THE

Facebook contest

PROPOSAL

PRESENTED BY Qiki JSC

demographics
Age: 20 40, middle-high income, white collar
worker
Like to live young travel alone or with
families & friends, use digital apps, social media

TARGET AUDIENCE

Willing to travel often, like to save time so they

use online bookings
Want to have inspirations to go travelling
read blogs, stories, testimonials
Interested in incentives to travel (e.g. contests,
prizes, sweepstakes, etc.)
geographics
Hanoi & Saigon

Vivavivus target consumers live young, so they

like to travel.

CONSUMER INSIGHTS

They use various kinds of apps and booking

agencies for the ease of travelling, and to ensure
the safety of their trips.
They are interested in incentives to travel, such as
small prizes in sweepstakes, or large prizes in
contests

MESSAGE
What Vivavivu
communicates

Vivavivu is a travelling friend/companion

who inspires every customer

TH
E

master plan
big idea, platforms & timeline

CONTEST NAME: Ti Vivu Khp Chn

Viv Chon
# Toi
u Kha
p

BIG IDEA
What Vivavivu
communicates

Customers have their own storytelling, of their

own holiday concept, to create inspirations to
travel

Vivavivu Website

COMMUNICATION
CHANNELS

COMM

SEO & AdWords

CHANNELS

Digital platforms

Facebook & Instagram

posts & ads

Direct marketing
(Email)

TIMELINE

3/11 23/11: Advertise contest via Facebook

fanpage and Vivavivu website

24/11 14/12: Online contest

22/12: Release result and reward

2-month campaign

PLATFORM

KPI
2-month campaign

TIME
UNIT
KPI

Facebook posts
2 months
Engagement
50/post

Facebook ads

Sweepstakes
entry

Google Adwords

2 months

1 month

2 months

Reach

Consumer
contact details

Click

100

20.000

1,200

TH

executional plan

Before & During Campaign

-Frequency: 3 posts/day (info

about the contest in the
evening)

FACEBOOK
-Clear and beautiful images
maintain current
content

-Qualified and useful

content: TRAVEL (70%),
LIFESTYLE (20%), &
VIVAVIVU (10%)

Help customers create travelling plan &

learn more about other countries
culture
Interesti
ng
destinati
ons

FACEBOOK
TRAVEL

Tips &
tricks

Local
culture

TRAVEL
70%

Entertai
ning
experien
ce

Sightsee
ing
experien
ce

Moveme
nt
experien
ce

Food
experien
ce

Show more human values (people having fun

while travelling, couples in love on their
vacations, etc.) to make the page more alive

FACEBOOK
LIFESTYLE
LIFESTYLE
20%

Introduce the company style and culture to the

customers make Vivavivu more humanistic and
friendly to the customers
Include special promotions and partnerships with
other companies introduce Vivavivus good
services

FACEBOOK
VIVAVIVU

Google
AdWords

- Date: 3/11 14/12

(before & during FB
contest)
- Objective: to optimise
Vivavivu website, FB page
and create new content

Google
AdWords
Suggested
terms

Google
AdWords
Suggested
terms

SWEEPSTAKES
Before the
contest

- Facebook Sweepstakes: Like & Share to

win automatically!
- Date: 3/11 23/11
- A small sweepstakes that runs every
Sunday night to attract new page likes
and expand customer database
- Method: 3 steps - participant Like and
Share the FB post, then click on an
attached link to the companys website,
and enter their contact details (Email,
phone number, address, etc.). Those who
does all 3 steps automatically win a small
prize (discount service, vouchers, etc.)
- Vivavivu will also send the Emails
regarding the upcoming contest to its
customer database

- Objective: to promote the upcoming contest, expand

customer database and increase FB Likes.
- Date: 3/11 23/11

FACEBOOK
CONTEST
Before the
contest

Promote contest on
Vivavivu Homepage

COMM

SEO & AdWords

CHANNELS

Facebook posts & ads

& Sweepstakes

Send Email to
customer database
regarding the contest

FACEBOOK
CONTEST
During the
contest

- Date: 24/11 14/12

- Structure: Participants send a photo,
with a caption to define their ideal
vacation, or how differently from
others do they travel. The language
should
be
descriptive
and
inspirational. They must end the
caption
with
the
hashtag
#ToiVivuKhapChon
- 2 prizes:
- Organiser prize (main prize): most
original,
creative,
inspiring
caption.
- Vote prize: most likes & shares.
This is mainly for promotional
purpose, and is not the organisers
main method of choosing the
winner.

FACEBOOK
CONTEST
Instagram
gets in action

- All contest entries are to repost on

Vivavivus Instagram page.
- All of Vivavivus FB posts regarding the
contest
will
help
promote
the
companys Instagram page also

TH

app suggestions

Ideas besides a booking app

Photo-editing app
Similar to VSO Cam, or Instagram, the
Vivavivu app can have various filters and
other editing functions (crop, put texts,
etc.) and the ability to put the Vivavivu
logo into the picture.

IDEA 1
Photo-editing
App

The point is to have a loyalty

program for the customers. After
the user has taken a set number of
pictures using the app, or share on
his/her FB page, he/she will receive
some special offers from Vivavivu.

User-generated content

IDEA 2
User-generated
database

Similar to Foody, or Foursquare, the

Vivavivu app lets the user enter the name
and the address of the attraction and
upload it on the apps database. The apps
administrator monitors such a usergenerated content for its legitimacy and
quality if needed be. The content is all
travelling-related
(food,
retailers,
boutiques, public utilities, etc.)
Each user has a scoring system that other
users may endorse, so that he/she has the
chance to boost his/her credibility within
this new medium of social media,
exclusively for travelling.

User-generated content
The user can also add a Tag to their
locations in order to put the locations in
categories. This will help other users
find the locations easier, and more to
their interests.

IDEA 2
User-generated
database

There are digital boards (smart kiosks)

scattered around HCM city where
people look for interesting places to
visit. Vivavivu can partner up with the
owner (Le Bros) to link the app with the
smart kiosks. Both parties can generate
content. Also, the smart kiosks are
interactive advertisements also, so
Vivavivu can consider advertising their
services on these boards.

THANKS.
for your
attention

CONTACT US
https://vn.linkedin.com/in/qiki2013