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    Unit 1 - Influencer Marketing

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    Chi Nguyen Hai
    The document discusses the topics and activities for week 2 of a course. It includes details about a mid-term test, a game, group presentations, textbook discussion, homework assignments, and key vocabulary. There is also a comprehension questions section about an article on Pantene Pro-V hair product marketing through Instagram influencers.

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    Unit 1 - Influencer Marketing

    Uploaded by

    Chi Nguyen Hai
    16 views9 pages
    The document discusses the topics and activities for week 2 of a course. It includes details about a mid-term test, a game, group presentations, textbook discussion, homework assignments, and key vocabulary. There is also a comprehension questions section about an article on Pantene Pro-V hair product marketing through Instagram influencers.

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    Unit 1 - influencer marketing (1)

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    The document discusses the topics and activities for week 2 of a course. It includes details about a mid-term test, a game, group presentations, textbook discussion, homework assignments, and key vocabulary. There is also a comprehension questions section about an article on Pantene Pro-V hair product marketing through Instagram influencers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    16 views9 pages

    Unit 1 - Influencer Marketing

    Uploaded by

    Chi Nguyen Hai
    The document discusses the topics and activities for week 2 of a course. It includes details about a mid-term test, a game, group presentations, textbook discussion, homework assignments, and key vocabulary. There is also a comprehension questions section about an article on Pantene Pro-V hair product marketing through Instagram influencers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 9

    Week 2

    1. Logistics matter: mid-term test 14/11 –


    9am VN time
    2. Game: Kahoot
    3. Group presentation
    4. Textbook: discussion/answer questions
    5. Homework
    Discussion

    a. Who are influencers and where do you find them?

    b. What makes influencers different from celebrities


    in product endorsement?

    c. When did influencer marketing begin?

    d. How can someone become an influencer?

    e. How do they stay in business?


    Key vocabulary

     Influencer
     Niche
     KOLs = Key Opinion Leaders
     Product endorsement
     Leverage
     Target audience
    Word/phrases explanation

    finishing-touch item: product that retains/achieves the final


    and complete look/appearance/hair quality
    drive awareness: to draw attention, make people know
    about something
    The proof is indeed in the pudding: The quality of a product
    can only be judged by you using/experiencing/trying it
    target audience: customers that producers aim at/
    followers/viewers/listeners that the influencers aim at
    the bible on understanding consumer trust: the
    guide/guidance/reliable source to look into customers’
    needs/beliefs.
    give a damn about: care about something
    a. What kind of product does the author mention in the article?
    Comprehension How does it differ from other similar products?

    questions Pantene Pro-V Curl Defining Pudding, a haircare product.


    It is specifically created for black women’s hair. It helps to
    hold natural curl and stay moisturized.

    b. What did P&G do to promote their new product?


    They hired 25 black female Instagram influencers
    c. What kind of influencers did P&G hire for their
    campaign?
    Influencers with good numbers of subscribers (not millions)
    d. What did influencers do to increase sales?
    They placed sponsor posts on each channel to get attention from
    their followers
    e. Was their ad campaign successful? Why or why
    Comprehension not?
    questions Yes it was. In total, they can reach 2.5 million people
    who are the target audience, the potential customers.
    f. What does the author mean by saying “fish where
    the fish are”?
    The company does not want to spread their products
    to all kinds of customers. They just need to focus on
    the niche/specialized market of black women. They
    were able to connect with 2.5 million intended target
    audience.
    g. Why do customers trust influencers more than TV
    commercials or newspaper ads?
    Influencers seem to be more relatable, connected and
    reliable than traditional ads. Since they can talk to
    their subscribers, answer their comments, giving
    advice, etc.
    h. Why does the author take P&G as an example of an enlightened brand?
    Because he finds the company was insightful, trendy, open-minded and successful in
    attracting a large number of customers by hiring macro and mircro influencers who may
    not have large number of fans but are more convincing in their own niches.
     Prepare Unit 2: Climate change
     Group presentation (and report):

    Homework Group 3
    • Nguyễn Hòa An,
    • Nguyễn Thanh Ngân,
    • Vũ Thanh Nga,
    • Nguyễn Thị Lê Na.
     Written report:
    Group 2
    • Trần Thị Bích Ngân
    • Nguyễn Phương Thảo
    • Phan Thu Ngân
    • Từ Thị Xuân Anh
     Optional: Read extra reading article (page 28).
     Discussion prompts (page 27)

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