{"id":2669,"date":"2021-09-08T16:19:27","date_gmt":"2021-09-08T09:19:27","guid":{"rendered":"https:\/\/hedima.vn\/journey\/?p=2669"},"modified":"2021-09-08T16:19:27","modified_gmt":"2021-09-08T09:19:27","slug":"chien-dich-health-above-all","status":"publish","type":"post","link":"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/","title":{"rendered":"\u201cHealth Above All\u201d gi\u00fap Eli Lilly kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf t\u1ea1i Olympic Tokyo 2020"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m Eli Lilly l\u00e0 \u0111\u01a1n v\u1ecb\u00a0 \u0111\u01b0\u1ee3c \u0111\u1ed3ng h\u00e0nh c\u00f9ng \u0111\u1ed9i tuy\u1ec3n qu\u1ed1c gia Hoa K\u1ef3 trong Th\u1ebf v\u1eadn h\u1ed9i 2020 \u0111\u01b0\u1ee3c di\u1ec5n ra t\u1ea1i Tokyo. T\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i n\u00e0y, h\u00e3ng d\u01b0\u1ee3c Eli Lilly\u0111\u00e3 ph\u00e1t \u0111\u1ed9ng chi\u1ebfn d\u1ecbch \u201cHealth Above All\u201d tr\u00ean nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng nh\u1eb1m n\u00e2ng cao nh\u1eadn th\u1ee9c quan t\u00e2m \u0111\u1ebfn s\u1ee9c kh\u1ecfe c\u1ee7a ng\u01b0\u1eddi d\u00e2n M\u1ef9. Chi\u1ebfn l\u01b0\u1ee3c cross-channel trong marketing d\u01b0\u1ee3c kh\u00f4ng c\u00f2n qu\u00e1 m\u1edbi m\u1ebb tr\u00ean th\u1ebf gi\u1edbi, nh\u01b0ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam \u0111\u1ec3 c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t chi\u1ebfn d\u1ecbch DTC v\u1edbi s\u1ef1 ph\u1ed1i h\u1ee3p gi\u1eefa nhi\u1ec1u k\u00eanh v\u1edbi nhau ch\u01b0a h\u1eb3n l\u00e0 \u0111i\u1ec1u d\u1ec5 d\u00e0ng. C\u00f9ng HEDIMA kh\u00e1m ph\u00e1 c\u00e1ch chi\u1ebfn d\u1ecbch \u201cHealth Above All\u201d gi\u00fap Eli Lilly kh\u1eb3ng \u0111\u1ecbnh v\u1ecb th\u1ebf t\u1ea1i Olympic Tokyo 2020!<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#1_Boi_canh\" >1. B\u1ed1i c\u1ea3nh<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#2_Muc_tieu\" >2. M\u1ee5c ti\u00eau<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#3_Thuc_thi\" >3. Th\u1ef1c thi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#4_Chia_khoa_thanh_cong_cua_chien_dich\" >4. Ch\u00eca kh\u00f3a th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#41_Influencer_marketing\" >4.1. Influencer marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#42_Su_phoi_hop_giua_nhieu_kenh_truyen_thong\" >4.2. S\u1ef1 ph\u1ed1i h\u1ee3p gi\u1eefa nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#43_Noi_dung_sang_tao_tren_tung_nen_tang\" >4.3. N\u1ed9i dung s\u00e1ng t\u1ea1o tr\u00ean t\u1eebng n\u1ec1n t\u1ea3ng<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/hedima.vn\/journey\/chien-dich-health-above-all\/#Tam_ket\" >T\u1ea1m k\u1ebft<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Boi_canh\"><\/span><span style=\"color: #017ab7;\">1. B\u1ed1i c\u1ea3nh<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_2670\" aria-describedby=\"caption-attachment-2670\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2670\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/09\/mon-bong-da-nam-olympic-2020.jpg\" alt=\"H\u00e3ng d\u01b0\u1ee3c Eli Lilly g\u00f3p m\u1eb7t trong Olympic Tokyo 2020\" width=\"1200\" height=\"675\" \/><figcaption id=\"caption-attachment-2670\" class=\"wp-caption-text\">H\u00e3ng d\u01b0\u1ee3c Eli Lilly g\u00f3p m\u1eb7t trong Olympic Tokyo 2020<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m Eli Lilly \u0111\u00e3 k\u00fd th\u1ecfa thu\u1eadn m\u1ed9t n\u0103m \u0111\u1ec3 \u0111\u1ed3ng h\u00e0nh v\u00e0 t\u00e0i tr\u1ee3 c\u00f9ng \u0111\u1ed9i tuy\u1ec3n qu\u1ed1c gia Olympic v\u00e0 Paralympic t\u1ea1i Th\u1ebf v\u1eadn h\u1ed9i Tokyo 2020. Th\u1ecfa thu\u1eadn n\u00e0y cho ph\u00e9p Eli Lilly th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng trong c\u00e1c k\u1ef3 Olympic m\u00e0 M\u1ef9 tham gia \u0111\u1ebfn n\u0103m 2032.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sau khi h\u00e3ng d\u01b0\u1ee3c c\u00f4ng b\u1ed1 ch\u00ednh th\u1ee9c \u0111\u1ed3ng h\u00e0nh c\u00f9ng c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean, U\u1ef7 ban Olympic v\u00e0 Paralympic Hoa K\u1ef3 (USOPC)\u00a0 v\u00e0 NBCUniversal tuy\u00ean b\u1ed1 s\u1ebd c\u1ed9ng t\u00e1c c\u00f9ng h\u00e3ng d\u01b0\u1ee3c trong vi\u1ec7c t\u00e0i tr\u1ee3 c\u0169ng nh\u01b0 c\u00e1c cam k\u1ebft v\u1ec1 k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><i><span style=\"font-weight: 400;\">H\u00e3ng d\u01b0\u1ee3c cho bi\u1ebft th\u00f4ng qua c\u01a1 h\u1ed9i \u0111\u1ed3ng h\u00e0nh c\u00f9ng c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean, h\u1ecd mong mu\u1ed1n n\u00e2ng cao nh\u1eadn th\u1ee9c c\u1ed9ng \u0111\u1ed3ng v\u1ec1 c\u00e1c b\u1ec7nh ph\u1ed5 bi\u1ebfn c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ki\u1ec3m so\u00e1t t\u1ed1t nh\u01b0 \u0111\u00e1i th\u00e1o \u0111\u01b0\u1eddng, ung th\u01b0, \u0111au n\u1eeda \u0111\u1ea7u, hay v\u1ea9y n\u1ebfn.\u00a0<\/span><\/i><\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Muc_tieu\"><\/span><span style=\"color: #017ab7;\">2. M\u1ee5c ti\u00eau<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn d\u1ecbch cross-channel trong marketing d\u01b0\u1ee3c \u201cHeath Above All\u201d c\u00f3 hai m\u1ee5c ti\u00eau ch\u00ednh l\u00e0 t\u0103ng nh\u1eadn th\u1ee9c c\u1ed9ng \u0111\u1ed3ng v\u00e0 t\u0103ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><i><span style=\"font-weight: 400;\">\u201cPharma brand preference is being formed today in front of our eyes. Meaning whether we do anything or not, people are deciding what vaccine to take based on what their belief is about a certain pharma company\u201d\u00a0 \u2013 Lilly\u2019s Chief Media Officer Lina Polimeni.<\/span><\/i><\/span><\/p>\n<p><span style=\"font-weight: 400;\">H\u00e3ng d\u01b0\u1ee3c Eli Lilly \u0111\u00e3 l\u1ef1a ch\u1ecdn m\u1ed9t key message \u0111\u1ed9c \u0111\u00e1o khi\u1ebfn ng\u01b0\u1eddi xem ph\u1ea3i suy ngh\u0129:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u1ef9 \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn l\u00e0 qu\u1ed1c gia \u0111i \u0111\u1ea7u trong l\u0129nh v\u1ef1c s\u1ee9c kh\u1ecfe v\u1edbi h\u1ec7 th\u1ed1ng ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe ph\u00e1t tri\u1ec3n, nh\u01b0ng n\u1ebfu ng\u01b0\u1eddi d\u00e2n kh\u00f4ng \u0111\u1ee7 quan t\u00e2m \u0111\u1ebfn s\u1ee9c kh\u1ecfe, kh\u00f4ng th\u1ef1c hi\u1ec7n t\u1ea7m so\u00e1t b\u1ec7nh \u0111\u1ecbnh k\u1ef3, s\u1ebd kh\u00f3 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec1u tr\u1ecb th\u00edch h\u1ee3p trong giai \u0111o\u1ea1n \u0111\u1ea7u c\u1ee7a b\u1ec7nh.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Thuc_thi\"><\/span><span style=\"color: #017ab7;\">3. Th\u1ef1c thi<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Chi\u1ebfn d\u1ecbch cross-channel trong marketing d\u01b0\u1ee3c \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng t\u1eeb marketing truy\u1ec1n th\u1ed1ng nh\u01b0 TV, b\u00e1o gi\u1ea5y hay radio \u0111\u1ebfn c\u00e1c n\u1ec1n t\u1ea3ng s\u1ed1 nh\u01b0 social media, website hay emailing. Eli Lilly \u0111\u00e3 ph\u00e1t \u0111\u1ed9ng chi\u1ebfn d\u1ecbch n\u00e0y t\u1eeb \u0111\u00eam khai m\u1ea1c Th\u1ebf v\u1eadn h\u1ed9i t\u1ea1i Tokyo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">H\u00e3ng d\u01b0\u1ee3c ph\u1ea9m cho ra m\u1eaft m\u1ed9t \u00fd t\u01b0\u1edfng r\u1ea5t s\u00e1ng t\u1ea1o, th\u00f4ng qua qu\u1ea3ng c\u00e1o TV, Eli Lilly khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi d\u00f9ng ki\u1ec3m tra s\u1ee9c kh\u1ecfe th\u00f4ng qua nh\u1eefng th\u01b0\u1edbc phim nhi\u1ec1u c\u1ea3m x\u00fac v\u1ec1 v\u1eadn \u0111\u1ed9ng vi\u00ean, ng\u01b0\u1eddi \u0111\u1ea1i di\u1ec7n cho s\u1ef1 kh\u1ecfe m\u1ea1nh, \u0111\u1ed1i l\u1eadp v\u1edbi h\u00ecnh \u1ea3nh b\u1ec7nh nh\u00e2n, c\u0169ng nh\u01b0 nh\u00e2n vi\u00ean y t\u1ebf \u0111ang ch\u1ed1ng ch\u1ecdi v\u1edbi \u0111\u1ea1i d\u1ecbch Covid-19 t\u1eebng ng\u00e0y. Vi\u1ec7c t\u1ea1o ra hai c\u1ea3m x\u00fac \u0111\u1eb7c bi\u1ec7t tr\u00e1i ng\u01b0\u1ee3c \u201cv\u1ee1 \u00f2a trong chi\u1ebfn th\u1eafng\u201d v\u00e0 \u201clo s\u1ee3 c\u00f9ng \u0111au \u0111\u1edbn\u201d \u0111\u1ec3 \u0111\u00e1nh \u0111\u1ed9ng m\u1ea1nh m\u1ebd \u0111\u1ebfn t\u1eebng ng\u01b0\u1eddi xem.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/DZjcLJWg5zo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ec3 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c cross-channel trong marketing d\u01b0\u1ee3c, Eli Lilly th\u1ef1c hi\u1ec7n nhi\u1ec1u lo\u1ea1i lo\u1ea1i h\u00ecnh qu\u1ea3ng c\u00e1o t\u1ea1i New York v\u00e0 Los Angeles. T\u1eeb TV, b\u00e1o gi\u1ea5y, social media, digital ads \u0111\u1ebfn <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/hedima.vn\/journey\/ooh-trong-nganh-cham-soc-suc-khoe\/\">qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi (out-of-home ads).<\/a>\u00a0<\/span><\/p>\n<figure id=\"attachment_2514\" aria-describedby=\"caption-attachment-2514\" style=\"width: 880px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2514\" src=\"https:\/\/hedima.vn\/journey\/wp-content\/uploads\/2021\/08\/Lilly_Sport-Illustrated_PR-1.jpg\" alt=\"H\u00e3ng d\u01b0\u1ee3c Eli Lilly tr\u1edf th\u00e0nh nh\u00e0 t\u00e0i tr\u1ee3 cho \u0111\u1ed9i tuy\u1ec3n M\u1ef9 tham gia Th\u1ebf V\u1eadn H\u1ed9i 2021\" width=\"880\" height=\"1155\" \/><figcaption id=\"caption-attachment-2514\" class=\"wp-caption-text\">Poster qu\u1ea3ng c\u00e1o chi\u1ebfn d\u1ecbch &#8220;Health Above All&#8221;.<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"4_Chia_khoa_thanh_cong_cua_chien_dich\"><\/span><span style=\"color: #017ab7;\">4. Ch\u00eca kh\u00f3a th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"41_Influencer_marketing\"><\/span><span style=\"color: #017ab7;\">4.1. Influencer marketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">T\u1eadn d\u1ee5ng t\u1ed1t \u01b0u th\u1ebf s\u1eed d\u1ee5ng c\u00e2u chuy\u1ec7n c\u1ee7a c\u00e1c v\u1eadn \u0111\u1ed9ng vi\u00ean \u0111\u1ea1i di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, Eli Lilly thu h\u00fat nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng quan t\u00e2m \u0111\u1ebfn th\u00f4ng \u0111i\u1ec7p m\u00e0 doanh nghi\u1ec7p mu\u1ed1n truy\u1ec1n t\u1ea3i. T\u1ea1i <\/span><a href=\"https:\/\/www.lilly.com\/team-usa\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">landing page c\u1ee7a chi\u1ebfn d\u1ecbch \u201cHealth Above All\u201d<\/span><\/a><span style=\"font-weight: 400;\">, h\u00e3ng d\u01b0\u1ee3c gi\u1edbi thi\u1ec7u v\u1ec1 7 v\u1eadn \u0111\u1ed9ng vi\u00ean v\u1edbi nh\u1eefng c\u00e2u chuy\u1ec7n truy\u1ec1n c\u1ea3m h\u1ee9ng. V\u00ed d\u1ee5: v\u1eadn \u0111\u1ed9ng vi\u00ean Chaute\u2019 Lowe, l\u00e0 l\u1ea7n th\u1ee9 5 c\u00f4 tham d\u1ef1 Olympic, nh\u01b0ng \u0111\u00e2y l\u00e0 l\u1ea7n \u0111\u1ea7u ti\u00ean c\u00f4 tham d\u1ef1 sau khi v\u01b0\u1ee3t qua c\u0103n b\u1ec7nh ung th\u01b0.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"42_Su_phoi_hop_giua_nhieu_kenh_truyen_thong\"><\/span><span style=\"color: #017ab7;\">4.2. S\u1ef1 ph\u1ed1i h\u1ee3p gi\u1eefa nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">T\u1ec7p \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn d\u1ecbch n\u00e0y kh\u00e1 l\u1edbn, c\u00f3 th\u1ec3 n\u00f3i m\u1ed7i m\u1ed9t ng\u01b0\u1eddi d\u00e2n M\u1ef9 \u0111\u1ec1u \u0111\u01b0\u1ee3c m\u1eddi g\u1ecdi tham gia chi\u1ebfn d\u1ecbch. S\u1ef1 l\u1ef1a ch\u1ecdn cross-channel trong marketing d\u01b0\u1ee3c l\u00e0 r\u1ea5t h\u1ee3p l\u00fd \u0111\u1ec3 ti\u1ebfp c\u1eadn nhi\u1ec1u nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c nhau.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0110\u1ed9 ph\u1ee7 c\u1ee7a chi\u1ebfn d\u1ecbch kh\u00e1 l\u1edbn khi s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ea1i ch\u00fang nh\u01b0 TV v\u00e0 b\u00e1o gi\u1ea5y, nh\u1ea5t l\u00e0 v\u1edbi s\u1ef1 ch\u00fa \u00fd \u0111ang \u0111\u1ed5 d\u1ea7n cho k\u1ef3 Olympic \u0111\u1ea7u ti\u00ean d\u01b0\u1edbi s\u1ef1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a \u0111\u1ea1i d\u1ecbch. Song song \u0111\u00f3, digital marketing l\u00e0 b\u00e0n \u0111\u1ea1p lan t\u1ecfa th\u00f4ng \u0111i\u1ec7p m\u1ea1nh m\u1ebd v\u00e0 \u0111\u01b0\u1ee3c truy\u1ec1n tay nhau nhanh ch\u00f3ng.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"43_Noi_dung_sang_tao_tren_tung_nen_tang\"><\/span><span style=\"color: #017ab7;\">4.3. N\u1ed9i dung s\u00e1ng t\u1ea1o tr\u00ean t\u1eebng n\u1ec1n t\u1ea3ng<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">C\u00e1i kh\u00f3 c\u1ee7a th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, l\u00e0 ch\u00fang ta khan hi\u1ebfm nh\u1eefng b\u00e1o c\u00e1o hay nghi\u00ean c\u1ee9u b\u00e0i b\u1ea3n v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng trong giai \u0111o\u1ea1n s\u1ed1 h\u00f3a n\u00e0y! N\u0103m 2020, c\u00f3 l\u1ebd s\u1ef1 b\u00f9ng n\u1ed5 c\u1ee7a h\u00ecnh th\u1ee9c kinh doanh online, livestream hay s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a e-commerce nh\u01b0 Shopee, Tiki,&#8230; th\u1ec3 hi\u1ec7n r\u00f5 s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi mua h\u00e0ng \u0111\u1ec3 th\u00edch nghi v\u1edbi b\u1ed1i c\u1ea3nh hi\u1ec7n t\u1ea1i. Tuy nhi\u00ean, vi\u1ec7c truy\u1ec1n t\u1ea3i n\u1ed9i dung v\u1ec1 ng\u00e0nh ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, \u0111\u1eb7c bi\u1ec7t l\u00e0 d\u01b0\u1ee3c ph\u1ea9m c\u1ea7n ph\u1ea3i c\u1ea9n tr\u1ecdng.<\/span><\/p>\n<p><span style=\"color: #017ab7;\"><i><span style=\"font-weight: 400;\">V\u00ec v\u1eady, \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch d\u01b0\u1ee3c ph\u1ea9m, b\u1ea1n c\u1ea7n t\u1ea1o ra nh\u1eefng \u0111i\u1ec3m ch\u1ea1m kh\u00e1c nhau \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 nh\u1edb \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u.\u00a0<\/span><\/i><\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u00ed d\u1ee5: B\u1ea1n b\u1ecb chinh ph\u1ee5c b\u1edfi <\/span><b>TV ads<\/b><span style=\"font-weight: 400;\"> c\u1ee7a Eli Lilly, nh\u1eefng c\u1ea3m x\u00fac \u1ea5y ch\u1ec9 gi\u1eef \u0111\u01b0\u1ee3c trong v\u00f2ng v\u00e0i ph\u00fat th\u1eadm ch\u00ed v\u00e0i gi\u00e2y. Sau \u0111\u00f3, b\u1ea1n l\u1ea1i th\u1ea5y <\/span><b>bi\u1ec3n qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi<\/b><span style=\"font-weight: 400;\"> v\u1ec1 v\u1eadn \u0111\u1ed9ng vi\u00ean Chaunt\u00e9 Lowe, b\u1ea1n t\u00f2 m\u00f2 v\u00e0 mu\u1ed1n bi\u1ebft th\u00eam v\u1ec1 c\u00e2u chuy\u1ec7n c\u1ee7a c\u00f4 \u1ea5y. \u0110\u1ed9ng l\u1ef1c n\u00e0y s\u1ebd th\u00fac \u0111\u1ea9y b\u1ea1n \u0111\u1ebfn <\/span><b>landing page<\/b><span style=\"font-weight: 400;\">. L\u01b0\u1edbt qua nhi\u1ec1u c\u00e2u chuy\u1ec7n, c\u00f3 th\u1ec3 b\u1ea1n nh\u1eadn ra nh\u1eefng nguy c\u01a1 ti\u1ec1m t\u00e0ng trong c\u01a1 th\u1ec3 v\u00e0 th\u00fac \u0111\u1ea9y h\u00e0nh vi <\/span><b>kh\u00e1m b\u1ec7nh<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nh\u01b0 v\u1eady, c\u1ea7n \u00edt nh\u1ea5t 4 \u0111i\u1ec3m ch\u1ea1m \u0111\u1ec3 th\u00fac \u0111\u1ea9y h\u00e0nh \u0111\u1ed9ng m\u1ee5c ti\u00eau. N\u1ed9i dung c\u1ee7a t\u1eebng h\u00ecnh th\u1ee9c ph\u1ea3i ph\u00f9 h\u1ee3p v\u00e0 h\u1ea5p d\u1eabn trong t\u1eebng n\u1ec1n t\u1ea3ng. TV ads l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa \u00e2m thanh v\u00e0 h\u00ecnh \u1ea3nh \u0111\u1ec3 \u0111\u1ea9y c\u1ea3m x\u00fac c\u1ee7a ng\u01b0\u1eddi xem, nh\u01b0ng bi\u1ec3n qu\u1ea3ng c\u00e1o ph\u1ea3i r\u00f5 r\u00e0ng, b\u1eaft m\u1eaft v\u00e0 thu h\u00fat \u00e1nh nh\u00ecn. Th\u00f4ng tin tr\u00ean social media ph\u1ea3i ng\u1eafn g\u1ecdn, th\u00fa v\u1ecb nh\u01b0ng th\u00f4ng tin tr\u00ean website c\u1ea7n c\u00f3 c\u00e2u chuy\u1ec7n v\u00e0 quy chu\u1ea9n ph\u00f9 h\u1ee3p. V\u00ec v\u1eady, \u0111\u1ec3 mang l\u1ea1i hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch cross-channel trong marketing d\u01b0\u1ee3c, marketer c\u1ea7n nghi\u00ean c\u1ee9u v\u00e0 t\u00ecm hi\u1ec3u k\u0129 c\u00e1ch truy\u1ec1n \u0111\u1ea1t n\u1ed9i dung cho t\u1eebng n\u1ec1n t\u1ea3ng.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tam_ket\"><\/span><span style=\"color: #017ab7;\">T\u1ea1m k\u1ebft<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">V\u1edbi chi\u1ebfn d\u1ecbch \u201cHealth Above All\u201d, h\u00e3ng d\u01b0\u1ee3c ph\u1ea9m Eli Lilly th\u1eadt s\u1ef1 \u0111\u00e3 \u0111\u00e1nh m\u1ed9t d\u1ea5u ch\u1ea5m h\u1ecfi l\u1edbn trong l\u00f2ng ng\u01b0\u1eddi xem: li\u1ec7u m\u00ecnh c\u00f3 th\u1eadt s\u1ef1 kh\u1ecfe m\u1ea1nh? C\u1ed9ng h\u01b0\u1edfng v\u1edbi giai \u0111o\u1ea1n d\u1ecbch b\u1ec7nh hi\u1ec7n t\u1ea1i, chi\u1ebfn d\u1ecbch \u0111\u00e3 t\u0103ng nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi d\u00e2n n\u01b0\u1edbc M\u1ef9 v\u1ec1 vi\u1ec7c \u0111\u1eb7c s\u1ee9c kh\u1ecfe l\u00ean h\u00e0ng \u0111\u1ea7u!<\/span><\/p>\n<div class=\"bg-margin-for-link\"><input type='hidden' bg_collapse_expand='6a3c1540820f01035650363' value='6a3c1540820f01035650363'><input type='hidden' id='bg-show-more-text-6a3c1540820f01035650363' value='T\u00e0i li\u1ec7u tham kh\u1ea3o'><input type='hidden' id='bg-show-less-text-6a3c1540820f01035650363' value='Show Less'><a id='bg-showmore-action-6a3c1540820f01035650363' class='bg-showmore-plg-link bg-arrow '  style=\" color:#017ab7;;\" href='#'>T\u00e0i li\u1ec7u tham kh\u1ea3o<\/a><div id='bg-showmore-hidden-6a3c1540820f01035650363' >\n<ol>\n<li><a href=\"https:\/\/www.insidethegames.biz\/articles\/1090504\/eli-lilly-usopc-partnership-tokyo-2020\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400\">https:\/\/www.insidethegames.biz\/articles\/1090504\/eli-lilly-usopc-partnership-tokyo-2020<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<li><a href=\"https:\/\/www.fiercepharma.com\/marketing\/eli-lilly-opens-olympic-games-first-corporate-ad-and-sobering-take-state-u-s-health\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/www.fiercepharma.com\/marketing\/eli-lilly-opens-olympic-games-first-corporate-ad-and-sobering-take-state-u-s-health<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/li>\n<\/ol>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>H\u00e3ng d\u01b0\u1ee3c Eli Lilly \u0111\u00e3 ph\u00e1t \u0111\u1ed9ng chi\u1ebfn d\u1ecbch \u201cHealth Above All\u201d tr\u00ean nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng v\u1edbi vai tr\u00f2 t\u00e0i tr\u1ee3 cho \u0111\u1ed9i tuy\u1ec3n USA k\u1ef3 Olympic Tokyo 2020&#8230;<\/p>\n","protected":false},"author":13,"featured_media":2671,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[48,87],"class_list":["post-2669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","tag-eli-lilly","tag-omnichannel"],"acf":[],"_links":{"self":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2669","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/comments?post=2669"}],"version-history":[{"count":0,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/posts\/2669\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media\/2671"}],"wp:attachment":[{"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/media?parent=2669"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/categories?post=2669"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hedima.vn\/journey\/wp-json\/wp\/v2\/tags?post=2669"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}