Long after getting married, couples have less romantic moments due to losing touch with their early love emotions. An insight is that a fabric softener fragrance could help rekindle those feelings by reminding spouses of their sweet beginnings. Downy Romance would launch with a TV commercial and YouTube video contest to increase awareness of its ability to "reheat love". The product would be priced competitively and feature changing fragrances over time.

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 5.1]
Ngọc Khánh + Nhật Minh + Trường Liêm

2. Step 1: Objective
Create a communication
campaign for launching new
product – Downy Romance to
increase 30% awareness and
gain 2% share by end of 2015
S.M.A.R.T.
Specific: Contain enough details to point out the problems or
opportunities
Measurable: Applied with quantitative or qualitative attribute
Achievable: Accepted by the staff in charge of it
Relevant: Align with corporate objectives/brand positioning
Time-bound: State the deadline or timeframe
Case 1 to illustrate methods

3. Review
Listening
Consult
Experience
Connect
59% of those who
wash by machine
use fabric
conditioner
Q&Me Research
They agree that
fragrance is one
of the key signs
showing that the
laundry is clean
Observation
Many housewives
have the need of
reheat their love
after getting
married
Webtretho
Women agree
that their
husband love it
when the laundry
has a good scent
Focus Group
Information – Facts without interpretation
Information + Source
1 sticky note for 1 information
Own a wall to post all information in it.
This is officially called the evidence wall
HOW TO WRITE ORGANIZE
THESE INFORMATION
Evidence Wall
PASSIVE
ENGAGEMENT
ACTIVE
ENGAGEMENT
INFORMATION
2

4. INSIGHT
PLATFORM
Many housewives
have the need of
reheat their love
after getting
married
Webtretho
59% of those who
wash by machine
use fabric
conditioner
Q&Me Research
Long after getting married, couples have less
romantic moments and emotions as they don’t
know how to reheat their love
So what?
Fragrant provide a way to
remind people of their sweet
beginning moments of love
and thus reheat their love
Why?
Housewives have more
workload in laundry after
getting married
Using washing machine is not as
good as washing by hand so
they need more support from
fabric conditioner
Housewives usually look for a
good scent in the results of
laundry work
People appreciate Downy for their
strong fragrance which can make
them feel satisfied when using it
Both the housewives and their
husband love it when their
clothes have a good scent
What does
it mean?
Why?
• LOOK at the CONNECTION between each
information
• ASK WHY they are together, what’s the possible
explanation behind the action
• Then ASK WHY, SO WHAT, WHAT DOES IT MEAN till
you get to inside the shopper mind
3

5. Long after getting married, couples have
less romantic moments and emotions as
they don’t know how to reheat their love
Fragrant provide a way to remind people of
their sweet beginning moments of love and
thus reheat their love
Housewives have more
workload in laundry after
getting married
Using washing machine is not as good as
washing by hand so they need more
support from fabric conditioner
Housewives usually look for a
good scent in the results of
laundry work
People appreciate Downy for their
strong fragrance which can make
them feel satisfied when using it
Both the housewives and their
husband love it when their
clothes have a good scent
CLASSIFY CONNECT THE ANSWERS BASED ON THE HOLLY TRIANGLE
CONSUMER CATEGORY
BRAND
Insight
INSIGHT
PLATFORM3

6. Long after getting married, I and my husband have less romantic moments and emotions than during the
beginning period of marital life. I need a something sweet enough to remind us of the emotions we used to
have and thus reheat our love.
INSIGHT
1. Must be recognized by TC as true and a real issue.
2. Must be clear for the target consumer, using their language
3. Should start with the context
4. Use the words “Consumers need”…. or “Consumers want… “
5. Should close with a desired end-state
WHAT IS A GREAT INSIGHT
True & Clear
Exciting
Fresh
What: What is the situation?
Why: Why is this a dilemma?
WOW: Desired End State!
Long after getting married
I and my husband have less romantic moments and emotions than during
the beginning period of marital life
I need a something sweet enough to remind us of the emotions we used to
have and thus reheat our love.
BASIC
GOOD
GREAT
INSIGHT
PLATFORM
HOW TO WRITE INSIGHT
INSIGHT
3

7. The Big Idea
DOWNY CẢM XÚC
DETAIL ACTION PLAN
TVC
launching
Viral Clip
on YouTube
Cuộc thi:
Gởi cảm xúc trao
yêu thương
Event “Đêm
cảm xúc”
4
5
PLACE
PROMOTION
PRODUCT
PRICE
Distributed in all GT, MT channels
Display: Décor and POSM at supermarkets and
hypermarkets using Love theme
Same price for all variants in portfolio
Small Pack: 2000 VND
1.6 liter Pack: 96000 VND
1.8 liter Bottle: 105000 VND
Three-layered fragrance changing with time
Portfolio include 5 variants with different
perfume scents named after 5 kinds of
emotions in love
OBJECTIVE
INSIGHT

8. Business objective
Background: Sunlight is market leader in DWL but experiencing
stagnancy as the portfolio is limited (2 variants only). It needs a
new variant for new segment
Objective:
Insights to launch new DWL variant under brand master Sunlight
in Q4’2015
- Gain share of 8% till the end of Q3’2016
- Gain penetration of 8% till the end of Q3’2016
Specific
Measurable
Achievable
Realistic
Time-bound
Insight
innovation
process
Case: Sunlight Nature
Case 2 to review

9. Information generate
Review Listening Consult Experience Connect
Past consumer
research:
Consumer barrier:
consider negative
effect of chemical
liquid in HHC
Consumer trend:
Permiumnisation and
more health concern.
Social media listening
to spot trend
Retailer interview:
Shopper heads more
on product with high
credibility: Thailand
product, product with
nature origin
Consumer observation:
Parent uses more
premium product for
baby care cause they
are worry about bad
effect of chemical
products on their child
Accompanying
shopping: shopper in
MT look carefully the
ingredient on label of
DWL to choose the safe
one for family. Skew
more to family with kids
Insight platform
Connect information Premiumnization Health concernTrade up for
baby care
More product with
nature ingredients
Why they are together:
As people are enhancing living standard, they care more about health and concern bad effect
of chemical in HHC product
Insights
For consumers with high LSM, they care more about health and worry of DWL liquid
with too much chemical. They want a product with nature and health-friendly origin
but complete full cleaning function
Back to nature

10. Step 4: Big Idea
Sunlight thiên nhiên – Sunlight Natura
Product Place
MT channel where high LSM consumer skew to
Price
Average price index 120 vs Sunlight
core reflect added value
Promotion
TVC highlighted nature extract
Give away wooden cooking utensils
Step 5: Detail action plan
Extract: lemon, white
tea and mineral
Transparent liquid
Action platform under 4Ps

11. Investigation Preparation Incubation Illumination Verification application
Investigate that
consumer are
worry about
chemical liquid in
DWL
Qualitative research
understand root core for
this barrier
Brainstorm
alternative way to
address this issue
Come up with Nature origin
DWL, which is an innovative
finding for this category
Quantitative research
to concept and
product test
Quantify the need
Launch Sunlight Nature
with holistic 4Ps
Insight-driven Innovation
Another example
Need for instant
bright teeth after
brushing
Need for
multi-purpose
cleaner
Fabric
conditioner
for sensitive
skin

12. Shopper trend
Multi-screen
E-commerce
Video dominance
More mature users
Media trend
Consumer trend

13. Thank you.