‘STRONGBOW CHILLING NIGHT’

Name: Ho Nguyen Ngoc Thao

Student Number: 103792261

Swinburne Supervisor: Ms. Linh Nguyen

Name of Project: STRONGBOW CHILLING NIGHT

Expected completion date: February 18, 2024

Project Description

After the success of earlier efforts in 2019, Strongbow can continually evolve the next phase in

transmitting a "chilling vibe" to target segments in Vietnam. This project is proposed to hold a

camping series before Lunar New Year 2024 as a chance to wrap up, resonating with the letter

exhibition called “Wall of Words” and the Tiktok challenge of telling stories. Briefly, project

characteristics of celebrating and appreciating sharing every "golden" time when companions

congregate. People are too busy with their hectic daily lives to ponder on past events, or they just do

not have many opportunities to gather and confide. Consequently, there are stories that cannot be

shared with family or oneself in a timely way. Based on this insight into today's urban youth, the

project encourages individuals to be able to express their own stories to themselves, relatives and

friends, and friends via the use of tactics. Therefore, camping helps people to temporarily escape the

bustle of the city in relation to discovering a peaceful, new spot. Organising a camping session to

create a cozy atmosphere with additional co-operate activities to put up tents and BBQ meals is the

basis for the fire celebration and intimate conversation following.

First, in terms of generating public awareness, Strongbow will publicize about camping series via

owned media; anyone interested in the event may click the link to register. Individuals are required to

leave a short message to their loved ones or even to themselves on the registration form. To be

invited to this event, there must be contact between participants, therefore at least two people must

submit responses without disclosing their contents. Then, at the sharing session while camping, they

may each share the other's letter as a means of wrapping up their friendship, gratitude, and love.

Moreover, the purpose of camping in particular and the campaign as a whole is to encourage

individuals to tell their stories, and this sharing session is where this transpires. Alongside, people

may use the beverage Strongbow as a medium of expressing their celebration or appreciation to
loved ones. Next, a colossal model of Strongbow bottle is put on the Nguyen Hue walking street to

increase project awareness and real-time audience engagement owing to the area's high pedestrian

traffic. Again, individuals will have the opportunity to write messages to their loved ones and place

them in the bottle. In the last week, these letters will be collected and exhibited as a "Wall of Words"

so that everyone may read and check in this location, hence increasing social media mentions. Thus,

the hardly-spoken tales may finally be voiced, although anonymously; this might be considered

Strongbow's attachment stage to the customer's emotions. Additionally, the campaign may approach

a broad audience by using the Tiktok fast-content consumption platform. Launching a story trending

campaign on this platform helps to express campaign concepts more promptly and efficiently

because individuals always have stories that are hard to ascertain, but Strongbow is here, we want

you to tell it out, anyhow.

Key message: “Strongbow always be here, truly listening to your stories”

Project Overview

1. Project Objective

● Enhancing brand love by delivering the key message and Strongbow become a

medium for people to share, to speak with their loved ones (including themselves).

● Increasing interactions with the brand more on media to strengthen the brand

consideration.

● Driving consumption during the 2024 Tet holiday and extending market share in

an excessively competitive alcoholic beverages category.

2. Timeline

The campaign is planned to run throughout 3 months in Tet Holiday 2024 from November 4

to February 4 as a means of wrapping-up 2023 and preparing for New Year.

3. Target audience

Strongbow Cider targets prospective consumers between the ages of 18 and 35 in the

mid-end to high-end segment. Target customers are the connoisseurs, who often go to

parties or have fun, not to get drunk but to enjoy. Briefly, they like unique tastes with low

alcohol content and also want to express the "art" and romance in the soul.

4. Media plan

● Online (based on the PESO model)

○ Owned & Shared media

■ Website

■ Facebook fanpage

■ YouTube channel
 ■ Tiktok account

○ Paid media:

○ Earned media: Facebook, Tiktok

● Offline

○ Camping series in Da Lat, Lam Dong province

○ Giant Strongbow model and “Wall of Words” exhibition in Nguyen Hue walking street
My Objectives

1. Professional objectives

● Enhancing brand love by delivering the key message and Strongbow becoming a

medium for people to share, to speak with their loved ones (including themselves).

○ Increase brand love by 6% after 3 months of ending the project.

○ 90% presence of participants in a total of 15 camping sessions.

○ 80% positive feedback from camping participants.

○ 1000 letters are sent in the Strongbow bottle model within the project
duration.

● Increasing interactions with the brand more on media to strengthen the brand
consideration.
○ 20 news appeared in the online press as earned media within 2.5 months.

○ 85% Viewability Impression (VI) on YouTube within 1 month.

○ Click Through Rate (CTR) on Facebook ads at 2% within 2 months.

○ 150.000 videos are posted during the Tiktok Story-telling challenge.

○ 200.000 people visit the “Wall of Words” exhibition.

● Driving consumption during the 2024 Tet holiday and extending market share in

an excessively competitive alcoholic beverages category.

○ Sales of stores increased by 20% during the season.

○ Gain 300% Return On Investment (ROI) on the project

Note: This campaign is relatively compared to Heineken 2023 Countdown Party due to the similarity

of product category and holiday period.

2. Personal objectives

Learn how to make an actual commitment to works

Grasp the association between brand value and campaign essence/concepts while

running projects, therefore truly knowing my future career in the media field

Complete this campaign to finalise personal experience and add to my portfolio for

career prospects

Improving practical skills from 2/10 to 7/10

Improve skills in researching, planning, and calculating the budget to prepare

for a huge campaign from

Understand methods of simultaneously running multiple projects online and

offline

Know the specific process and stages of holding an event, including

experiencing pop-up challenges

Comprehend how to create trends on Tiktok and how long will it lasts, getting better

knowledge of this platform from 5/10 to 7.5/10

Figure out the actual objective measurement and evaluation after launching a

campaign

Find the appropriate media approach to correct target customers, enabling to create

the joint resonance of benefits between them and the brand

Timeline of engagement

● Duration of campaign: there are three periods in total

○ Pre-launch (November 4 - December 30): research and planning the campaign,

calculating budget, setting up facilities

○ In-launch (December 30 - February 4): marketing the campaign, running and

recording the camping series, launching a letter-writing movement on Tiktok and

offline then exhibiting the wall

○ After-launch (February 4 - February 18): measure campaign effectiveness, the share

of voice across media and its residual

● Duration of project

○ Camping series: 5 weeks

■ Week 1 and 2: 2 sessions/week

■ Week 3: 3 sessions/week

■ Week 4 and 5: 4 sessions/week

○ Tiktok challenge: 4 weeks

○ Strongbow bottle giant model: 3 weeks

○ “Wall of Words” exhibition: 1.5 week

● Number of working: 40 hours/week

GANTT Chart

● Research & Plan: November 4, 2023 → December 4, 2023

● Budget: December 5, 2023 → December 19, 2023

● Set-up Facility: December 20, 2023 → December 30, 2023

● Camping Series: December 31, 2023 → January 28, 2024

● Tiktok Challenge: January 8, 2024 → February 4, 2024

● “Wall of Word”: January 24, 2024 → February 4, 2024

● Strongbow Model: January 4, 2024 → January 31, 2024

● Measure Objectives: February 4, 2024 → February 18, 2024

● Posts on Social Media: January 1, 2024 → February 18, 2024