Market research on understanding the effectiveness of viral marketing among young consumers: The Case study of "Let Love Rule" - Close Up VietNam

Abstract

The purpose of this research is to measure the effectiveness of Let Love Rule viral marketing campaign of Close Up. The results of this research will help Close Up and other fast-moving consumers goods companies (FMCG) have a better understanding about consumers. In addition, the researcher will give some practical suggestions for FMCG brands so that they can conduct more effective viral marketing campaign in the future.

The research was conducted from February 2013 to May 2013. The targeted respondents participating in the research are the young consumers. AIDA is applied as the guiding theory to study the effectiveness of Let Love Rule viral marketing campaign

of Close Up. The research uses both qualitative and quantitative approaches.

The findings of the research show that the Let Love Rule campaign did gain Attention of consumers to Close Up, but did not create Interest, Desire and Action of consumers towards Close Up. In addition, audiences understood communication message of Let Love Rule campaign, however, they are not willing to share or discuss about Let Love Rule clips on social network. It can be explained that content of the clips are not really attractive and the endorsement of Close Up in these clips make the love stories unnatural.

Although there are some limitations in the research, this study might help Close Up

as well as other FMCG brands get a general view about effectiveness of viral marketing in terms of AIDA model. Based on the findings and recommendations, Close Up can know which one they need to prioritize for improving and developing more in future.