NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH BRANDED SHORT FILM MARKETING THROUGH YOUTUBE VIDEOS AT LIOLEO CREATIVE AGENCY AND SOLUTIONS FOR MARKETING QUALITY Hanoi, November 2022 NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NGUYEN THI NHUNG BRANDED SHORT FILM MARKETING THROUGH YOUTUBE VIDEOS AT LIOLEO CREATIVE AGENCY AND SOLUTIONS FOR MARKETING QUALITY Hanoi, November 2022 Nguyễn Thi Nhung - 11194057- Business English 61B ACKNOWLEDGEMENT My name is Nguyen Thi Nhung, a student in the English Language Department, course 61 in the Faculty of Foreign Languages. As a student of the department, during more than 3 years of study, I have been systematically provided with knowledge about Foreign Languages, Economics in general, and English Language major in particular. The 3-month internship period in the position of Lioleo Project Manager at Akira Education Co. has given me practical knowledge and working experience in the profession.
In order to get the results like today, I would like to express my sincere thanks to all the lecturers in the Faculty of Foreign Languages and especially my internship instructor, M. Pham Phuong Lan. The teachers provided us with detailed instructions to be able to create a complete report on my internship. Besides, I would also like to express my sincere thanks to the managers and staff at Akira Education Co., who have facilitated and helped me a lot during my internship working at the office, delicately teaching, and guiding me with what I do not know, helping me to improve the knowledge I have learned at school with practical work experiences.
Nguyễn Thi Nhung - 11194057- Business English 61B EXECUTIVE SUMMARY Branded short film marketing through youtube videos has been one of the most effective marketing methods nowadays. Using branded short films as a marketing tool, valuable information can be shared in a nonabrasive, empathetic way, making the brand relatable to people. Consumers are far more likely to do business with brands they trust, and providing helpful content is one of the best ways to build credibility. Lioleo Creative Agency is a subsidiary company of Akira Education Co., Ltd, an educational enterprise established on April 3, 2014, self-organized Japanese classes.
In terms of YouTube, the production team will be the main focus of the discussion in this section. As a YouTube channel, Lioleo receives advertisement bookings from brands and then makes branded short films on Lioleo Youtube Channel to promote brands. To be an intern at Lioleo Creative Agency, I am working as a project manager supporting for creation of branded short films on the Lioleo Youtube Channel. I will analyze marketing through branded short films by its system, its process, and its marketing of the videos.
After 3 months of working here, I realized some problems that are unresolved at Lioleo. Based on these findings, I will recommend some solutions to improve the branded short films on Lioleo Youtube Channel. ii Nguyễn Thi Nhung - 11194057- Business English 61B LIST OF TABLES Table 1.1: Data analysis of LIOLEO KIDS Channel.2: Data analysis of others Youtube channels of Lioleo Creative Agency ——.4: The number of responses of viewers related to brands.5: Information of others marketing channels of Lioleo Creative Agency 08s 19090 Ga 27 11 Nguyễn Thi Nhung - 11194057- Business English 61B LIST OF FIGURES Figure 1. Department structure of Akira Education Company Limited.
Branded short film on Hau Hoang Channel .1: The collaboration tool to organize projects into boards.2: The process of producing a branded v1deo.3: Data analysis of branded short films on Lioleo Channel. 24 iv Nguyễn Thi Nhung - 11194057- Business English 61B TABLE OF CONTENTS ACKNOWLEDGEMETT,. (5 HH TH HH H000 00 ii LIST OF TABLES. 5 << << << HH HH HH HH 0000300080000 04 iii LIST OF FIGURES .-- 5< << << HH HH 0008800 4 g0 iv TABLE OF CONTENTS.- (5< SH THỌ THỌ TH TH.
Research ar€a/SU]©CÍ. Research QU€SÏOIAS.8 3 CHAPTER 1: INTRODUCTION OF THE ORGANIZATION. Introduction of the organization. Akira Education Co.
The history of Akira Education Co. Akira Education Ltd. Department [MHCÍHOTIS. ào cv Hy 7 LD DS, 2n.
Lioleo Creative AGENCY. 6G n0 0900 10 2 CHAPTER 2: THEORETICAL FRAMEWORK USED AS A BASIS FOR RESEARCCT. (<< 5< HH HH TH HH 0000000000084 13 2. The growth of Youtube .- --- «6 +1 xnxkn ng rưệt 13 2.
Youtubers and revenue sfr€am. Youtubers in Vietnam — branded-content creators. 17 Nguyễn Thi Nhung - 11194057- Business English 61B 2. The reason why branded films are effectIve.
Youtube — a marketing platform for branded fïlms. Relationship between Youtube marketing and brand awareness. 18 3 CHAPTER 3: ANALYSIS AND FINDINGS. The process of making branded short films on the Lioleo Youtube Channel to promote others brands.
Branded short film marketing through Youtube in Lioleo. In what way and how much are the products shown?. Branded videos produced through the year. The response of viewers when watching branded short films on Lioleo Youtube Chantel.
Recommendations to enhance the Lioleo Creative Agency’s marking IDTOC[UC. Analysis of the situation of Lioleo’s marketing. SWOT An QlySis. The real situation of marketing other brands’ products through Lioleo SNOrE ƒTÏHH(S.
SG ng ng kg ng ky 26 3. Proposed solutions to Lioleo Creative Agency’s strategy. The system of Lioleo Creative A Qency. 28 CHAPTER 4: RECOMMENDA TIONS.
HỌC HH TH HH HH 000000001000 33 REFERENCES APPENDIX vi Nguyễn Thi Nhung - 11194057- Business English 61B INTRODUCTION 1. Background Branded short films are great marketing methods because they don't feel like commercials. Most consumers do not like aggressive advertising. Potential customers want to understand how you can help solve a problem they face and know if you are a trustworthy brand.
Using branded short films, you can share valuable information in a nonabrasive, empathetic way, making your brand relatable to people. Even if a view never decide to purchase your good or service, the video need to be valuable and advantageous to them. Consumers are far more likely to do business with brands they trust, and providing helpful content is one of the best ways to build credibility. Lioleo Creative Agency is a subsidiary company of Akira Education Co., Ltd, an educational enterprise established on April 3, 2014, self-organized Japanese classes with a single instructor and ten students with borrowed facilities at Aten education company headquarters.
So far, Akira has 40 employees with nearly 4,000 Japanese learners nationwide. Akira Education Co. has been increasingly asserting its position in zievements, playing a great role in the field of Japanese language education in particular and the Vietnamese education sector in general. Lioleo is one of the biggest projects developed later at Akira Education Co.
Lioleo is a start-up project with 10 employees. It includes an online English course for children, along with a YouTube channel that started in 2017. During several years of operation, Lioleo launched a lot of school stationery. At the end of 2020, Lioleo English Adventure, a product that combines app games and interactive cards were launched.
After 5 years of operation, Lioleo has over 8,000 learners nationwide, Lioleo English Adventure has been used generously and gotten considerable revenue, more than 1,280,000 people subscribe to Lioleo YouTube Channel and many famous partners have attractted to Lioleo. In terms of YouTube, the production team will be the main focus of the discussion in this section. As a YouTube channel, Lioleo receives advertisement bookings from brands. The system is rather similar to a marketing agency: Lioleo develops the idea based on the script from the brand; the video is produced after the feedback from the customer has been applied; the video then is published on the Lioleo YouTube channel.
The performance of the video would then be watched and reported in order to further analyze the effectiveness of the video in promoting the brand. Nguyễn Thi Nhung - 11194057- Business English 61B 2. Rationale Youtube has become and is becoming a popular social platform. Along with the expansion of Youtube, businesses are looking to these platforms as highly effective marketing channels.
Thanks to this demand, content creators are creating videos with the aim of promoting product placement and revenue. Naturally, Youtubers compete with each other and come up with many creative video promotional ideas. However, there is too much advertising content on Youtube has partly caused viewers to form a protesting reaction and they are very sensitive to such content. Over time, the advertising effectiveness of traditional content has decreased.
This is the time for a new type of content to enter the market and make a difference: branded short films. Among content creation businesses in Vietnam, Lioleo is one of the first channels to adopt this type of content. Branded short films of Lioleo advertise their products indirectly and cleverly. These films not only help the company get more income from selling products but also earn more money from viewers.
For a video with | million views, the average pay ranges between $2,000 and $3,000 if you use ads on your videos. Realizing the potential of Lioleo and finding my passion in marketing and creating branded short films, I chose to have my internship at Lioleo, and I will go into depth in the research of branded short film marketing through Youtube videos that help Lioleo’s products and others’ ones reach customers. Besides, I will find out the strengths and weaknesses of Lioleo and propose some solutions for marketing quality. The scope of this report would include the operating system of Lioleo, the marketing strategy through branded short films as well as the solutions to improve the marketing quality; therefore, Lioleo could cooperate with many potential brands in a long term.
Research area Branded short film marketing through Youtube videos helps Lioleo earn a lot of income. One of the best sellers of Lioleo’s products is Lioleo English Adventure - a unique product that helps children be better at English with combinations between a game app and interactive cards. Students will learn English naturally and actively through exciting games with Lioleo. Lioleo English Adventure is designed especially for students in grades 3, 4, and 5.
Through games, you can review, consolidate and master English knowledge in class actively. Learning English is no longer boring with Lioleo English Nguyễn Thi Nhung - 11194057- Business English 61B Adventure. Lioleo English Adventure has a variety of game modes. Students can play alone, play with game characters or challenge with their friends.
You will become immediately engrossed in the game, especially in the extremely original fighting game mode. Besides, branded short films through the Lioleo Youtube Channel are successful in marketing many enterprises’ products. Lioleo usually integrated with many famous brands like Masan, and Nestle,. and Lioleo needs to find a way to seamlessly feature a product or service in its videos.
The idea is to do something with the product in the video that makes sense and aligns with your own channel's brand. To sum up, branded short films not only help enhance the scale of the partners’ brand but also boosts sales for Lioleo’s products. Research questions Question 1: How have the products of other enterprises developed through branded short films on the Lioleo Youtube Channel? Question 2: What recommendations can be offered to enhance the Lioleo Creative Agency’s marketing strategy? 5. Methodology In order to answer two research questions, the data collection method and comparative method would be used.
With the data collection method, based on the research and collected data, this study use excels software to conduct statistics, and process the data to address research purposes. With the comparative methods, compare the actual achieved with the plan, the norm to evaluate the performance of the target, and compare the actual data of this period with one or more previous period's reality to determine the trend or growth rate. Relative, absolute and proportion comparison methods to analyze and evaluate the criteria of enterprises over the years and in the same year.