Campaign

Course: MKTG1422 Digital Marketing Communication

Lecturer: Dr. Mai Do
Members:
Duong Thi Minh Anh - S3938170
Hoang Minh Quan - S3927254
Le Nhu Quynh - S3911725
Nguyen Nhat Thuy Tien - S3926669
Nguyen Thi Hong Anh - S3929216
Pham Duc Minh - S3927535
Submission deadline: 21 May, 2023
Team 5
Meet
OUR TEAM
 I. OVERVIEW
1. Market analysis
2. Brand presence
3. Positioning
II. IDEATION
1. Target Audience
2. Customer Persona
3. Insights
4. Big Idea
5. Brand consistency
III. EXECUTION
1. Execution plan
2. Timeline

Table of 3. Phases' details

4. Content schedule

CONTENT 5. KPI
6. Budget plan
7. Sponsorship plan
 1.
OVERVIEW
 BACKGROUND MARKET ANALYSIS
Category analysis:
Established in 1994 under the management
By 2028, the Vietnam Hospital Market is predicted to reach USD 11228.11
of University of Medicine and Pharmacy
Rank I General Hospital at Ho Chi Minh city
million, growing at a CAGR of 6.20% (TechSciResearch 2023) → In the
next five years, the industry is expected to increase at an average annual
Vision:
pace of above 10% (ITA 2023)
To reach world standards and become the
premier teaching hospital in Vietnam
Growing economy in Vietnam → Increase in demand for hospital services
(KPMG 2023)
Mission:
Healthcare trends:
Combine medical care, research, and
Following COVID-19, trends in teleconsultation, homecare, and mHealth
education to provide the greatest
(mobile health) services have emerged due to their convenience (PWC
healthcare solutions
Core value:
2022) → Opportunity to promote more services
As demand increases, Vietnam sees an increase in private-public
Pioneering - Empathy - Professionalism -
hospitals (Huong 2022) → Threats to UMC
Safety
Lack of faith in traditional medical treatments (Virac 2023) → Seek for
outside services like private hospitals or oversea hospital (Truong 2023)
 BRAND PRESENCE
2. Website performance:

(Semrush 2023)

Followers UMC’s website gets more branded traffic.

⇒ UMC obtains more repeat business from customers.

Posts/week
"thoái hoá" "chít hẹp" "bao
gân" "hạt xơ" "quý vị"
Content: Too much medical
Engagement jargon. => Make the readers
feel heavy.
(Rival IQ 2023a)

High rate of followers (298K) yet encounters inefficient decreasing
engagement rate.
Facebook: the most effective channel.
Youtube: weak performance due to heavy, lengthy and over-formal
content.
Key insights:
Using Facebook to post medical education content like adding more emotional
elements with an attractive and friendly tone in writing & designs.
Youtube has more limited engagement than that of Facebook.
⇒ UMC should be customize its Youtube content, such as uploading video content
in an attractive and friendly way to increase interaction between business and
customers.
 POSITIONING
Root strength: medical care, research and training.

4 core values: A strong brand reputation with 29 years of

Pioneering - Empathy
Professionalism - Safety
Beliefs:
Empathising your pain - Your trusted partner.
Personalities:
Reliability, sophistication, and discipline.
Offering a high quality service and having
enthusiastic doctors, nurses and staff to take good
care of patients.
Free online consultation programs hosted by experts
every week.
Easily make an appointment online via mobile App,
website, and hotline 1900 7178
After finishing a medical examination, patients
can receive their results via email, UMC Care
application, and SMS instead of taking a long
time to get traditional film printing.
foundation, the business has earned many
quality certifications and stays as a customer
top-of-mind public hospital in Vietnam.
UMC has received the highest rating for
hospital quality evaluation in the Ministry of
Health’s system for several years.m
UMC’s doctor team are experts and scientific
medical researchers.
More than 90% of customers and staff are
Delivering faith and hope satisfied.
in life to patients.
Giving a safe place for
treatment, protection and
full of love.
UMC is a public healthcare institution that has
the highest successful rate in treating patients,
particularly for those who face complicated
and severe cases or rare diseases.

Direct competitors: Chợ Rẫy Hospital,

Young generation (18-34) (Appendix 1)
and other customers who need to use
a medical service.
Seek for a public hospital with a
high quality of medical service and
caring staff.
Hoàn Mỹ Saigon Hospital, Tâm Anh
Hospital, Vinmec International Hospital
and FV Hospital.
Indirect competitors: Long Châu
Pharmacy, Phúc An Khang Pharmacy,
and Phano Pharmacy.
 2.
IDEATION
TARGET AUDIENCE
Demographic
Age: 31+​
Gender: Females who care about healthcare more than males
Martial status: already, so they tend to care for their family's health
Income: Low-middle income group ​
Average treatment price: Approx. 2,300,000 VND (67% is medicine).​
Geography: Focus mostly on Ho Chi Minh City, Đong Nai, Tien Giang, Long
An, Ba Ria - Vung Tau, An Giang, Dong Thap, and Binh Duong.

Behavior: Usually prefer to examine in the morning. Only go to the

hospital when there are obvious symptoms. ​
Psychographical: ​
Highly matter in dependability and high reputation​
Pay attention to health
PERSONA
NGUYEN THI ANH - Description Motivation
She devoted all her youth to her family. Moreover, Wants to improve her health
she believes she is the happiest woman since she Wants to lose weight
has four children. Wants to seek health information to take care
Beside that, she is constantly committed to her job. her family

​Personal biography
Age: approximately 40 Goal
Gender: Female Wants to be able to manage her own health
Location: Ho Chi Minh City Wants family to be strong and healthy
Occupation: Business woman Wants the most effective treatment to be used to improve all
Status: Married family members's health

Personal characteristics Challenges

Flexible Busy
Patience Wants to ensure that all the members get the best in everything
Loving Balance between work and family

Hobbies and Interests

Healthy lifestyle Needs
Do exercise in the morning with her friends Reliable hospital
Posts regularly on Facebook of her children Spends time with family
 Ageing

Office jobs
Children INSIGHTS
Husband
Housework Family responsibilities
A Vietnamese woman is severly bound by
family responsibilities (Mestechkina 2014).

"Am I good enough?" Lost of confidence & Depression

Newborn responsibilities place women
"I am a bad wife. I am ugly,
within self-confidence lost, self-doubt, and
busy, and cannot manage to
depression:
finish all tasks."
Marital dissatisfaction
(Roomruangwong and Eppersonb 2011)
Postpartum depression
(VietnamPlus 2022).
INSIGHTS
I know that self-love is important

So that my life would be healthy and joyful

However, I am performing poorly as a wife - I

cannot fulfil tasks, and getting uglier day by day. I
cannot find self-love motivation anymore.

“I am Linh, a 32-year-old girl. Everyday I deal with

unfinished family tasks and hardly have time for
myself. I feel like I am ugly, useless, and have no
qualities to be confident about."
HOA TRÊN MÌNH
Nâng niu vẻ đẹp tâm hồn phái nữ

This campaign perceives every woman as a flower because

she contributes to the beauty and goodness of life.

Key message:

Reminds women that their beauty comes not only from their
outlook but resides within their souls and blooms in each of
their kind actions toward themselves, their families and life.
Hey women,
Be confident and love yourself.
CAMPAIGN
CONSISTENCY Color palette
Key visual
Peach pink (#FB929E): Represent Love and Caring message.
Visual name: Nuciher (Nucifera/ Lotus + Heart) White (#FFF6F6): Represent Medical Organisation and Secured feeling.
Purpose: Increase campaign image and recognition. Blue (#AEDEFC): Represent Trust, Professionalism, and Cleanliness.
Dark Blue (#004369): Represent Knowledge, Authority, and Reliability.
Key elements meaning:
+ Heart shaped by hugging hands: Representing Women's self-love
and love for others.
+ Lotus flowers and plants: Representing Vietnamese Women's pure
and everlasting beauty.
Story: Women above 31 rarely care for themselves while
spending most of their time on work and family. The Nuciher Peach pink White Blue Dark Blue
symbol reminds women to care better for their bodies as they
always deserve love and respect.
Message: Love yourself first to love others.

Tone of voice

Sympathetic and Friendly: Easily deliver campaign messages

Caring: Emotional appeal to enhance TA’s engagement
(Women are in favour of being cared)
 Campaign length: 10 months
OBJECTIVES (July 2023 - April 2024)

CURRENT UMC'S PERFORMANCE CAMPAIGN OBJECTIVES GOALS

Facebook engagement rate Facebook engagement rate: to reach Enhance brand awareness to
become a top-of-mind general

0.18% 0.5% hospital

Improve engagement rate on
digital channels

Youtube engagement rate Youtube engagement rate: to reach

0.6% 1.2%
 3.
EXECUTION
 EXECUTION PLAN
PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

Time 2 months 4 months 4 months

Remind women that beauty blooms in every Remind women to love families healthily; in
Trigger women regarding their self-doubt
Message of their actions, and women themselves are response, families should recognize
and depression
like beautiful flowers women's beauty and cherish them

Master themes Magnetic Magnetic, practical Magnetic, Immersive

TVC: "Bạn có yêu chính bản thân "RẠN(G)" Drawing Competition Talkshow with Hoà Minzy
Keyhook mình?" 20/10 MV "When dreams bloom" "RẠN(G)" Virtual Exhibition
Photoshoot X Khuong Luu Podcast Series "Hoa có chủ?" Thank-you Video

KPI 500K views for the main TVC Attract 1000 attendants for "RẠN(G)" 100K views for livestream talkshow
(Rationale in 5K new Youtube subscribers (134K 2.5M views for the MV with Hoa Minzy.
slides 53) total) 100K views for the podcasts 29K total visit to the virtual Exhibition

Advertising poster
PR articles: VnExpress, Dantri, Influencer marketing PR articles: Dantri, Tuoi tre
Sub-activities
Zingnews, Tuoitre FB groups seeding for podasts Minigame to promote Talkshow
Recap videos for Talkshow
 TIMELINE Pre-event During
event
Post
event

PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

July August September October November December January February March April

TVC "Bạn có yêu chính bản

thân mình?

Influencer collaboration

"RẠN(G)" Competition

MV "When Dreams Bloom"

Podcast "Hoa trên mình"

"RẠN(G)" Exhibition

Talkshow with Hoà Minzy

Thank you video

PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

1. TVC
Master theme: Magnetic
Description
A 38-second teaser about self-love with triggering
questions to help women reflect on themselves.
Ending: a sneak-peak poster of the campaign.
Advertisement: 1-month in-stream ad.
Rationale:
Triggers audiences' curiosity to learn more about the
campaign (Schwartz 2021).
True pictures of women's activities help to evoke
deep sympathy (Decety 2021).
A short video effectively attracts a massive audience
and goes viral (Vins et al. 2022).
=> Effectively causes curiosity and sympathy in
audiences, increasing campaign awareness.
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

BẠN CÓ THỰC SỰ YÊU BẢN THÂN MÌNH?

BẠN CÓ YÊU CHÍNH BẢN THÂN MÌNH? | UMC | Bệnh viện đại học Y
Dược TPHCM

BẠN CÓ YÊU CHÍNH BẢN THÂN MÌNH? | UMC | Bệnh viện đại học Y Dược TPHCM
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

Lưu Minh Khương

2. PHOTOSHOOT x Khuong Luu Photographer
Famous for capturing the daily moments
Master theme: Magnetic of ordinary people
Engage audiences with authentic,
Description: sympathetic content of real-life people
Has Luu Minh Khuong as a collaborator to post his photography (picture of a poor old woman, a college
videos on his Facebook and TikTok accounts. 2.4M followers student, an ethnic girl, etc.)
Video content (Mock-up in Appendix 4): Deliver a positive energy, meaningful
message of caring and sharing to
Episode 1: Shooting + sharing of a woman who is busy with daily 319K followers
people to his audiences
activities and forgets self-care; ends with a sneak peek for
episode 2
Episode 2: Shooting illustrates a woman's self-love practices after
a long day (at work, caring for the family, etc.) and ends with a
triggering question in the TVC "Bạn có yêu chính bản thân mình?"

Rationale:
Influencer marketing is a rising potential tactic to reach out to media
users in Vietnam (AJmarketing 2023) Luu Minh
Khuong Tiktok
Influencer marketing reaches out to the targeted audiences who are
account's
interested in the woman topic of UMC (AIContentfy 2023) analysis
=> Increase campaign awareness and trigger target audiences to (Analisa 2023)
learn more about the campaign
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY: PR ARTICLES
BẠN CÓ THỰC SỰ YÊU BẢN THÂN MÌNH?

Bệnh viện đại học Y Dược TPHCM tiết lộ

Master theme: Magnetic
chiến dịch về phụ nữ sắp tới
Description
Collab with popular article websites to spread
out the upcoming event to diverse ages groups
Reshare to Facebook post
Bệnh viện đại học Y Dược TPHCM tiết lộ chiến dịch về phụ nữ sắp tới
Channels: VnExpress, Dantri, Zingnews, Tuoitre
Rationale:
Most visited and credible articles websites for
ages 25-44 (SimilarWeb 2023b).
Facebook and Google are the leading platforms
for reading news in Vietnam for Generation X
and Y (Appendix 2).
=> Align with target audience's media habits
Vnexpress, Dantri, Zingnews, Tuoitre Top Trending News & Media Publishers
audiences (SimilarWeb 2023b) Websites in Vietnam (SimilarWeb 2023c)
PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

1. MV "WHEN DREAMS BLOOM"

Original: "Ước mơ của mẹ"

Author & Singer: Previously written by Hua Kim Tuyen and
performed by Van Mai Huong (source)
Content: A mother gives up dreams to nurture her children.

Remake into: "Mơ ước nở hoa"

Master theme: Magnetic
Singer: Van Mai Huong (invited)
Content: Make it the second episode: a mother shares that she
loves herself, still carries dreams, and knows she is beautiful and
meaningful to society in many ways.
Treatment: Blooming flowers as a symbol indicates the goodness
in every action of the mother, such as blooming on a cake she
prepares.
Length: 2 minutes
 STORY BOARD

The video starts with a baby smiling happily. Mom holds the baby in hands and gladly lifts her up. Cut to a garden wherein a kid is running. Mom asks
her to stop and be careful, but she keeps running.

Mom hugs her once she is crying over and does Cut to a home scene, Mom is busy with office Mom gets mad and feels more depressed day by day.
not want to eat. tasks. The kid comes closer and annoys her. She is overloaded with housework and professional jobs.
 STORY BOARD

She looks down at her old photographs captured Being confused with the present, she unintentionally Cut to a scene that a street vendor coming accross
her youthful and energetic. looks over a window. with many flowers in her pannier.

She looks at a hand mirror, finds some balance, and Magically, flowers bloom inside window Mom stands up and decides to sweep the floor.
suddenly smiles. bouquets. Again, flowers bloom inside the dustpan.
 STORY BOARD

As she finishes cleaning the house, the floor turns She comfortably lies on the flowers carpet. Cut to a birthday cake she prepares for her
to be full of flowers. daughter; flowers bloom on the cake surface.

She draws a picture. Flowers bloom on the brush. She puts her feet inside shoes. Flowers bloom on the Mom helps an elderly cross the street and sees
shoes. flowers blooming on the elderly's hair.
 STORY BOARD

At dinner time, she happily talks with her daughter Cut to another scene, her daughter holds yellow In the final scene, Mom enjoyably dances with the
with no depression left. flowers in hands and feels excited to give her. sun in her yellow dress. She looks like a flower.

CUỘC THI VẼ
"RẠNG RỠ NHƯ
NHỮNG BÔNG HOA"

Mỗi người phụ nữ là một bông hoa.

Nét vẽ của bạn,
hãy để bông hoa rạng rỡ nhất lòng
bạn dẫn đường.

Semi-ending: introducing the ongoing drawing Ending: Campaign intro

competition.
PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

Original Chorus
"Mẹ cũng quên dần quên
Ước mơ của mẹ là gì
Mẹ vẫn đang bận lo
Làm sao có một bữa cơm no
Ngoài kia thế giới bao la rộng lớn
Còn thế giới của mẹ chính là con
Là niềm vui của con
Là ngôi nhà, là gia đình."

New chorus
"Mẹ nhắm mắt bẵng quên
Vết nhăn trên khoé miệng cười
Mọi tủi thân dần phai
Những ký ức tuổi trẻ xoay vần
Ngoài kia thế giới bao dung gọi cửa
Lòng mẹ chan chứa bài học đầu tiên
Tình yêu cho bản thân
Cho tâm hồn được an lành."
PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY:
ADVERTISEMENT [OFFICIAL] MƠ ƯỚC NỞ HOA - VĂN MAI HƯƠNG X UMC
Ngày Phụ nữ Việt Nam 20/10 đã đến,
Hỡi những cô gái, những người phụ nữ chúng tôi yêu,
Channels: Youtube & Facebook - top 3 best marketing channels Đã bao lâu rồi bạn không tưới một nhành hoa, nhảy một điệu và hát
một khúc ca của riêng mình? ... Xem thêm
for online advertising (Sherman 2022)

YOUTUBE.COM
[MV] MƠ ƯỚC NỞ HOA - VĂN MAI HƯƠNG | CHIẾN DỊCH
Bệnh viện Đại học Y dược TPHCM
"HOA TRÊN MÌNH" - BỆNH VIỆN ĐẠI HỌC Y DƯỢC TPHCM
Visit us
bvdaihoc.com.vn
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

2. "RẠNG RỠ NHƯ NHỮNG BÔNG HOA''

Competition Master Theme: Magnetic
Channel: Facebook
Description:
Encourage participants to perform creative drawings in
women's stretchy belly images and post them on social media
with grateful and empathising captions.
Collaborate with Her&Me Beauty Center, a brand that
appreciates women's real beauty, for prizes (Anh 2022).
Rationale:
People are attracted to social media competitions (Lee 2022)
True stories from participants evoke deep sympathy with women.
-> To achieve high brand awareness and efficiency.

1st
1 Spa Voucher
2nd for five family 3rd
1 Spa members
BELLY STRETCH IS NOT A MARK. IT'S AN ART. Voucher for 1 Spa
father and Voucher for
mother mother only
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY:
Nguyễn INFLUENCER MARKETING Cuộc thi này rất ý nghĩa và dễ thương! Cùng Sơn tham gia

Tùng Sơn
cuộc thi vẽ của UMC để gửi những lời tri ân và yêu thương
đến người mẹ và người vợ của mình nhé😻
Master Theme: Magnetic
Focus channel: Facebook
Description:
5 Micro-influencers post a picture or video that they
draw
Criteria to choose from: those who love natural beauty,
positive content, take drawing as a hobby
-> Effectively target the right audiences, encouraging more
contestants.

Rationale:
Influencers help drive customers' attention &
deliver the campaign message efficiently.
Higher engagement can result from micro
and nano influencers' typical focus on a
specific interest area (Contentworks 2021).
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

"Is 'Hoa có chủ' a good way

3. PODCAST SERIES "HOA CÓ CHỦ?" to define post-marriage

women? No one owns us."

Master Theme: Magnetic

Channel: Facebook, Youtube MC LIÊU HÀ TRINH
Description: Age: 35 years old
Career: MC, writer
A series of three podcasts named "Hoa có chủ?" discuss social prejudices
Married in 2022 and is
around this term, encouraging women to step over the boundaries of "to currently pregnant
be owned" and live healthily with self-love. Has many famous quotes
Guest speakers: about love with special
viewpoints.

HARI-WON
TÓC TIÊN
Age: 37 years old
Age: 34 years old
Career: MC, singer
Career: Singer
Married Tran Thanh in 2016
Married Touliver in 2020
Friendly, known for her
Normally shows an
intimate relationship and
independent life of a
comedic videos with her
modern woman.
husband.
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY: Introduce the podcasts in women's

GROUP SEEDING popular Facebook groups.
--> Efficiently reach women who have already
“Khi bạn bắt đầu yêu bản thân, cả thế giới sẽ yêu bạn” - Cách Tỷ. Với Hari Won,
cô luôn tìm cách để chữa lành, thông cảm và yêu thương bản thân.
Cô cũng chia sẻ: "Hari không nghĩ việc cưới anh Thành là một rào cản đối với
mình. 'Hoa có chủ' là quan niệm xưa rồi. Anh Thành không thể giới hạn Hari làm
cái này, cái kia. Hari cũng có đời sống độc lập, lành mạnh của riêng mình."

cared about the topic. Mọi người cùng Linh nghe podcast 'Hoa có chủ' để học cách phá vở giới hạn và
yêu chính mình nhé!

--> Gain massive attention and engagement via

earned media (Michelle 2022).

YOUTUBE.COM
PODCAST "HOA CÓ CHỦ" | Ep. 1: Hari Won: "Cưới anh
Thành chưa bao giờ là rào cản để Hari yêu chính bản...
PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY:
ADVERTISING POSTER
Master theme: Magnetic
Description:
A poster that summarizes phase 3's key activities.
Purpose:
Used as an advertisement poster on Facebook, and
UMC's Website (throughout four months of Phase 3).
Used for UMC's Facebook Cover Page.
Differentiates Phase 3 from others and synchronises the
whole Phase.
Rationale: Gain attention and engagement from the audience,
and increase awareness for the brand and campaign.
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

Master theme: Immersive.

Description:
1. VIRTUAL EXHIBITION Construct a webpage that displays the best 50 drawings in 2D formats. There is a 3D mode for
the audiences to immerse in an online exhibition with paintings hung on walls.
3D exhibition setup (Kuntsmatrix n.d.)

"Rạn(g)"
Where to access: UMC's homepage advertisement, Facebook post with the link attached.

Rationale:
Women expects the brand to show empathy and boost spiritual values.
Enhance brand reputation and build loyal customers.
Show social understanding to community to strengthen relationship with customers.
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

ARTICLES & 2D MODE

PHASE 3:
AMPLIFY

Khám phá

TRIỄN LÃM "RẠN(G)" - Nâng Niu Vẻ Đẹp Tâm Hồn Phụ Nữ

Khép lại cuộc thi vẽ tranh "RẠN(G) rỡ như những bông hoa", UMC đã nhận về vô số
những tác phẩm với nhiều liên tưởng thúPHASE 3: AMPLIFY
vị và đặc sắc.
Vượt cả một bông hoa, vết rạn của mẹ có lúc trông giống như một đám mây, một
giọt nước mắt, hoặc cả một vườn hoa cùng bướm và cây cỏ. ... Xem thêm

An article introducing the exhibition. 2D-mode display

PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

3D EXHIBITION "Rạn(g)"

PHASE 3: AMPLIFY
PHASE
PHASE 3: AMPLIFY 3:
AMPLIF
Y

Phấ n hoa
By Nhu Quynh
Directly drawn on Mom's belly
"Mẹ sinh ra mình, nên mình nghĩ những vết
Mock-up view of the 3D exhibition rạn này như phấn hoa vậy. Để gieo mầm
sống, để mình lớn. Sau này, ... Xem thêm
As a visitor clicks on a drawing, an informative card appears as to the right.
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY:
PR ARTICLES
Master theme: Magnetic
Description: Annouce "RẠN(G)" online
exhibition on popular newspapers and
reshare to UMC's Facebook.
PHASE 3: AMPLIFY
07/01/2024 08:30 GMT+7

Focus channel: Dân Trí, Tuổi Trẻ. Bệnh việnPHASE

Đại học 3: AMPLIFY
Y dược TPHCM tổ chức Triển lãm số

Rationale:
Popular online newspaper, established Từ tháng 1 đến tháng 4 (2023), Bệnh viện Đại học Y dược TPHCM tổ chức
PHASE 3: AMPLIFY
strongly => high credibility, increasing Triển lãm "RẠN(G)" để tôn vinh vẻ đẹp hi sinh trên cơ thể phái nữ.

customer trust.
Align with their media habit to search
for information on Google.
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

2. TALKSHOW x Hoà Minzy

Master theme: Magnetic
Description:
Organising a Talkshow livestream with Hòa Minzy about "Gắn kết
yêu thương"
Channels: Facebook, Youtube.
Rationale:
Raise awareness of self-love and remind families to care for
women and respect their beauty in response.
Increase engagement and building customer loyalty and trust.

Age: 27 years old.

Hòa Minzy Status: Has a child and is currently a single mom.
Well-known for:
Pioneered being confident about her body and stretch marks.
Still keeping in touch with her ex to care for the kid - still a "family".
Hold a positive mind that she is still worth loving.
2.7M 1.63M Delivering motivational self-development in the value of women.
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY:FACEBOOK ADS
Master theme: Magnetic An official livestream Talkshow
Description: poster for Facebook post after
Running ads on Facebook to
Minigame.
announce Talkshow with Hoa
Minzy on the first 2 weeks of
February.
Focus channel: Facebook
Rationale:
Increase customer
engagement by celebrity,
more impressions for the
Talkshow and minigame later.
Emphasising increasing brand
recognition by approaching
more customers. Facebook's poster for Talk
Show advertisement
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB ACTIVITY: MINIGAME

Master theme: Immersive.
Description:
Using poster for announcing Minigame and Talkshow on social media.
Minigame is about guessing what is the name of the talkshow.
Rational:
Increasing brand recognition through minigame, talkshow and sending
gifts to build customer loyalty and trust and keep enduring
relationships with customers (Marchand A et.al 2017).
Enhance customer engagement & motivation to participate.

Giving 10 family healthcare kit gifts for those who comment first with
the correct answers.
=> Encouraging customers to participate in the Minigame and
promote the Talkshow strongly.
Facebook's poster for Minigame
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

SUB-ACTIVITY: 4 RECAPS OF LIVESTREAM TALKSHOW

Master theme: Magnetic
Description:
4 recaps using Talkshow's cut
scenes to be posted.
Captions state the main message
UMC and the Talkshow want to
convey to the audience.
Channels: Facebook, Youtube.
Rationale:
Increase awareness for the
campaign.
Enhance the audience's
TALKSHOW "GẮN KẾT YÊU THƯƠNG" | UMC X HOÀ MINZY | NHÌN LẠI NHỮNG THÔNG ĐIỆP YÊU THƯƠNG PHÁI NỮ
understanding of the meaning of
PHASE 3: AMPLIFY
the Talkshow and the whole
campaign.
"Cùng chia sẻ về sự hi sinh thầm lặng và yêu thương cơ thể mình" Increase UMC and Talkshow CRM
 PHASE 1: TRIGGER PHASE 2: ENGAGE PHASE 3: AMPLIFY

Activity 3: TVC
"CẢM ƠN MẸ!"
Master theme: Magnetic.
Description:
30s about sending love, reminding family
to care and respect women and closing
the whole journey of the campaign.
End with sneak-peak message
Run in-stream ads in the last month of the
campaign.
Focused channels: Facebook, Youtube.
Rationale:
Use emotional message to trigger audience
-> increase awareness for the whole campaign
and brand.
 4. CONTENT SCHEDULE
MONTHS WEEK 1
Run ads about Trigger TVC on Youtube (skippable in-stream ads) and Facebook (in-stream ads)
Youtube: Launching "Bạn có
July yêu chính bản thân mình" TVC
Facebook post: Announce "Bạn
có yêu chính bản thân mình" TVC
with attached Youtube link
Facebook Story: Remind of TVC
August video post on fanpage
Facebook post: Launch the
September drawing competition
October Facebook post: publish top 3 the
best drawing picture
WEEK 2 WEEK 3 WEEK 4
PHASE 1: TRIGGER
PR articles: Announcing campaign and TVC in collaboration with
VnExpress, Zingnews, Tuoitre, and Dantri Facebook post (Reels): Posting
TVC video on fanpage
Facebook post: Respectively share 4 articles (VNexpress, Zingnews,
Tuoitre, and Dantri) on fanpage for better reach
Tiktok video: Launching Episode 1 Facebook post (Reels): Posting Facebook post (Reels): Posting
in collaborative series with Luu Episode 1 video to remind
Episode 2 video to remind
Minh Khuong Tiktok video: Launching Episode 2
PHASE 2: ENGAGE
2 Micro-influencers post info
about the competition
Facebook: Repost some drawing Facebook post: Remind of the
3 Micro-influencer post the picture drawing contest
picture that they draw on their
Facebook
MV ads on Youtube (skippable in-stream) & Facebook (in-stream ads)
Youtube: Teaser of "When
Dreams Bloom"
Teaser Facebook post: "When 20/10 Youtube: Offically launch MV "When Dreams Bloom"
Dreams Bloom" Teaser Facebook post: Announcement for MV "When Dreams Bloom"
MONTHS WEEK 1 WEEK 2 WEEK 3 WEEK 4

PHASE 2: ENGAGE (cont)

MV ads on Youtube (skippable in-stream) & Facebook (in-stream ads) -

November Youtube & Facebook post: Posting the podcast series 'Hoa có chủ'
Facebook post: Introduce the Ep.1 with guest speaker Liêu Hà Trinh Facebook post (Reels): Posting
podcast series 'Hoa có chủ' podcast video on fanpage
Facebook groups: Seeding the podcast with Youtube link attached

Youtube & Facebook post: Posting the podcast 'Hoa có chủ''s Ep. 2 Youtube & Facebook post: Posting the podcast 'Hoa có chủ''s Ep. 3
December with guest speaker Hari Won with guest speaker Tóc Tiên
Facebook groups: Seeding the podcast with Youtube link attached Facebook groups: Seeding the podcast with Youtube link attached

PHASE 3: AMPLIFY
Launching poster (Hành trình yêu thương) and Online Exhibition "RẠN(G)"
PR article launching (1 article)
January
Run ads about poster "Hành trình yêu thương" on Facebook (in-stream ads)

February Run Facebook ads: Talkshow with Hoà Minzy Facebook post: Minigame

Run ads about TVC (Thank You

video) on Youtube (skippable in-
stream ads)
March PR article about 3D exhibition (1 8/3 Facebook and Youtube: 2 recaps of livetream talkshows on
article) Livestream Talkshow Facebook and Youtube.
2 recap of livetream talkshows on
Facebook and Youtube
Launch TVC (Thank You video)

April Run ads about TVC (Thank You video) on Youtube (skippable in-stream ads)
 5. KPI & METRICS
CHANNELS CONTENT KPI RATIONALE METRIC MEASUREMENTS

PHASE 1: TRIGGER
Video views
Youtube Video 500K views for the main TVC (Youtube ads) Previous video range 1K-1M views Subscribers Youtube Analytics
5K new subscribers (134K total) Total of 129K subscribers Interactions
RivalIQ

100K reach for TVC post on FB (FB ads)

Post 5K new followers (197K total) Previous video ranges 1K-1M views Video views Facebook Page
Facebook Story
50K views for TVC video on UMC fanpage Total of 129K subscribers
Subscribers Insights
Reels 1M views for collab videos with Khuong Luu Interactions RivalIQ

5M views for each episode (10M views in Khuong Luu's Tiktok reel ranges
total for 2 episodes) 100K-15M views Video views Tiktok Analytics
TikTok Short video 3% engagement reach for each episode 0.75% engagement rate on Luu Minh Engagement rate RivalIQ
(150K Likes or Comments) Khuong account

VnExpress's last month visits: 148M

News Articles 10M views for 4 articles Zingnews' last month visits: 90M Views Newspaper data
Tuoitre's last month visits: 154M SimilarWeb
Dantri's last month visits: 49M

PHASE 2: ENGAGE
2.5M views for the MV (Youtube ads) Most-viewed video is 1.5M views
2% engagement reach for the MV (50k Likes Average engagement of UMC Video views
Music video Youtube Analytics
Youtube Podcast
or Comments) ranges from 5k-10k Subscribers RivalIQ
100K views for the podcast video Celebrity involvement attracts Interactions
15K new subscribers (149K total) viewer attention (Nguyen 2021)
CHANNELS CONTENT KPI RATIONALE METRIC MEASUREMENTS

PHASE 2: ENGAGE (cont)

100K reaches for the MV post (FB ads)
30K reaches for the contest post
10K reaches and 10% conversion rate to
Music video post attend the competition (1K attendance) from
Contest post
Facebook Influencers' posts
5 micro-influencers
100K reaches and 5% engagement (5K
Podcast post Likes or Comments) for the podcast post
68K reaches for the group seeding posts
8K new follower (205K total)
UMC Fanpage followers: 192K
10% conversion rate from micro-
influencers who have 5K-10K
followers whose hobby is drawing Facebook Page
Reach Insights
=> Reach out to their network
Followers Semrush
5% conversion rate from the
Facebook group community (2 RivalIQ
groups have 600K members each
and 1 group has 162K members)

PHASE 3: AMPLIFY
Previous video range 1K - 1M views
500K views for the main TVC (Youtube ads) Previous Livestream video ranges 1K
100K views for livestream talkshow with Hoa
Livestream Video Minzy - 4K views Video views Youtube Analytics
Youtube Thank you video Livestream: Hoa Minzy as a guest Subscribers
5K new subscribers (total 134K) RivalIQ
Recap videos 7K views for each recap livestream speaker ranges 60K -250K views on Interactions
average
talkshow (4 recap videos) UMC Youtube's subscribers: 129K

50K reach for seeding post: Talkshow with

Hoa Minzy (run Facebook ads)
50K reach for Hành trình yêu thương poster Hoa Minzy Facebook account
ranges 40K - 500K interactions per Facebook Page
Seeding (FB ads) post Reach Insights
Facebook Mini game post 10K reactions for minigame post (5K likes, Recent followers of UMC Facebook Followers Semrush
Recap videos 4500 comments, 500 shares) page is 192K Hoa Minzy livestream Similarweb
8K new followers (205K total) range from 10-30K Rival IQ
5K interactions for each recap video (4
recap videos).

Dantri's last month visits: 65.9M

News Articles 1M views for 2 articles Tuoitre's last month visits: 57.4M Views SimilarWeb

29K total visit to the Exhibition link (5K from UMC website gained 116.8K visits Google Ads
Website Online Exhibition CPC and 24K from CTR on Facebook post last month (the target is to reach Visits Google Analytics
and organic traffic) 25% of total visits) SimilarWeb
6. BUDGET DESCRIPTION (ONLINE FOR ALL) COST PER UNIT (VND) QUANTITY ESTIMATED COST

TVC production 20,000,000 38 seconds 20,000,000

60,000,000
VnExpress (Brandcom 2022a) 1 health/lifestyle top 1 article 60,000,000

40,000,000
Tuoi Tre Tuoitreonline n.d.) 1 Homepage article 40,000,000
PR articles
55,000,000
Dan Tri 1 Health/Lifestyle link 1 article 55,000,000
PHASE 1: TRIGGER (Brandcom 2022b)

42,000,000
Zing News (Brandcom 2023) 1 Re-air premium article 42,000,000

Facebook ads 298 (WebFX 2023a) 100k impressions 29,800,000

Social media ads
Youtube ads 704 (WebFX 2023a) 100k impressions 70,400,000

Influencer 18,000,000 2 TikTok videos (<2 mins) 36,000,000

MV "When Dreams Bloom" production 1,000,000,000 MV preparation, filming, post 1,000,000,000

Singer collaboration 100,000,000 - 100,000,000

Music royalty 10,000,000/song

(Thuamviet n.d.) Melody without lyrics 10,000,000

Production 20,000,000 Video filming, setting up, post 20,000,000

PHASE 2: ENGAGE
Podcast
Influencer invitation 50,000,000/Toc Tien & Hariwon 20-min interview 120,000,000
20,000,000/Lieu Ha Trinh

Rewards Sponsorship -
Contests
Micro-influencer 5,000,000/post 5 posts 25,000,000
 DESCRIPTION (ONLINE FOR ALL) COST PER UNIT (VND) QUANTITY ESTIMATED COST

Facebook ads 298 100k impressions 29,800,000

PHASE 2: ENGAGE Social media ads
Youtube ads 704 500k impressions 352,000,000

Invitation to Hoà Minzy 100,000,000 2 hours 100,000,000

Talkshow preparation 70,000,000 2 hours 70,000,000

Minigame Rewards 500,000/gift 10 gifts 5,000,000

Exhibition preparation 700,000/month 5 months 3,500,000

(Kunstmatrix n.d.)

PHASE 3: AMPLIFY Thankyou video preparation 20,000,000 31 seconds 20,000,000

Cost-per-click Google ads 98,104 (Marino 2023) 5,000 clicks 490,520,000

Tuoitre 40,000,000 1 Homepage article 40,000,000

PR articles
Dantri 55,000,000 1 Health/Lifestyle link 1 article 55,000,000

Facebook ads 298 50k impressions 14,900,000

Social media ads
Youtube ads 704 100k impressions 70,400,000

SUM 2,879,320,000

+ Contingency (10%) 287,932,000

TOTAL 3,167,252,000

- Current budget 500,000,000

SPONSORSHIP EXPECTATIONS 2,667,252,000

 7. SPONSORSHIP PLAN
NO. INCENTIVES PLATINUM GOLD SILVER BRONZE HONORS
( > 1.5B VND) (750M - 1.3B VND) (300M - 750M VND) (100M - 300M VND) (< 50M VND)

REPUTATION INCENTIVES

Mentioned and introduced as Sponsor in

1 campaign activities X X X X X

Social media post announcement (on UMC

2 Facebook fanpage) X X X X X

ADVERTISING INCENTIVES

Logo appears on all media materials and designs

3
of the campaign X X X X

Sponsor's advertisement shown in campaign's

4 livestream 15s 12s 10s

5 Media support for sponsor's future campaigns X X X

Advertising space on UMC website (for Healthcare

6
brand only) X X

APPEARANCE INCENTIVES

Present award and speech sharing in campaign

7 activities (in livestream, competition reward etc.) X X

Branded products appear in campaign activities

8 (in campaign music video, etc.) X

OTHERS

Exclusive cooperation with UMC in the post-

9
campaign phase (for Healthcare brand only) X
 POTENTIAL PLATINUM & GOLD SPONSORS
Target females aged above 30 (Appendix 3)
Brand vision: "Protect and improve the well-being of all" (Dai-Ichi_Life Holdings n.d.)
-> Align with the campaign purpose to protect women's well-being.
Multiple PR activities have been launched recently, for example: the pure water supplement
for Thanh Hoa province (Huong 2022)
=> Sponsorship for the UMC campaign may bring more target customers and enhance brand
awareness and reputation to the brand since the unified target audience and brand vision

Target audience: Businesswoman who own SMEs (Small and Medium Enterprises)
Related activities: Financial support for women who own SMEs to access financial resources
to enhance their business performance (BIDV 2023)
Other benefits: Motivate women in their career future -> Connect with the campaign story to
assist women in all their daily activities => Potential possibility for sponsorship since the
alignment of target audiences => Sponsorship for UMC campaign may help build good brand
image and reputation to targeted customers

Target audience: Females ages 18 to 34 years old

Various campaigns enhancing feminism, for example, the campaign promoting human rights
for disadvantaged women (PNJ 2022)
-> Align with "Hoa trên mình" that highlights women's beauty through daily self-love.

Target audience: Female aged 18 to 34 years old

Related activities: Sponsor for Healthcare event for Elderlies in District 2 => Align with UMC
campaign in providing healthcare for everyone.
=> Sponsorship for the UMC campaign could raise Pharmacity's brand awareness while increasing
reputation from a reliability perspective since both brands are in the healthcare industry.
 POTENTIAL SILVER & BRONZE SPONSORS
Target audience: Female (55.05%) aged 18 - 34 years old (SimilarWeb 2023d).
Related activity: "Long Châu sẻ chia" (Tuổi Trẻ 2023) - a project for public health, sharing the
burden of material and spiritual support.
=> Align with UMC's campaign: help promote women's mental health with fewer burdens of life.
Other benefits: Long Châu Pharmacy, with UMC's campaign, will increase brand reputation,
show more CSR towards the community, and send love and support spiritual values.

Target audience: Female (59.92%) aged 18-34 years old (SimilarWeb 2023e).
Brand vision: empower women to look and feel their best (Cocoon n.d) => align with campaign
purpose to cherish women's beauty and motivate self-love.
Other benefits: Similar as above.

Target audience: Female (51.04%) aged 22-45 years old (SimilarWeb 2023f)
Related activity: "Đừng để Mẹ chỉ là Mẹ" on Mother's Days (OMO 2020) => align with UMC's
campaign.
Brand vision: Mom accompanies children throughout lifelong learning and development (Misa
Amis 2022) => Align with UMC's campaign - Mom healthily takes good care of family.
Other benefits: Similar as above.

Target audience: Female (53.05%) aged 22-35 years old (SimilarWeb 2023g)
Brand vision: bringing true happiness, a bright future for the young generation and increasing
public health (TH n.d) => Align with UMC's campaign that protects healthcare and family love.
Related activity: "Tô cam cùng TH" campaign is a support fund for women who are victims of
gender-based violence (Tiên Phong 2022) => Align with UMC's campaign: protect and take
good care of women.
Other benefits: Similar as above.
THANK YOU
Team 5
CONTRIBUTION
TEAM MEMBERS IN CHARGE CONTRIBUTION SIGNATURE

Duong Thi Minh Anh Marketing Objectives, Phase 3, KPI & Budgets 100

Hoang Minh Quan Overview, Phase 1, KPI, Budgets & Sponsorship 100

Le Nhu Quynh Overview, Phase 3, KPI, Budgets & Sponsorship 100 Quynh
Nguyen Nhat Thuy Tien Insights, Big Idea, Execution Plan & Phase 2 100

Nguyen Thi Hong Anh Target Audience, Persona, Phase 2, KPI & Budgets 100

Pham Duc Minh Brand consistency, Phase 1, KPI, Budgets & 100
Sponsorship
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 APPENDIX

Appendix 1: Screenshot of audience demographics (Similarweb 2023a)

Appendix 3: Target customer group of Dai-

Ichi-Life (Dai-Ichi_Life Holdings 2016)
Appendix 2: Leading platforms for reading news in Vietnam
as of 4th quarter of 2022, by generation (Statista 2023)
 Tập 1: Công việc hằng ngày của những người phụ nữ #luumedia
Tập 1: Công việc hằng ngày của những người phụ nữ #luumedia #UMC
#UMCdonghanhcungLuu #bancoyeuchinhbanthanminh #UMC #UMCdonghanhcungLuu #bancoyeuchinhbanthanminh

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Video đã cho tôi thấy được những góc nhìn mới của
những người phụ nữ, cảm ơn Lưu ❤️

Tập 2: Người phụ nữ chăm sóc bản thân mình #luumedia #UMC
Tập 2: Người phụ nữ chăm sóc bản thân mình #luumedia #UMC #UMCdonghanhcungLuu #bancoyeuchinhbanthanminh
#UMCdonghanhcungLuu #bancoyeuchinhbanthanminh

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Video hay quá ạ 😍

Appendix 4: Mock-up post and hashtags for the Luu Minh Khuong collaboration