Tan, Joan Beatrice

Narag, Mariel
4AD2

Juan, Khristene Dianne

Esquivel, Maria Monica

Company Background
Palmolive is the trademark of health care produced by ColgatePalmolive Company. It was introduced in 1898 and is sold in various
countries. It includes shampoo, conditioner, soap, body wash (body
wash/shower gel) and handwash liquid. In North America, it is also sold
as a dishwashing liquid.
Palmolive products consisting of body wash, shampoo,
conditioner, soap, and other equippments. Also, the range of Palmolive
are all models as well, with a men's oriented range, called Palmolive Men.
In North America, it is have a dishwashing liquid detergents.

Palmolive Vibrant Color Product Line

Palmolive Naturals Vibrant Color Shampoo and

Conditioner! Its formula, infused with 100% natural
pomegranate extract, helps protect color-treated
hair against fading, dry-out and dullness. Worry
less about hair color fading! Once you've found
the best hair color for you, take care of it with the
right shampoo and conditioner.

Target Market Profile

The target market is predominantly female from socio-economic
class C, ages 17 to 22. The target market can be described as carefree,
fun loving, bold in trying out new things and loves self-expression. The
target market ought to be college students who have their hair colored
from time to time.

Objectives
The objective of the online video content is:
Create a content that the target market will enjoy
Highlight the value of a girls hair
Get the viewers to visit the products microsite
Get the viewers to try Palmolive Vibrant Color Shampoo

Execution

The execution to be employed is to create an online video content

that will resonate with the prospect audience. In this case, since the
plates mechanics includes online impressions through likes and shares,
the execution involved a content that's tailor-fit to the female CFAD
community.
The videos title and concept What a CFAD Girls Hair Means
aimed a humorous attempt to bring up the common stereotypes of
CFAD girls hair. This content seemed fitting for the product, Palmolive
Vibrant Color shampoo since CFAD girls are known to be avid patrons
of hair coloring.
The content was made to look like a typical vlog-type video with
no mention of the brand at all. The presence of the brand will only be
known once the viewer clicks the link that comes with the video. The
reason for this is, the content wants to avoid being intrusive to the
viewer. More often than not, obviously advertised or sponsored content
are less likely to be appreciated, enjoyed and shared by people since it
creates the notion that the content is highly superficial and commercial.