CAMPAIGN

PLANBOOK
INTERNATIONAL GANG

PANJITT SUNDARA-VICHARANA 6248049128

AREEYA WATANAKULCHAI 5945374428
NGUYEN HANH VAN VO 6502009728
HANH MINH LE 6502010228
DANAE LATCHIMY 6502005128
EMA MIRI PELISSIE 6502006828
NATCHA EKVANICHKUL 6145317228
 CLIENT BRIEF
Initiate a practical campaign for UPTOYOU to reach out to
Its target audiences effectively while likely to help increase its sales
 BACKGROUND ISSUE
LIVING SUSTAINABLY
In Thailand, the need to transition to a sustainable way of living has become increasingly urgent.
With a growing population and rapid urbanization, the country is facing a range of
environmental challenges, including air and water pollution, deforestation, and biodiversity loss.

Moving towards net-zero emissions by 2050, businesses can also play a crucial role in the
transition to a sustainable economy by investing in renewable energy, promoting sustainable
practices in their operations, and reducing their environmental impact.

Moreover, the Thai government has set ambitious targets to reduce greenhouse gas emissions
and promote sustainable development. This includes the adoption of renewable energy sources,
the development of smart cities, and the promotion of sustainable tourism.
 SITUATIONAL ANALYSIS
TARGET AUDIENCE ANALYSIS

Table Of GOAL & OBJECTIVES

CAMPAIGN

Content TIMELINE
EVALUATION TECHNIQUES
BUDGET PLAN
REFERENCES
I. SITUATION
ANALYSIS
1. Company Research:
UPTOYOU is a lifestyle brand for eco-conscious people, creating
eco-friendly products using upcycling materials to the fullest.
Vision: UPTOYOU committed to optimizing the world’s resources
to both reduce greenhouse gas emissions and reuse materials
from manufacturing processes on our path to achieving Net Zero
by 2050.

Reinforcing sustainability lifestyle to the public

Products Mission
Clothing
Shoes Offering “solution” products
Bags with the main material is fiber
Accessories made of 100% upcycled plastic
Home/Decorations to minimize greenhouse gasses
Collaboration Collection
 PEST
P E
Thailand’s Net Zero emissions by 2050 and PTTGC pioneers Tax incentives and tax collections schemes are being
with Net Zero Mission by 2030 developed and will be issued to facilitate the country’s
commitments. (Global Compliance News.com, 2022)
Consumers are becoming more price sensitive as
consumers have lower incomes as they want to save
more money (dmit.co.th, 2022)

S T
Sustainability and sustainable issues are important to

Revife Fiber by GC Upcycling

consumers in Thailand (Kantar Sustainability Sector
Index 2022)
One of the "Now Normal" behaviors of Thai people is self-
care, with a much greater focus on health awareness and
health-related products and services (Bangkok Post,
2022)
Unique Qurated trend forecast for Spring/Summer 2023:
Eco -Topia (Qurated Fashion.com, 2022)
 SWOT
S W
Strong Product USP Low media presence
Exclusive Refiber Technology Limited marketplace (only via website and
Collaboration with artists lineshop)
Scare product choice

O T
Eco-topia trend rising in apparel industry

Agenda toward Net Zero Existing competitors in apparel industry

Rising awareness in environmental-related
issue
Increased demand on green brands’ image
Price sensitivity toward green products
Unwillingness to adapt sustainability
lifestyle
Fast Fashion (cheap and trendy)
dominant market share
 PR Audits
AUDITS Visibility:
UPTOYOU has low visibility since it is newly launched since 2022 therefor the number
of followers on social media relatively modest
There hasn't been any big impact campaign on social media
Yet still, there is no big name in the field of sustainable fashion brand (according to
our survey)

Reputation:
So far, the image off UPTOYOU is very eco friendly, sustainable brand, trusted by the
press/publication

Brand Audits:
Attitudes toward brand products: Our conducted survey said the
average preference level for 7 products of UPTOYOU (Baseball
Cap, Safari Hat, Polo shirt, T-shirt, Hoodie Jacket, Canvas shoes
and Tote Bag) are over 70% preferable, with Tote Bag has the
highest percentage perference.
COMMUNICATION AUDITS:

Past communication audits Communication

UPTOYOU Launching style/message
Campaign
Call-to-action message “It's not
Media coverage Facebook, Instagram,
choice, it's the only way” with
Line Shop
Contradiction
Pop up store
Modern
Virtual Store
Youthful
Competitors
 II. ISSUE RESEARCH

Research Methodology:
Primary research
Qualitative Research: We conducted an online
survey with 150 respondents who are key publics.

Secondary research
Related and existing resources related to
UPTOYOU (website), Upcoming Fashion Trend in
2023
Environmental conscious level: KANTAR Sector
Index 2022
Green Consumer Behaviors: A Theoretical Review
and Analysis
Generation Z and Socially Responsible Fashion
The collected information were analyzed and
Consumption: ITAA 2020
used to plan our tactics and communication methods.

II. ISSUE RESEARCH

The Value - Action Gap

 ISSUE BACKGROUND

Value - Action Hinderance

Value action gap is an attitude is This gap can occur due to various
defined as “an enduring set beliefs reasons such as
about an object that predisposes people
99% people
Lack of awareness (product green
to behave in particular way toward the want a value, brand social impact value)
object” (Weigel 1983, p.257). High cost of green products
sustainable
Low availability of choices
In the context of green consumer lifestyle but Convenience of non-green products,
behavior, where consumers may Lack of trust in green claims made
express positive attitudes and values
only 19%
by companies
towards environmentally friendly people want to Difficulty in understanding the
products and practices, but their actual environmental impact of different
purchasing behavior does not reflect
change their
products.
those values. In other words, there is a behaviors.
discrepancy between what consumers
Source: Kantar Sustainability Index 2022
say they value and what they actually do
in terms of buying green products.

Value-Action Gap Towards Green Consumer Behavior: A Theoretical Review and Analysis
Generation Z and Socially Responsible Fashion Consumption: Exploring the Value-Action Gap
 KEY PUBLICS

THAILAND GEN Z STUDENT

MOTIVATION AGE MONTHLY EXPENSE

Self- RELATIONSHIP WITH ISSUE
16-24 15,000 THB
expression Expect to acknowledge green lifestyle
years old for Fashion
Reasonable
Resilience
Fashionable COMMUNICATION BEHAVIOR VIEW ON LIFE
Sustainable Opinion Leader/ Influencer Try to exert as little waste as possible
Modern mindset and want to change their
Fashion trends in TikTok, Youtube
lifestyle to feel more involved to the world
Instagram/Pinterest inspo post
they are living in
Twitter hashtag

 KEY PUBLICS PERSONA

Ailee - 23 years old

Job: Community Manager Assistant for a Start-up
Monthly income: 30 000 Baht

Passions/ Hobbys: Fashion, Home decoration

Consumption habits: Thrift shopping, eco-conscious brand
She likes to shop online and she is a heavy social media user.

Malee wishes to reduce her environmental impact by consuming

eco-responsible brands while continuing to follow the trends.
She prefers the quality of the clothes to the quantity.
SURVEY
QUESTIONS
Brand Awareness Brand's Product Demographics
From scale 1 to 5, rate your From scale 1 to 5, rate your
JHave you heard of these brands
preferences about brand's preferences about brand's
? (Naming several brand)
products products
What is your opinion on brand's
How much would you pay for How much would you pay for
logo ? (from a scale of 1 to 5, 1 is
these products based on what these products based on what
poor, 5 is great)
you see? you see?

Which products do you think the

brand sells ?
Environmental Awareness about
Upcycling Fashion
RESEARCH KEY
FINDINGS
 P U B L I C S - K E Y F I N D
K E Y I N GS

I constantly seek
fashion products
that is
"FASUSNABLE"
to tell people that I am not only
I am a young
fashionable but
person and I want
also RESPONSIBLE
to show myself
LONG - SIGHTED

more than just

and REVOLUTIONARY
"FASHIONABLE"

 SITUATION

Value - Action Gap in customer mind

EXECUTIVE SUMMARY
make them indecisive when talking
about purchasing sustainable SOLUTION
products
A 6-week campaign with the big idea:
Sustainable is a new and potential
market without a stand - out market “UPTOYOU x Wardrobe to the Future”
leader
The campaign targets students from Highschool to University in Thailand who
are in the substantial need of being fashionable. As UPTOYOU, we can provide
PROBLEM the '' Fashionable - Sustainable '' solution, fulfilling both needs of the target
audience.
Key publics are increasingly
conscious about living sustainably 01 AWARENESS WEEK 1 - WEEK 2
but they seem unheard of eco-
friendly products and are cynical 02 ACCEPTANCE WEEK 2 - WEEK 5
how it would benefit them
physically and emotionally when
03 ACTION WEEK 4 - WEEK 6
using upcycled products.

UPTOYOU have low impact in key

publics mind.
 GOAL
Highschool - University students in Thailand (16-24 years old) to be
aware, accept, and adjust their behavior in relation to
UPCYCLED goods from UPTOYOU

Awareness Attention Action

Raising Gen Z awareness about the
upcoming age of “green fashion”
and the benefit of “sustainable
fashion” with 100.000 views on
social media
Making UPTOYOU become top-of- To have an effect on action of key
mind brand leading the sustainable publics, specifically to participate in
fashion trend by 01 campaign with UPTOYOU's event --> likely to push
100.000 reach in 1 month the sale volumn by 10%
 C A M P A I G N
WARDROBE TO
THE FUTURE
 K E Y M E S S A G E
Changing the world start from changing your wardrobe.
One step at a time, start with sustainable fashion.
 CAMPAIGN
ROADMAP
MARCH (W1) MARCH (W2/3)
March (W1) Week 2 Week 3 Week 4 April (W5) Week 6

Newsworthy
INNOVATE
YOUR WARDROBE Social Discussion/KOL Endorsement

Launch Ad Campaign
FUTURE
WARDROBE Tiktok Challenge/KOL Endorsement

Pre-Event Promotion
WEAR THE Event
FUTURE NOW
Recap
 PHASE I:
AWARENESS
INNOVATE YOUR
WARDROBE
STRATEGY TACTICS
Audience Participation
Proactive “Communication”
Third Party Endorsement
Campaign by using social
Newsworthy Information
media
Publicity

KEY OUTCOMES
Ignite social discussion on social sites to raise
widespread awareness toward green fashion
trend- upcycled products and its benefits
 TACTICS DETAILS
INNOVATE YOUR WARDROBE

Newsworthy Information

Social Discussion

KOL
 INNOVATE YOUR WARDROBE
NEWSWORTHY INFORMATION

Prestigious Press will be realeasing articles focusing on the upcoming trends of eco-living to
create a discusstion topic later on social media.

DATE
Starting from 1st to 10th of March (Week 1-2) PRESS LIST
PROMOTE USING PULSING STRATEGIES

CRITERIA
Average of 1 million page view
Have owned platform for reposting
Lifestyle/Fashion/Social Category
Can be repost on Line Today
The next fashion trend you cannot
miss: Ecotopia MEDIA PRODUCE
5 Articles on each Press main
webpage
5 Repost Article on Press Owned
social platform

2 post on UPTOYOU's Facebook

MEDIA PRODUCE
Article sample on
Facebook
 INNOVATE YOUR WARDROBE
SOCIAL DISCUSSSION
Communal Page repost the article and ignite discussion on fashion consumption alternative.
Trending #InnovateYourWardrobe on Twitter, Tiktok, IG

DATE
Starting from 3rd to 20th of March (Week 1-2)
PROMOTE USING PULSING STRATEGIES

CRITERIA
Average of 1 million like/follows
Lifestyle/Fashion/Social Category
Active base followers
#InnovateYourWardobe
 INNOVATE YOUR WARDROBE
KOL ENDORSEMENT
Ultilising KOL influencing voice to promote alternating to green fashion and UPTOYOU
products with trending hashtag #InnovateYourWardrobe on Instagram, Tiktok

DATE
Starting from 3rd to 20th of March (Week 1-2)
PROMOTE USING PULSING STRATEGIES
CRITERIA
Age: 16 - 25
Active on Tiktok and Instagram
Field of content: lifestyle, fashion
Got more than 4 videos trending in
the past 1 month
Valuable Content, No dramas
 LIST OF KOLS/INFLUENCERS
Age: 16 - 25 Field of content: Got more than 4 Valuable Content,
Active on Tiktok and videos trending in
lifestyle, fashion No dramas
Instagram the past 1 month

pirasamind_ ignampaengg
pattreeyafirst
268,7K followers 90,8K followers
22,8K followers
pirasamind nampaengg
pattreeya_first

39,4K followers 11,2K followers

56,5K followers

jai_lamer pirasamind_
287,4K followers 268,7K followers
pattreeya_first

pirasamind
101K followers 39,4K followers

 PHASE II:
ACCEPTANCE
YOUR
FUTURE WARDROBE
 STRATEGY TACTICS
Advertising Promotional
Proactive “Action”
Audience Participation
Campaign by using social
Third Party Endorsement
media

KEY OUTCOMES
Get 100.000 engagement of key publics on social media
Keywords #UPTOYOUxFutureWardrobe trending on social platforms
 YOUR FUTURE WARDROBE
ADVERTISING PROMOTIONAL

UPTOYOU will be launching extensive advertisement under the theme

‘Your Future Wardrobe’ on social medias. The advertisement will
feature the UPTOYOU's Upcycled products and how fulfill both GenZ
need of fashionability and sustainability.

DATE PLATFORM
1 Month duration starting from 8th of March Online
to 14th of April (Week 2-5)
PROMOTE USING PULSING STRATEGIES
ADVERTISING
MOCKUP
 FUTURE WARDROBE
AUDIENCE PARTICIPATION & KOL ENDORSEMENT
Tiktok challenge: "What's inside your future wardrobe?"
Key Publics will post videos of their OOTD by discover and #Whatsinsideyour
futurewardrobe
clean your wardrobe with 3 criteria: more fashionable, less 3.3M views

wastes, more sustainable. KOL Endorsement act as trend

booster and intigrate UPTOYOU's upcycled products What's inside my future
wardrobe?
through their content.

DATE
Challenge starting from 15th to 31th of March
(Week 2-4)
 TIKTOK CHALLENGE: WHAT'S INSIDE
YOUR FUTURE WARDROBE?
Discovery and clean your wardrobe with 3 criteriia: more fashionable, less wastes, more sustainable. Hashtag
Challenge on Tiktok #What's inside your future wardrobe?

trv_bac jopzp
itscvklnn
802,8K followers 19,8K followers
104,6K followers
trv_bac

cvklnn

12,4K followers
56,9K followers

kornruji leoputtipong
757,6K followers 148,1K followers
korn_ac

leoputtipong

213K followers 74,4K followers

 LIST OF KOLS/INFLUENCERS
Age: 16 - 25 Field of content: Got more than 4 Valuable Content,
Active on Tiktok and videos trending in
lifestyle, fashion No dramas
Instagram the past 1 montb

pirasamind_ ignampaengg
pattreeyafirst
268,7K followers 90,8K followers
22,8K followers
pirasamind nampaengg
pattreeya_first

39,4K followers 11,2K followers

56,5K followers

jai_lamer pirasamind_
287,4K followers 268,7K followers
pattreeya_first

pirasamind
101K followers 39,4K followers

 PHASE III:
ACCEPTANCE
WEAR THE
FUTURE NOW
 STRATEGY TACTICS
Special Events
Proactive “Action” Participation
News Media

KEY OUTCOMES
To have an effect on action of key publics,
specifically to participate in UPTOYOU's event
and consider buying products
 WEAR THE FUTURE NOW
SPECIAL EVENT
Timeline: From 1st to 8th of April (Week 5-6)
Location: Samyan Mitrtown G Hall (BKK)

Pop-up store with product showcase and one

fitting room
a 20% discount for those who buy the
products in the event

Booth Activity:

Let people screen their own UPTOYOU

products with their names on the
exclusively for the products bought in
the event to create the story of how
this is your own future product
 WEAR THE FUTURE NOW
PRE- EVENT PROMOTION

Announce about “Wear the Future Now” event

Promote to the key publics with posters around the university area in
Bangkok, through UPTOYOU owned social media channels
For the news outlets: send press release

DATE PLATFORM
Starting from 20th to 31st of March Online
(Week 3-4) news media

Offline printed posters, invitation letters

 WEAR THE FUTURE NOW
POST- EVENT
Recaping UPTOYOU's event with articles and media posts

DATE
PRESS LIST Starting from 8th to 12th of April
(Week 6)

PLATFORM
Online
news media
EVALUATION
PLAN
 EVALUATION PLAN
01 AWARENESS
Evaluate from: Discussion rates
from Social media posts
Evaluation techniques:
Conduct the survey (Before-
After study)
Track media impressions (Views,
Shares, Likes, Hashtags)
Analyze the message content in
social media (comments)
(Before-After Study)
02 ATTENTION 03 ACTION
Evaluate from : Ad reach, Social
Evaluate from: Event
media posts, Vlog, tiktok
Participation
challenge
Evaluation techniques:
Evaluation techniques :
Conduct the survey
Conduct the survey (Before-
(Before-After study)
After study)
Count the audience
Record the number of tiktok
participation of the event
challenge participants
Conduct the survey (After-only Direct Observation on the
tiktok challenge) sales record
EXPECTED RESULT
BUDGET
PLAN
BUDGETPLAN
REFERENCE
LIST
Madmatter Studio. (n.d.). Madmatter Studio | Bangkok.
https://www.facebook.com/madmatterstudio
Team, C. C. (n.d.). CIRCULAR | Made from 100% Recycled Textiles - Reduce Negative
Environmental Impacts. CIRCULAR | Made From 100% Recycled Textiles - Reduce Negative
Environmental Impacts. https://circular-club.com/en
Chemical Public Company Limited, P. G. (n.d.). Plastic-waste sorting platform YOUTURN
becomes GC’s second initiative to meet BS8001: 2017 circular economy standard. Plastic-
waste Sorting Platform YOUTURN Becomes GC’s Second Initiative to Meet BS8001: 2017
Circular Economy Standard. https://www.prnewswire.com/in/news-releases/plastic-
waste-sorting-platform-youturn-becomes-gc-s-second-initiative-to-meet-bs8001-2017-
circular-economy-standard-856453682.html
Shine on the trend! Consumer behavior in 2022 from the COVID-19 crisis, how should businesses
adapt? | DEMETER ICT. (2021, September 23). DEMETER ICT | Your Business Transformation
Partner. https://www.dmit.co.th/en/cloud-computing/shine-on-the-trend-consumer-
behavior-in-2022-from-the-covid-19-crisis-how-should-businesses-adapt/
Public Company Limited, B. P. (n.d.). Consumers in the Now Normal.
https://www.bangkokpost.com. https://www.bangkokpost.com/business/2327443/consumers-
in-the-now-normal
Bureau of Thailand, N. N. (2023, January 30). Finance Ministry Maintains 2023 GDP Growth
Outlook at 3.8% - Thailand Business News. Thailand Business News. https://www.thailand-
business-news.com/economics/95916-finance-ministry-maintains-2023-gdp-growth-outlook-
at-3-8
Bureau of Thailand, N. N. (2023, January 30). Finance Ministry Maintains 2023 GDP Growth
Outlook at 3.8% - Thailand Business News. Thailand Business News. https://www.thailand-
business-news.com/economics/95916-finance-ministry-maintains-2023-gdp-growth-outlook-
at-3-8
HKTDC Research. (n.d.). HKTDC Research.
https://research.hktdc.com/en/article/NjQwNDk1MzQ3
UPTOYOU. (n.d.). UPTOYOU. . .It’s Not a Choice, It’s the Only Way.
https://uptoyou.live/index.html
Qurated 2022 - Home. (n.d.). Qurated 2022 - Home. Retrieved May 2, 2023, from
https://www.quratedfashion.com/2022/trend.html
 THANK YOU
FOR WATCHING
INTERNATIONAL GANG

PANJITT SUNDARA-VICHARANA 6248049128

AREEYA WATANAKULCHAI 5945374428
NGUYEN HANH VAN VO 6502009728
HANH MINH LE 6502010228
DANAE LATCHIMY 6502005128
EMA MIRI PELISSIE 6502006828
NATCHA EKVANICHKUL 6145317228
CONTACT US
AT
nguyenvvh.work@gmail.com

PANJITT SUNDARA-VICHARANA 6248049128

AREEYA WATANAKULCHAI 5945374428
NGUYEN HANH VAN VO 6502009728
HANH MINH LE 6502010228
DANAE LATCHIMY 6502005128
EMA MIRI PELISSIE 6502006828
NATCHA EKVANICHKUL 6145317228