TIKI’s

CAMPAIGN
Members: Nguyen Viet Hieu
Le Ngoc Hai
Class: EBBA 13.3
 Table of Contents

1 Overview

2 Campaign: Tiki Goes With Vietnamese Stars

3 Evaluate
Overview

Tiki - stand for "Tiết Kiệm" (Saving) and

“Tìm Kiếm" (Searching), is the name of a
leading e-commerce website in Vietnam
today.
Established in 2010, Tiki, written in short
forms of saving and searching in
Vietnamese, has become one of the top e-
commerce websites in Vietnam in terms of
web traffic.

Tiki.vn
CAMPAIGN: TIKI WITH VIETNAMESE STARS

On April 1, 2019, Tiki began launching the

campaign “Tiki with Vietnamese stars”
with its appearance in a music video (MV)
on Youtube

Their strategy is simple – featuring Tiki’s

logo and a Tiki staff delivering a package to
customers in a few scene of famous singers’
music video.
 Evaluate
Content of the Campaign:
The campaign proved that Tiki desires to become
a brand not only fulfills all shopping demands of
Vietnamese but also creates spiritual values for
their customers.
This campaign is also a new initiative
leveraging music videos as an impactful e-
commercial solution as it leverages the
popularity of KOLs on social media platforms
to grasp the potential customers’ attention.
Audience of the Compaign:
Customers using social media
platforms for shopping as well as
entertaining.
Potential investors pay attention to
impressive campaigns
KOLs’ fans watching their favourite
music video.
WHY THIS
CAMPAIGN IS
PERSUASIVE?
It could be said that this campaign
was quite a smart move in terms of
seeking suitable object, because most
of the singers focused on are famous
KOLs and having an enormously
influence on the young and tech-
savvy population in Vietnam
Moreover, Tiki's competitive edge comes
from its valuable content approach to
Vietnamese people. On the other hand,
supporting young Vietnamese talent is
another suitable strategy for Tiki that has
shown to be quite effective
WHAT THEY COULD
HAVE MADE IT
MORE PERSUASIVE
TO THE AUDIENCES
After watching the music video that was collaborated
with this campaign, we realized that the image which a
Tiki staff delivering a package to customers is not
related to the content of the music video. In terms of
Selective Attention that we have learned in Lecture 2,
we think that viewers only focus on the main scenes of
that music video, so to direct the viewer's attention,
Tiki should aim at the scenes that have an impact on
the MV content instead of discrete scenes.
THANK YOU