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Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
Young marketers assignment 17.1  bich van+baloc
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Young marketers assignment 17.1 bich van+baloc

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Transcript

  • 1. ON-GROUND ACTIVATION PLANNING & PRACTICES BA LOC BICH VAN
  • 2. 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.”
  • 3. Ambrella Idea
  • 4. Key Message “Have real protection from inside to shine”
  • 5. ACTIVATION PHASES3
  • 6. 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 TVC Pond’s facebook page Advertorials, SEO, Facebook ad Corporate PR Advertorials, SEO, facebook ads Corporate PR Influencer (To be confirm)* Key Channels Phases Aware Experience Amplify * haven’t happen yet so we don’t know 
  • 7. 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.
  • 8. 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.
  • 9. 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  Many women didn’t directly experience (only 5 people / week)

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