You are the Head of the Marketing Department at Panasonic Vietnam. Given a total budget of 1 billion VND, you have to allocate the budget for Panasonic Vietnam's upcoming mobile marketing campaign with 3 different phases as below: "Phase 1 - Explore (2 weeks)
Main activities
In-app notifications: 
Notification about SCC with video ads to understand clearly =>  Advertise about SCC to raise awareness for current users. 

Facebook ads (12 weeks): 
Video ads about the SCC (policy, how to buy and purchase, P-wallet) => Advertise about SCC to raise awareness for larger target audiences (especially non-users) and trigger motivation to download apps. 

Rationale ( cái này chắc bỏ Appendix) :
The video is the chosen format as the content is a lot of detailed information so the video format has a higher ability to capture user attention, engagement more effectively and drives more ad clicks on Facebook around 40% than images (Databox 2024)

Chose Fb ads as a large number of users on this platforms support Panasonic's advertisement, effectively reaching the audience (Nguyen 2024, Degenhard 2024)
Support activities
Promotional posts in FB community: 
Group on Facebook related to consumer appliances, 2hands consumer appliances and technology review => Obtain substantial earned media, attention, and engagement.

Influencer Partnerships: collaborate with influencers to create sponsored content that promotes the SCC program, such as review videos, SCC product unboxing, or tutorial videos.

Duy Luân dễ thương , Ngô Đức Duy (Duy Thẩm Schannel)  
Two KOLs in technology and premium home appliances review with huge followers (1m and 8,1m on Tiktok platform respectively)
It is most effective to encourage app installations by capturing users' attention immediately upon opening TikTok  (4)

Phase 2 - Convert
Main Activities: Referral Program Structure
1. Referral Program with Gamification: (Social Media) (6 weeks)
Reward Structure: Implement a tiered referral program with increasing rewards for each successful referral.
Gamification Elements: Introduce gamification elements, such as leaderboards and badges, to create a competitive and fun experience for users.
Social Sharing: Encourage users to share their referral links on social media with the promise of additional rewards.
2. Strategic Partnerships: Partner with leading brands in complementary industries (e.g., home decor, lifestyle, sustainability) to offer exclusive benefits to MyPanasonic app users. (2 week overlap on referral)
Supporting Activities: (2 week overlap on referral)
3. Limited-Time Promotion:
Offer: Create a limited-time promotion offering additional incentives to users who participate in the SCC program during a specific period.
Bonus P-Wallet.
Free shipping for 1st time refurbished products purchased through the SCC program.
Promotion Channels: in-app notifications, social media, email marketing,





Phase 3 - Retain
Main activities: 
1: Sharing challenge (Social media)  (1 month)
User-generated content gallery: Create a dedicated space (website or app section) to showcase the best shared experiences from .
Social Sharing: Encourage participants to share their Panasonic purchases and feelings about SCC with their family on social media by using panasonic challenge hashtag. 

2. Loyalty Program Upgrades 
Exclusive benefits: Introduce a tiered reward system based on customer spending or engagement: Early Access to New Products, Member-only deals,etc..
Limited Edition Merchandise: Offer limited edition merchandise or collectibles exclusively to top-tier loyalty members. This can create a sense of exclusivity and prestige.
Always-on Supporting activities
 In-App Notifications, Emails and Social media: Send personalized notifications and emails to remind users of their progress, upcoming double points days, and how close they are to the next reward tier. Include motivational messages to keep them engaged.
Dedicated Challenge Support: Provide clear instructions, FAQs, and customer support specifically in-app, through social media platform for the spending challenge to ensure users fully understand how to participate and redeem rewards, reducing friction and enhancing the user experience." How do you allocate? Please provide an intensely detailed budget allocation plan with watertight rationales for the numbers, percentages proposed, which are all backed up by data, reports, journal articles and industry sources. Remember to also include smaller items for each category in the plan. The plan needs to be comprehensive and detailed as much as possible