SCHOOL OF WESTERN SYDNEY UNIVERSITY VIETNAM ASSIGNMENT COVER SHEET STUDENT DETAILS Student name: ĐOÀN VÕ QUẾ CHI Student ID number: 22060376 UNIT AND TUTORIAL DETAILS Unit name: Marketing and Digital Communications Unit number: MDC-T322WSB-3 Tutorial group: Lecture Tutorial day and time: Wednesday 12 am Lecturer or Tutor name: NGUYỄN THU HƯƠNG ASSIGNMENT DETAILS Title: Leaning Portfolio 2 Length: 411 words Due date: 08/10/2022 Date submitted: 09/10/2022 Home campus (where you are enrolled): Vietnam Campus DECLARATION ✓ I hold a copy of this assignment if the original is lost or damaged. ✓ I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. ✓ I hereby certify that no part of this assignment or product has been submitted by me in another (previous or current) assessment, except where appropriately referenced, and with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit. ✓ No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned. ✓ I am aware that this work will be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking). Student’s signature: Que Chi Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been signed.
The link to my chosen advertisement video: Johnson’s Baby: Johnson’s Baby The Other Mother's Day Campaign #HeartOfAMom • Ads of the WorldTM | Part of The Clio Network
MDC Client Brief Template Client Information Company Name Johnson & Johnson Contact Name Juthamas Ngamjitkul Email
[email protected] Phone Number +66 2 725 3000 Address Johnson & Johnson (Thailand) Ltd 106 Lat Krabang Industrial Estate Chalongkrung Road, Lat Krabang, Bangkok 10520 (AMCHAM Thailand, n.d.)
Project Information Project Title The Other Mother's Day Campaign Project Description (100 words) The target customers of this video are young parents, especially mothers. Johnson’s Baby wants to redefine the term “mother,” that is any person with pure love for their children regardless of their physical appearance or gender (Ads of the World, n.d.). This is demonstrated through an emotional short film depicting the bond between four real- life mothers of various backgrounds (with tattoos or belonging to the LGBT community) and their kids. As a result, the brand promotes diversity and equality through the lens of motherhood. Overall, the campaign is consistent with Johnson & Johnson’s value statement of “make diversity and inclusion how we work every day” (Johnson & Johnson, n.d.). Project Objectives (3 objectives) To gain 4.6 million YouTube views and 360,000 shares across all channels within 1 month (ThaiPR.net, 2022). To reach the perception of 8.2 million individuals through Johnson's Baby media and 8.9 million through national media within 1 month (ThaiPR.net, 2022). To achieve a 20% increase in orders by the end of the campaign Target Audience (5 descriptions) • Mothers (regardless of gender) from 18 to 40 years old • Lower-middle income to upper-middle income • Living in Thailand (Thai is the language of this ad) • Care about gentle products that are safe for children and their primary concern is the kids’ healthy development. • Mainly already users of Johnson’s Baby (because this ad does not provide any functional benefits of products) Key Competitors (3 direct competitors) Pigeon, Dnee Thailand, Cetaphil. Budget Overview • $15,000 for video production (McClung, 2021) • $3,000 for social media advertising on multiple networks (Berry, 2022) • $5,000 to place the short version ads on television (Tatro, 2019) • $4,000 to promote the campaign in top newspapers (Gaebler.com, 2022) • $3,000 for collaboration with KOLs (Influencer Marketing Costs (2022), 2022) Forecast total main budget = $30,000 Select the channels that will be used for this campaign (3 channels) • Show ads on the brand’s website: https://www.johnsonsbaby.co.th/ and social media platforms: YouTube, Facebook, Instagram • On the front pages of leading Thai newspapers (Huyền Hòa, 2022) • On television shows (ThaiPR.net, 2022)
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