ON-GROUND ACTIVATION PLANNING & PRACTICES
BA LOC BICH VAN
-Woman, 25-35 years old
-Live in HCM city
-Attention to their skin
-Want to shine with
beautiful skin from inside.
“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.”
You will truly shine with a protection from inside
Shining with Pond’s (Tỏa sáng cùng Pond’s)
Girls need to protect their skin in a proper
way with throughout solutions from inside.
Protect your skin with solutions from
Celebrating the shining you
Facts + Tips on fanpage Counseling session (To be confirm)*Activities
Pond’s facebook page
Advertorials, SEO, Facebook ad
Advertorials, SEO, facebook ads
(To be confirm)*
Phases Aware Experience Amplify
* haven’t happen yet so we don’t know
- Objective: Raise awareness about real
protection is from inside.
- Message: Girls need to protect their skin in a
proper way with throughout solutions from
- Key hook:
Giving facts & tips on fanpage to help girls
protect their skin in the summer, also
raise awareness about protecting skin
- 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
Consumers will be adviced by expert, meet
Ngô Thanh Vân & other VIP guest to learn
about how to protect their skin from inside.
- 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)