Communication campaign for ON Live project - exclusive content on livestreaming platform of VTVcab

Abstract

Today, the internet is increasingly developing in Vietnam and around the world. Along with this development, live streaming has also become increasingly popular due to its flexibility, convenience, and benefits. It allows us to share our lives at any time and place with just a smart device. With a passion for and a desire to explore the livestreaming field, the Chillies group, consisting of students from FPT University, has researched and understood the trends of young people today. We wanted to approach a new live streaming platform. In the process of researching, we learned about VTV.live and the ON Live project, which VTV.live had just completed the CLOSED BETA phase and was preparing for the OPEN BETA phase. With the goal of participating in the project and building a campaign, we contacted VTV.live and received their trust and approval. We are very excited to participate and accompany ON Live, and we hope to introduce this platform to even more streamers and viewers. In the 3 months of implementing the campaign, we implemented the main theme of “ON Live is livestream, livestream is ON Live” in order to expand the reach and increase awareness of the platform in the community. Based on the criteria for a successful communication campaign, we have evaluated the success of the campaign through the following factors: Potential: ON Live is a relatively new platform in the livestreaming community. But thanks to its innovative features and exclusive content, ON Live has been gradually reaching the public. Through this campaign, we hope to increase the platform’s popularity and spread the message “ON Live is live streaming, live streaming is ON Live” more widely. • Community: The livestreaming and viewer community in Vietnam may still be unfamiliar with ON Live. But with exclusive content and continuously improving quality, we believe that ON Live will develop in the future. • Friendliness: Through the campaign, we want everyone to think of ON Live when they think of exclusive, engaging content and a reliable platform. • Scientific: Our group conducted surveys and research methods to learn more about the public market share. This project has been checked for plagiarism with 7% by Turnitin and is valid (file attached below) Based on the requirements of the graduation project, the book is divided into 9 parts and consists of 160 pages produced in 3 months from September to December 2023. Specifically, it includes the following parts: I. Introduction II. Research Analysis III. Planning IV. Pre-production V. Production VI. Post-production VII. Conclusion References Appendices Our project implemented and emphasised the online and offline communication processes for ON Live. This is a very important stage for ON Live because it is a relatively new platform and does not have a lot of name recognition. After the project ended, the growth in data and the offline events spoke to some extent of the success of the campaign.