ON-GROUND ACTIVATION PLANNING & PRACTICES

BA LOC BICH VAN

Target Audience

-Woman, 25-35 years old-Live in HCM city-Attention to their skin-Want to shine with beautiful skin from inside.

Insight

“Dark pigmentation (“thâm nám” in Vietnamese) is the biggest fear of women. But I don’t know how to solve, or only know to cover outside. It makes me lack of confidence to shine.”

Ambrella Idea

Key Message

“Have real protection from inside to shine”

ACTIVATION

PHASES3

DEPLOYMENT PLAN

You will truly shine with a protection from inside

Shining with Pond’s (Tỏa sáng cùng Pond’s)Message

Concept

Girls need to protect their skin in a proper way with throughout solutions from inside.

Protect your skin with solutions from experts. Celebrating the shining you

Key Message

Facts + Tips on fanpage Counseling session (To be confirm)*Activities

TVCPond’s facebook page

Advertorials, SEO, Facebook adCorporate PR

Advertorials, SEO, facebook adsCorporate PR

Influencer(To be confirm)*

Key Channels

Phases Aware Experience Amplify

* haven’t happen yet so we don’t know

Phase 1:

- Objective: Raise awareness about real protection is from inside.

- Message: Girls need to protect their skin in a proper way with throughout solutions from inside.

- Key hook: Using TVC. Giving facts & tips on fanpage to help girls

protect their skin in the summer, also raise awareness about protecting skin from inside.

Phase 2:

- Objective: Giving the girls experience the real protection with Pond’s.

- Message: Protect your skin with solutions from experts.- Key hook: Counseling session:

Consumers have to comment the photo of their Pond’s product. Pond’s will pick 5 lucky photo to win the VIP tickets inviting to Pond’s counseling session.

Consumers will be adviced by expert, meet Ngô Thanh Vân & other VIP guest to learn about how to protect their skin from inside.

Comments

- Single-minded between phrases, made a consumer journey:

Make they concern about skin care problem

Travel with POND’S in caring about skin from inside

Shining with POND’S

- Raising awareness is not effective on media channels.=> number of participants is not high

-Phase 2 limited number of participants Þ Many women didn’t directly experience (only 5 people / week)