cung sao Viet" campaign was a
success and serves as an excellent example of marketing strategy for any company looking to develop an
outstanding and special campaign for brand promotion.

IV. References
Ooc.vn Content Team, 2020. Nhìn nhận chiến lược Marketing của Tiki trong dự án “ Tiki đi cùng sao
Việt”. [Online] Available at: https://ooc.vn/chien-luoc-tiki-trong-du-tiki-di-cung-sao-viet/ [Accessed 10 4
2021].

Advertisingvietnam, 2020. Chiến lược của Tiki là gì qua dự án “Tiki đi cùng sao Việt”?. [online] Available
at: https://advertisingvietnam.com/chien-luoc-cua-tiki-la-gi-qua-du-an-tiki-di-cung-sao-viet [Accessed 10
4 2021].

Advertisingvietnam, 2020. Chiến dịch truyền thông Tiki Đi Cùng Sao Việt có khả năng mang lại doanh
thu? [online] Available at: https://advertisingvietnam.com/chien-dich-truyen-thong-tiki-di-cung-sao-viet-
co-kha-nang-mang-lai-doanh-thu [Accessed 10 4 2021].