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OTHERS
FREELANCE / MARKETING COMPETITIONS/ VOLUNTEER WORKS
05
Freelance #1
GRAB MOCA
Key message
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Primary - KNOW: MOCA is a cashless payment method in the Grab app.
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Secondary - DO & FEEL: Easy to try/ enjoy promotion/ cashless privileges/ spend everywhere (online & offline).
Objectives
To increase awareness of MOCA - cashless payment in Grab App including passthrough & MOCA e-wallet.
Role of Social Media (KOLs/ Hot pages/ TikTok)
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Make customers remember & obsessed with the brand name "MOCA".
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Brand role" "Cashless payment method on Grab App with 2 options: ATM/ Card & Moca e-wallet.
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Mood & tone: fun.
** Completed by the end of 2021.
Key Deliverables
Influencer proposal mainly focuses on TikTok, in nCov time, with more than 2 types of TA.
Contextual Background
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The nCov starts to spread out across our nation & enacts social distancing again.
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However, this time, people have become accustomed to online shopping habits, including online grocery shopping, food delivery & e-payment.
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Besides quality & price, the top factors for considering groceries online are delivery fee/ time & promotions.
How Moca could leverage this opportunity to make the name "Moca" as the TOM e-wallet during the pandemic?
5.1. Moca - Strategic & Creative
PHASE 1 - KNOW: MOCA in Grab App - Cashless Need.
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Key Hook Idea: MOCA summer viral song with 2 options: Jingle & Viral Song.
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With a series of MOCA cashless stories in 2 directions.
PHASE 2 - DO & FEEL: MOCA "3 Easy".
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Injecting the "3 EASY" in different angles to make audiences remember the Brand name "Moca" & its "3 EASY".
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Easy to try - Easy to enjoy promotions/ cashless privileges - Easy to spend everywhere (online & offline).
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Frequency for AOC: 2-3 posts per week.
5.1. Moca - Rollout & KOL
Freelance #2
SUNLIGHT
Tension
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"PEACE" journey of mom: Mom loves taking care of everything for her child, ensuring her children's safety.
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She's happy about that but sometimes feels lonely & pressured on that journey.
Objectives
Strengthen loyalty by reinforcing the "safe even for children's dishes" proposition, RTB & safety differentiation.
Campaign Idea
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Mom is not lonely & alone on the "PEACE" journey, protecting her family's safety.
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Let's empower for Sunlight Nature & other members join hands.
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Creative principles: Having kids & whole family, with Mood & Tone of bright & vibrant color (main color is green & white, Unique scene is Licking.
** Completed by the end of 2021.
Key Deliverables
Social Deployment Plan in emotional ways to strengthen safety proposition, RTB with the long-form video "To the distressed moms out there".
Competition Gap
This year, the Vietnam Family Day (27/06) with the theme "Peaceful family, happy society" will continue to witness fierce competition across the industry, which mostly taps into the family value with emotional marketing in partnership with hot KOLs/ macro influencers.
The opportunity
To capture TA's attention & stir up the conversation during this period, Sunlight needs a new - unique - relevant narrative, which approaches the family value more authentically & highlights Sunlight's discriminative offer to unleash the potential of women in society.
5.1. SL - Strategic & Creative
5.1. SL - Rollout & KOLs
Marketing Competition #1
V-Twist
** CHAMPIONSHIP
Social Objectives
3 months after the campaign's launching, we can decrease the procrastination disease in the young generation.
Business Objectives
After 3 months, the campaign will reach:
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100% TA be aware of the brand.
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50% app installment
Key Deliverables
IMC Plan launching in 3 months, focusing on functional & emotional benefits to TA.
** CHAMPIONSHIP in 2019.
Marketing Competition #2
Vietnam Young Lions
Challenges
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The clutter of promotion programs has made customers misunderstand the brand's goodwill & not fully perceive its core value: Luxurious star.
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Customers still have a lack of trust for Vietnamese goods when it comes to high-value products such as cars & technology.
Objectives
To be well-aware & open-minded to transform to trying new brands.
Key Deliverables
Completed Briefing for Agency with the new Strategy.
** Marketers Category in Student League in 2020.
To consider & buy VinFast as well as Made-in-Vietnam products.
Marketing Competition #3
Marketing On Air
Current Context & Challenges
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Even though the Brand awareness is quite high, young TAs still don't have the correct & enough understanding of the diversity, young & energy of Owen.
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With the competitive pressure from local brands within the Mass segment & Fast fashion growing continuously, Owen needs to have changes in design & customer experience in order to build a customer loyalty database themselves.
Objectives
Raise correct & enough awareness about the Owen brand with functional & emotional values.
Key Deliverables
Completed IMC Plan, following the big emotional value of the "Better you" message.
** Participated in 2020.
Marketing Competition #4
Marketing Arena
J2BD
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Create a new product line for Nutifood milk based on Market, Category & customer understanding.
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Shift customers who are buying Non-organic to consume Organic for children by conveying the message of long-term benefits.
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Shift customers who are buying international Organic milk to consume new Nutifood Organic milk by suitable pricing strategy for Vietnamese standards.
Objectives
Business: Revenue reaches 100B after 3 months; Market share reaches 5.5% after 3 years (~ 1,500B); Maintain profit & cost production.
Key Deliverables
Completed Product launching proposal for Nutifood.
** Participated in 2020.
Marketing: Increase Brand growth.
Communication: Build brand awareness for the new product line of Nutifood; Help mom understand the importance of self-belief in making decisions for her children.
Marketing Competition #5
Unilever Future Leaders' League
J2BD
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Researched on the Target Audiences as Modern Mom.
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Created a Detailed Marketing Plan, & Budget Allocation.
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Created a Slide Video recording the final deck.
Objectives
Raised Brand Awareness for Seventh Generation.
Key Deliverables
Completed Deployment Plan proposal for Seventh Generation.
** Participated in 2019.
Positioned Seventh Generation as a luxurious safe brand in protecting family with a completed natural friendly ingredients.
Spreaded a positive message, & encouraged moms choosing Seventh Generation is the best choice to protect the family's health with natural ingredients, & protect the green environment for their children's future.
Entrepreneur Competition #6
Mastermind
Context
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World: Suicide is the 2nd cause of death, with over 300M cases, ~4.4% of depressed people.
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Vietnam: Over 40K suicides per year, 2.5 times > traffic accidents, ~6% of HCMC population, increased 20-30% per year, & 75% of young people are suffering.
Key Deliverables
An Entrepreneur Business Plan proposal about Social Issues in Vietnam.
** Participated in 2019.
Objectives
Raise awareness about Depression Issue in Vietnam.
Create a reliable place for people who are suffering stress, & depression.
Challenges
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Cultural lack of recognition of depression, & Psychological-mindedness lack.
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Scarcity, & medical side-effects.
Mission
Make mental health better for Vietnamese people every day by providing relaxation therapy techniques, which help to be able to relax voluntarily.
Vision
We aim to become the prestigious, & credible first center in Vietnam to cure depression, towards the sustainable development goals in Vietnam.
Encourage millennials, who are at the first signs of depression, to be Inner-Soul Members.
Entrepreneur Competition #7
CIC
The Issues
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If food waste were a country, it would be the 3rd largest producer of Greenhouse Gas emitters.
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Despite us producing more than enough food for everyone, over 800M people go hungry every day.
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The world's food loss, & waste is projected to be about $1.2 trillion per year by 2030.
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Most people are not aware of the issue of food waste, & those that are, do not know what to do about it.
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It is standard practice for food businesses to throw away perfectly edible food. It is crazy when you think about it.
Key Deliverables
An Entrepreneur Business Plan proposal about Social Issues in Vietnam.
** Participated in 2020.
Objectives & Vision
Inspire & Empower: Show our interest, & passion, spread food waste fighting spirit to make others care too; at the same time give people a new tool to make a difference together.
Change: Help our community to change their way of thinking, & behaviour towards food waste.
* Full process of making an order at Still Fresh.
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