PR strategy and tactics

CASE STUDY: " Free 6 million cups of milk for poor children" by Vinamilk in 2009

Goal: To raise awareness among the public about the importance of milk to children and to give free milk to poor children throughout Vietnam, Vinamilk promoted the campaign "Free 6 million cups of milk for poor children".

Objectives: To give 6 million cups of milk (measurable and result-oriented) to 48,000 children throughout Vietnam (achievable), each of whom receives two cups a day (specific) for two months (timeframe).

Targeted Audience: The public (who buy Vinamilk products)

Strategy: Raising each Vinamilk product's price by 50 Vietnamese dong ($1 Sing dollar = 12,000 Vietnamese dong) to raise the fund for sponsoring 6 million cups of milk.

Tactics:

- A short video clip was published to Youtube and TV channels to promote the campaign.

- Using celebrities to publicize the campaign.

- Newsletter, media release.

- Reporting the progress of the campaign (where and how many children have received milk from the campaign) on newspapers and TV.

Or click here to watch the video

I think this PR campaign was a very good idea regarding to its goal. From the view of Vinamilk, it successfully sought a trusted brand name and a good public image among Vietnamese people whereas it did not spend any money for the campaign. From the view of the public, poor children could have milk twice a day for two months. Both organizer and the public did enjoy the benefits from the campaign.