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Mens Biore Digital Campaign

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Nguyen Tran
Nguyen Tran

Dear all, This is a team-work project. There are three members in our team: Mr. Nguyen, Ms. Hoa, Ms. Linh and me - Ms. Nguyen (Sunny) Please kindly add more information if needed. We are highly appreciate your contribution. All the best, Nguyen Tran [Sunny]

Marketing
1 of 35
AGENDA 1. Target audience 2. Objectives 3. Creative Idea/Concept 4. Digital Channels 5. User Flow 6. Timeline
✓Young male students ✓Age: 18 – 22 years old ✓Broaden minded men ✓Love to explore new thing TARGET AUDIENCE Purpose Improve themselves & Be mature
INSIGHT
Student time is the richest time in my life with full of interesting young activities.” “I do want to enjoy my student time to the fullest.”
HOWEVER…
Here are ALL ACTIVITIES in their student-life ⇒What’s holding them back from exploring their beautiful student time? OR ⇒Why they don’t want/dare to change?
“I have NO MOTIVATION to change my life”
INTRODUCING…
POSTER an PAID INTERNSHIP In KAO COMPANY around 9 COUNTRIES in 18 MONTHS a Full traveling expenses with 18K USD
The winner will be offered a PAID INTERNSHIP in KAO COMPANY around 9 COUNTRIES in 18 MONTHS AND A full travelling expenses with 18K USD
OBJECTIVES Gaining sales & share by switching competitor user Make the strong & clear communication of Men’s Bioré to consumer
STRATEGY APPROACH Dream Job offering The World travelling
INTERACTED MEDIA & INTERACTION CAMPAIGN INTERACTION An interacted (online – offline) two-way interaction for young male audience Offline activations Offline - PR Interacted offline event Interacted offline event Online Media Online WoM acceleration Online challenge interaction: Microsite, Facebook,GDN Digital interactionOffline interaction
Microsite: Mensbiore.vn/ kenh 18+ Youtube: Diary Clips Facebook Fanpage Banner: GDN PR Articles, Job recruitment Offline Activations: Expatriates interviews Offline promotion 3 challenges 1Gala dinner POSM with QR codes at universities, bus stops, cinemas
USER FLOW Website News of Events Google Adword s Forum seeding PR Online QR code on POSM Banner, GDN KOLs Share clip on Fanpage Register for events Email to follow Voting Facebook to follow Facebook to follow EVENTS YEAH1TV YOUTUBE
MEN BIORE STORY
I. A desired man is… from male & female perspectives. II. Successful career & adventurous life of Expatriates. . Dare to join Men Biore challenging Journey to become the Expatriates => Give confidence by offering a good solution for facial wash them push motivation to overcome themselves => enriching life & career experience All challenges can turn 18+ Biore males to “dare to change” guys=> inspite others in “live fulliest) Phase 1: Wake –up & Warm up Phase 2: Men Biore 18+ Inspiration Phase 3: 18+ Motivation Amplify
RECRUITMENT PROCESS BLACK TRAVELLING & SURVIVABILITY • Who: 10 teams (5 candidates/team) • When: 3days 2nights • How: Use the given tool package to survive & win 5 prizes WHITE SALING MEN BIORE • Who: 5 teams (5 candidates/team) • When: 1 week preparation & 12 hours execution • How: Sale Men Biore products. BLACK & WHITE BUSINESS PROBELEMS SOLVING • Who: 5 talented candidates • When: 3 TV shows • How: Candidates’ skill in making business decisions. SRM TALENTS SHOWING OFF& DOING CHARITY • Who: 5 talented candidates • When: 2hours Entertainment Gala Dinner • How: Revenue from saling product & ticket
TARGET AUDIENCES’ JOURNEY
TARGET AUDIENCES’ JOURNEY
UNIVERSITIES WORKSHOP & TV INTERVIEWS Channel: -Universities workshops: -Yeah1 TV, VTV6, youtube procast. Message: Tell the REAL lives of Expats in terms of career life & travelling experience. RTB: REAL cases of famous Expats Implication: Inspire the spirit of becoming an expat.
YOUTUBE CHANNEL THE WINNERCHALLENGES
FACEBOOK Objectives: ✓Diary of interesting moments of candidates during 3 contests. ✓Platform for the most favorite candidate voting. ✓Other mini games Main Content: Ready to face to new challenges Confident to face, come over all challenges Encourage 18+ gain more experience in life. Tone of Voice: young, fun, insprite Quantity Current event 1% Product 2% Challenge Accepted 3% Quiz/Game 5% Brand 9% Promotions 12% Astronaut 14% Events 16% Girls 17% Funny pics 21%
Posting Calend ar Month 2015 Contest 1
 Traveling & Survivability Contest 2
 Doing Business
 Sale Biore Men Gala
 Doing Charity & Showing off talents Time Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Mon Engagem ent Players Players Final test Engageme nt Players Players Final test Engage ment Players Players Final test Tus Game Teamwor k Teamwor k Interview Game Teamwor k Teamwor k Interview Game Teamw ork Teamwor k Intervie w Wed Brand Challeng e Challeng e Winner Brand Challeng e Challeng e Winner Brand Challe nge Challeng e Winner Thur Engagem ent Diffiulties Game Next contest Engageme nt Diffiultie s Game Next contest Engage ment Diffiult ies Game Next contest Fri Engagem ent Quit Quit Next contest Engageme nt Quit Quit Next contest Engage ment Quit Quit Next contest Sat Engagem ent Brand Brand Next contest Engageme nt Brand Brand Next contest Engage ment Brand Brand Next contest
MICROSITE
POSM
ONLINE SEEDING
GOOGLE ADWORDS Related keywords: jobs, travelling, girls, love
THANK YOU!

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Mens Biore Digital Campaign

  • 1.
  • 2. AGENDA 1. Target audience 2. Objectives 3. Creative Idea/Concept 4. Digital Channels 5. User Flow 6. Timeline
  • 3. ✓Young male students ✓Age: 18 – 22 years old ✓Broaden minded men ✓Love to explore new thing TARGET AUDIENCE Purpose Improve themselves & Be mature
  • 5. Student time is the richest time in my life with full of interesting young activities.” “I do want to enjoy my student time to the fullest.”
  • 7. Here are ALL ACTIVITIES in their student-life ⇒What’s holding them back from exploring their beautiful student time? OR ⇒Why they don’t want/dare to change?
  • 8. “I have NO MOTIVATION to change my life”
  • 10. POSTER an PAID INTERNSHIP In KAO COMPANY around 9 COUNTRIES in 18 MONTHS a Full traveling expenses with 18K USD
  • 11. The winner will be offered a PAID INTERNSHIP in KAO COMPANY around 9 COUNTRIES in 18 MONTHS AND A full travelling expenses with 18K USD
  • 12. OBJECTIVES Gaining sales & share by switching competitor user Make the strong & clear communication of Men’s Bioré to consumer
  • 13. STRATEGY APPROACH Dream Job offering The World travelling
  • 14. INTERACTED MEDIA & INTERACTION CAMPAIGN INTERACTION An interacted (online – offline) two-way interaction for young male audience Offline activations Offline - PR Interacted offline event Interacted offline event Online Media Online WoM acceleration Online challenge interaction: Microsite, Facebook,GDN Digital interactionOffline interaction
  • 15. Microsite: Mensbiore.vn/ kenh 18+ Youtube: Diary Clips Facebook Fanpage Banner: GDN PR Articles, Job recruitment Offline Activations: Expatriates interviews Offline promotion 3 challenges 1Gala dinner POSM with QR codes at universities, bus stops, cinemas
  • 16. USER FLOW Website News of Events Google Adword s Forum seeding PR Online QR code on POSM Banner, GDN KOLs Share clip on Fanpage Register for events Email to follow Voting Facebook to follow Facebook to follow EVENTS YEAH1TV YOUTUBE
  • 18. I. A desired man is… from male & female perspectives. II. Successful career & adventurous life of Expatriates. . Dare to join Men Biore challenging Journey to become the Expatriates => Give confidence by offering a good solution for facial wash them push motivation to overcome themselves => enriching life & career experience All challenges can turn 18+ Biore males to “dare to change” guys=> inspite others in “live fulliest) Phase 1: Wake –up & Warm up Phase 2: Men Biore 18+ Inspiration Phase 3: 18+ Motivation Amplify
  • 19. RECRUITMENT PROCESS BLACK TRAVELLING & SURVIVABILITY • Who: 10 teams (5 candidates/team) • When: 3days 2nights • How: Use the given tool package to survive & win 5 prizes WHITE SALING MEN BIORE • Who: 5 teams (5 candidates/team) • When: 1 week preparation & 12 hours execution • How: Sale Men Biore products. BLACK & WHITE BUSINESS PROBELEMS SOLVING • Who: 5 talented candidates • When: 3 TV shows • How: Candidates’ skill in making business decisions. SRM TALENTS SHOWING OFF& DOING CHARITY • Who: 5 talented candidates • When: 2hours Entertainment Gala Dinner • How: Revenue from saling product & ticket
  • 22. UNIVERSITIES WORKSHOP & TV INTERVIEWS Channel: -Universities workshops: -Yeah1 TV, VTV6, youtube procast. Message: Tell the REAL lives of Expats in terms of career life & travelling experience. RTB: REAL cases of famous Expats Implication: Inspire the spirit of becoming an expat.
  • 24. FACEBOOK Objectives: ✓Diary of interesting moments of candidates during 3 contests. ✓Platform for the most favorite candidate voting. ✓Other mini games Main Content: Ready to face to new challenges Confident to face, come over all challenges Encourage 18+ gain more experience in life. Tone of Voice: young, fun, insprite Quantity Current event 1% Product 2% Challenge Accepted 3% Quiz/Game 5% Brand 9% Promotions 12% Astronaut 14% Events 16% Girls 17% Funny pics 21%
  • 25. Posting Calend ar Month 2015 Contest 1
 Traveling & Survivability Contest 2
 Doing Business
 Sale Biore Men Gala
 Doing Charity & Showing off talents Time Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Mon Engagem ent Players Players Final test Engageme nt Players Players Final test Engage ment Players Players Final test Tus Game Teamwor k Teamwor k Interview Game Teamwor k Teamwor k Interview Game Teamw ork Teamwor k Intervie w Wed Brand Challeng e Challeng e Winner Brand Challeng e Challeng e Winner Brand Challe nge Challeng e Winner Thur Engagem ent Diffiulties Game Next contest Engageme nt Diffiultie s Game Next contest Engage ment Diffiult ies Game Next contest Fri Engagem ent Quit Quit Next contest Engageme nt Quit Quit Next contest Engage ment Quit Quit Next contest Sat Engagem ent Brand Brand Next contest Engageme nt Brand Brand Next contest Engage ment Brand Brand Next contest
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  • 28. POSM
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  • 34. GOOGLE ADWORDS Related keywords: jobs, travelling, girls, love