SUN GROUP SOCIAL NETWORK CAMPAIGN “MISS YOU”

Abstract

Global COVID epidemic has had a profound impact on many aspects of life. Tourism, with its salient characteristics, is one of the economic sectors that suffer the most from it. According to the General Statistics Office's report, international visitors to Vietnam in the third quarter of 2021 were estimated at 26.3 thousand arrivals, down 40.3% over the same period last year. As Vietnam has continued to implement strict lockdown measures, it is forecasted that the numbers will continue to decrease even more, as Vietnam tourism in general and Sun Group (who has many projects in the field) in particular will take a serious hit. Understanding the urgency of the situation, Sun Group has developed a social network media plan - “SUN GROUP MISS YOU” to reheat customers’ interest in tourism and their destinations and affirming their pioneering role in the market, proven by how they constantly elevate and transform the destinations even in this trying time. The plan was implemented in a 3-month period (1/9/2021 - 30/11/2021). During this time, our team has cooperated with Sun Group to plan, implement and evaluate this campaign. This report will guide you through 4 mini reports, corresponding to 4 periods of work which are: introduction, development & pre-production, production execution and post-production. First we give you an introduction about our partner Sun Group and the plan, as well as the theories we applied in our work. Then we begin the development & pre-production stage with thorough research about the situation and target audience’s insight, S.W.O.T analysis and detailed campaign planning, reports on how we got things done in the production execution stage, and closing in with KPI and budget evaluation in the post-production stage. After three months of implementation, Sun Group's social network campaign “Miss you” achieved certain success with a total budget of 368,940,000 VND.