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    Digital Content Creation - ASM 1 - Creative Brief

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    Khoi Phan
    The document provides details about a marketing campaign for the Mot shoe brand in Vietnam. The campaign's big idea is "The modern is more than a phrase" and will highlight how Mot shoes allow people to embrace modernization while maintaining traditional values like sustainability. The campaign runs from March 5th to June 5th, 2022 and will have three stages: [1] Bringing tradition to Mot's modern vision, [2] Exploring what makes Mot modern, and [3] Emphasizing how Vietnam is home. The objectives are to increase brand awareness and recognition through growing social media followers and engagement. Content will focus on Vietnamese culture, minimalist lifestyle, and national pride.

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    Digital Content Creation - ASM 1 - Creative Brief

    Uploaded by

    Khoi Phan
    19 views11 pages
    The document provides details about a marketing campaign for the Mot shoe brand in Vietnam. The campaign's big idea is "The modern is more than a phrase" and will highlight how Mot shoes allow people to embrace modernization while maintaining traditional values like sustainability. The campaign runs from March 5th to June 5th, 2022 and will have three stages: [1] Bringing tradition to Mot's modern vision, [2] Exploring what makes Mot modern, and [3] Emphasizing how Vietnam is home. The objectives are to increase brand awareness and recognition through growing social media followers and engagement. Content will focus on Vietnamese culture, minimalist lifestyle, and national pride.

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    Digital Content Creation_ASM 1_ Creative Brief (1)

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    The document provides details about a marketing campaign for the Mot shoe brand in Vietnam. The campaign's big idea is "The modern is more than a phrase" and will highlight how Mot shoes allow people to embrace modernization while maintaining traditional values like sustainability. The campaign runs from March 5th to June 5th, 2022 and will have three stages: [1] Bringing tradition to Mot's modern vision, [2] Exploring what makes Mot modern, and [3] Emphasizing how Vietnam is home. The objectives are to increase brand awareness and recognition through growing social media followers and engagement. Content will focus on Vietnamese culture, minimalist lifestyle, and national pride.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    19 views11 pages

    Digital Content Creation - ASM 1 - Creative Brief

    Uploaded by

    Khoi Phan
    The document provides details about a marketing campaign for the Mot shoe brand in Vietnam. The campaign's big idea is "The modern is more than a phrase" and will highlight how Mot shoes allow people to embrace modernization while maintaining traditional values like sustainability. The campaign runs from March 5th to June 5th, 2022 and will have three stages: [1] Bringing tradition to Mot's modern vision, [2] Exploring what makes Mot modern, and [3] Emphasizing how Vietnam is home. The objectives are to increase brand awareness and recognition through growing social media followers and engagement. Content will focus on Vietnamese culture, minimalist lifestyle, and national pride.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 11

    Creative Brief & Content

    Calendar
    Digital Content Creation_ COMM2789_ Assignment 1
    Lecturer: Tran Cam Binh
    Phan Dinh Khoi-s3836326
    1. Project Information
    • Brand introduction
    Mot is a cutting-edge footwear label based in VietNam that creates shoes that are both
    stylish and comfortable. The design of the Mot shoe is symbolic of the struggle to
    identify the new Vietnamese nation. Simple, subtle, and practical, Mot is a continuance
    of Vietnamese culture with a contemporary twist, using design cues from the dynamic
    and contrasting metropolitan environment of Saigon ( Mot 2022)
    • The brand story: products are created with human-centred design and focus
    on sustainable values in consumption. A "Mot" shoes for every occasion
    • Challenges:
    + We mainly focus on expanding and approaching new customers segmentation also
    maintaining brand positioning
    + More and more people know and try on Mot shoes
    + Guide the customer about the design products
    + Customer engagement
    • Campaign name: Mot modernization Vietnam
    • Campaign Timeline: 5/3/2022-5/6/2022
    1. _ 1st stages: Begin on 5/3/2022
    2. _ 2nd stages: Begin on 5/4/2022
    3. _ 3rd stages: Begin on 28/4/2022
    Swot Analysis

    2. Research Strengths Weakness

    _ Have an effective story content _ New in the footwear market (2018)


    strategy behind the shoes compare to other Vietnamese
    • Target Audience: Một Customers are _ The brand have consistent brand tone competitors
    typically self-aware, mature, yet youthful at of voice and and can easily identify the _ The total visit from the Mot's
    heart; they are the true survivors of the modern brand identity on digital platforms websites is huge decreasing compare
    world. They also know what they want, fit _ Minimalism lifestyle is smart to the last month ( appendix 1)
    them well and care more about style than the
    price. ( Mot 2022) fashion (Sheppard G 2021) _ The cross channel engagement is
    _ Vietnamese footwear brand have a quite low (appendix 2)
    • Customer persona clearly design philosophy ( Mot 2022)
    _Demographic: both sexes vary from the age Opportunity Threatens
    of 16-24, especially pupils and students that
    are in need of comfortable shoes to match their
    uniform. _ Gain more brand identity from the _The growth of domestic footwear
    _Psychology: have sympathy for domestic story content strategy, deeper connection brands and severe international
    products or local brand, open-minded, willing with customer ( Clement M 2022) competition ( Oanh T 2018)
    to try a new brand
    _Behaviour: high exposure to social media _ Sustainability and minimalism lifestyle _ Not really known by many
    and other Internet-based websites, willing to is becoming an increasingly popular consumers
    try a new brand, minimalism lifestyle, want a trend among young people in Vietnam
    durable things to wear daily (VTV news 2019)
    _ In 2019, Vietnam exported nearly $22
    billion worth of shoe products, a 12
    percent rise from the previous year.
    (Kennemer J n.d)
    Objectives, Metrics and KPIs
    1st Objective: 2nd Objective
    Gaining audience awareness and Một shoes’ recognition Raise brand’s consideration

    Specific Increase the followers rate for Specific Increase the user's engagement rate
    Facebook and Instagram to Một's advertising posts on
    Facebook and Instagram platforms

    Measurable Achieve 100k followers in Measurable Achieve 4000 total engagement on


    Instagram and 3500 total
    Facebook and 40k followers in
    engagement on Facebook
    Instagram
    Attainable Align the content strategy through
    Attainable Post more regularly with running different channels
    branded content via sponsored
    posts and stories Relevant Creating more content about the Mot
    shoes with their sustainability
    characteristics and the minimalism
    design, mostly about the
    Relevant The story telling, content strategy modernization Vietnam

    Time-based In 3 months period ( 5/3-5/6/2022)


    Time-based In 3 months period ( 5/3-5/6/2022)
    Development and
    Development
    Evaluation
    1st Objective 2nd Objective

    • Evaluation
    Metrics
    Customer Exploration Decision Making
    Journey Followers: Increase up to + 25% in Facebook
    30% in Instagram
    Pain point Product Deliver products Interaction: increase up to + 20% in Facebook,
    Awareness Features + 25% in Instagram

    Propose Content Strategy with User Generated Content- Earned Media which
    means the campaign want to gain more audience, loyalty and also customer experience

    Content Archetypes as a Community and Content Archetypes as a presence


    which is the role of the content is support and knowledge what audience needs and
    demands, and create more awreness and brand recognition
    4. Big Idea

    • Mot modernization Vietnam


    • Big idea “ The modern is more than a phrase"
    • Tagline “ Hiện đại nhưng không hại điện” ( Modern is not harmful)
    • Key message: As civilization gets more modern, some argue that human life
    will become faster, more stressful, and more negative. Along with it, morale
    and distance between people are concerns. As things are "modernised," people
    always want to return to traditional, sustainable principles and simple lives to
    keep up with the fast-paced life vortex. Mot puts people at the centre of its
    products and helps them recognize what they actually like and need through
    being honest, humane, and being themselves.
    • Mandatories:
    +Mot logo
    + H a s h t a g : # M o t m o d e r n Vi e t N a m , # M o t d o i g i a y, # O n e f o r a l l ,
    #motmodernshoes
    + O f f i c i a l We b s i t e s : h t t p s : / / m o t d o i g i a y . v n /
    +Slogan: Mot is not only a shoe but also a way of life.
    • B r a n d Vo i c e : I n s p i r i n g , h u m o u r , s u p p o r t i v e
    • To n e o f Vo i c e : t r u s t w o r t h y , m e a n i n g f u l , p r e c i s e
    • L a n g u a g e : T h o u g h t f u l , f r i e n d l y, m o d e r n
    Content Pillar

    • Reason to believe
    _ Traditional values will easily touch people's hearts and Stages 1 Stages 2 Stages 3
    consciousness. (Bringing tradition ( Exploring Mot ( Vietnam is
    _ A product of Vietnamese people and exclusively for to Mot modern modern home)
    Vietnamese people. Vietnam) Vietnam)
    _ The content strategy has a connection from the story to the
    product. Duration 5/3/2023-4/4/2023 5/4/2023- 28/4/2023-
    27/4/2023 5/6/2023
    Content _ Vietnamese _Minimalism _ Home or
    • Deliverables Pillar culture lifestyle house
    • Bedrock content: Một shoe brings traditional and _ Mot Vietnamese _Globalisation _ National pride
    sustainable values to address the need for a casual shoe for products _ Mot modern _ Independence
    daily wear. Modern elements are integrated into traditional
    elements to remind Vietnamese people of a modern Vietnam, _ Special holidays Vietnam Day campaign
    integrated but not dissolved. campaign
    Editorial Content Calendar
    References
    • Mot (n.d.) Một cho tất cả , Mot website, accessed 20 November 2022. https://motdoigiay.vn/cau-
    chuyen/?fbclid=IwAR18ystlngAM5tBvqFGxeZ6fbQDOetQA2mzSA2Kb7UTb0ouNxClwHE4IcRI
    • Sheppard G (2021) Why Are Younger Generations Taking On Minimalism ,The Talko website, accessed 20 November 2022.
    https://www.thetalko.com/why-are-younger-generations-taking-on-
    minimalism/?fbclid=IwAR3dqOkezeYblUOwUohyU2bXIXIVyNDz0jmOfej2tVhLy74ZY-xxOQtR03g
    • Clement M (2022) Brand Storytelling: How to Tell Stories That Will Increase Conversions , Neal Schaffer website, accessed 21 November
    2022. https://nealschaffer.com/brand-
    storytelling/?fbclid=IwAR2UvNAd4MeykjsIaO9CWPUi-6rfreHrtEpSB-c7eZnkPqZJxlAatm-lHGk
    • Tran Oanh (2022) MỘT - Niềm tự hào mới của giày Việt , Vietcetera website, accessed 21 November 2022.
    https://vietcetera.com/vn/mot-niem-tu-hao-moi-cua-giay-
    viet?fbclid=IwAR1hqx7eVYnuE2s6zwkEsB8VswVd4Ax6QH7ungiwRm6_9GHPXuca8CujkmA
    • T.N (31 March 2019) ‘Minimalism - a trend in Vietnam’, VTV News, accessed 21 November 2022.
    https://english.vtv.vn/news/minimalism-a-trend-in-vietnam-20190402154534052.htm?fbclid=IwAR2UvNAd4MeykjsIaO9CWPUi-
    6rfreHrtEpSB-c7eZnkPqZJxlAatm-lHGk
    • Kennemer J (2022) How To Find Shoe Manufacturers in Vietnam // Top 10 Footwear Suppliers And Factories in Vietnam List, Cosmo
    Sourcing website, accessed 21 November 2022. https://www.cosmosourcing.com/blog/how-to-find-shoe-manufacturers-in-vietnam-top-10-
    footwear-suppliers-and-factories-in-vietnam-list?fbclid=IwAR2fkrVg_HTGUmuSbtb3XbD5x6GaYgOcj3kVVVaK4n74CR4hDRpFs9JbEBk

    • RivalIQ 2022, Motdoigiay.vn Overview, Rival IQ, viewed 26 November 2022.


    https://app.rivaliq.com/overview
    • SimilarWeb 2022, Motdoigiay.vn Website Analysis, Similar Web, viewed 26 November 2022
    https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/website-performance/*/704/3m?webSource=Total&key=motdoigiay.vn
    Appendix

    Appendix 1: Trafic & Engagement of


    motdoigiay.vn

    Appendix 2: Total engagement of Một on


    digital platforms
    Appendix

    Appendix 3: The social trafic of Mot on


    digital platforms Appendix 4: The Một’s instagram overview

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