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‘Shine like your Sign’
TRESemmé Salon Detox shampoo
By William Do
April 2018
Shine like your Sign - TRESemmé Salon Detox shampoo [Unilever Vietnam]
AGENDA
◍  Situation Analysis
◍  Campaign Overview
- Campaign Phasing
- Campaign Activities
SITUATION ANALYSIS
TRESemmé Salon Detox shampoo current challenges:
◍  Low product awareness (Available since Jan 2018 but no official
launch till date)
◍  Product price is about 1.5 higher than main competitors (Dove,
Pantene)
I. Low product awareness
The solution here is to partner with Adtima and
its different digital products to launch a product
launch campaign focusing on:
◍  Leveraging mobile platforms to provoke product
discovery & inspire product trial via PR content,
sponsored/Native Ads
◍  Diversifying product exposure & distribution by
making the product available on the e-platform
Zalo shop (“I see, I buy’)
II. Higher price than main competitors
Marcom activities need to deliver key message
to reinforce product value in consumers’ mind
◍  Product features & benefits
> Organic ingredients only (green tea, ginger)
> No Parabens and dyes
=> “Gently cleanses and purifies hair”
◍  Beauty expertise
Mobile devices via Zalo app become beauty
advisors in every woman’s pocket (Customized
experience)
Category Truth
The shampoo category is originally driven by volume growth
but a premium trend is witnessed in modern trade channels.
At the same time, “organic” labels carried by brands are not
enough to create trust in consumers’ minds.
Brands need to be specific, tangible, functional in their
communications.
Product truth
TRESemmé Detox shampoo was exclusively “launched” at
the beginning of 2018 on Lazada.
It is now available on others e-commerce platforms and
limited offline point of sales (multi-brands distributors) but no
official launch campaign yet.
Digital Media landscape in Vietnam
•  The convenience of mobile and the innovation around
mobile apps have completely shifted the digital media
landscape in favor of mobile (marketing).
•  Vietnamese youth is more engaged with chat app than
public social media networks for their day-to-day
communication
> Zalo app has more users than Facebook messenger
Shine like your Sign - TRESemmé Salon Detox shampoo [Unilever Vietnam]
Shine like your Sign - TRESemmé Salon Detox shampoo [Unilever Vietnam]
Shine like your Sign - TRESemmé Salon Detox shampoo [Unilever Vietnam]
Objectives
•  Join online beauty discussions as a beauty expert
•  Reduce friction between discovery with purchase
Message
Target
‘You deserve what you think you are worth’
Young urban females, 18-35y, health/beauty conscious,
opened to try organic products
CAMPAIGN OVERVIEW
WHAT’S THE KEY TO
TALK ALL WOMEN?
Each woman has her own
preferences when it comes to
beauty products. Even two
BBFs may not agree on the
“best shampoo”.
The question is now:
Which belief should the brand
leverage to gain attention from
most women?
A S T R O L O G Y
CAMPAIGN THEME EXPLAINED
Under conditions of high-stress, Women view Astrology as a coping
device to live their life as positively as possible. Stress provokes sweat
and if you add to it the urban pollution it’s no surprise that women’s
hair may seem lifeless sometimes. TRESemmé Salon Detox shampoo
is here to help Women fight back modern challenges, and
SHINE LIKE YOUR SIGN.
The campaign will take place from Oct to Dec 2018 with some
opportunity dates to reach out to the audience and maximize Marcom
efforts:
◍  VN Women’s Day (20/10)
◍  Black Friday (23/11)
◍  Christmas (25/12)
KEY VISUAL EXPLAINED
“Taurus enjoy
making all the little
things count.
And they attention
if you do the
same”.
There would be 12 variants of the KV. Each of them would include a phrase that describes a trait proper to each of the
Zodiac sign, helping to connect with all audience. The KV purpose is to support the campaign message “Shine like your
Sign” – shine for who you are with the help of TRESemmé Salon Detox shampoo.
Leo: ‘I wake up like this’
Aquarius: Washing up hair Libra: Pigtails hairstyle
Gemini: Two sisters
OTHERS VISUAL MOMENTS TO EXPLORE
Campaign Phasing
Engage
(Nov)
Awareness
(Oct-Nov)
Sustain
(Dec ++)
Display target issues Drive product trial Feed the conversation
AWARENESS ENGAGE SUSTAIN
•  Educate target about hair damage causes
in urban areas
•  Establish brand’s expertise for hair detox
•  Land brand proposition + key benefits
•  Build brand relevance, awareness and
drive trial
•  Sustain interest in the brand with
occasional content and loyalty rewards
•  Trigger purchase through gamification
ZALO STICKERS
ZALO SHOP
NATIVE ADS
PR
5 WEEKS 3 WEEKS 4 WEEKS
Phasing
ZALO
Campaign Timeline
ZING TV
ZING MP3
BAO MOI
NATIVE ADS
VIDEO ADS
NATIVE ADS
NATIVE ADS
VIDEO ADS
PRPR
DISPLAY (CPD,CPM)
DISPLAY (CPD,CPM)
DISPLAY (CPC)
Phase 1:
Awake the target
CHANNELS
Zing mp3
Branded playlist (Mob/Desk)
Sponsored album (Mob/Desk)
Display Ad CPM (Mob/Desk)
Zing TV
Sponsored video (Des)
Display Ad CPM (Mob/Desk)
Bao Moi
Sponsored top (Desk/Mob)
PR Service/Advertorial
Quiz service
Homepage TVC
CONTENT
- Influencer content: brand ambassador
(female singer, models, beauty blogger)
- Campaign video (TVC)
- Online PR articles:
> Benefits
> Featured stories ‘How do I keep my
hair healthy and shiny with my busy
schedule?”
The beginning phase of the “Shine like a Sign” campaign would focusing on
communicating about how target’s hair is damaged every day in urban areas (Hanoi/
HCMC) – using KOL to reinforced the communications.
Shine like
your Sign!
“As a Virgo, I hate
when people
compared me to
others”
DISPLAY AD / SPONSORED CONTENT
Ginger and Green Tea have healing properties
for damaged hair.
Plus it doesn’t matter if you are a Gemini or a
Virgo, the benefits apply to all signs!
[CLICK BUTTON]
PR
A series of 12 PR articles
would be released during the
3 months campaigns.
Each article would feature a
story shared by one individual.
Stories shared would not only
come from KOLs but also
consumers, TRESemmé staff,
hairdresser, housewives, etc.
The goal is to feature 12
Zodiac signs stories covering
the target diaspora and create
an emotional reaction from the
consumers.
i.e. “I understand her she is a
Libra just like me”
BRANDED PLAYLIST
Zing Zodiac Playlist.
A selection of 12 international
hit songs performed by female
artists that would boost the
mood of any women – across
all Zodiac signs! Each selected
song would be dedicated to a
specific Zodiac sign.
On VN Women’s Day, the
playlist would be shared across
all owned/paid platforms.
Songs:
Beyoncé – Flawless
Fifth Harmony – Worth it
M.I.A – Bad girls
No Doubt – Just a girl
etc.
Phase 2:
Land the brand
CHANNELS
Zalo
Shop / Stickers (App)
Native ads (App)
Zing mp3
Branded playlist (Mob/Desk)
Sponsored album (Mob/Desk)
Display Ad CPM (Mob/Desk)
Zing TV
Sponsored video (Des)
Display Ad CPM (Mob/Desk)
Bao Moi
Sponsored post (Desk)
PR Service/Advertorial
CONTENT
- Black Friday promotion
- Buy the product on Zalo Shop (with Zalo
pay!)
- Branded stickers
- Branded online activities
- Branded beauty tips
- Online PR articles:
> KOL evangelism
> Product promotion (organic ingredients)
> Black Friday promotion
During this phase, TRESemme reveals itself as a friend who understands its friends’
needs and provides a solution. Through Zalo platforms, every female user would have
access to beauty/healthcare tips to take care of their hair.
NATIVE ADS
SHINE LIKE YOUR SIGN!
OUR SIGN!
Helpful content that is
displayed to grab users’
attention on Zalo app.
Native ads formatted as Zodiac
hair care tips would match the
birth date shared by a user
account information.
The brand proposition would be
accessible to purchase right
away with the Zalo Shop
platform (see next page).
ZALO SHOP
Have it whenever and
wherever you need it.
The generation Z (born after
1995) is not known to be
patient – they look for instant
gratification. This is an
opportunity for online business.
Black Friday Promotion:
(Exclusive for Zalo Shop)
Promotion would be
communicated via banner ads
that represent our galaxy with
its constellations. One of them
would be a 20% discount that
visitors need to discover and
click on in order to redeem the
discount.
ZALO STICKERS
“She is such a Capricorn”
Sounds familiar to you? Guess
you have heard a girl around
you say such thing about
another girl.
Well, TRESemme is a proud
gossip sponsor for the Zalo
App. Either a girl wants to
represent her Sign Zodiac in
her daily conversations or
simply “bad talk” (hey it’s not
bad if it’s true) about a sister
she can know do it with Zodiac
emoticons!
Phase 3:
Maintain the conversation
CHANNELS
Zalo
Shop / Stickers (App)
Native ads (App)
Bao Moi
Sponsored post (Desk)
Display Ad CPC (Desk)
PR Service/Advertorial
CONTENT
- Christmas gift promotion
- Branded stickers
- Branded online activities
- Branded beauty tips
- Christmas gift promotion
- Online PR articles:
> KOL ‘How do I keep my hair healthy
and shiny with my busy schedule?”
The two initial phases have established the premise of a long-term relationship
between the brand and consumers. To keep the audience interest with the brand, Zalo
App users would be invited to enjoy some branded online games with special rewards
for winners.
BRANDED ACTIVITY: ZODIAC QUIZZ
How familiar are you with
Horoscope?
Let’s find out!
12 random questions based on
pictures related to beauty and
Zodiac signs. Girls can share
their results on Zalo but also
others social media pages.
They can also invite their
contacts to take the test and
compete with each other.
Anyone with a perfect score
(12/12) would access exclusive
branded content!
BRAND CONTENT: BEAUTY ROULETTE
Spin the wheel for random
beauty tips!
12 days before Christmas is a
great period before the end of
year celebrations to give the
audience some beauty tips.
Have fun and look your best!
Christmas special package:
(Only on Zalo Shop)
Whenever a customer order a
min. of 3 TRESemmé products
she can choose to pack it with
a special Zodiac package for
herself or a female friend.
Shine like your Sign - TRESemmé Salon Detox shampoo [Unilever Vietnam]

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Shine like your Sign - TRESemmé Salon Detox shampoo [Unilever Vietnam]

  • 1. ‘Shine like your Sign’ TRESemmé Salon Detox shampoo By William Do April 2018
  • 3. AGENDA ◍  Situation Analysis ◍  Campaign Overview - Campaign Phasing - Campaign Activities
  • 4. SITUATION ANALYSIS TRESemmé Salon Detox shampoo current challenges: ◍  Low product awareness (Available since Jan 2018 but no official launch till date) ◍  Product price is about 1.5 higher than main competitors (Dove, Pantene)
  • 5. I. Low product awareness The solution here is to partner with Adtima and its different digital products to launch a product launch campaign focusing on: ◍  Leveraging mobile platforms to provoke product discovery & inspire product trial via PR content, sponsored/Native Ads ◍  Diversifying product exposure & distribution by making the product available on the e-platform Zalo shop (“I see, I buy’)
  • 6. II. Higher price than main competitors Marcom activities need to deliver key message to reinforce product value in consumers’ mind ◍  Product features & benefits > Organic ingredients only (green tea, ginger) > No Parabens and dyes => “Gently cleanses and purifies hair” ◍  Beauty expertise Mobile devices via Zalo app become beauty advisors in every woman’s pocket (Customized experience)
  • 7. Category Truth The shampoo category is originally driven by volume growth but a premium trend is witnessed in modern trade channels. At the same time, “organic” labels carried by brands are not enough to create trust in consumers’ minds. Brands need to be specific, tangible, functional in their communications.
  • 8. Product truth TRESemmé Detox shampoo was exclusively “launched” at the beginning of 2018 on Lazada. It is now available on others e-commerce platforms and limited offline point of sales (multi-brands distributors) but no official launch campaign yet.
  • 9. Digital Media landscape in Vietnam •  The convenience of mobile and the innovation around mobile apps have completely shifted the digital media landscape in favor of mobile (marketing). •  Vietnamese youth is more engaged with chat app than public social media networks for their day-to-day communication > Zalo app has more users than Facebook messenger
  • 13. Objectives •  Join online beauty discussions as a beauty expert •  Reduce friction between discovery with purchase Message Target ‘You deserve what you think you are worth’ Young urban females, 18-35y, health/beauty conscious, opened to try organic products CAMPAIGN OVERVIEW
  • 14. WHAT’S THE KEY TO TALK ALL WOMEN? Each woman has her own preferences when it comes to beauty products. Even two BBFs may not agree on the “best shampoo”. The question is now: Which belief should the brand leverage to gain attention from most women?
  • 15. A S T R O L O G Y
  • 16. CAMPAIGN THEME EXPLAINED Under conditions of high-stress, Women view Astrology as a coping device to live their life as positively as possible. Stress provokes sweat and if you add to it the urban pollution it’s no surprise that women’s hair may seem lifeless sometimes. TRESemmé Salon Detox shampoo is here to help Women fight back modern challenges, and SHINE LIKE YOUR SIGN. The campaign will take place from Oct to Dec 2018 with some opportunity dates to reach out to the audience and maximize Marcom efforts: ◍  VN Women’s Day (20/10) ◍  Black Friday (23/11) ◍  Christmas (25/12)
  • 17. KEY VISUAL EXPLAINED “Taurus enjoy making all the little things count. And they attention if you do the same”. There would be 12 variants of the KV. Each of them would include a phrase that describes a trait proper to each of the Zodiac sign, helping to connect with all audience. The KV purpose is to support the campaign message “Shine like your Sign” – shine for who you are with the help of TRESemmé Salon Detox shampoo.
  • 18. Leo: ‘I wake up like this’ Aquarius: Washing up hair Libra: Pigtails hairstyle Gemini: Two sisters OTHERS VISUAL MOMENTS TO EXPLORE
  • 19. Campaign Phasing Engage (Nov) Awareness (Oct-Nov) Sustain (Dec ++) Display target issues Drive product trial Feed the conversation
  • 20. AWARENESS ENGAGE SUSTAIN •  Educate target about hair damage causes in urban areas •  Establish brand’s expertise for hair detox •  Land brand proposition + key benefits •  Build brand relevance, awareness and drive trial •  Sustain interest in the brand with occasional content and loyalty rewards •  Trigger purchase through gamification ZALO STICKERS ZALO SHOP NATIVE ADS PR 5 WEEKS 3 WEEKS 4 WEEKS Phasing ZALO Campaign Timeline ZING TV ZING MP3 BAO MOI NATIVE ADS VIDEO ADS NATIVE ADS NATIVE ADS VIDEO ADS PRPR DISPLAY (CPD,CPM) DISPLAY (CPD,CPM) DISPLAY (CPC)
  • 21. Phase 1: Awake the target CHANNELS Zing mp3 Branded playlist (Mob/Desk) Sponsored album (Mob/Desk) Display Ad CPM (Mob/Desk) Zing TV Sponsored video (Des) Display Ad CPM (Mob/Desk) Bao Moi Sponsored top (Desk/Mob) PR Service/Advertorial Quiz service Homepage TVC CONTENT - Influencer content: brand ambassador (female singer, models, beauty blogger) - Campaign video (TVC) - Online PR articles: > Benefits > Featured stories ‘How do I keep my hair healthy and shiny with my busy schedule?” The beginning phase of the “Shine like a Sign” campaign would focusing on communicating about how target’s hair is damaged every day in urban areas (Hanoi/ HCMC) – using KOL to reinforced the communications.
  • 22. Shine like your Sign! “As a Virgo, I hate when people compared me to others” DISPLAY AD / SPONSORED CONTENT Ginger and Green Tea have healing properties for damaged hair. Plus it doesn’t matter if you are a Gemini or a Virgo, the benefits apply to all signs! [CLICK BUTTON]
  • 23. PR A series of 12 PR articles would be released during the 3 months campaigns. Each article would feature a story shared by one individual. Stories shared would not only come from KOLs but also consumers, TRESemmé staff, hairdresser, housewives, etc. The goal is to feature 12 Zodiac signs stories covering the target diaspora and create an emotional reaction from the consumers. i.e. “I understand her she is a Libra just like me”
  • 24. BRANDED PLAYLIST Zing Zodiac Playlist. A selection of 12 international hit songs performed by female artists that would boost the mood of any women – across all Zodiac signs! Each selected song would be dedicated to a specific Zodiac sign. On VN Women’s Day, the playlist would be shared across all owned/paid platforms. Songs: Beyoncé – Flawless Fifth Harmony – Worth it M.I.A – Bad girls No Doubt – Just a girl etc.
  • 25. Phase 2: Land the brand CHANNELS Zalo Shop / Stickers (App) Native ads (App) Zing mp3 Branded playlist (Mob/Desk) Sponsored album (Mob/Desk) Display Ad CPM (Mob/Desk) Zing TV Sponsored video (Des) Display Ad CPM (Mob/Desk) Bao Moi Sponsored post (Desk) PR Service/Advertorial CONTENT - Black Friday promotion - Buy the product on Zalo Shop (with Zalo pay!) - Branded stickers - Branded online activities - Branded beauty tips - Online PR articles: > KOL evangelism > Product promotion (organic ingredients) > Black Friday promotion During this phase, TRESemme reveals itself as a friend who understands its friends’ needs and provides a solution. Through Zalo platforms, every female user would have access to beauty/healthcare tips to take care of their hair.
  • 26. NATIVE ADS SHINE LIKE YOUR SIGN! OUR SIGN! Helpful content that is displayed to grab users’ attention on Zalo app. Native ads formatted as Zodiac hair care tips would match the birth date shared by a user account information. The brand proposition would be accessible to purchase right away with the Zalo Shop platform (see next page).
  • 27. ZALO SHOP Have it whenever and wherever you need it. The generation Z (born after 1995) is not known to be patient – they look for instant gratification. This is an opportunity for online business. Black Friday Promotion: (Exclusive for Zalo Shop) Promotion would be communicated via banner ads that represent our galaxy with its constellations. One of them would be a 20% discount that visitors need to discover and click on in order to redeem the discount.
  • 28. ZALO STICKERS “She is such a Capricorn” Sounds familiar to you? Guess you have heard a girl around you say such thing about another girl. Well, TRESemme is a proud gossip sponsor for the Zalo App. Either a girl wants to represent her Sign Zodiac in her daily conversations or simply “bad talk” (hey it’s not bad if it’s true) about a sister she can know do it with Zodiac emoticons!
  • 29. Phase 3: Maintain the conversation CHANNELS Zalo Shop / Stickers (App) Native ads (App) Bao Moi Sponsored post (Desk) Display Ad CPC (Desk) PR Service/Advertorial CONTENT - Christmas gift promotion - Branded stickers - Branded online activities - Branded beauty tips - Christmas gift promotion - Online PR articles: > KOL ‘How do I keep my hair healthy and shiny with my busy schedule?” The two initial phases have established the premise of a long-term relationship between the brand and consumers. To keep the audience interest with the brand, Zalo App users would be invited to enjoy some branded online games with special rewards for winners.
  • 30. BRANDED ACTIVITY: ZODIAC QUIZZ How familiar are you with Horoscope? Let’s find out! 12 random questions based on pictures related to beauty and Zodiac signs. Girls can share their results on Zalo but also others social media pages. They can also invite their contacts to take the test and compete with each other. Anyone with a perfect score (12/12) would access exclusive branded content!
  • 31. BRAND CONTENT: BEAUTY ROULETTE Spin the wheel for random beauty tips! 12 days before Christmas is a great period before the end of year celebrations to give the audience some beauty tips. Have fun and look your best! Christmas special package: (Only on Zalo Shop) Whenever a customer order a min. of 3 TRESemmé products she can choose to pack it with a special Zodiac package for herself or a female friend.