Training:

How will digital Trend impact

our (Agency) life?
16.05.2017

By Tharo SEN
A Taste. . . Trailer
Trailer
Now then
How will digital Trend impact
(Agency) life?
 ONLY
Digital
Landscape
New Way
OF
Marketing
Next
Trend

3
THINGS TO TALK
TODAY
Whats Digital Landscape?
 But remember,
there will be quiz at
The end
Integrated Media Platform

83% 24% 7% 8%
65% 55%
 KEY INSIGHTS THAT SHAPED CAMBODIAS DIGITAL LANDSCAPE IN 2016

INTERNET PENETRATION

15,950,000
21% 79%
Total PopulaUon Urban Rural




7,160,000 45%
45%
Internet Users
Internet PenetraUon



5,300,000
Facebook Users 45%
33%

Facebook PenetraUon



27,600,000
AcUve Mobile SubscripUon
173%
Mobile SubscripUon PenetraUon

Source: We Are Social

 KEY INSIGHTS THAT SHAPED CAMBODIAS DIGITAL LANDSCAPE IN 2016

MOBILE PENETRATION
27.6 M 173% 94% 6% 45%

TOTAL NUMBER MOBILE PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF

OF MOBILE SUBSCRIPTIONS AS A MOBILE MOBILE MOBILE
SUBCRIBTIONS PERCENTAGE OF THE CONNECTIONS CONNECTIONS CONNECTIONS THAT
TOTAL POPULATION THAT ARE PRE-PAID THAT ARE POST- ARE BROADBAND (3G
PAID & 4G)
*increased 20%

SMART PHONE FEATURE PHONE

*80% of internet consump5ons go to Facebook and YouTube according to

ministry of telecommunica5on.

Source: We Are Social

 CAMBODIAS DIGITAL LANDSCAPE | FACEBOOK
USER DEMOGRAPHY

1,400,000

1,100,000
1,000,000

630,000
300,000

290,000
260,000

160,000
120,000

41,000
13-17 18-24 25-34 35-44 45-54

Male Female
INTERNET USAGE - DIGITAL MEDIA
Facebook 100%

Facebook Instagram 15%

is the only one and most popular social
media in Cambodia. Total Facebook users
in Cambodia increase to 4 millions in year SOCIAL Googleplus 5%
2016. NETWORK
Linkedin 7%

Facebook Messenger Twitter 2%

Since Facebook Messenger, it beats Line to
be #1 Call/Chatting App in Cambodia. But
Line still very popular for young age group,
total Line users in Cambodia is 3 millions
Facebook Messenger 97%
now.

Line 20%
Youtube CALL/
Same like Facebook, Youtube is the only CHATTING
one and most popular channel for online Skype 4%
video in Cambodia.

Viber 2%

We Chat 2%
Whats New for Marketing?
What do
you
think?
VISO WHITE SHIRT CAMPAIGN
Problem
Most of Cambodia students required to have white shirt uniform; but rural kids
have struggle owning white shirts.

Insights
Parents always keen and care about their childrens cloth. Children
school uniform is important to parents.
SoluUons
we came up with a running social campaign #donatewhiteshirt. We invited
people t o join #donatewhiteshirt. All shirts which are donated will be washed by
VISO. It will be delivered to all under-privileged children who cant aord white shirts for
their children.

Results & Key Learning
The campaign was very impac[ul because it has achieved 6,052,323 total impressions with
accumulated 1 million views. This campaign has create the strongest impression of consumer
that VISO is a brand . Because It cares about educa5on and brightening future of any children.

Period: July 2016
Link: h`ps://www.facebook.com/visopiseskhmer/videos/
743351999163501/

YEOS MOTHERS DAY
Problem
Most of young Cambodia care to hangout; while they rarely celebrate the
presence of their parents. However, they want to show their gra5tude
toward their mother.

Insights
A video appealing to understand the rela5onship between mothers and
children (youngsters) by asking the same ques5ons to both of them. Many
things that children a re not aware of their mother.

SoluUons
The brand illustrates the g ood care for family. The purpose is to
maintain the rela5onship with customers and increase brand
awareness happening on Mothers Day.

Results & Key Learning
The video accomplished 346K+ reaches , 101K views. 3.9K + reacts, and
2000 shares. This makes the brand becoming talk-of-the-town during Mothers
Day. People realize that Yeos is a best serve Asian drink with family celebra5on.

Period: May 2016

Link: h`ps://www.facebook.com/yeos.kh/videos/1148672365156726/
 OUA

Observation: the most beautiful things about a person are said to

him when. he has passed away

Understanding: they are spoken when its too late, when they
cannot be heard and appreciated

Articulation: Dela as a funeral insurance brand which believes in

being there for each other when we are alive, is encouraging
people to show affection and appreciation to someone they love
today, before its too late

2014 All rights reserved to Mindscapes

http://www.youtube.com/watch?v=mbdsHnVedS4
Creative effectiveness GP

2014 All rights reserved to Mindscapes

http://www.youtube.com/watch?v=XpaOjMXyJGk

2014 All rights reserved to Mindscapes

Fight for a Cause

2014 All rights reserved to Mindscapes

 awareness

brand cause emotional

investment

sympathy

2014 All rights reserved to Mindscapes

YEOS DIGITAL WEBSIEIES
Opportunity
60% of Cambodia Facebook users are 18-34. They love roman5c
and melodrama that reects their stories.

Insights
Valentines is the most exciting season of the year for our
TA.

SoluUons
So, we create the first Cambodian romantic comedy web-
series that allowed fans to decide ending. The series
established 4 characters based on 4 Yeos products
personalities. It allows fans to vote and engage to create
the perfect ending they want.

Results & Key Learning

This campaign went viral and gather free earned media 8
Millions impression, more than 2 Million views, 200,000
engagements, and important 300,000 new fans.

Period: Feb 2017

Link: h`ps://www.facebook.com/pg/yeos.kh/videos
Search for a Conflict

2014 All rights reserved to Mindscapes

 search for conflicts

! when people experience conflicts, they experience tension, frustration, discomfort,

guilt, inner drama

drama, so they search for something or someone that might help them

! therefore, identifying conflicts can lead to the creation of a brand idea which is

relevant and meaningful to people and their lives

! inspires an idea which ignites emotional investment

2014 All rights reserved to Mindscapes

VR
VR

Google Cardboard
AR

MR
A Taste. . .
Whats New Trend?
Before Now
Now then
Now then
Now then
Now then
Now then
Now then
 Whats
next?

What is next? What is next?

 New Way
Digital Next
Landscape
OF
Marketing
Trend
Finally, it
is time to
chill for
Friday
Night
Do we forget about
Quiz?
1. Who is the person that visited the class the earliest?
1. Pijing DigitalTeam
2. Kunny Media team
3. Pech Media Team

2. When did Kenny join the team?

1. 2009
2. 2016
3. 2012

3. When did digital team start?

1. 2013
2. 2007
3. 2016

4. What is the most recent project that our team interviewed a lot of people? Which client?
1. Yeos Mothers Day 2015
2. AIA Social Experimented Video 2017
3. Yeos Mother Day 2016
What are the skills you need by
2020?
10. Cognitive 7. Critical Judgment &
Flexibility Decision making
8.Service Orientation

9. Negotiation .
 5. Coordinating with
others

4. People management

6. Emotional
Intelligent
 4.Creativity

2. Critical thinking

Bonus:
Digital and coding
skills

1. Problem solving