young marketers assignment 17.1 bich van+baloc
TRANSCRIPT
ON-GROUND ACTIVATION PLANNING & PRACTICES
BA LOC BICH VAN
Target Audience
-Woman, 25-35 years old-Live in HCM city-Attention to their skin-Want to shine with beautiful skin from inside.
Insight
“Dark pigmentation (“thâm nám” in Vietnamese) is the biggest fear of women. But I don’t know how to solve, or only know to cover outside. It makes me lack of confidence to shine.”
Ambrella Idea
Key Message
“Have real protection from inside to shine”
ACTIVATION
PHASES3
DEPLOYMENT PLAN
You will truly shine with a protection from inside
Shining with Pond’s (Tỏa sáng cùng Pond’s)Message
Concept
Girls need to protect their skin in a proper way with throughout solutions from inside.
Protect your skin with solutions from experts. Celebrating the shining you
Key Message
Facts + Tips on fanpage Counseling session (To be confirm)*Activities
TVCPond’s facebook page
Advertorials, SEO, Facebook adCorporate PR
Advertorials, SEO, facebook adsCorporate PR
Influencer(To be confirm)*
Key Channels
Phases Aware Experience Amplify
* haven’t happen yet so we don’t know
Phase 1:
- Objective: Raise awareness about real protection is from inside.
- Message: Girls need to protect their skin in a proper way with throughout solutions from inside.
- Key hook: Using TVC. Giving facts & tips on fanpage to help girls
protect their skin in the summer, also raise awareness about protecting skin from inside.
Phase 2:
- Objective: Giving the girls experience the real protection with Pond’s.
- Message: Protect your skin with solutions from experts.- Key hook: Counseling session:
Consumers have to comment the photo of their Pond’s product. Pond’s will pick 5 lucky photo to win the VIP tickets inviting to Pond’s counseling session.
Consumers will be adviced by expert, meet Ngô Thanh Vân & other VIP guest to learn about how to protect their skin from inside.
Comments
- Single-minded between phrases, made a consumer journey:
Make they concern about skin care problem
Travel with POND’S in caring about skin from inside
Shining with POND’S
- Raising awareness is not effective on media channels.=> number of participants is not high
-Phase 2 limited number of participants Þ Many women didn’t directly experience (only 5 people / week)