COMMUNICATION CAMPAIGN FOR AN COFFEE SHOP CHAIN ON SOCIAL NETWORKING

Abstract

The ever-evolving socio-economic landscape leads to a growing diversity in the wants and desires of coffee shop patrons. In addition, Vietnam's coffee shop industry is seeing rapid growth and fierce rivalry. In te current technology era, brands must become more active on social networking sites in order to engage with their target audience. When it comes to meeting that requirement, An Ca Phe, a well-known coffee company in Hanoi, nevertheless engages in relatively few social media communications. So as to bring the brand's visual identity closer to the target audience on social networking platforms, we aim to shape and propagate it through the An Ca Phe chain's social media communication campaign fostering empathy and a connection between the brand's narrative and its audience. We anticipate that this campaign will provide An Ca Phe a fresh appearance and lay the groundwork for further corporate growth initiatives. The project will take place over a period of 3 months, from 01/09/2023 to 10/12/2023. The project will be divided into 4 phases: (1) Trigger - Market research, restoring An Ca Phe brand image, increasing customer awareness of the brand; (2) Engagement - Attracting customers interested in the An Ca Phe brand not only through communication on the fanpage but also offline communication activities, towards multi-experience; (3) Booming - Attract customers' attention to the main activities of the project, thereby creating a strong connection and spread with An Ca Phe customers; (4) Amplify and measure project effectiveness, while maintaining communication activities, continuing to emphasize the campaign's message. With a budget of 43,601,000 VND, the project has helped customers perceive and have unique marks about An Ca Phe. The initiative effectively managed both online and offline communication, help An Ca Phe chain in reaching its highest revenue point since early 2023.