mkt328m develop video plan

Develop an online video production plan
The Mid-Autumn Festival in Vietnam
Product: Moon cake
1. Audience
- Target: People residing in Vietnam.
- Demographics:
+ Age: young children, adults, and seniors
- Channels: Facebook, Instagram, TikTok and YouTube.
These platforms allow for video content that can showcase the features and benefits
of the mooncakes as well as evoke emotion and nostalgia in the viewers.
- Formats for the video content:
+ Short (less than 3 minutes)
+ Engaging (with catchy hooks and calls to action)
+ Visually appealing (with bright colors, animations, and effects). The best times
to post the video content are a week before or a day before the Mid-Autumn
Festival to create awareness and urgency.
2. Central Concept & Core Message
- Central Concept: "Traditions that Connect Us" - On the Mid-Autumn Festival,
mooncakes are a sign of family reunion and happiness, evoking nostalgia and
emotion in your viewers and making them want them.
- Core Message: “"Celebrate Mid-Autumn Festival with our Authentic Mooncakes,
Connecting Generations and Nurturing Bonds."
3. Script & StoryBoard
- Hook: Start with a catchy question or statement that grabs the viewers’ attention and
introduces the topic of the video. For example, “Do you know what makes the MidAutumn Festival so special?”
- Problem: Present a problem or challenge that your audience can relate to. For
example, “It’s hard to find good mooncakes these days. Some are too dry, some are
too sweet, some are too expensive.”
- Solution: Introduce your product as the solution to the problem. For example, “That’s
why we created our mooncakes. They are made with fresh ingredients, natural
flavors, and reasonable prices.”

- Benefits: Explain the benefits of your product and how it can solve the problem. For
example, “Our mooncakes are moist, delicious, and affordable. They come in
different flavors and shapes to suit your preferences. They are perfect for sharing
with your family and friends on the Mid-Autumn Festival.”
- Call to Action: End with a clear and compelling call to action that tells the viewers
what to do next. For example, “Order your mooncakes today and get a special
discount. Visit our website or call us now. Don’t miss this opportunity to celebrate the
Mid-Autumn Festival with our mooncakes.”
4. Placement
- Publish the video to prominent social media sites including Facebook, Instagram, and
YouTube, with a focus on Vietnamese consumers.
- To improve discoverability, include hashtags and keywords connected to the Mid-


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Autumn Festival, mooncakes, and Vietnamese culture.
Collaborate with local influencers, culinary bloggers, or cultural aficionados to
broadcast the film on their channels, therefore expanding your reach.
Consider collaborating with Vietnamese community groups, schools, or cultural
festivals to exhibit the film during the Mid-Autumn Festival.
To engage existing consumers and give further information about your mooncakes,
share the video on your website, blog, and email newsletters.
Using analytics tools, track the performance of the video and improve the placement
plan depending on audience involvement and feedback.