Revitalize HTV image on digital media platforms

Abstract

This abstract delves into a comprehensive communication campaign undertaken by HTV (Ho Chi Minh Television) to rejuvenate its brand image and strengthen its connection with the Vietnamese public, specifically focusing on entertainment TV shows. Guided by the principles of brand image theory, transmedia storytelling theory, and short video theory, this campaign aimed to redefine how HTV is perceived in the minds of the audience. The project's primary goal was to transform HTV's image and engagement through a multifaceted approach. This encompassed rebranding, repositioning, and expanding the viewer demographic. The campaign spanned the initial phase of raising awareness from June 1, 2023, to August 30, 2023. The project employed a variety of communication activities and strategies, including media production, public relation strategy, events, and engagement through owned and earned media channels. The strategies focused on presenting HTV as a modern brand that aligns with the preferences of the target audience, while also expanding its reach to younger viewers and diverse demographics. This was achieved through the introduction of new TV shows and the innovative "HTV NewZ" MultiForm News Format. The communication tactics utilized encompassed content direction for highlighting key moments from TV shows, integration of owned and earned media, strategic timing for video uploads, visual identity amplification, and enhancement of short-form videos. The results of the campaign were impressive, as evidenced by the exceeded key performance indicators across various platforms. Notably, on Facebook, TikTok, and YouTube, the campaign garnered high engagement, view rates, and impressions. Earned media coverage was abundant, showcasing the campaign's reach and impact. The launch of "HTV NewZ" and "La Cà Hát Ca" TV show generated significant attention through real-time livestream views and press coverage. In conclusion, this communication campaign effectively revitalized HTV's image, engaging a diverse audience and surpassing anticipated outcomes. The integration of brand image theory, transmedia storytelling theory, and short video theory created a powerful synergy that transformed how HTV is perceived, highlighting the campaign's success in reshaping brand identity and strengthening connections with the Vietnamese public.