{"id":396390,"date":"2023-12-08T04:13:49","date_gmt":"2023-12-08T04:13:49","guid":{"rendered":"https:\/\/otavietnam.com\/?p=396390"},"modified":"2023-12-08T04:16:20","modified_gmt":"2023-12-08T04:16:20","slug":"tac-dong-tu-hinh-thuc-ban-hang-ket-hop-yeu-to-giai-tri-tiktok","status":"publish","type":"post","link":"https:\/\/otavietnam.com\/blog\/tac-dong-tu-hinh-thuc-ban-hang-ket-hop-yeu-to-giai-tri-tiktok\/","title":{"rendered":"T\u00e1c \u0111\u1ed9ng t\u1eeb h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng k\u1ebft h\u1ee3p y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed – TikTok"},"content":{"rendered":"
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Kh\u00e1i ni\u1ec7m Shoppertainment (h\u00ecnh th\u1ee9c b\u00e1n h\u00e0ng k\u1ebft h\u1ee3p y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed) d\u1ea7n tr\u1edf n\u00ean quen thu\u1ed9c v\u1edbi c\u00e1c ch\u1ee7 doanh nghi\u1ec7p v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong h\u00e0nh tr\u00ecnh tr\u1ea3i nghi\u1ec7m mua s\u1eafm. C\u00f9ng \u0111i\u1ec3m qua 3 nh\u00f3m t\u00e1c \u0111\u1ed9ng t\u1eeb y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u1ed1i \u0111a hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch shoppertainment trong b\u00e1o c\u00e1o \u201cWhen entertainment meets effectiveness: A guide to maximizing impact\u201d c\u1ee7a WARC v\u00e0 TikTok.<\/div>\n
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Trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi d\u00f9ng m\u1ea1ng ti\u1ebfp x\u00fac v\u1edbi \u0111a d\u1ea1ng n\u1ed9i dung gi\u1ea3i tr\u00ed m\u1ed7i ng\u00e0y, y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed \u0111\u00e3 v\u00e0 \u0111ang \u0111\u01b0\u1ee3c xem l\u00e0 ch\u00eca kho\u00e1 hi\u1ec7u qu\u1ea3 \u0111\u1ec3 m\u1edf tim, m\u1edf v\u00ed ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong th\u1eddi \u0111\u1ea1i s\u1ed1 v\u00e0 b\u00f9ng n\u1ed5 th\u00f4ng tin. Nh\u1eefng c\u1ea3m x\u00fac t\u00edch c\u1ef1c, vui v\u1ebb c\u00f9ng c\u01a1 h\u1ed9i tr\u1ea3i nghi\u1ec7m, ki\u1ec3m nghi\u1ec7m s\u1ea3n ph\u1ea9m c\u00f3 ph\u1ea7n \u201cth\u1eadt” h\u01a1n nh\u1eefng h\u00ecnh th\u1ee9c qu\u1ea3ng b\u00e1 tr\u01b0\u1edbc \u0111\u00e2y khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 c\u00f3 kh\u1ea3 n\u0103ng ph\u00e1t sinh nh\u1eefng quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng trong v\u00f4 th\u1ee9c.<\/p>\n

Theo data.ai, ng\u00e0y c\u00e0ng nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u00e0nh th\u1eddi gian cho nh\u1eefng n\u1ec1n t\u1ea3ng v\u00e0 n\u1ed9i dung gi\u1ea3i tr\u00ed. C\u1ee5 th\u1ec3, ng\u01b0\u1eddi d\u00f9ng to\u00e0n c\u1ea7u d\u00e0nh kho\u1ea3ng 200 t\u1ef7 gi\u1edd cho d\u1ea1ng n\u1ed9i dung n\u00e0y. V\u1edbi l\u01b0\u1ee3ng th\u1eddi gian ti\u1ebfp c\u1eadn l\u1edbn, c\u00e2u h\u1ecfi \u0111\u1eb7t ra l\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 \u201clen l\u1ecfi” v\u00e0 ho\u00e0 nh\u1eadp v\u00e0o d\u00f2ng n\u1ed9i dung gi\u1ea3i tr\u00ed, ti\u1ebfp c\u1eadn nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean v\u00e0 hi\u1ec7u qu\u1ea3?<\/p>\n

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B\u00e1o c\u00e1o \u201cWhen entertainment meets effectiveness: A guide to maximizing impact\u201d (T\u1ea1m d\u1ecbch: Khi gi\u1ea3i tr\u00ed tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 \u2013 g\u1ee3i \u00fd t\u1ed1i \u0111a h\u00f3a t\u00e1c \u0111\u1ed9ng) <\/strong>\u0111\u00e3 ph\u00e2n t\u00edch 3 y\u1ebfu t\u1ed1 quan tr\u1ecdng m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng t\u1eeb t\u00ednh gi\u1ea3i tr\u00ed \u0111\u1ec3 t\u1ea1o n\u00ean nh\u1eefng chi\u1ebfn d\u1ecbch th\u1ef1c s\u1ef1 hi\u1ec7u qu\u1ea3: N\u1ed9i dung gi\u1ea3i tr\u00ed (Entertaining Content), v\u0103n ho\u00e1 gi\u1ea3i tr\u00ed (Entertaining culture) v\u00e0 mua s\u1eafm gi\u1ea3i tr\u00ed (Entertaining commerce).<\/strong><\/p>\n

N\u1ed9i dung gi\u1ea3i tr\u00ed \u2013 \u0111\u01b0\u1eddng d\u1eabn s\u00e1ng t\u1ea1o xuy\u00ean su\u1ed1t ph\u1ec5u Marketing<\/h3>\n

S\u1ef1 n\u1ed5i l\u00ean c\u1ee7a h\u00ecnh th\u1ee9c livestream, s\u1ee9c h\u00fat c\u1ee7a nh\u1eefng n\u1ed9i dung review gi\u1ea3i tr\u00ed \u0111\u00e3 t\u1ea1o n\u00ean m\u1ed9t th\u1ecb tr\u01b0\u1eddng mua s\u1eafm tr\u1ef1c tuy\u1ebfn s\u00f4i \u0111\u1ed9ng, \u0111\u1eb7c bi\u1ec7t b\u00f9ng n\u1ed5 trong th\u1eddi \u0111i\u1ec3m gi\u00e3n c\u00e1ch nghi\u00eam ng\u1eb7t. \u0110\u1ebfn nay, h\u00ecnh th\u1ee9c mua s\u1eafm online, mua s\u1eafm livestream v\u1eabn duy tr\u00ec \u0111\u01b0\u1ee3c s\u1ee9c n\u00f3ng v\u00e0 \u0111\u1ed9 hi\u1ec7u qu\u1ea3. \u0110i\u1ec1u n\u00e0y l\u00e0 m\u1ed9t trong nh\u1eefng minh ch\u1ee9ng cho th\u1ea5y vai tr\u00f2 c\u1ee7a y\u1ebfu t\u1ed1 s\u00e1ng t\u1ea1o, gi\u1ea3i tr\u00ed trong vi\u1ec7c thu h\u00fat s\u1ef1 ch\u00fa \u00fd, k\u1ebft n\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00f4ng qua c\u1ea3m x\u00fac t\u00edch c\u1ef1c.<\/p>\n

V\u1eady n\u1ed9i dung s\u00e1ng t\u1ea1o, gi\u1ea3i tr\u00ed li\u1ec7u th\u1eadt s\u1ef1 c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ebfn h\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng? K\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t c\u1ee7a TikTok th\u1ef1c hi\u1ec7n t\u1ea1i th\u1ecb tr\u01b0\u1eddng APAC cho th\u1ea5y:<\/p>\n

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  • Giai \u0111o\u1ea1n nh\u1eadn bi\u1ebft: nh\u1eefng n\u1ed9i dung qu\u1ea3ng c\u00e1o l\u1ed3ng gh\u00e9p y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed, s\u00e1ng t\u1ea1o gi\u00fap t\u0103ng t\u1ec9 l\u1ec7 m\u1ed1i quan h\u1ec7 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u (brand affinity) 15%<\/li>\n
  • Giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i: qu\u1ea3ng b\u00e1 th\u00f4ng qua nh\u1eefng n\u1ed9i dung gi\u1ea3i tr\u00ed, s\u00e1ng t\u1ea1o gi\u00fap t\u1ef7 l\u1ec7 \u0111\u1ecbnh mua h\u00e0ng t\u0103ng 14%<\/li>\n
  • Giai \u0111o\u1ea1n ph\u1ea3n h\u1ed3i, t\u00ecm hi\u1ec3u: kh\u1ea3 n\u0103ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec1 xu\u1ea5t s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u v\u1edbi b\u1ea1n b\u00e8 khi ti\u1ebfp c\u1eadn n\u1ed9i dung qu\u1ea3ng c\u00e1o c\u00f3 y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed t\u0103ng 15%.<\/li>\n<\/ul>\n

    \"23760<\/p>\n

    V\u1edbi nh\u1eefng t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c, b\u00e1o c\u00e1o t\u1eeb WARC v\u00e0 TikTok ghi nh\u1eadn y\u1ebfu t\u1ed1 n\u1ed9i dung gi\u1ea3i tr\u00ed \u0111\u00f3ng vai tr\u00f2 l\u00e0 ch\u1ea5t k\u1ebft n\u1ed1i, \u0111\u01b0\u1eddng d\u1eabn \u0111\u01b0a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn g\u1ea7n v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean, xuy\u00ean su\u1ed1t c\u00e1c giai \u0111o\u1ea1n c\u1ee7a ph\u1ec5u Marketing. Qua \u0111\u00f3, g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean s\u1ef1 t\u0103ng tr\u01b0\u1edfng cho t\u1eebng nh\u00f3m KPI \u1edf t\u1eebng giai \u0111o\u1ea1n.<\/p>\n

    <\/div>\n

    V\u0103n ho\u00e1 gi\u1ea3i tr\u00ed \u2013 t\u1ea1o nhu c\u1ea7u m\u1edbi khi th\u01b0\u01a1ng hi\u1ec7u tham gia ki\u1ebfn t\u1ea1o v\u0103n ho\u00e1<\/h3>\n

    \u0110\u1ebfn v\u1edbi nh\u00f3m t\u00e1c \u0111\u1ed9ng th\u1ee9 2 \u2013 v\u0103n ho\u00e1 gi\u1ea3i tr\u00ed, c\u00e2u h\u1ecfi ti\u1ebfp theo \u0111\u01b0\u1ee3c \u0111\u1eb7t ra cho c\u00e1c marketer l\u00e0 h\u1ecd c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng y\u1ebfu t\u1ed1 n\u00e0y nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 thu \u0111\u01b0\u1ee3c nh\u1eefng k\u1ebft qu\u1ea3 chuy\u1ec3n \u0111\u1ed5i t\u00edch c\u1ef1c cho nh\u1eefng chi\u1ebfn d\u1ecbch c\u1ee7a m\u00ecnh? \u0110\u1ec3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi tr\u00ean, c\u00e1c marketer s\u1ebd c\u1ea7n hi\u1ec3u s\u01a1 l\u01b0\u1ee3c v\u1ec1 c\u00e1ch c\u00e1c nh\u00f3m v\u0103n ho\u00e1 gi\u1ea3i tr\u00ed t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

    T\u1eeb s\u1ef1 h\u1ed7 tr\u1ee3 c\u1ee7a c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i, nh\u1eefng nh\u00f3m c\u1ed9ng \u0111\u1ed3ng c\u00f3 kh\u00f4ng gian \u0111\u1ec3 chia s\u1ebb s\u1edf th\u00edch, quan \u0111i\u1ec3m v\u00e0 m\u1ed1i quan t\u00e2m. H\u1ecd k\u1ebft n\u1ed1i v\u1edbi nhau v\u00e0 d\u1ea7n t\u1ea1o th\u00e0nh nh\u1eefng nh\u00e1nh v\u0103n ho\u00e1 nh\u1ecf (subculture).<\/p>\n

    Ti\u1ebfp \u0111\u00f3, nh\u1eefng subculture n\u00e0y d\u1ea7n ph\u00e1t sinh nh\u1eefng nhu c\u1ea7u ti\u00eau d\u00f9ng ri\u00eang. V\u00ed d\u1ee5 nh\u01b0 c\u1ed9ng \u0111\u1ed3ng fan anime c\u00f3 nhu c\u1ea7u mua s\u1ea3n ph\u1ea9m cosplay, merchandise li\u00ean quan \u0111\u1ebfn t\u00e1c ph\u1ea9m anime y\u00eau th\u00edch. C\u1ed9ng \u0111\u1ed3ng nghi\u00ean c\u1ee9u c\u00e1ch tr\u1ed3ng c\u00e2y c\u1ea3nh s\u1ebd c\u00f3 nhu c\u1ea7u v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c c\u00e2y, gi\u1ed1ng c\u00e2y v\u00e0 nh\u1eefng c\u00f4ng c\u1ee5 b\u1ed5 tr\u1ee3.<\/p>\n

    T\u1eeb m\u1ed9t v\u00e0i v\u00ed d\u1ee5 c\u01a1 b\u1ea3n tr\u00ean, c\u00e1c marketer c\u00f3 th\u1ec3 nh\u1eadn th\u1ea5y kh\u1ea3 n\u0103ng g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean nh\u1eefng nh\u00f3m nhu c\u1ea7u c\u1ee5 th\u1ec3 cho th\u1ecb tr\u01b0\u1eddng t\u1eeb nh\u1eefng nh\u00f3m v\u0103n ho\u00e1 ng\u00e1ch. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 tham gia v\u00e0o nh\u1eefng c\u1ed9ng \u0111\u1ed3ng n\u00e0y, ti\u1ebfp c\u1eadn v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a h\u1ecd th\u00f4ng qua nh\u1eefng n\u1ed9i dung s\u00e1ng t\u1ea1o, gi\u1ea3i tr\u00ed, nh\u1eb1m gi\u00e1n ti\u1ebfp kh\u01a1i g\u1ee3i nhu c\u1ea7u ti\u00eau d\u00f9ng m\u1edbi cho nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/p>\n

    N\u1eafm b\u1eaft \u0111\u01b0\u1ee3c s\u1ee9c \u1ea3nh h\u01b0\u1edfng c\u1ee7a nh\u1eefng nh\u00f3m c\u1ed9ng \u0111\u1ed3ng v\u0103n ho\u00e1 nh\u1ecf, marketer \u0111ang d\u1ea7n chuy\u1ec3n ng\u00e2n s\u00e1ch chi ti\u00eau qu\u1ea3ng c\u00e1o cho nh\u1eefng c\u1ed9ng \u0111\u1ed3ng online. \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n trong b\u00e1o c\u00e1o 2022 WARC Marketer’s Toolkit <\/em><\/strong>khi 69% marketer khu v\u1ef1c APAC \u0111ang d\u1ea7n chuy\u1ec3n ng\u00e2n s\u00e1ch \u0111\u1ea7u t\u01b0 sang nh\u00f3m n\u00e0y.<\/p>\n

    <\/div>\n

    V\u1eady hi\u1ec7u qu\u1ea3 t\u1eeb vi\u1ec7c khai th\u00e1c v\u0103n ho\u00e1 gi\u1ea3i tr\u00ed c\u00f3 nh\u1eefng con s\u1ed1 n\u1ed5i b\u1eadt n\u00e0o \u0111\u00e1ng l\u01b0u t\u00e2m? Nghi\u00ean c\u1ee9u do TikTok v\u00e0 WARC ph\u1ed1i h\u1ee3p th\u1ef1c hi\u1ec7n d\u1ef1a tr\u00ean nh\u1eefng qu\u1ea3ng c\u00e1o tr\u00ean n\u1ec1n t\u1ea3ng ghi nh\u1eadn:<\/p>\n

      \n
    • Hi\u1ec7u qu\u1ea3 trong vi\u1ec7c \u0111\u01b0a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ebfn nh\u1eefng t\u1ea7ng s\u00e2u h\u01a1n c\u1ee7a ph\u1ec5u Marketing<\/strong> (giai \u0111o\u1ea1n chuy\u1ec3n \u0111\u1ed5i), g\u00f3p ph\u1ea7n t\u0103ng th\u1ecb ph\u1ea7n th\u01b0\u01a1ng hi\u1ec7u<\/strong> (\u00fd \u0111\u1ecbnh mua t\u0103ng 3,6 \u0111i\u1ec3m ph\u1ea7n tr\u0103m).<\/li>\n
    • T\u0103ng \u0111\u1ed9 ph\u1ee7, \u0111\u00f4 hi\u1ec7n di\u1ec7n c\u1ee7a nh\u1eefng n\u1ed9i dung thu\u1ed9c nh\u00f3m earned media<\/strong> v\u1edbi t\u1ec9 l\u1ec7 ad-recall cao h\u01a1n \u1edf nh\u00f3m ng\u01b0\u1eddi d\u00f9ng hi\u1ec7n t\u1ea1i v\u00e0 ng\u01b0\u1eddi d\u00f9ng ch\u01b0a t\u1eebng s\u1eed d\u1ee5ng, ti\u1ebfp x\u00fac s\u1ea3n ph\u1ea9m (\u0111i\u1ec3m ad-recall v\u1edbi ng\u01b0\u1eddi d\u00f9ng hi\u1ec7n t\u1ea1i +9 \u0111i\u1ec3m ph\u1ea7n tr\u0103m v\u00e0 ng\u01b0\u1eddi d\u00f9ng ch\u01b0a s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m +7,1 \u0111i\u1ec3m ph\u1ea7n tr\u0103m).<\/li>\n<\/ul>\n

      \"23760<\/p>\n

      Mua s\u1eafm gi\u1ea3i tr\u00ed hi\u1ec7u qu\u1ea3 \u2013 khi ni\u1ec1m vui l\u00e0 \u0111\u00f2n b\u1ea9y cho v\u00f2ng l\u1eb7p mua s\u1eafm v\u00f4 t\u1eadn<\/h3>\n

      \u0110\u1ebfn v\u1edbi nh\u00f3m t\u00e1c \u0111\u1ed9ng cu\u1ed1i c\u00f9ng \u2013 mua s\u1eafm gi\u1ea3i tr\u00ed (shoppertainment), kh\u00e1i ni\u1ec7m n\u00e0y v\u1ed1n kh\u00f4ng xa l\u1ea1 v\u1edbi marketer trong 2-3 n\u0103m g\u1ea7n \u0111\u00e2y. H\u00ecnh th\u1ee9c Shoppertainment \u01b0u ti\u00ean t\u1eadp trung v\u00e0o hai y\u1ebfu t\u1ed1 l\u00e0 t\u00ednh gi\u1ea3i tr\u00ed v\u00e0 kh\u1ea3 n\u0103ng educate ng\u01b0\u1eddi d\u00f9ng m\u1ee5c ti\u00eau.<\/p>\n

      V\u1eady t\u00ednh gi\u1ea3i tr\u00ed th\u1ec3 hi\u1ec7n vai tr\u00f2 \u0111\u00f2n b\u1ea9y, t\u1ea1o n\u00ean v\u00f2ng l\u1eb7p mua s\u1eafm v\u00f4 h\u1ea1n nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n

      D\u1ef1a tr\u00ean m\u00f4 h\u00ecnh d\u01b0\u1edbi \u0111\u00e2y, marketer c\u00f3 th\u1ec3 th\u1ea5y vi\u1ec7c k\u1ebft h\u1ee3p n\u1ed9i dung gi\u1ea3i tr\u00ed v\u00e0 ph\u00e2n ph\u1ed1i nh\u00f3m n\u1ed9i dung n\u00e0y \u0111\u1ebfn nh\u1eefng c\u1ed9ng \u0111\u1ed3ng, v\u0103n ho\u00e1 ng\u00e1ch \u0111\u00e3 t\u1ea1o n\u00ean tr\u1ea3i nghi\u1ec7m mua s\u1eafm c\u00f3 t\u00ednh g\u1eafn k\u1ebft s\u00e2u v\u1edbi c\u1ea3m x\u00fac, nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. Nh\u1eefng tr\u1ea3i nghi\u1ec7m, c\u1ea3m x\u00fac ch\u00e2n th\u1eadt n\u00e0y g\u00f3p ph\u1ea7n t\u1ea1o nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ec3 t\u0103ng t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i xuy\u00ean su\u1ed1t h\u00e0nh tr\u00ecnh mua s\u1eafm.<\/p>\n

      \"23760<\/p>\n

      V\u1edbi s\u1ef1 g\u00f3p s\u1ee9c c\u1ee7a n\u1ed9i dung gi\u1ea3i tr\u00ed, t\u00ednh s\u00e1ng t\u1ea1o, h\u00e0nh tr\u00ecnh n\u00e0y s\u1ebd kh\u00f4ng c\u00f3 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u hay k\u1ebft th\u00fac v\u00e0 d\u1ea7n t\u1ea1o n\u00ean v\u00f2ng l\u1eb7p mua s\u1eafm v\u00f4 h\u1ea1n. V\u00f2ng l\u1eb7p n\u00e0y l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p c\u1ee7a nh\u1eefng n\u1ed9i dung earned media v\u00e0 paid media \u0111\u1ebfn t\u1eeb c\u1ed9ng \u0111\u1ed3ng, th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi d\u00f9ng t\u1ea1i n\u1ec1n t\u1ea3ng. C\u1ea3 2 nh\u00f3m n\u1ed9i dung s\u1ebd \u0111\u01b0\u1ee3c ph\u1ee7 \u0111\u1ec1u \u1edf t\u1ea7ng tr\u00ean (t\u00ecm hi\u1ec3u, nh\u1eadn di\u1ec7n, c\u00e2n nh\u1eafc) v\u00e0 t\u1ea7ng d\u01b0\u1edbi (\u00fd \u0111\u1ecbnh mua, tr\u1ea3i nghi\u1ec7m, \u0111\u1ec1 xu\u1ea5t v\u1edbi ng\u01b0\u1eddi th\u00e2n) c\u1ee7a ph\u1ec5u Marketing.<\/p>\n

      Garnier Vietnam \u2013 th\u00e0nh c\u00f4ng chuy\u1ec3n \u0111\u1ed5i \u0111\u01a1n h\u00e0ng khi t\u1ed1i \u01b0u 3 nh\u00f3m t\u00e1c \u0111\u1ed9ng t\u1eeb y\u1ebfu t\u1ed1 gi\u1ea3i tr\u00ed<\/h3>\n

      Cu\u1ed1i qu\u00fd III, \u0111\u1ea7u qu\u00fd IV\/2021, t\u1eadp \u0111o\u00e0n L’Or\u00e9al ra m\u1eaft d\u00f2ng s\u1ea3n ph\u1ea9m serum Vitamin C t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam. M\u1ee5c ti\u00eau \u0111\u1eb7t ra cho chi\u1ebfn d\u1ecbch qu\u1ea3ng b\u00e1 tr\u00ean TikTok l\u00e0 t\u0103ng nh\u1eadn di\u1ec7n v\u00e0 g\u00f3p ph\u1ea7n chuy\u1ec3n \u0111\u1ed5i \u0111\u01a1n h\u00e0ng.<\/p>\n

      \u0110\u1ec3 hi\u1ec7n th\u1ef1c h\u00f3a m\u1ee5c ti\u00eau, th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tri\u1ec3n khai k\u1ebf ho\u1ea1ch ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i \u0111a \u0111i\u1ec3m ch\u1ea1m th\u00f4ng qua s\u1ef1 h\u1ee3p t\u00e1c v\u1edbi c\u00e1c content creator v\u00e0 gi\u1ea3i ph\u00e1p branded hashtag challenge t\u1eeb TikTok.<\/p>\n

      N\u1ed9i dung qu\u1ea3ng b\u00e1 \u0111\u01b0\u1ee3c c\u00e1c content creator \u201cl\u00e0m m\u1ec1m\u201d \u0111\u1ec3 tr\u1edf n\u00ean s\u00e1ng t\u1ea1o, g\u1ea7n g\u0169i h\u01a1n v\u1edbi ng\u01b0\u1eddi d\u00f9ng. Vi\u1ec7c ti\u1ebfp c\u1eadn qua n\u1ed9i dung mang t\u00ednh gi\u1ea3i tr\u00ed \u0111\u00e3 ph\u1ea7n n\u00e0o h\u1ed7 tr\u1ee3 lan t\u1ecfa th\u00f4ng tin ra m\u1eaft s\u1ea3n ph\u1ea9m c\u00f9ng nh\u1eefng t\u00ednh n\u0103ng n\u1ed5i tr\u1ed9i \u0111\u1ebfn \u0111\u00f4ng \u0111\u1ea3o c\u1ed9ng \u0111\u1ed3ng y\u00eau th\u00edch l\u00e0m \u0111\u1eb9p tr\u00ean n\u1ec1n t\u1ea3ng.<\/p>\n

      Nh\u1eefng hi\u1ec7u qu\u1ea3 thu \u0111\u01b0\u1ee3c t\u1eeb nh\u00f3m n\u1ed9i dung gi\u1ea3i tr\u00ed \u0111\u00e3 t\u1ea1o m\u1ed9t b\u01b0\u1edbc \u0111\u1ec7m \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp t\u1ee5c tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n c\u1ee7a v\u0103n ho\u00e1 gi\u1ea3i tr\u00ed tr\u00ean TikTok, c\u1ee5 th\u1ec3 l\u00e0 c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi d\u00f9ng quan t\u00e2m \u0111\u1ebfn m\u1ef9 ph\u1ea9m, l\u00e0m \u0111\u1eb9p. \u0110o\u1ea1n nh\u1ea1c ri\u00eang cho t\u1eebng \u0111\u1ea1i s\u1ee9 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c xem l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 trong h\u00e0nh tr\u00ecnh g\u1eafn k\u1ebft s\u00e2u v\u00e0 gi\u00fap th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng b\u00e1 tr\u1edf n\u00ean g\u1ea7n g\u0169i h\u01a1n v\u1edbi t\u1eebng nh\u00f3m c\u1ed9ng \u0111\u1ed3ng fan h\u00e2m m\u1ed9 c\u1ee7a h\u1ecd.<\/p>\n

      \"23760<\/p>\n

      Song song \u0111\u00f3, th\u00f4ng tin v\u1ec1 chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c \u0111\u1ea9y m\u1ea1nh lan t\u1ecfa th\u00f4ng qua 2 gi\u1ea3i ph\u00e1p fullscreen ad v\u00e0 sound-on ad.<\/p>\n

      Cu\u1ed1i c\u00f9ng, t\u1eadn d\u1ee5ng s\u1ee9c n\u00f3ng c\u1ee7a l\u1ec5 h\u1ed9i si\u00eau sale 12.12, th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 tri\u1ec3n khai chu\u1ed7i retarget ad \u0111\u1ec3 thu h\u00fat nh\u1eefng traffic ch\u1ea5t l\u01b0\u1ee3ng, n\u00e2ng cao kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i th\u00e0nh \u0111\u01a1n h\u00e0ng tr\u00ean n\u1ec1n t\u1ea3ng Shopee.<\/p>\n

      T\u1eeb vi\u1ec7c t\u1eadn d\u1ee5ng n\u1ed9i dung gi\u1ea3i tr\u00ed \u0111\u1ec3 tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n trong v\u0103n ho\u00e1 gi\u1ea3i tr\u00ed, th\u01b0\u01a1ng hi\u1ec7u Garnier \u0111\u00e3 t\u1ea1o n\u00ean m\u1ed9t v\u00f2ng l\u1eb7p mua s\u1eafm v\u00f4 h\u1ea1n ngay tr\u00ean n\u1ec1n t\u1ea3ng TikTok. Chi\u1ebfn d\u1ecbch qu\u1ea3ng b\u00e1 thu \u0111\u01b0\u1ee3c nh\u1eefng k\u1ebft qu\u1ea3 t\u00edch c\u1ef1c nh\u01b0 sau:<\/p>\n

        \n
      • Sale uplift tr\u00ean Shopee t\u0103ng 30%<\/li>\n
      • Brand recommendation t\u0103ng 6,6%<\/li>\n
      • Serum m\u1edbi gi\u1eef v\u1ecb tr\u00ed no.1 ng\u00e0nh h\u00e0ng tr\u00ean Shopee trong th\u00e1ng tri\u1ec3n khai chi\u1ebfn d\u1ecbch<\/li>\n<\/ul>\n

        K\u1ebft<\/h3>\n

        \u0110i\u1ec3m qua nh\u1eefng \u0111\u00fac k\u1ebft v\u00e0 case-study t\u1eeb chi\u1ebfn d\u1ecbch ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a Garnier Vi\u1ec7t Nam, c\u00f3 th\u1ec3 th\u1ea5y n\u1ed9i dung gi\u1ea3i tr\u00ed v\u00e0 c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi s\u00e1ng t\u1ea1o n\u1ed9i dung \u0111\u01b0\u1ee3c xem l\u00e0 2 tr\u1ee3 th\u1ee7 \u0111\u1eafc l\u1ef1c cho th\u01b0\u01a1ng hi\u1ec7u tr\u00ean h\u00e0nh tr\u00ecnh t\u1ecfa s\u00e1ng v\u00e0 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong bi\u1ec3n qu\u1ea3ng c\u00e1o th\u1eddi b\u00e3o ho\u00e0 th\u00f4ng tin.<\/p>\n

        Chi ti\u1ebft nh\u1eefng gi\u1ea3i ph\u00e1p t\u1ed1i \u01b0u hi\u1ec7u su\u1ea5t qu\u1ea3ng c\u00e1o, kinh doanh cho doanh nghi\u1ec7p \u0111\u01b0\u1ee3c \u0111\u1ed9i ng\u0169 chuy\u00ean gia t\u1ea1i WARC v\u00e0 TikTok chia s\u1ebb trong b\u00e1o c\u00e1o \u201cWhen entertainment meets effectiveness: A guide to maximizing impact\u201d.<\/p>\n

        Xem th\u00eam b\u00e0i vi\u1ebft c\u00f9ng series:<\/em><\/span><\/span><\/p>\n

          \n
        • TikTok x WARC #1:<\/span> Li\u1ec7u c\u00f3 t\u1ec9 l\u1ec7 v\u00e0ng cho vi\u1ec7c \u0111\u1ea7u t\u01b0 Performance Marketing v\u00e0 Brand Building?<\/em><\/span><\/li>\n
        • TikTok x WARC #2:<\/span> \u0110\u1ea1i di\u1ec7n PMAX: \u201cM\u1ee9c \u0111\u1ed9 \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 qu\u1ea3n l\u00fd, \u0111o l\u01b0\u1eddng d\u1eef li\u1ec7u t\u1ea1i Vi\u1ec7t Nam \u0111ang \u1edf giai \u0111o\u1ea1n s\u01a1 kh\u1edfi\u201d<\/em><\/span><\/li>\n
        • TikTok x WARC #4:<\/span> 4 tr\u1ee5 c\u1ed9t trong t\u1ed1i \u01b0u ho\u00e1 qu\u1ea3ng c\u00e1o v\u00e0 t\u1ed1i \u0111a s\u1ee9c s\u00e1ng t\u1ea1o c\u1ee7a video ng\u1eafn<\/em><\/span><\/li>\n<\/ul>\n<\/blockquote>\n
          <\/div>\n

          Thu Nga<\/strong>
          \nNgu\u1ed3n TikTok for Business<\/i><\/span><\/p>\n

          \n