Dutch Lady "Tôi Yêu Cô Gái Hà Lan" campaign

DutchLady Vietnam is running Tôi Yêu Cô Gái Hà Lan campaign. I rarely pay attention to Vietnam marketing campaign, but this one is a little bit special to me. There are many things I would like to comment for this campaign.

First, I knew about this campaign via a topic in OpenShare forum. Not talking about ugly design and buggy flash application (I used Flash debug version and errors just popup my screen), there is another bigger problem with the site. Someone managed to upload a nude picture to website (or maybe it's just a photoshop joke from someone). The picture was removed by the time I got the news, but if you check the website, there are many pictures that completely off-the-topic and should never be there, and it just looks like spamming. I guess they don't moderate the content or spend-no-time with the moderation process. This is a very basic flaw for online marketing campaign with user generated content.

The second problem with the website is the content of the website itself. The landing page contains no useful content but a counting clock and two games: 90-secs-with-the-cows and 90-secs-factory-puzzle . They do have some content in other areas, why don't they show these content out ? It will help user to identify content easier, see the interactions of other users and even help user to navigate the website in a better way. And about the games, I think they are just too childish, while the other content is not suitable for children: too many words or too specified. This make me put a question on their target online users for the website, do they identify them, or not ?

And then, later of the day, I saw an ads on my last.fm profile. I think it's another major mistake in this campaign. They chose Google Ads for advertising campaign. Google Ads is not suitable for the advertising channel for their case. It would be better if they advertised the campaign on the websites where their target users often visit. Such as WebTreTho or PhuNuOnline for female and mom users. Google Ads is too general or too big channel for them, they need a specified channel.

I guess this is the first time they run an online campaign. So, how can we make it better ? The first thing is make sure your website is implement correctly, no bug of course. Prepare a good landing page / home page for user. For landing pages users should see what they want when they click the ads, or at least something really useful. For the homepage, make sure you show them the main content, users interactions, and give them a reason to travel around the website, or even come back later someday.

If you are running with user generated content, make sure you moderate the content before publishing them, one user can do it easily or maybe you want to try my company moderation service if you work with user pictures (<== an example of where to place advertising :D ). And the most important thing is your target users, when you have identified your target users you can prepare your content to make it suitable for the users, identify user sources and choose a good advertising channel.