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Nivea Happy Shave DIGITAL COMMUNICATION PROPOSAL eBrand Vietnam 2013

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1 The request for agency 2 Story about the fact 3 The idea and idea(s)  4 The implementation 5 The next episode(s)

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Nivea Happy Shave DIGITAL COMMUNICATION PROPOSAL eBrand Vietnam 2013

  1. 1. Nivea Happy Shave DIGITAL COMMUNICATION PROPOSAL eBrand 2013
  2. 2. Agenda 1 The request for agency 2 Story about the fact 3 The idea and idea(s)  4 The implementation 5 The next episode(s)
  3. 3. #1 THE REQUEST FOR AGENCY
  4. 4. NIVEA Deo women mission (from brief ) THE QUEEN OF DEODORANT
  5. 5. New solutions
  6. 6. Their behavior TARGET AUDIENCES FROM NIVEA ONLINE BRIEF We are dynamic girls. We always want to move fast in all things. Age: 18 – 22 - Student, officer - Young, active lifestyle, dared to expose - Vivid and joyful, smart, stylish, confident - Seeking for underarm beauty and protection - I like the convenience and morden product.
  7. 7. Mission for agency  Promote Happy Shave with the Objectives  Build strong awareness with theme “Ready to go”  Repositioning  Interact toward target audiences  Focus on Digital Marketing  Interactive Banner Ads  Media  Social
  8. 8. #2 THE STORY OF FACT
  9. 9. The story of fact The fact is “Congratulations Nivea Happy Shape with this positioning! Absolutely right is that women need a solution to ease the damage from shaving. Nivea is the pioneer in this segmentation (as leader) and Leader has to affirm the position (with listeners’ mindset) & protect it.”
  10. 10. The story of fact - details Theme “Ready to go” “Nivie (Ms. Nivea) is always READY after using HappyShave solution. This ready status benefits her in Moments-to-Shine. The logic is very simple: #1 She uses Nivea  #2 She is ready to go  #3 Then she will shine in critical circumstances (and be admired)
  11. 11. The story of fact - details eBrand will propose a wow approach to blow the target audiences away!!! Here is the list of creteria we use to ensure the success
  12. 12. The story of fact - details #1 In the conversationwe will put audiences into critical circumstances. They will desire only one thing in those cases, “Shining”! A lot of critical circumstances will encounter in real life...
  13. 13. The story of fact - details #2 They will love the “shining” themed moments because: -They can EXPLORE many interesting circumstances - They can SHARE & HAVE FUN with their friends about those moments - The moments WILL STICK with their mind in a very creative-cutememorable way - Last but not least, they will BE A PART OF THAT from the beginning
  14. 14. The story of fact - details #3 They will be put into a misterious journey as an explorer – P/S: IT’S HOLLYWOOD STYLE IN FILM
  15. 15. #3 THE IDEA AND IDEA(S)  Let us give you the idea...
  16. 16. TURN BACK THE TIME! #1 She shined in critical circumstances (and be admired by people around). Audiences love that “she”! #2 What happened previously (shortly)? Let’s turn back the time! #3 Oh, it turns out that she used HappyShave before going out
  17. 17. Dear Ms., Turn back time and reveal the truth with N’HappyShave to be always ready! A lot of funs are waiting for you to explore...
  18. 18. EXPLORE THE SHINING BOOKLET OF NIVIE WITH CUTE-STYLE “CHIBI”
  19. 19. Nivie Shining Booklet with Chibi – Fresh air!!! “…true and vibrant” “Between Chibi life and real life : Without line.”
  20. 20. Meet the Chibi artists They’re young, active, full vitality… Can Tieu Hy is a wellknown artist in Vietnam comic community … BambOo Graffiti is cute artist. Comic community very love her. She actives strong in comic forum…. Le Mai Anh have nickname Tuyet Dinh Sinh Vat, amateur female artist. She owns a collection of beautiful illustrations fascinated and get many impression from young community…
  21. 21. #4 IMPLEMENTATION 4.1 Framework of campaign 1. Rich banner – suggested talent 2. Landing page 3. Social Media Management 4.2 Media plan 4.3 Budget allocations
  22. 22. MEDIA CHANNELS The selected channels • make BIG BOOM 70% • Banner Ads++ “Cover every channels at HOT-SPOTS to Focus and direct to the campaign highlights: readytogo • Customize the storied materials to maximize each type of channels, encourage the readers’ interaction and sharing” • Online Media Forum Seeding Workload : • Social Networks spreading 70% for banners ads • 30% for the others
  23. 23. MEDIA CHANNELS Zingme Banner Ads++ Social Networks spreading Online Media Forum Seeding Facebook focus Sync G+ Pinterest focus
  24. 24. • Content about Chibi Style • Content about extreme Circumstances • Content about product • Discuss, gossip with fans Rich banner Extreme Circumstances Announce the Gift set Sampling Program Tiny introduce the functional of the product • Notice the Extreme Circumstances on Rich Banner • Agree, like and want to know more • Aware the Nivea Happy Shave product • Click through the banner •Explore more Nivea extreme Circumstances in Chibi Style •Share these Circumstances to friends to receive the Nivea Gift set •Fully understand the product •Love the brand, the product •Summit others Circumstances and receive special gifts • • • • Step1: Attention & Interest • Follow the brand, the product they love • Continue discussion around Nivea Circumstances, around product • Receive more information List of Circumstances Share function Product information Sampling register zone Step2: Search & Action Step3: Action & Share AUDIENCE ENGAGEMENT FLOW
  25. 25. INTERACTIVE BANNER ADS The story board and sample versions
  26. 26. Storyboard framework Step 1: Critical circumstance Step 2: Turn back the time to reveal what happened Step 3: Oh, she used HappyShave. Click to explore more! We will design 2 versions of banner with this framework in this campaign. Audiences will have more funs...
  27. 27. Story #01 of 2 – Winning the game Audiences will be impressed by more stories by our artists as well as they can join the journey.
  28. 28. Story #02 of 2 – Clothes hanging out  [Not finished] On the sketching progress...
  29. 29. By clicking through the banner, user will go to the landing page to explore more... Cool stuffs and very kute ChibiShining-Booklet are waiting for our audiences!!!
  30. 30. HOW DO THEY CREATE THE SPECIAL EFFECTS IN LANDING PAGES ? •Explore more Nivea extreme Circumstances Sampling register zone In Chibi Style •Log in with OpenID, Facebook or Twitter Scroll down your pages PINNING STYLE Share these Circumstances to friends to receive the Nivea Gift set  Summit others Circumstances and receive special gifts Fully understand the product  the brand, the product
  31. 31. WHY PINNING STYLE ? With Pin Boards Visual design , We can have multiple boards for different Circumstances. Common boards include ideas, experences you love but pretty much anything can be pinned that you find interesting…. “Build the awareness and communicate with TOP visual tools!” Ref: www.pinterest.com/search/pins/?q=nivea www.pinterest.com/niveade/
  32. 32. ACTIVITY ON LANDING PAGE SHARE THESE CIRCUMSTANCES TO FRIENDS - RECEIVE THE NIVEA GIFT SET Simple mechanism • • 2000 lovely gift set for users shared/ voted at least 10 friends Special gift for users that summit new Circumstances Broadcast the trend Nivea with Chibistyle Booming affects
  33. 33. Experience the artwork from Chibi Artist to implement the Shining-Booklet Copyright © 2013 eBrand Co.,Ltd 26/02/2013 Take a deep breath...
  34. 34. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea eBrand Co.,Ltd – 26/02/2013
  35. 35. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea eBrand Co.,Ltd – 26/02/2013
  36. 36. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea eBrand Co.,Ltd – 26/02/2013
  37. 37. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea eBrand Co.,Ltd – 26/02/2013
  38. 38. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea eBrand Co.,Ltd – 26/02/2013
  39. 39. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea eBrand Co.,Ltd – 26/02/2013
  40. 40. SOCIAL MEDIA MANAGEMENT
  41. 41. Social Media • • Strongest Social Network Heritage current 33K fans Fanpage • Active – very young social network – completely reach our target audiences
  42. 42. Social Media • Sweetest Social Network ( more than 80% women) – need for this campaign • Official Channel to host rich media content – video content about Ready To Go Story • Support awareness for product, under arm skin shaving insight, activity, teasing for campaign
  43. 43. Fanpage Content Feeding • For daily notification with fans about Girl’s special Circumstances • Angles:  About new Chibi Circumstances  Update The list of Users receive Nivea Gift  About Chibi Artist  About circumstance ideas submitted from users  Nivea Happy Shave TVC • Quantity:  1 - 2 status content per day  1 post per two about Whitening Happy Shave
  44. 44. • Content:  About new Chibi Circumstances  About Chibi Artist  Product picture  Nivea Girl Photos
  45. 45. Tactics on We use Youtube Network to: • Teasing about Chibi • Teasing about our Campaign • Increase awareness • Drive traffic to Campaign
  46. 46. Tactics on Create Chibi Photo-Slide Video from 6 Extreme Circumstances Post on Youtube Viral Agent’s channel On screen link to landing page
  47. 47. Tactics on Create Chibi Photo-Slide Video from 6 Extreme Circumstances 6 video – 6 special circumstances Slide / Text Scenario / Music Funny / Link to Landing-page
  48. 48. Tactics on Create Chibi Photo-Slide Video from 6 Extreme Circumstances Publish on Hot Youtube Channel
  49. 49. Tactics on List of Hot Youtube Channel:
  50. 50. Forum seeding Seeding style for Nivea Campaign • Use Official Accounts: Whitening Happy Shave • Use Nivea Avatar • Angles: • Chibi style • Seeding about our Influencers • Forum game: Girl’s Special Circumstances. • About Nivea Giftset – Nivea Sampling Program • Share Nivea Happy Shave TVC • How to direct traffic to our campaign: Embed back-link in the signature; in the profile information
  51. 51. Forum seeding Angles In campaig n Teasing About Chibi Style Girl’s Special Circumstances About our Influencers Invite people register to receive Nivea Sampling Giftset Share Nivea Happy Shave TVC Discuss about Product
  52. 52. Forum seeding No. Websites 1 Web trẻ thơ 2 hervietnam.com 3 DĐ eva 4 DĐ Phụ nữ Net 5 Her Viet Nam 6 www.truongton.net 7 KPIs : 'Seeding on 15 forums include: 5 main forums for discussion , 10 sub-forums for announcement www.hihihehe.com 8 9 1 Zing Tạp Chí LÀm đẹp 10 www.Go.vn 11 www.kenhsinhvien.net 13 www.Yeah1.vn 14 Socola 15 www.vnphoto.net - Create social videos and rich media content to feed the community (2 videos, 3 rich media content) www.webketoan.vn/forum/ 12 - 1 topics/forum/2weeks on main forums - 2 topic/forum/2weeks on sub-forums - Total: 400 comments, 20.000 views (Including the content production for forum seeding)
  53. 53. Email Newsletter Systems • Key success : • Utilize eBrand's email database : more than 6000 emails of young office women, 18-24, active • Activate the database of Nivea • Creative valuable content is making it extremely relevant to our audience • Consistent design
  54. 54. Suggested talent  Hot profiles - model / Hot facebookers (See the attached pdf file for details)
  55. 55. #4.4 BUDGET ALLOCATION AND KPIS (See the attached Excel file for details)
  56. 56. THANK YOU!  Hoang Minh Ngoc Hai (Quijote) - Director  haihmn@ebrand.vn  Tran Nguyen Anh Thu – Account Department  thutna@ebrand.vn eBrand Co,.Ltd Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam Tel: (08) 3526 4554 - Website: www.ebrand.vn
  57. 57. #4.4 BUDGET ALLOCATION AND KPIS (See the attached Excel file for details)
  58. 58. #5 NEXT STEPS TO BE MADE  A direct meeting to close the gaps (if needed)  A clarification from the client about proposal details  A clear road map to finalize proposing phase
  59. 59. THANK YOU!  Hoang Minh Ngoc Hai (Quijote) - Director  haihmn@ebrand.vn  Tran Nguyen Anh Thu (Geni) – Account Department  thutna@ebrand.vn eBrand Co,.Ltd Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam Tel:(08) 3526 4554 - Website: www.ebrand.vn

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