Target audience
Males and females
Aged 25 to 30
Hanoi. HCM. Can Tho
.
Persona
Phong is a frequent Facebook, Instagram, and Zalo user. He doesn’t have many followers other than his friends and family, but still cares about the image that he presents online. He wants his posts to stand-out, which is why he spends a lot of time taking photos and editing them. He’s often dissatisfied with the results despite his effort (Hoang 2019; Haines 2018; Dijck 2013; Lee et al 2015).
MOTIVATIONS
MOTIVATIONS
Phong is looking for a fashionable smartphone that impresses people. There are many options for smartphones at reasonable prices, both in terms of function and looks, which makes him highly selective. He’s considering options from Oppo, Vivo, Xiaomi, Samsung or Honor (Nguyen et al 2019).
GOALS
GOALS
He prefers to save money. He uses a combination of customer reviews on brands’ Facebook pages and blogs to inform his purchase (Mobolade 2016; Nielsen 2015).
PURCHASING HABITS
PURCHASING HABITS
.
Consumer Journey
01.
Brand touch points
Customer Actions
Aware
- Influencers & Ambassador
- Malls’ events
- Guerilla Ad
- Banners on online newspapers
- Banner at the cinemas
- Banners on websites and mobile applications
- Social Media’s sponsored posts & banners (Facebook+ Instagram)
- Dance Cover Contest
- Have the need to purchase a mid-tier phone.
- Become aware of HONOR
02.
Research
- Advertorial
- Youtube Technology review videos
- Google + Youtube Adwords
- Research on HONOR’s fan page and get basis information
- Read reviews by other users for in-depth information
- Consider the pros and cons
- Weigh budget
03.
Purchase
- E - commerce sites
(ZaloShop + Shopee )
- Reconsider the researched information
- Go to offline store/online commercial sites
- Make the purchase
04.
(Post-)
Usage
- HONOR’s phone
- Reviews on FB, E - Commerce Sites, forums
- Test out the phone’s performance
- Test out advertised features of the phone
→ Feeling
Positive: Continue using it + leave positive reviews + Recommend to other people
Negative: Leave negative reviews + Switch to other brands
Objectives
Communication
To raise awareness of 60% of T.A about the brand and product from February to May 2020.
To encourage 30% of T.A form a positive attitude towards the brand and the product from February to May 2020.
Action
To have 60% of T.A watch Honor’s advertisements online from February to May 2020.
To have 40% of T.A interact with Honor’s advertisements on social media from February to May 2020.
To have 20% of T.A test the product at promotional booths at shopping malls from February to May 2020.
To have 5% of T.A buy the product at e-commerce sites/physical stores from February to May 2020.
Insight
"Young people can feel self-conscious about the photos they share on social media despite spending hours editing them." (Amâncio 2017; Bakhshi et al. 2015)
Key Message
"HONOR HULK uses AI camera with three 48MP lenses to elevate your photos to magical levels and makes every moment worth sharing" (HONOR 2019)
Creative Concept
"Make every moment perfect"
Ha Noi
Sai Gon
Can Tho
Reference:
Amâncio, M 2017, ‘“Put it in your Story”: Digital Storytelling in Instagram and Snapchat Stories’, Master thesis, Uppsala University, Sweden, viewed 29 November 2019, <http://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1111663&dswid=-3997>.
Bakhshi, S, Shamma, DA, Kennedy, L & Gilbert, E 2015, ‘Why We Filter Our Photos and How It Impacts Engagement’, Proceedings of the Ninth International AAAI Conference on Web and Social Media.
Dijick, JV 2013, ‘‘You have one identity’: performing the self on Facebook and LinkedIn’, Media, Culture & Society, vol. 35, issue 2, pp.199-215, viewed 29 November 2019, SAGE journals database.
Hoàng Yến 2019, ‘Các công việc trong nghề Tổ chức sự kiện’, Jobs GO, viewed 29 November 2019, <https://jobsgo.vn/blog/cac-cong-viec-trong-nghe-to-chuc-su-kien/>.
HONOR 2019, 'HONOR 9X', HONOR, Huawei Device Co., viewed 12 December 2019, <https://www.hihonor.com/vn/products/smartphone/honor9x/>.
Hoang, DQ 2019, ‘We are social vietnam 2019 | vietnam digital landscape 2019 report’, SlideShare, LinkedIn Corporation, <https://www.slideshare.net/HoangDungQuy/we-are-social-vietnam-2019-vietnam-digital-landscape-2019-report>.
Lee, E, Lee, JA, Moon, JH & Sung, Y 2015, ‘Pictures Speak Louder than Words: Motivations for Using Instagram.’, CyberPsychology, Behavior & Social Networking, vol. 18, issue 9, pp. 552-556, viewed 29 November 2019, EBSCO host database.
Mobolade, O 2016, ‘How to market effectively to Millennials’, WARC Best Practice, viewed 29 November 2019, WARC database.
Nguyen, HA, Do, KA, Pham, NA, Vu, HTA & Nguyen, NP 2019, ‘Assignment 4 - Research Report’, paper submitted 11 November for COMM2386 Interdisciplinary Communication Project, RMIT University, Vietnam.
Nguyễn, VD 2019, ‘Event coordinator là gì?’, Brands Vietnam, viewed 29 November 2019, <https://www.brandsvietnam.com/503-Event-coordinator-la-gi>.
Nielsen 2015, ‘KHÁM PHÁ LỐI SỐNG GIỮA CÁC THẾ HỆ’, Nielsen, viewed 29 November 2019, <https://www.nielsen.com/vn/vi/insights/report/2015/generational-lifestyles-2015/>.
Phù Dao 2018, ‘Hà Nội: Khu vực nào có phòng trọ cho sinh viên thuê giá từ 1,5-2 triệu đồng?’, Vietnammoi,VIETNEWSCORP, viewed 29 November 2019, <https://vietnammoi.vn/ha-noi-khu-vuc-nao-co-phong-tro-cho-sinh-vien-thue-gia-tu-152-trieu-dong-139697.htm>.
Sasso, M 2016, ‘The influence of the pictures in the social media for millennials’, Medium, viewed 29 November 2019, <https://medium.com/@sassomanon/the-influence-of-the-pictures-in-the-social-medias-for-the-millennials-6bedfeb4d981>.
Stein, J & Sanburn, J 2013, ‘Why millennials will save us all’, Time, 20 May, p. 26.