{"id":6061,"date":"2019-05-30T14:53:01","date_gmt":"2019-05-30T07:53:01","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=6061"},"modified":"2020-06-10T15:03:21","modified_gmt":"2020-06-10T08:03:21","slug":"case-study-tu-donald-trump-den-viral-marketing-voi-tra-xanh","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/case-study-tu-donald-trump-den-viral-marketing-voi-tra-xanh\/","title":{"rendered":"[Case study] T\u1eeb Donald Trump \u0111\u1ebfn Viral marketing"},"content":{"rendered":"

Trong b\u00e0i vi\u1ebft n\u00e0y b\u1ea1n s\u1ebd th\u1ea5y ARM khai th\u00e1c v\u00e0 ph\u00e1t tri\u1ec3n idea t\u1eeb insighst ra sao, c\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c k\u0129 thu\u1eadt marketing tr\u00ean n\u1ec1n t\u1ea3ng digital nh\u01b0 Real-time Marketing (T\u1ea1m d\u1ecbch: Marketing theo th\u1eddi gian th\u1ef1c), Online Reputation Management ( T\u1ea1m d\u1ecbch: Qu\u1ea3n tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u00a0tr\u1ef1c tuy\u1ebfn). M\u1ed9t chi\u1ebfn d\u1ecbch Viral Marketing<\/a><\/strong>\u00a0 t\u1eadp h\u1ee3p nh\u1eefng k\u0129 thu\u1eadt \u201ckh\u00f3\u201d trong marketing l\u1eabn ph\u00e1t tri\u1ec3n 1 idea \u201ckh\u00f4ng t\u01b0\u1edfng\u201d \u2013 Tr\u00e0 xanh & Donald Trump<\/p>\n

#TeaForTrump \u2013 Viral marketing Case study<\/span>
\n“Trumping Donald TE-A-ME Intervention”<\/span>
\n“We can\u2019t stop him, but maybe we can \u2026.. change him”<\/span><\/p>\n

Challenge – Th\u00e1ch th\u1ee9c<\/strong><\/h1>\n

V\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 n\u1ed7 l\u1ef1c \u0111\u1eb1ng sau s\u1ef1 can thi\u1ec7p n\u00e0y l\u00e0 \u0111\u1ec3 truy\u1ec1n b\u00e1 v\u1ec1 s\u1ef1 t\u1ed1t l\u00e0nh c\u1ee7a tr\u00e0 xanh organic.\u00a0#TeaForTrump\u00a0k\u00edch ho\u1ea1t c\u00e1c d\u1ea1ng\u00a0content marketing\u00a0v\u00e0 k\u00eanh tr\u00ean digital\u00a0t\u1eadp trung v\u00e0o vi\u1ec7c m\u1eddi ng\u01b0\u1eddi d\u00f9ng (t\u1ef1 t\u1ea1o n\u1ed9i dung) v\u00e0 g\u1eedi y\u00eau c\u1ea7u c\u1ee7a h\u1ecd t\u1edbi Donald Trump (@realDonaldTrump) \u0111\u1ec3 \u00a0\u00f4ng u\u1ed1ng v\u00e0 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t vi\u1ec5n c\u1ea3nh t\u01b0\u01a1i m\u1edbi trong cu\u1ed9c s\u1ed1ng.<\/p>\n

Gi\u1eefa nh\u1eefng\u00a0 th\u1ef1c t\u1ebf v\u1ec1 vi\u1ec7c \u00f4ng Donald Trump tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng quy\u1ec1n l\u1ef1c nh\u1ea5t th\u1ebf gi\u1edbi, \u00f4ng ti\u1ebfp t\u1ee5c kh\u01a1i g\u1ee3i nh\u1eefng lo ng\u1ea1i m\u1ea1nh m\u1ebd tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi do quan \u0111i\u1ec3m c\u1ef1c \u0111oan c\u1ee7a \u00f4ng th\u01b0\u1eddng gi\u00e1p v\u1edbi ch\u1ee7 ngh\u0129a ph\u00e2n bi\u1ec7t gi\u1edbi t\u00ednh, ph\u00e2n bi\u1ec7t ch\u1ee7ng t\u1ed9c v\u00e0 h\u01a1n th\u1ebf n\u1eefa.\u00a0Trong m\u1ed9t hi\u1ec7n \u0111\u1ea1i c\u1ee7a nguy\u00ean t\u1eafc thuy\u1ebft ph\u1ee5c h\u00f2a b\u00ecnh c\u1ee7a Gandhian, TE-A-ME Teas \u0111\u00e3 th\u1ef1c hi\u1ec7n m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn th\u00e2n thi\u1ec7n \u0111\u1ec3 thay \u0111\u1ed5i Trump cho t\u1ed1t h\u01a1n (clean h\u01a1n).\u00a0V\u00ec th\u1ef1c t\u1ebf tr\u00e0 xanh \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ee9ng minh \u0111\u1ec3 ch\u1ed1ng l\u1ea1i c\u00e1c g\u1ed1c t\u1ef1 do c\u00f3 h\u1ea1i v\u00e0 l\u00e0m s\u1ea1ch t\u00e2m tr\u00ed v\u00e0 c\u01a1 th\u1ec3, gi\u00fap ng\u01b0\u1eddi ta duy tr\u00ec s\u1ef1 c\u00e2n b\u1eb1ng l\u00e0nh m\u1ea1nh.<\/p>\n

Chi\u1ebfn d\u1ecbch b\u1eaft \u0111\u1ea7u v\u00e0o ng\u00e0y 14 th\u00e1ng 7, b\u1ed1n ng\u00e0y tr\u01b0\u1edbc H\u1ed9i ngh\u1ecb Qu\u1ed1c gia C\u1ed9ng h\u00f2a 2016 v\u00e0o ng\u00e0y 19 th\u00e1ng 7.\u00a0\u0110\u00f3 l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c th\u1ef1c s\u1ef1 \u0111\u1ec3 b\u1eaft \u0111\u1ea7u chi\u1ebfn d\u1ecbch v\u00ec c\u00f3 r\u1ea5t nhi\u1ec1u nguy c\u01a1 b\u1ecb ch\u00ecm gi\u1eefa c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n xung quanh Donald Trump.<\/p>\n

\nhttps:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Trumping-Donald-A-TEAME-Teas-Intervention.mp4<\/a><\/video><\/div>\n

Strategy – Chi\u1ebfn l\u01b0\u1ee3c<\/strong><\/h1>\n

TE-A-ME \u0111\u00e3 cung c\u1ea5p tr\u00e0 xanh trong b\u1ed1n n\u0103m cho Donald Trump.\u00a0G\u00f3i \u0111\u1eb7c bi\u1ec7t \u0111\u00e3 \u0111\u01b0\u1ee3c trao t\u1eadn tay t\u1ea1i Trump Tower, New York trong m\u1ed9t n\u1ed7 l\u1ef1c h\u00e0i h\u01b0\u1edbc \u0111\u1ec3 l\u00e0m s\u1ea1ch h\u1ec7 th\u1ed1ng c\u1ee7a Trump.\u00a0ARM Worldwide \u0111\u00e3 thu h\u00fat s\u1ef1 quan t\u00e2m v\u00e0 d\u1ef1 \u0111o\u00e1n trong m\u1ed9t video khi ng\u01b0\u1eddi d\u00e2n New York c\u1ed5 v\u0169 hai ph\u1ee5 n\u1eef m\u1eb7c saree \u0111\u00e3 mang \u0111\u1ebfn #TeaForTrump \u0111\u1eb7c bi\u1ec7t.<\/p>\n

Chi\u1ebfn d\u1ecbch \u0111\u00e3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng theo \u0111\u1ecbnh h\u01b0\u1edbng marketing theo th\u1eddi gian th\u1ef1c.\u00a0L\u00e0 v\u00ec l\u00e0 marketing theo th\u1eddi gian th\u1ef1c (Real-time Marketing – RTM) cho chi\u1ebfn d\u1ecbch n\u00e0y, do b\u1ea3n ch\u1ea5t, c\u1ea7n chu\u1ea9n b\u1ecb cho c\u00e1c t\u00ecnh hu\u1ed1ng x\u1ea5u nh\u1ea5t v\u00e0 t\u1ed1t nh\u1ea5t.\u00a0ARM Worldwide \u0111\u00e3 ph\u1ea3i d\u1ef1 \u0111o\u00e1n h\u01a1n 20 tr\u01b0\u1eddng h\u1ee3p v\u00e0 t\u1ea1o ra c\u00e1c k\u1ebf ho\u1ea1ch chi\u1ebfn thu\u1eadt \u0111\u1ec3 gi\u1ea3i quy\u1ebft t\u1eebng tr\u01b0\u1eddng h\u1ee3p m\u1ed9t.
\nKh\u00f4ng gi\u1ed1ng nh\u01b0 b\u1ea5t k\u1ef3\u00a0C\u00f4ng ty PR\u00a0truy\u1ec1n th\u1ed1ng\u00a0ho\u1eb7c\u00a0C\u01a1 quan PR n\u00e0o, ARM Worldwide tu\u00e2n theo khu\u00f4n kh\u1ed5 t\u01b0 v\u1ea5n c\u1ee7a ARM Worldwide v\u00e0 ho\u1ea1t \u0111\u1ed9ng c\u00f9ng v\u1edbi qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n trong su\u1ed1t chi\u1ebfn d\u1ecbch.<\/p>\n

>>> Xem th\u00eam: Chi\u1ebfn d\u1ecbch th\u1ea5t b\u1ea1i t\u1ea1i Nga c\u1ee7a Coca-Cola: hi\u1ec3u sai \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau<\/a><\/p>\n

Nguy\u00ean t\u1eafc ch\u00ednh \u0111\u1ec3 th\u1ef1c hi\u1ec7n #TeaForTrump<\/strong><\/h2>\n