IMC RMIT - MARKETING

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[MARCHA S11] WS3_IMC Plan 101 - How to balance between Logic and Creativity_Recording (1).mp4
[MARCHA S11] WS3_IMC Plan 101 - How to balance between Logic and Creativity_Recording (2).mp4
Agenda

Part 1
- What is IMC?
- From Big Idea to IMC Plan
- Key Hooks and Tactics
Part 2
- Budget allocations and KPIs
- Balancing logic and creativity in IMC Plan
- Successful Case Studies
 Today's speaker

PhD. Nguyen Hai Minh - Wisdom Agency

Sand Clock (SC) Method
1.1
What is IMC?
Integrated Marketing Communications

“a planning process designed to assure that all brand contacts received by a customer or prospect for
a product, service, or organization are relevant to that person and consistent over time.”

American Marketing Association (AMA)

"the concept under which a company carefully integrates and co-ordinates its many communications
channels to deliver a clear, consistent message about the organization and its products"

Philip Kotler
An Integrated Marketing
Communications Planning
Model
1.2
From Big Idea to IMC Plan

A great metaphor to keep in mind when building your business and

bringing those ideas to life is how one would go about building a
house.

Abstract Idea Concrete Stategy

1.2
From Big Idea to IMC Plan
Big Idea is NOT a Strategy

Tactics

Strategy
Big
Objectives
Idea

Big Idea is a fully intergrated set of executions linked to

What is Key Hook?
the form of a tag line – a catchy phrase – that works like a
hook in snagging a customer's attention

How to create an effective Key Hook to

synergy with Tactics in an IMC plan?
1.3 Objective, Strategy & Tactics

Objectives
End results sought to be achieved.

Strategy
The general means by which objectives
are intended to be achieved.

Tactics
Details of how strategies are intended to
be achieved.
 What can we can use to implement the plan

Public Relations
Advertising

Directing Marketing

Tools for IMC

Personal Selling

Sales Promotion Sponsorship

 2.1
Setting Budget
& KPIs
Budgeting Approaches

Top-Down Budgeting
Determined by senior executive

Bottom-Up Budgeting
Determined by functional specialists
 AFFORDABLE METHOD

ARBITRARY ALLOCATION

Budgeting PERCENTAGE OF SALES

| Top-down methods
COMPETITIVE PARITY

RETURN ON INVESTMENT (ROI)

KPIs
Key Performance Indicators MARKETING ROI MEASUREMENT
Measuring marketing ROI helps marketers understand if their use of
A critical component of IMC plans is the key resources is yielding the most effective results
performance indicators (KPIs) and metrics that will be
used to evaluate the effectiveness of the IMC
campaign.

PAID MEDIA | OWNED MEDIA | EARNED MEDIA METRICS

Reach
Engagement
Email Marketing Metrics
Paid Media Metrics
Online Website Metrics
 2.2
Balancing logic and creativity
in the IMC Plan
Determinants of Creativity
Divergence
| Originality - Flexibility - Elaboration - Synthesis - Artistic Value
Relevance
| Meaningful - Useful - Valuable

This ad for KFC Hot and Spicy chicken uses divergence based on originality and artistic value.
Source: KFC Corporation
How to balance logic and
creativity?

PIZZA HUT VIETNAM

 2.3
Successful Case Study
 SITUATION
"Sống như ý" has 2 layers of meaning:
• Spread “La Dolce Vita” spirit of Italian - joy, fun, optimistic - origin

Campaign country of the brand

• Encourage people to "Live the life you desire - Experience Tet as
you desire"

"Sống như ý" OBJECTIVES

GENERALI
• Increasing brand awareness
• Enhancing brand love

INSIGHT
As a life insurance company, Generali always directs its customers to a
life of integrity and peace of mind: a life where everyone's wishes come
true. Understanding that the root cause of all problems lies in the
imposition of personal thoughts on others and, according to the
prejudices of society, "Living As I wish" was born to empathize with and
desire to inspire energy and inspiration. Being positive for everyone to
be happy is the only way to live a happy life.
 From the big idea
There will be a lot of pressures, prejudices, and standards throughout the year-end season, a time
filled with worry: buying gifts for the family, reaching business objectives, getting ready to go
home for Tet, etc. Only when people realize how important it is to live happily as they choose and
cease imposing their way of life on those around them will a solution be found.
To execution
1 ACTIVATION
In order to spread the second layer meaning
of "Song Nhu Y", Generali Vietnam and the
Italian Embassy recreated a "little Italy"
right in Saigon (2019), encouraging people
to live as they wish.
2 TVC
Following the activation event, they release
a series 6s Bumper Ads about prejudices in
society (i.g single mom, LGBT, ect.)
3 VIRAL CLIP
Following the series of 6s videos, the special short
film for the New Year season "Song Nhu Y" brings
an insight that is very close to Vietnamese young
people: the pressure of confronting "prying"
questions on the first day of the year.
4 SOCIAL 5 PR
6 SPONSORSHIP

To create a high effect during Tet, Generali

sponsored the program "Song 20"
broadcast on New Year's Eve to bring MV
to millions of customers in Vietnam.
Result
• The Living Like Italy Festival attracted
10,000 customers to attend.
• The MV "Song Nhu Y" reached 30 million
views on YouTube (excluding Facebook
channel) and was the only representative of
Vietnam to enter the APAC YouTube Ads
Leaderboard in January 2020.
An overall look for the whole
campaign

Click to play the video

 SITUATION
• In 2020, the Makeup Category faced a serious loss of penetration
due to the pandemic. As the number one Makeup Brand in Mass

Campaign Market, Maybelline New York has a well defined need to recruit
GenZ, due to their overriding importance as new buyers. While
Maybelline has always been the brand that associates itself with the

"Mấy Bé Lì" youthful and dynamic lifestyle of New York City. However,
Vietnamese's GenZ feel disconnected with the brand's foreign
image. Making it a challenge for Maybelline to win over.

MAYBELLINE
OBJECTIVES
• Enhance brand meaningfulness to Gen Z with 2 must-win brand
association: “Help women look more fashionable” & “Brand that
shows me how to makeup”
• Trigger brand talkability among Gen Z by winning share of social
buzz in MakeUp
• Strengthen the SuperStay Franchise - No.1 Longwear Franchise
worldwide with the launch of Super Stay Foundation & shade
extension of Super Stay Matte Ink Lipstick
 INSIGHT
• First of all, GenZ is resilient in many ways. From online to offline

Campaign
social discussion, from giving voices on climate change to
demanding eco-friendly products, this generation believes in the
power of individuals to create change in society as well as pursues

"Mấy Bé Lì"
compatible values in brands. They are the generation that makes
TikTok famous afterall.

• Secondly, according to Vietnam Cosmetic Market research

MAYBELLINE (Qandme, 2020), 43% of these unstoppable youngsters are interested
in makeup but don't know how to do it yet, which is the biggest
entry barrier in the make-up category. Thus, education becomes the
second key to win this generation. Maybelline needs to be where
Gen Z is present by teaching them how to put on makeup through
their top occasion of needs.
 From the creative idea
| Mấy bé lì, chẳng sợ gì

Gen Z is a resilient generation that demonstrates through their straightforward actions and thoughts. Along
with it, Maybeline's SuperStay Product Line has been celebrated for its long lasting attribute. Therefore, by
marrying Gen Z's "resilient” personality as well as "long-lasting" USP of the SuperStay product line (Matte
ink & foundation), they created the platform of "Lì Generation".

“Mấy bé lì" campaign idea was soon derived as it consisted of a strong brand recall & positioning where
Maybelline can make "chất lì" together with GenZ by empowering individuality, putting them in the
spotlight & becoming their go-to makeup brand in top relevant occasions. So MAY-BEL-LINE is just like
Mấy-bé-lì.
To execution
MUSIC VIDEO - KEY ASSET

To assert an engaging presence on GenZ’s

go-to platforms (Youtube, Facebook,
Tiktok), especially on Tiktok, they created
“Mấy bé lì" Lyric MV starring 3
ambassadors. Each represents a GenZ’s key
passion point: (Makeup, Music & Fashion)
to empower them.

To approach the trendiest generation, on-

trend factors were considered to be a main
pillar. They choosed Rap Music – The
Genz’top music gerne in the time of
launching campaign & also used the
popularity of Naomi, Yenji, especially
Tlinh
1 SOCIAL | FACBOOK

Branded content posts Collection ads & shorter mobile versions of the MV
 1 SOCIAL | TIKTOK

Tiktok Dance Challenge - #Maybeli #TiktokMadeMeBuyIt

Branded Hashtag Challenge, Branded Effect Video series on testing the USP of Maybelline products - long
-> Engaging User Generated Content (UGC) lasting function

Including Standard Ads as Brand Premium, In-Feed Ads and Brand -> Highlighting the benefits of the product
Takeover Ads
2 ONLINE/OFFLINE ACTIVITIES 3 CONSUMER PROMOTION

Partner with Shopee and beauty retailers (Watsons, Hasaki, Guardian) for media Maybelline also push promotion and aligned brand key
activations such as: visual through e-Commerce site (Shopee)
- Livestreams on fanpage & beauty communities
- Offline activation booth & special brand day at beauty retailers
4 PR
 Result
1/ Brand Health Check
For must-win brand association between before and after campaign:
“Help women look more fashionable” increased by 11 points.
“Brand that shows me how to makeup” increased by 9 points.
(Data from Kantar, July 2021)

2/ Quality Buzz Generated

• Social Buzz: 185,000 buzz, No.1 Buzz in MakeUp category, Top 4 in BSI
in April
• With 48% UGC buzz from TikTok, winning SOV on the key Gen Z touch
points which are TikTok and Facebook.
• Achieve 99% positive sentiment score for SuperStay product line during
the campaign

In the first 5 days, #Maybeli dance challenge on TikTok gained:

Gathered 173M Views
75.7K videos created
350K Comments, 230K shares
+30K followers on Brand owned TikTok Page
 Result
3​ / Sales result uplift:
Massive boost on sales for Super Stay Franchise:

​Sales value increased +150% in the first quarter of 2021

Sales value increased +1635% comparing to Apr’20

Super Stay Foundation became No.1 SKU in the face category on Shopee Mall after just 1 month of launching.
 An overall look for the whole
campaign

https://www.brandsvietnam.com/campaign/672-Maybelline-New-York-May-Be-Li-chang-so-gi
https://bsiawards.buzzmetrics.com/case-library/maybelline-may-be-li-soc
Heinz Draw Ketchup Campaign
A campaign to re-ignite an emotional connection with Heinz
Heinz Draw Ketchup Campaign
A campaign to re-ignite an emotional connection with Heinz
 Talkshow "Học yêu" Promotion

Short film Financial Planner Prudential PRUDENTIAL VIETNAM

"Học yêu để bên con dài lâu" – “Người gắn kết yêu thương”
"HỌC YÊU" - KẾT NỐI CẢM
"Learn to love" is the successful continuation of the campaign "When Love is Big Enough", launched in XÚC CHO HÀNH TRÌNH YÊU
October 2020 with the message: When we love "enough", we don't just stop at "listening" and " THƯƠNG DÀI LÂU
understanding", but turn love into "action".
Q&A
Thank you.