DSquare - Cafe Phố - Content Direction - 20140615

CAFÉ PHỐ SỮA ĐÁ
CONTENT STRATEGY ANALYSIS

Overall
Launched in 06/2013
But until 2015, fan page started to have a
template of visual. However, content still
not focus on functional aspect.
Content Angles
Mini games
Product Infor/ Holiday/

Promotion
Activities
2015 Trending
Entertainment
related to
Product/
Officer
Moment
1- PRODUCT INFORMATION / PROMOTION ACTIVITIES
- Product information is delivered in creative way to enjoy Café Phố Sữa Đá product but the ratio is
low.
- Promotion information, activities and announce winner or activation photos like buying product
get the “your name” cup, “Chụp ảnh cùng Voi khổng lồ”, “Café Phố - niềm vui công sở” “Vui như
phố” photo contest and so on.
2- ENTERTAINMENT RELATED TO PRODUCT/ OFFICER MOMENT

- Sharing interesting picture, famous quote or some officer tips collected from Internet.
- Some creative series about officer story like “Fun Jokes”, “8 Văn phòng”
3- MINI GAMES
- Many mini games mainstreaming product information and benefits.
4- SEASONAL CONTENT/ TRENDS

- Well-leveraged seasonal content and stay up to date with trends.
Comment
- Use the link for summary promotions
- Make use of the information, new entertainment trend of the world to enhance the diversity of content creation.
- Product roles/ Product benefits are not well deployed via content.
Content Allocation
2015 2016
Total : 228 posts
Café Pho/ Total

5 12
% %
Café Pho
Other
88
posts
%
Writing Style
Voice of admin: “Café Phố” and “bạn”

2014 Tone and mood: Friendly and closely with fun and trendy tone
2016
like “chế”, “anh em” “gấu mẹ”
Officer Moment became a key hook with two main pillars

Most posts are about ‘Officer Moment’, ‘Employee Tips”,
‘Fun Jokes’ and ‘8 văn phòng’. Freestyle of writing and
‘entertainment’.
fun mood.
Recommendation
1. Not diversifying in term of content angles and formats

2. Lack of branded content aka product functions.
3. Page characteristics have yet identified thoroughly
What we think? What we are going to do?
Not
diversi
fying • Propose more angles fitting in product spirit and functions.
in
term
of
conten
t
angles
and
Lack
format
of.
brande
d
• Increase the ratio of product education/ product functions post
content
aka
produc
t
functio
ns.
Page
charact
eristics
have
yet
• Sharpen the page characteristics by adjusting tone & mood.
identifi
ed
thorou
ghly
NEW CONTENT DIRECTION
New Content Direction
Brand Concept:
LET THE FUN BEGIN
It’s Café
Phố
3’49 Sneak
out of the All about
office the Fun
Activity
Using fun & wise voices to tap target audiences more

thoroughly (officer and youth-oriented) and to promote product
separately.
Since every package of Café Pho is a combination of great
ingredients and different way to taste, this is where we will tell it to
our fan. In this pillar, product – orientation is a must to talk about.
The more reliable and trustworthy the product is, the more
IT
’S engaging the conversation will be.
CA
FÉ
PH
Ố
The fun & humor is such an important part in life which force
people to live more positively, interested and eventful especially for
officer. This corner is to spread this spirit to users as naturally as
AL
TH L A possible and avoiding the “cynicism”.
E BO
FU U
N T Proposed angles:
• Officer’s tips to get the goal achieved.
• Officer’s tragic but magic life / Officer Confession
• Why hate Monday series.
• Inspiring & fun quotes about coffee.
Vui Nhu Pho activity is an angle just for activity posting. In this
period of time, we have TVC puzzle & 3’49 sneak out of office
Vu activity, so we will talk about the mechanism & interesting
Ac i n points about the game.
tiv hu
i t y Ph
o Proposed angles:
- The TVC puzzle
- The 3’49 sneak out of office game mechanism & announcing
winner
- Why 3’49 sneaking-out matters?
- User – generated content (post-card,...)
Content Format
INFOGRAPHIC
85% stock images

PRODUCT
CREATIVE PHOTO
15% shooting images
INSPIRING QUOTE FUNNY DRAW
CONVERSATION CLIP 15”

TYPE
GAMES & COMIC SERIES

QUIZZES ENGAGEMENT
CONTENT
Fan page Calendar
Weekly Content Plan
MON TUE WED THU FRI SAT SUN
All about the Fun
It’s Café Phố
ACTIVITY
THANKS

DSquare - Cafe Phố - Content Direction - 20140615

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CAFÉ PHỐ SỮA ĐÁ

CONTENT STRATEGY ANALYSIS

Product Infor/ Holiday/

2- ENTERTAINMENT RELATED TO PRODUCT/ OFFICER MOMENT

4- SEASONAL CONTENT/ TRENDS

Café Pho/ Total

Voice of admin: “Café Phố” and “bạn”

Officer Moment became a key hook with two main pillars

1. Not diversifying in term of content angles and formats

Using fun & wise voices to tap target audiences more

85% stock images

CONVERSATION CLIP 15”

GAMES & COMIC SERIES

Weekly Content Plan

MON TUE WED THU FRI SAT SUN

All about the Fun

It’s Café Phố

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