POPULAR
APPROACH:
Several
campaigns
go
for
a
knee‐jerking
impulse
to
use
the
equaAon

above
to
work
the
strategy
for
perso...
Brand
loyalty


Compare
below:

                  Men
have
created
systems
that
award
and
promote
mutual

                ...
Strategy:


CreaAng
a
long
term

loyalty
in
men
users
of

Head
&
Shoulders

PRINT



         • Head
&
Shoulder
BoTle

                                            …wingman
or
          • PREMISE:
Wo...
PRINT/
TV


             EXAMPLE:



             A
Head
&
Shoulder
boTle
(
a

             mascot
or
computer

          ...
PRINT/
TV
   EXAMPLE:



             A
Head
&
Shoulder
boTle
praises
the
male
user
in
a

             company
of
friends
...
SPONSORSHIP

               Sponsoring


               1.
mini
series
on
famous

               sidekicks
in
history:
e.g...
ONLINE
EXECUTION

                    Role
of
the
online/social
media
presence


                    ‐effecAve
and
more
pro...
ONLINE
EXECUTION

                             Website
focusing

                             on
two
elements:





      ...
ONLINE
EXECUTION

                    Online
presence
would
include:


                    ‐a
tantalizing
quesAon
of
a
wee...
ONLINE
EXECUTION

                    Online
presence
can
include:


                    SOCIAL
RESPONSIBILITY
ELEMENT

–
...
Headandshoulders
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Headandshoulders

  1. 1. POPULAR
APPROACH:
Several
campaigns
go
for
a
knee‐jerking
impulse
to
use
the
equaAon
 above
to
work
the
strategy
for
personal
care
product
targeAng
men.

 


  2. 2. Brand
loyalty

 Compare
below:
 Men
have
created
systems
that
award
and
promote
mutual
 loyalty:
 
Examples:
 o  old
boys’
club/network
 o  sidekick/wingman
 Thus,
a
brand
can
tap
into
the
heightened
need
for
loyalty
in
men
 users
in
order
to
secure
a
brand
loyalty.
 When
it
comes
to
personal
care
products,
men
tend
to
choose
one
 brand
and
sAck
to
it
for
some
Ame.







 


  3. 3. Strategy:
 CreaAng
a
long
term
 loyalty
in
men
users
of
 Head
&
Shoulders

  4. 4. PRINT
 • Head
&
Shoulder
BoTle
 …wingman
or
 • PREMISE:
Wouldn’t
be
 will
be
placed
in
 nice
to
have
a
sidekick
 situaAons
of
sidekick
 • PREMISE:
It
cannot
do
 as
loyal
and
devoted
as
 performing
dirty
jobs
 ALL
the
dirty
jobs
for
 H&S
is
to
the
health
of
 for/instead
of
the
man
 you
but
it
can
take
get
 your
hair?
 rid
of
dirty
dandruff
 causing
bacteria
 Head
&
 …sidekick
 Shoulders
as
…


  5. 5. PRINT/
TV
 EXAMPLE:

 A
Head
&
Shoulder
boTle
(
a
 mascot
or
computer
 generated
one)
parAcipates
 in
an
office
meeAng
backing
 up
his
buddy’s
sugges1ons
 and
ideas

  6. 6. PRINT/
TV
 EXAMPLE:

 A
Head
&
Shoulder
boTle
praises
the
male
user
in
a
 company
of
friends
at
a
bar.
 ..so
my
buddy
here
is
on
a
 speed
dial
of
some
preTy
 important
people…

  7. 7. SPONSORSHIP
 Sponsoring

 1.
mini
series
on
famous
 sidekicks
in
history:
e.g.
 Holmes
&
Watson,

 Conan
&
Andy,

 Sancho
Panza
&
Don
 Quixote,

 Daffy
Duck
&
Porky
Pork,
 Han
Solo
&
Chubacca
etc
 etc.
 2.
superhero
movies
(Let
 us
be
your
sidekick)
 3.
history
programs
 (Wingmen
of
the
2nd
world
 war)
 4.
NASCAR
Are
changing
 team


  8. 8. ONLINE
EXECUTION
 Role
of
the
online/social
media
presence
 ‐effecAve
and
more
proacAve
approach
to
fending
off
 compeAAon
(Axe,
Lynx)
 ‐opportunity
to
try
different
markeAng
strategies
and
 tailor
them
according
to
the
reacAon
from
online
 parAcipants
 ‐farther
consumer
engagement,
thus
increasing
 brand

loyalty

  9. 9. ONLINE
EXECUTION
 Website
focusing
 on
two
elements:
 ‐creaAng
an
equivalent
of
a
Batman’s
Butler
or
 a
friend
always
willing
to
offer
advice
 ‐de‐mysAfying
the
dandruff
 
(presenAng
it
not
as
a
medical
issue,
 but
as
a

FASCINATING
topic;
almost
to
 the
point
of
posi1oning
dandruff
as
a
 villain
in
a
man’s
life)

  10. 10. ONLINE
EXECUTION
 Online
presence
would
include:
 ‐a
tantalizing
quesAon
of
a
week
e.g.
‘If
women
care
so
 much
about
hair,
how
come
shaggy
guys
like
Russell
 Brand
or
even
hair
disadvantaged
people
like
Donald
 Trump
score
hot
gals?’
 ‐descripAon
IN
DETAILS
the
havoc
raised
by
dandruff
on
 one’s
scalp
 ‐language
should
be
informaAve
and
light,
staying
away
 from

 
 ‐lad‐like
humor
presented
by
e.g.
Axe
 
 ‐dry
boring
corporate
style/
health
professional
 language


  11. 11. ONLINE
EXECUTION
 Online
presence
can
include:
 SOCIAL
RESPONSIBILITY
ELEMENT

–
creaAng
events
and
 opportuniAes
for
men
to
help
(tapping
into
the
need
to
 create
support
groups
akin
to
old
boys’
club)
supporAng
 causes
that
make
parAcipaAng
men
shine.
 Head
&
Shoulders
could
send
a
thankful
H&S
brand
 ambassadors
(aTracAve
but
not
too
sexy
WORK
 APPROPRIATE
girls)
that
could
deliver
a
cerAficate
of
 parAcipaAon
in
such
volunteering
events
in
front
of
co‐ workers
and
bosses.


 IniAal
events
could
be
promoted
in
Chicago
–
City
of
 Broad
Shoulders


×