CONTENTS 01 02

Phiên bản tiếng Việt IMPORTANT OFFICIAL

TẠI ĐÂY MILESTONES BRIEF
(round 01

03 04
TIKTOK SUBMISSION
CHALLENGE RULES
 IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES

IMPORTANT
08.06 Announce Client Brief

MILESTONES (round 01

10.06 Brief Day

Note
Contestants have to register to participate in The Valiant
Research Training by Buzzmetrics: Marketer season 9 before submitting your proposal. Valid
12.06 Research & Data analysis registration time is from 21:00 June 1, 2021 to 23:59 June
13, 2021. Proposal submission from teams which have not
registered for participation before the contest registration
portal closes shall not be eligible.

23h59 Registration is closed

13.06

15h00 Work submission is closed

17.06
 IMPORTANT MILESTONES ROUND 1
THE BRAND
“TikTok is the leading destination for
short-form mobile video. Our mission
is to inspire creativity and bring joy.” As
STORY a global community for creativity lovers
and advocates of freedom to express
oneself, TikTok desires to build a safe
online playground for users to capture
and share their inspirations, practical tips
as well as meaningful moments in their
everyday life. We have 50 global offices
including Los Angeles, New York,
London, Paris, Berlin, Dubai, Mumbai,
Singapore, Jakarta, Seoul, and Tokyo, and
are supported in 75 languages.
OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES
TikTok is established for each and
everyone, from English teachers,
blooming artists, makeup enthusiasts to
families sharing activities of daily living.
TikTok is a home where users can express
themselves genuinely and creatively,
where authentic and entertainment
contents are fostered. Using video as a
shared language, TikTok unites and
builds a strong cohesion among people
with diverse experiences, communities
and contents. Millions of people are
drawn to TikTok due to its irresistible
spirit-lifting effect.
IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES

THE
CONTEXT

The emergence of TikTok The powerful impact of the

has empowered users to short-form video trend
unleash the boundless initiated by TikTok has
creativity of diverse content compelled other leading
in the form of short videos. social networks to launch
With the rocketing number similar short video features
of users in recent years, to directly compete with
TikTok has become a TikTok.
household name when it
comes to online video
platforms.
 IMPORTANT MILESTONES ROUND 1
Note:
A new user is defined as a user who has never used or has
deleted the application for at least 3 months.
OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES
CHALLENGE
As a well-known short-form video
platform with diverse content for different
groups of users, TikTok is still in the
process of expanding its user hub and
building brand image in Vietnam.
Therefore, Lunar New Year 2022 is a
golden chance for TikTok Vietnam to
stand out as an independent brand with
distinct missions and acquire new users.
However, contrary to the remarkable
number of marketing campaigns during
Tet, the topics explored by brands are
restricted to such familiar perspectives as
"family reunion", "returning home" and the
recent "Special Tet in COVID-19". Aiming at
inspiring creativity and spreading
positivity, TikTok needs to look for an
uncovered direction for the New Year
2022 marketing campaign in order to
enforce our stated missions and enhance
brand indicators.
 IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES

JOB TO The campaign can be executed on both in-app and

out-app with a budget of 200,000 USD and aims at:

BE DONE
Increase awareness and interaction of Vietnamese
As the Marketing team of TikTok, plan a
people with TikTok.
marketing campaign on the main
platform of TikTok during the Lunar
New Year 2022.
Make TikTok the most influential and mentioned
brand (Buzz 1) during Tet 2022.

Increase 50,000 new users in Vietnam market.

IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES

SUCCESS
CRITERIA

Prove effectiveness and feasibility in achieving

the established business and brand goals.

Demonstrate a thorough understanding of

customers, markets and brand.

Show an innovative and unique perspective on

the problem.

DETAILED REQUIREMENTS
Job to be done
Research, analyze and assess the following aspects:
Research and analyze
trends and behaviours in the
Vietnam market and related fields
Identify target audience
and their insight
Propose ideas
IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES
Requirement
● Competitors in the same or related industries;
● Customers of TikTok and related competitors and fields;
● Trends and behaviors in the Vietnamese market which are likely to affect goals and
orientation of the Marketing campaign.
● Analyze and identify the group of customers who are able to help TikTok achieve
the set goals;
● Describe the selected target customer;
● Analyze and evaluate the factors affecting target customers when the Marketing
campaign is implemented;
● Find out the insights of the identified customer group.
● Propose the direction to approach the target audience;
● Describe the big idea of the campaign.
 IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES

Research and analyze EVALUATION

15
35
trends and behaviours in the Vietnam
market and related fields

Build a clear, specific work plan;

CRITERIA
Use flexible research methods for the target market;

20
INSIGHT
Use reliable data source and reasonable analysis;
Propose ideas
Identify insights relevant to
Identify critical findings to help solve the problem the target audience; Analyzed and selected based on
posed in the brief. research results;
Demonstrate understanding
of brands, industries and Feasible to develop and solve the stated
customers; problem;

Described clear and easy to understand

20
Analyze the process of
Identify target audience identifying insights in a (Candidates are encouraged to use
reasonable and logical mock-ups, references, ...).
manner;

Base the analysis and selection on research results;

Be able to reach the stated

Analyze the process of selection in a clear and

coherent manner;
goals in the brief.
Presentation
10
Describe the target audience logically and in detail. The proposal is visually decent;

Contents are concise and succinct.

 IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES

THE TOPIC
Participating teams choose one of following options:

CHALLENGE
Share your opinion about one recent TVC or
Topic 1 print ad that you prefer.

Share the story of a brand that is most

TARGET Topic 2 adaptive during Covid-19 from your

PARTICIPANTS perspectives.

All The Valiant Marketer 9’s

Share 3 intriguing points from your favorite
participating teams. Topic 3 Marketing book.

Analyze one Marketing-related term, model

Topic 4 or strategy and apply it to analyze a
case-study.

REQUIREMENTS
TikTok’s challenge is compulsory for all
teams participating in the competition.
However, the result of this challenge is
not counted in their total score. It is only
decisive to the selection of 3 extra prize
winning teams.
TikTok Challenge is an integral part of
Round 1’s challenge. Participating teams
attach to the submission form the links
of their videos which have been
uploaded to one TikTok account.
Để đăng video dự thi
trên nền tảng TikTok
Quét mã QR bên trái
hoặc truy cập link
TikTok | BanLinhMarketer9
#banlinhmarketer9
IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES
The upload video is up to 60
seconds in length with vertical
video format (9x16 aspect ratio)
REWARDS
Teams participating in TikTok Challenge will
receive valuable rewards from TikTok for 3 best
The video is eligible as it is
videos, each of which includes:
public, tagged with the
accounts of other team ⇼ 03 vouchers for free buffets in Manwah -
members and the hashtag Taiwanese hotpot restaurants
#GenZSangTao ⇼ 03 Xiaomi backup phone chargers
#banlinhmarketer9 ⇼ 03 special sticker collections of TikTok
#learnontiktok
#hoccungtiktok
TikTok Challenge videos will simultaneously
participate in TikTok's #GenZSangTao contest
with the reward for Top Best Video as follows:
Each team can upload more
than one video at any time ⇼ 20 Unlimited ELSA Pro learning packages from
ELSA Speak, each worth 1,995,000 VND
within the period from June
8th to 15h00 June 17th. The ⇼ 75 ELSA Pro 1-year packages from ELSA
scoring period begins from Speak, each worth 989,000 VND
the time the video is posted
until before June, 20th.
 IMPORTANT MILESTONES ROUND 1 OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES

MEASUREMENT Criteria Score

& EVALUATION
Content 08 points

Assessment criteria The content of the video is complying with

02 points
provided topics
Evaluation of the organizers accounts
for 60% of total score. The content is informative, concise and
02 points
well-structured
Evaluation of TikTok’s users which is
based on likes, comments and shares The content shows the effort investment through
accounts for 40%. Each of them is 03 points
selection, in-depth analysis & recommendations
equivalent to 1 point. The total score will
be subsequently converted to the scale
of 10. The video shows insightful findings and unique
01 point
creativity

Format 02 points

The video shows creativity in format, demonstrated by the

01 point
use of available effects, editing and music background,...

The video shows attention to clothes and personal image

01 point
and is able to radiate joy and enthusiasm among viewers.

TOTAL 10 points

Submission standards
The proposal is saved in PDF file
format.
The opening of each proposal includes
01 Executive summary slide.
The proposal contains no more than
15 slides (not including opening slides,
executive summary, appendix and the
ending slide.).
Appendix (if any) is no longer than 03
slides at the end of the proposal. The
participating team can attach links to
references and additional documents;
However, the organizing committee
recommends presenting the contents
on slides.
IMPORTANT MILESTONES ROUND 1
SUBMISSION
RULES
The work must include the
requirements mentioned in the
client briefs of Round 1:
01 file of proposal in accordance
with the assigned client brief
01 Link of the TikTok challenge
complying with the mentioned
requirements and standards.
The eligible submission is submitted
at blm.macftu.com
before 15:00 June 17, 2021
OFFICIAL BRIEF TIKTOK CHALLENGE SUBMISSION RULES
Language
The participating team can choose
only one language (English or
Vietnamese) to present their
proposal. English is recommended.
For special terms such as Big idea
and Insight, the participating team
can choose to add an additional
language (English or Vietnamese) at
certain places to express their idea in
the best manner.
TAKE UP THE CHALLENGE
NOW