Overview and Credentials

Transcription

1 Overview and Credentials

2 Index About KingBee Case studies Integrated Marketing Campaigns Case studies Social Marketing Campaigns Case studies Below-the-Line Campaigns

3 About KingBee KingBee - a boutique integrated marketing and communication company with a well-experienced and capable team - serves clients throughout Viet Nam on the mission of leveraging the synergy of conventional and digital platforms to maximize the outcome for each of your campaigns. Talk to us if you must achieve KPIs with less budgets!

4 KingBee s Services Viral Marketing Activation Manage ment Online and Print PR Trade Marketing Content Social Media Marketing Search Engine Marketing Sales Services Conference/Event Human resources

5 Strength of KingBee Fast and fit recruitment Sister company: Le & Associates (L & A) leading human resources agency in Viet Nam 8,000 contractors in Viet Nam Owning top freelancer network in Viet Nam for content and creative 10,000 freelancers Occupational and geographical statistics of Vieclamthem.pro members

6 Strength of KingBee Engaging content concept - Creative and engaging concept-content development for viral marketing - SEO application for effective online communication and higher conversion Records 200% Google Ad conversion (Methi Seed Thao Duoc The Gioi) 110% Sales-out (So Yumm Sausage Jupiter Foods) 169% Media exposure (Bartender Startup - Pernod Ricard VN)

7 Strength of KingBee Sophisticated HR & project management system Real time location tracking Data and photos Draw online traffic to outlets Clear cut KPIs Smart incentives Transparency ICT tools with real time location online report Performancebased benefits Businesspartnered HR team Proper HR management & training Business mindset Responsive to both staff and client Labour Code compliance Performance improvement Motivation & team work Talent development

8 Our retained clients

9 Testimonials

10 Case Studies Integrated Marketing Campaigns

11 VINA KYOEI STEEL DONG DU BRIGHT TORCHES Challenges: To remind customers of Vina Kyoei Steel in the South of Vietnam as a top quality and friendly brand

12 VINA KYOEI STEEL DONG DU BRIGHT TORCHES Solutions To hold an CSR campaign with an online writing contest for teachers to recommend outstanding students for scholarships and a trip to Japan, complimented Campaign Timeline by other education supporting offline activities.

13 VINA KYOEI STEEL DONG DU BRIGHT TORCHES 16-weeks Highly Interactive Writing Contest posted works/525 schools of 19 provinces 8,012 members 5,329 comments 13,554 votes on good articles Contact us for samples of these touching works posted by end users

14 VINA KYOEI STEEL DONG DU BRIGHT TORCHES Press conference with MOET Director, 30 media, business partners and 100 students Visited 17 schools in Dong Thap, Can Tho, Soc Trang, An Giang and Vung Tau cities Gave gifts to 81 students and 08 weekly article prizes Donated 04 new libraries to 04 active schools and 140 scholarships worth of VND 190 mio.

15 VINA KYOEI STEEL DONG DU BRIGHT TORCHES Closing Ceremony Transported, arranged boarding and lodging to HCMC for 350 students and teachers from 18 provinces VND 2,100 mio. prizes and scholarships given (18% raised from community) 35 prizes for the writing contest winners 160 scholarships given to selected students 160 Whole-hearted Teachers prizes Organized Dong Du Journeys to Japan for 09 students and 01 teacher

16 Press coverage 154 news and articles online and print 14 TV news on local, HTV and VTV 15 articles * ½ content page of Thanh Nien Daily with logo of Vina Kyoei VINA KYOEI STEEL DONG DU BRIGHT TORCHES

17 PERNOD RICARD VIETNAM BARTENDER CAREER START-UP Challenges: To connect the brand of Pernod Ricard Vietnam with training and education as one of the corporate social responsibilities

18 PERNOD RICARD VIETNAM BARTENDER CAREER START-UP Solutions To recruit and screen students (16-20 yrs. old) from poor families or open houses in HCMC via microsite, online PR for 100 bartender training annually ( ) under sponsorship of Pernod Ricard Vienam; to update the program status via online, print and on-air media Post-course jobs: 80% Best media exposure: 169%

19 Online articles PERNOD RICARD VIETNAM BARTENDER CAREER START-UP Average press coverage 43 articles and 10 news online 34 news and 2 articles on print newspapers 12 news on radio & TV Prints articles Television news

20 Opening Ceremony (Sept & Sept.2012) PERNOD RICARD VIETNAM BARTENDER CAREER START-UP HCMC YBA Business Networking Event (Jan. 2012) and Closing Ceremony (June 2013)

21 SO YUMM SAUSAGE SALES PROMOTION - ACTIVATION & PR CAMPAIGN Challenge: To strengthen consumers experience by impressive BTL activities to push sales for So Yumm - a new sausage brand by Jupiter Foods (Indonesia)

22 SO YUMM SAUSAGE SALES PROMOTION - ACTIVATION & PR CAMPAIGN Solution: Sampling and direct sales to consumers for 14 days at 08 main markets around HCM City, ended with the activation: visit of So Yumm's Brand Ambassador Comedian Hoai Linh to the top retailers and his lead of consumer lucky draw at each market PR on air, online and print Sampling & direct sales-out Boom Days POSM PR

23 SO YUMM SAUSAGE SALES PROMOTION - ACTIVATION & PR CAMPAIGN Outcomes: hits around 8 markets in HCMC Sales out 110% target Active outlets increased by 120%

24 SO YUMM SAUSAGE SALES PROMOTION - ACTIVATION & PR CAMPAIGN PR on air: -Editorial in the top rank news 60s on HTV7 and HTV9

25 SO YUMM SAUSAGE SALES PROMOTION - ACTIVATION & PR CAMPAIGN PR Print and Online: 01 article half page - Thanh Nien Daily 02 articles on Vnexpress.net 02 articles on 24h.com.vn Free PR : 20 News

26 FOX INTERNATIONAL CHANNELS VIETNAM EVENT & PR CAMPAIGN Objective: A showbiz event to promote Star World Channel, especially American Idol - the most attractive entertainment program on TV at the time - to the mass and to strengthen a stable cooperation with media clients Activities Pick-up Angie Miller from the airport Cititour - HCMC Press Conference Gala Dinner Fan Offline PR April 12 April 13 April 14 April 15 Time

27 FOX INTERNATIONAL CHANNELS VIETNAM EVENT & PR CAMPAIGN DECORATION: A luxury party with: 4 booths reflect 4 TV channels of FOX International Channel Welcome guest with red carpet as Star Boulevard Party area with chiffon make the ballroom more elegant Welcome Guest Party Area Booths

28 FOX INTERNATIONAL CHANNELS VIETNAM EVENT & PR CAMPAIGN Press Conference: Giao luu cung ca si Angie Miller o Venue: Park Hyatt Hotel Dist.1 o No of reporters: 38 o Special guests: Vietnam Idol singers (Trung Quan, Hai Yen, Thao Trang) Fan Offline: o Venue: Coffee shop o Timing: 22:00 23:30 o No of fans: 32 Gala Dinner: Gala with the stars o Venue: Park Hyatt Hotel o No of guest: 150

29 FOX INTERNATIONAL CHANNELS VIETNAM EVENT & PR CAMPAIGN PR Evaluation Channels KPIs Achievement Online & Printed media Social Network (Facebook) Television 24 editorials/ brief news 30 editorials/ brief news 125% 14 influences & hot groups 2 channels 16 influences & hot groups 114% 4 channels (VTV9, VTVC1, HTV2, HTV9) 200%

30 Case Studies Social Marketing Campaigns

31 FOX INTERNATIONAL CHANNELS VIETNAM STAR WORLD FANPAGE MANAGEMENT Challenge: Manage the content for an available fan page with 99,428 Vietnamese out of 749,032 international fans KPIs: acquire 50,000 new Vietnamese fans in the 1 st year Solution: Create 1-2 attractive posts per day at rush hours to maximize the reach Build good interaction with fans, motivate fans comments and discussion harder Posts re-located in Vietnam region Track the results closely and make changes accordingly

32 FOX INTERNATIONAL CHANNELS VIETNAM STAR WORLD FANPAGE MANAGEMENT 3 months 9 months PHASE 1 PHASE 2 - Promote channel and show to attract new fans - Interact ion with audiences Best entertainment solution to the trend setters and story seekers in Asia with hottest contents and latest trends TRANSLATE CONTENT + VISUAL CONTENT + MINIGAME (1 game per month) 1. Translate contents from international posts (30-40%) 2. Locally producted visual content (60 70%) 3. Mini game (01 game per month) Monthly Game World Cup Game FUNNY GAME FACEBOOK FANPAGE

33 In the first month, acquiring 4,665 new Vietnamese fans (112% KPIs), 38.8% of total global new fan

34 LE & ASSOCIATES LEAD GENERATING FROM SOCIAL MEDIA Challenge: Social marketing to drive traffic to a newly built overseas study website and generating leads with full personal information

35 LE & ASSOCIATES LEAD GENERATION FROM SOCIAL MEDIA Solution: Focusing on Facebook marketing to reach teenage target customers Building website with SEO best practice Supporting by PPC and Forum Seeding Pushing interaction and information collection by a useful and funny test

36 Some online activities to support the campaign LE & ASSOCIATES LEAD GENERATION FROM SOCIAL MEDIA

37 LE & ASSOCIATES LEAD GENERATION FROM SOCIAL MEDIA Result: 30,679 visits to test page 6,400 leads (finished the test and submitted full information), 142% of KPIs

38 FOX INTERNATIONAL CHANNELS VIETNAM STAR MOVIES FANPAGE MANAGEMENT Challenge: Manage the content for an available fan page with 14,454 Vietnamese out of 195,345 international fans KPIs: acquire 50,000 new Vietnamese fans in the 1 st year

39 FOX INTERNATIONAL CHANNELS VIETNAM STAR MOVIES FANPAGE MANAGEMENT StarMovies Fanpage Film schedule/info Movie character Always-on Content Topic discussion Update from Fox Movies Premium Activity Content Activity 30% 15% 10% 30% 15% Daily schedule film Upcoming movies Movies review Life experience Celebration Beautiful quotes - Film Critics (main content discussion) - Guess the next part / guess what's coming - How do you like it to end? / what your ideal ending Posts with translated content Funny game per month

40 In the first month, acquiring 16,861 new Vietnamese fans (400% KPIs), 39,6% of total global new fans FOX INTERNATIONAL CHANNELS VIETNAM STAR MOVIES FANPAGE MANAGEMENT

41 Case Studies Below-the-Line Campaigns

42 NEW ZEALAND APPLE, CHERRY & CALI GRAPE PGS-IN-LINE Challenge: Educated consumers how to distinguish these products imported from New Zealand from other sorts and push sales across country Solution: Trained and deployed 1400 man-days of PGs-in-line at 100 supermarkets of 10 chains all over the country to do sampling, consult and sell to consumers Results: Gained product awareness of 280,000 consumers by sampling and consulting Increased sales volume by 130 %

43 NEW ZEALAND APPLE, CHERRY & CALI GRAPE PGS-IN-LINE

44 NEW ZEALAND APPLE, CHERRY & CALI GRAPE PGS-IN-LINE

45 Retailers ordered more Sales-in to retailers by Ajinomoto PHU SI SOYA SAUCE SALES-OUT SUPPORT AT WET MARKETS Retailers sales volume increased Challenge: To push sales-out of Phu Si soya source for retailers at 660 markets in 15 provinces in Central and Eastern South KingBee team of 3 headcounts bought products from those retailers KingBee team sold out to end users with promotion gifts (supplied from distributors)

46 PHU SI SOYA SAUCE SALES-OUT SUPPORT AT WET MARKETS 200% 180% 160% 140% 120% 100% 80% 60% 40% 20% 0% KPIs Tracking KingBee achieved 101% sales-out KPIs Reached KPIs

47 PHU SI SOYA SAUCE SALES-OUT SUPPORT AT WET MARKETS

48 WASHINGTON APPLE ACTIVATION & SAMPLING CAMPAIGN Challenges: To build consumers trust in the quality of Washington Apple and to enhance the values for both growers and consumers

49 WASHINGTON APPLE ACTIVATION & SAMPLING CAMPAIGN Solutions: Activation and sampling at 24 supermarkets in 6 cities at weekends to hit the highest number of target audience with games educating different healthy dishes made of apples and sales in-line

50 WASHINGTON APPLE ACTIVATION & SAMPLING CAMPAIGN Item No. of hits by samples No. of interacted consumers Reache d Execution 46, % 1, % Sales (kg) 4, % Gain: Improved consumers knowledge about Washington Apples and how to distinguish them from others via leaflets and PGs consultancy Increased the usage of apples with a variable menu of foodstuff made of apples in the mini games Strongly impacted on sales of Washington Apples: Conversion Rate 2.7% and sales increase 160%

51 Client Target Location Outcome : Sunsco : Distributors : HCMC Phan Thiet : 70 participants Arranging travel, boarding, lodging for distributors from provinces to HCM City and back, meeting and visiting factory in Binh Duong, transporting to Phan Thiet, holding conference and gala dinner

52 Client Target Outcome : Martell : Chefs : 100 Chefs in HCMC

53 Client Target Location Outcome : Bayer : Retailers : Da Nang Can Tho Ha Noi- Ho Chi Minh city : 700 participants

54 Client Target Location : Nghi Son Steel Corporation : Government Officers and Business Partners : Ho Chi Minh city Outcome : 250 participants

55 Client : Invida Target : Doctors Location : HCMC and Hanoi Outcome : 400 Doctors

56 Client Target Location Outcome : CAO Shiseido- Clé de Peau : Business Women : HCMC : 200 participants

57 Thank you! Thank you! Address: 3rd Floor, 140 Nguyen Van Thu St., Da Kao Ward, Dist. 1, Ho Chi Minh City, Viet Nam. Tell: (+84) Website: