Personal potential for beauty

Beauty for everyone

Strong beautiful hair
Feeling happier
GET MORE CONSUMER TO USE HAIRCONDITIONER
ASPIRATIONAL MARKETING CAMPAIGN: DOVE CNG TC NI LON!
BIG IDEA: STRONG HAIR -> STYLISH HAIR -> BEAUTIFUL HAIR -> HAPPY
LIFE
CHANNELS:
Digital: Youtube (clip cho Phase 1) + Facebook (Fanpage h tr Youtube) + TV
Commercials (Story series Phase 1; hnh ngi chin thng Phase 3 ln TV hoc
Youtube, hn xui)
Print: Catolouge kiu tc, flyers
In-store: Salon (Qung co Cuc thi bi nh to mu ng k tham gia), Trong ba chai:
Phase 1: dn giy: Dove-Cng tc ni lon; Phase 3: dn mini-brochure trn k c hnh
ngi chin thng lm i din v Tips chm sc tc ca h). Hnh m phng bng xp
(ging Standee m khng phi) trc Salon v gian hng trong supermarket.
MESSAGE:
Vi du x Dove, bn s c mt mi tc chc khe sn sng th thch am m c tnh.
PROCESS:
Phase 1: Preparation for competition event
- Truyn thng qung co: Dove- Cng tc ni lon (th thch 7 c tnh tc)
+ Hnh thc: Clip, cu chuyn (series TV Commerical): cu chuyn: tc cng
nhng bc ngot thay i c tnh. Cui cu chuyn: gi gm thng ip: bn
sn sang tc ni lon? -> More info at www.Dove-Cungtocnoiloan.com.vn
- To catolouge 7 c tnh tc
+ Cuc thi cho nh to mu: mi nh to mu mt b su tp tc c tnh (7 kiu/7
c tnh)
Phase 2: Competition event (tp trung cho 15-35 tui)
- Registration: khu vc ng k thi, th sinh n s c khm tc v t vn t
chuyn gia min ph. (ti Siu th, trng hc).
- Round 1: Tc khe Clip chia s kinh nghim nui dng tc khe p lm clip
- Round 2: Tc p chia lm 7 t thi (mi t/tun/c tnh)
Th sinh s c tham gia 7 t thi, v c t chn 1 kiu tc/c tnh trong
catalogue.
Chm im:
- i vi thi sinh: Th sinh s c chm im bi chuyn gia thm m ca Dove
(thang 100 im) & lt like ca khn gi Th sinh c yu thch nht: 7 th
sinh tng ng 7 c tnh tc.
- i vi nh to mu: 2 gii: 1 gii c th sinh chn lm kiu nhu nht, 1 gii duoc
bnh chn yu thch nht/ 1 ch de c tnh
Gi thng:
- 7 th sinh chn lm i din c tnh cho thng hiu du x Dove, v 1 nm xi
du x Dove min ph
- Nh to mu: c hun chng Dove, gii thng tin mt cng tng phm
Dove, v PR trn website Dove.
Phase 3: After event
- Website ghi li du n cuc thi vi cc ni dung sau:
+ Cc phn chia s chm sc Round 1.
+ Hng dn chm sc tc (http://www.toilacogaidove.com.vn)
+ Hnh nh cc kiu tc/c tnh (gm PR cho nh to mu)


CLIP
https://www.youtube.com/watch?v=g2DQuR6D3L4
http://www.1tym3nuoc.vn/
Qung co:
- Cu chuyn blah blah

ng k:
- Option 1: lm kiu puzzle (2-4 mnh ghp gia Dove Shampoo v Conditioner
hoc others)
Tham gia ngy hi Chm sc tc (c hi tham gia Campaign)
- Tnh thang im sc khe Tc, t vn v bin php t cc dng sn phm
- Quay li ton b ng vin lm data cho TVC Round 2.
Ch : mt chai shampoo ln c th dung 2-3 thng.
Round 1
- Candidates phi mang sn phm
- Chn candidate c mc pht trin im cao nht (%)
Round 2:
- Tp trung ti 1 a im
- Chun b sn sng website: trong l mt album nh, c vote theo dng Star