{"id":6156,"date":"2019-06-01T15:13:46","date_gmt":"2019-06-01T08:13:46","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=6156"},"modified":"2019-12-03T12:07:42","modified_gmt":"2019-12-03T05:07:42","slug":"the-best-marketing-campaign-project-84-thong-diep-nhan-van-lan-toa","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/the-best-marketing-campaign-project-84-thong-diep-nhan-van-lan-toa\/","title":{"rendered":"[THE BEST MARKETING CAMPAIGN] Project 84 &#8211; Th\u00f4ng \u0111i\u1ec7p nh\u00e2n v\u0103n lan t\u1ecfa"},"content":{"rendered":"<p>Ng\u00e0y nay, m\u1ed9t s\u1ed1 nh\u00e3n h\u00e0ng l\u1ee3i d\u1ee5ng t\u00ednh lan truy\u1ec1n m\u1ea1nh m\u1ebd c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 truy\u1ec1n t\u1ea3i nh\u1eefng n\u1ed9i dung c\u00f3 ph\u1ea7n ph\u1ea3n c\u1ea3m v\u1edbi m\u1ee5c \u0111\u00edch c\u00e2u view. T\u00e2m l\u00fd d\u1ec5 nh\u1eadn ra c\u1ee7a con ng\u01b0\u1eddi l\u00e0 lu\u00f4n ch\u00fa \u00fd v\u00e0o nh\u1eefng th\u00f4ng tin ti\u00eau c\u1ef1c h\u01a1n t\u00edch c\u1ef1c, v\u00ec v\u1eady c\u00f3 th\u1ec3 chi\u1ebfn d\u1ecbch s\u1ebd ti\u1ebfp c\u1eadn \u0111\u1ebfn r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi. Nh\u01b0ng \u0111\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u d\u00e0i h\u1ea1n th\u00ec \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 chi\u1ebfn l\u01b0\u1ee3c l\u00fd t\u01b0\u1edfng.<\/p>\n<p>Thay v\u00ec ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng b\u1eb1ng m\u1ecdi gi\u00e1, m\u1ed9t th\u00f4ng \u0111i\u1ec7p mang t\u00ednh nh\u00e2n v\u0103n kh\u00f4ng nh\u1eefng ch\u1ea1m \u0111\u1ebfn tr\u00e1i tim c\u1ee7a kh\u00e1ch h\u00e0ng, m\u00e0 c\u00f2n c\u00f3 s\u1ee9c lan t\u1ecfa m\u1ea1nh m\u1ebd. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng chi\u1ebfn d\u1ecbch ti\u00eau bi\u1ec3u kh\u1eafc h\u1ecda \u0111i\u1ec1u \u0111\u00f3.<\/p>\n<h3>Project 84<\/h3>\n<div style=\"width: 840px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-6156-1\" width=\"840\" height=\"473\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/06\/Project84.mp4?_=1\" \/><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/06\/Project84.mp4\">https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/06\/Project84.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p>84 ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng m\u1ed9t tu\u1ea7n t\u1ef1 t\u1eed \u1edf Anh. \u0110\u1ec3 n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y, t\u1ed5 ch\u1ee9c t\u1eeb thi\u1ec7n CALM (Campaign Against Living Miserably) v\u00e0 th\u01b0\u01a1ng hi\u1ec7u dao c\u1ea1o r\u00e2u Harry, \u0111\u00e3 \u0111\u01b0a ra Project 84, \u0111\u1eb7t 84 b\u1ee9c t\u01b0\u1ee3ng nam tr\u00ean \u0111\u1ec9nh studio ITV\u2019s This Morning v\u00e0 t\u00f2a nh\u00e0 South Bank \u0111\u1ec3 th\u1ec3 hi\u1ec7n th\u1ed1ng k\u00ea bi th\u1ea3m n\u00e0y.<\/p>\n<p>Ngh\u1ec7 thu\u1eadt s\u1eafp \u0111\u1eb7t m\u1ea1nh m\u1ebd c\u1ee7a ngh\u1ec7 s\u0129 \u0111\u01b0\u1eddng ph\u1ed1 Hoa K\u1ef3, Mark Jenkins, di\u1ec5n ra trong m\u1ed9t tu\u1ea7n v\u00e0o th\u00e1ng 3, l\u00e0 m\u1ed9t ph\u1ea7n trong chi\u1ebfn d\u1ecbch r\u1ed9ng l\u1edbn h\u01a1n c\u1ee7a CALM, m\u1ed9t t\u1ed5 ch\u1ee9c t\u1eeb thi\u1ec7n ng\u0103n ng\u1eeba t\u1ef1 t\u1eed nam, \u0111ang k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng th\u1ef1c s\u1ef1 c\u1ee7a ch\u00ednh ph\u1ee7 v\u1ec1 t\u1ef1 t\u1eed.<\/p>\n<p>M\u1ed7i t\u00e1c ph\u1ea9m \u0111i\u00eau kh\u1eafc \u0111\u01b0\u1ee3c m\u00f4 ph\u1ecfng theo m\u1ed9t ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng th\u1ef1c s\u1ef1 l\u1ea5y \u0111i m\u1ea1ng s\u1ed1ng c\u1ee7a ch\u00ednh m\u00ecnh, \u0111\u01b0\u1ee3c t\u1ea1o ra trong m\u1ed9t lo\u1ea1t c\u00e1c h\u1ed9i th\u1ea3o li\u00ean quan \u0111\u1ebfn gia \u0111\u00ecnh v\u00e0 b\u1ea1n b\u00e8 tang quy\u1ebfn. \u0110\u01b0\u1ee3c t\u1ea1o b\u1edfi adam &amp; eveDDB, m\u1ed7i danh t\u00ednh ng\u01b0\u1eddi \u0111\u00e0n \u00f4ng \u0111\u01b0\u1ee3c ti\u1ebft l\u1ed9 tr\u00ean trang web Project 84, v\u1edbi m\u1ed9t s\u1ed1 b\u1ea1n b\u00e8 v\u00e0 ng\u01b0\u1eddi th\u00e2n c\u0169ng chia s\u1ebb c\u00e2u chuy\u1ec7n c\u1ee7a h\u1ecd.<\/p>\n<p>D\u1ef1 \u00e1n 84 kh\u00f4ng ch\u1ec9 g\u1ee3i l\u00ean m\u1ed9t ph\u1ea3n \u1ee9ng c\u1ea3m x\u00fac \u0111\u00e1ng kinh ng\u1ea1c tr\u00ean kh\u1eafp V\u01b0\u01a1ng qu\u1ed1c Anh, m\u00e0 c\u00f2n gi\u00fap 34% nhi\u1ec1u ng\u01b0\u1eddi ti\u1ebfp c\u1eadn v\u1edbi CALM \u0111\u1ec3 \u0111\u01b0\u1ee3c gi\u00fap \u0111\u1ee1, v\u1edbi vi\u1ec7c t\u1eeb thi\u1ec7n nh\u1eadn \u0111\u01b0\u1ee3c 80% s\u1ed1 l\u1ea7n \u0111\u0103ng k\u00fd trong c\u1ea3 n\u0103m 2017 ch\u1ec9 trong 3 ng\u00e0y .<\/p>\n<p>Ngo\u00e0i ra c\u00f2n c\u00f3 2,1 t\u1ef7 m\u1ea9u earned media, 36.000 \u0111\u1ec1 c\u1eadp tr\u00ean Twitter v\u00e0 \u0111\u1ee7 ch\u1eef k\u00fd trong b\u1ea3n ki\u1ebfn ngh\u1ecb c\u1ee7a\u00a0\u00a0CALM\u2019s #StandAgainstSuicide \u0111\u1ec3 \u0111\u01b0a n\u00f3 v\u00e0o Qu\u1ed1c h\u1ed9i.<\/p>\n<p>Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ee7a CALM, Simon Gunning, cho bi\u1ebft chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c v\u00f4 s\u1ed1 ph\u1ea3n h\u1ed3i t\u00edch c\u1ef1c v\u00e0 m\u1ed9t s\u1ef1 tu\u00f4n tr\u00e0o c\u1ea3m x\u00fac v\u00e0 mong mu\u1ed1n m\u1ecdi th\u1ee9 s\u1ebd thay \u0111\u1ed5i.<\/p>\n<p>Th\u00f4ng qua chi\u1ebfn d\u1ecbch, h\u00e0ng ng\u00e0n ng\u01b0\u1eddi \u0111\u00e3 \u0111\u1ebfn v\u1edbi nhau &#8211; l\u00ean ti\u1ebfng, \u0111\u1ee9ng l\u00ean ch\u1ed1ng l\u1ea1i t\u1ef1 t\u1eed, v\u00e0 cho th\u1ea5y r\u1eb1ng n\u00f3 th\u1ef1c s\u1ef1 kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch n\u00e0y, Mitch Gunning n\u00f3i: \u201c\u0110\u00e2y l\u00e0 nhi\u00ean li\u1ec7u hy v\u1ecdng v\u00e0 hy v\u1ecdng nhi\u00ean li\u1ec7u h\u00e0nh \u0111\u1ed9ng.\u201d<\/p>\n<p>&gt;&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/case-study-tu-donald-trump-den-viral-marketing-voi-tra-xanh\/\">[Case study] T\u1eeb Donald Trump \u0111\u1ebfn Viral marketing v\u1edbi Tr\u00e0 xanh<\/a><\/p>\n<p style=\"text-align: right;\"><em>Ngu\u1ed3n:\u00a0projecteightyfour<\/em><\/p>\n<hr \/>\n<p style=\"text-align: justify;\"><em>N\u1ebfu b\u1ea1n g\u1eb7p\u00a0<strong>kh\u00f3 kh\u0103n<\/strong>\u00a0trong vi\u1ec7c n\u1eafm b\u1eaft\u00a0<strong>insights kh\u00e1ch h\u00e0ng<\/strong>\u00a0\u0111\u1ec3 x\u00e2y d\u1ef1ng\u00a0<strong>th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng<\/strong>, b\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o<span style=\"color: #800000;\">\u00a0<a style=\"color: #800000;\" href=\"https:\/\/dtmconsulting.vn\/en\/lap-ke-hoach-digital-marketing\/\"><strong>t\u1ea1i \u0111\u00e2y<\/strong><\/a><\/span>\u00a0ho\u1eb7c <a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he-tu-van\/\"><strong>g\u1eedi v\u1ea5n \u0111\u1ec1 c\u1ee7a b\u1ea1n cho ch\u00fang t\u00f4i<\/strong><\/a> v\u00e0 nh\u1eadn l\u1eddi khuy\u00ean t\u1eeb <a href=\"https:\/\/dtmconsulting.vn\/en\/gioi-thieu\/chuyen-gia-co-van\/\"><strong>c\u00e1c chuy\u00ean gia<\/strong><\/a> \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 nhanh nh\u1ea5t.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Ng\u00e0y nay, m\u1ed9t s\u1ed1 nh\u00e3n h\u00e0ng l\u1ee3i d\u1ee5ng t\u00ednh lan truy\u1ec1n m\u1ea1nh m\u1ebd c\u1ee7a m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 truy\u1ec1n t\u1ea3i nh\u1eefng n\u1ed9i dung c\u00f3 ph\u1ea7n ph\u1ea3n c\u1ea3m v\u1edbi m\u1ee5c \u0111\u00edch c\u00e2u view. T\u00e2m l\u00fd d\u1ec5 nh\u1eadn ra c\u1ee7a con ng\u01b0\u1eddi l\u00e0 lu\u00f4n ch\u00fa \u00fd v\u00e0o nh\u1eefng th\u00f4ng tin ti\u00eau c\u1ef1c h\u01a1n t\u00edch c\u1ef1c, v\u00ec v\u1eady [&hellip;]<\/p>","protected":false},"author":4,"featured_media":6157,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[654],"class_list":["post-6156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-case-study",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6156","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=6156"}],"version-history":[{"count":3,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6156\/revisions"}],"predecessor-version":[{"id":9370,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/6156\/revisions\/9370"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/6157"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=6156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=6156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=6156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}