1. ASSIGNMENT RECAP

• The assignment requires you to demonstrate competence in course learning objectives by preparing a digital video strategy and execution content for a simulated client project. 

• The main tasks include developing and producing one digital video content, based on previous class discussions and your editorial content calendar from Assignment 1, and a presentation deck of approximately 20 slides (±2000 words). 

• The digital video should be 1 to 2 minutes long and align with the project's aims and objectives, and the presentation deck should detail your content strategy, digital video strategy, and reflections on the media production process.

Structure: 

1. Presentation Deck

• Content Strategy 

• Digital Video Strategy and Planning 

• Creative Concept

• Evaluation of Video Content Effectiveness 

• Reflections and Lessons Learned 

2. Digital Video Content

2. KEYWORDS EXPLANATION

• Content Strategy: The planning, development, and management of informational content—written or in other media. It focuses on the creation, delivery, and governance of content, ensuring that it is useful and usable.

• Digital Video Strategy: A plan for using video content to achieve digital marketing goals. It involves choosing the right video types, platforms, and metrics to effectively engage the target audience.

• KPIs (Key Performance Indicators): Quantifiable measures used to evaluate the success of an organization, employee, etc., in meeting objectives for performance.

• 3 Act Structure: A model used in narrative fiction that divides a story into three parts (acts), namely the setup, the confrontation, and the resolution.

• Storyboard: A visual representation of a film sequence and breaks down the action into individual panels. It sketches out how a video will unfold, shot by shot.

• Pre-Production: The stage before filming starts which involves planning, scripting, storyboarding, and setting up the budget and schedule.

• Production: The phase of video creation when the actual recording of the video takes place.

• Post-Production: The stage after filming, where the video is edited, sound is mixed, and visual effects are added.

• Dan Harmon Story Circle: A story structure model created by writer Dan Harmon. It breaks a narrative down into eight steps that loop back to the beginning, creating a circular journey.

3. DETAILED EXPLANATION

1. Presentation Deck

1.1. Content Strategy (400 words): 

• Recap your editorial content calendar from Assignment 1.

• Define and explain the campaign name, timeline, persona, content journey, big idea, key message, brand identity, voice, personality, and content pillars.

Example: 

• Campaign Name: "Simplicity in Every Step" (Mar-Aug 2024) targets mindful consumers valuing quality, sustainability, and minimalism. 

• SWOT Analysis:

Strengths:

• MOT's signature shoe design is unique in the Vietnamese market.

• The brand has clear and appealing values and messages, which are consistently communicated.

• Their focus on sustainable consumption and minimalism aligns with current societal trends and creates a distinctive brand personality.

Weaknesses:

• Weaknesses in SEO have been identified.

• There's a lack of content format diversity on social media; 

• User-generated content (UGC) is insufficient.

• The brand’s goal of sustainable consumption requires continuous expansion of their customer base.

Opportunities:

• The shoe market's revenue has rebounded post-pandemic, with growth noted: In 2020, the global Footwear market size was USD 271820 million and it is expected to reach USD 328020 million by the end of 2027, with a CAGR of 2.4 Percent during 2021-2027.

https://www.linkedin.com/pulse/comprehensive-analysis-footwear-market-2023-2030/

• There is a trend in the fashion market towards minimalism and sustainability, with eco-friendly shoes gaining market share.

https://www.linkedin.com/pulse/comprehensive-analysis-footwear-market-2023-2030/

Threats: