08/2022

Marketing
Project of Subject
Communication Plan
This is our Integrated Marketing Communication Project. It was made in August 2022.

Requirements: Implement a marketing communication plan for the period of 2023.

With one of the themes: Launches new products \ Communication for sales \ Continue
to communicate for the old product.
Client Agency
This project is an assumption about Client Style by PNJ asking Agency VDPhanq to
launch a new men's jewelry in the first 6 months of 2023
 08/2022

Marketing
Communication Plan
Client Agency
 FRAMWORK PLAN

01 02 03
Brief & Objectives Creative
Information & Budget Planning

04 05 06
Communication Media Planning Measure
Process & Program & Control
 01 BRIEF

Brief
Recognizing the growing demand for men's jewelry

Style by PNJ launches a unique collection of jewelry that

INSPIRED by PEARL is aesthetically pleasing and
expresses a unique personality

Assignment
Implement a communication strategy to raise awareness
and launch products for the new collection
Jewelry brand for young
people, under PNJ company Time 1/1/23 - 06/23
01 INFORMATION About Brand

Style
Respect to shows your personality and style.

Mission
Constantly creating, pioneering innovation to
serve the need to affirm "unique and different
self“
Be always strived to change, diversify in
design and quality
Designs are all new creations, applying
'Style' regardless of age or gender.
modern production technology.
01 INFORMATION Competitor

• Only rings, not diverse for men • Suitable for middle-aged people
• A simple design and powerful • High income
• Suitable for middle-aged people
01 INFORMATION Target Market
Customer
Demographic Age: 22 – 35 | Male | Income: 8M + VND

Geographic Living in big cities/ Near shopping centers

Benefits sought: Interested in asserting yourself, your own personality

Psychology
Lifestyle: Modern, youthful, dynamic
Products purchased: Fashion, clothes, shoes, jewelry
Purchasing channels: E-Commerce & MT channels

Behavior Specific interests on social networks: beautiful, unique products, use

to search for products

Media usage: Facebook, Instagram, Youtube

01 INFORMATION Target Market
KOL/ Influencers/ Celebrity
Age: 22 – 35 | Male | Income: 15M + VND
Demographic Celebrities, Models, Singers, Actors, Tiktokers, Influencers, ... they are people who work in the
field of art, creativity, showbiz, …

Geographic Living in big cities/ Near shopping centers

Benefits sought: Interested in asserting yourself, your own personality

Psychology
Lifestyle: Modern, youthful, dynamic

Products purchased: Fashion, clothes, shoes, jewelry

Purchasing channels: E-Commerce & MT channels
Behavior
Specific interests on social networks: beautiful, unique products, use to search for products

Media usage: Facebook, Instagram, Youtube

02 OBJECTIVES
Marketing And Business Objectives
From 1/1/23 - 30/6/23
Launching new products
and selling products: ~ 3000 product

Communication Objectives
From 1/1/23 - 30/6/23
Increase awareness of new products
Perception: 90% of TA
Interest: 50% of the previous people
Action (Buy): About 5% of the previous ones
02 BUDGET

16.000.000.000 VND
For Man
Jewelry

Pearl
Inspire

P RODUCT
T
COLLECTION
CREATIVE
03 PLANNING
 Insight
Truth Motiviation
Men want to beautify A desire for expressing
themselves and to live with true individuality
their true individualities.

Tension
Men often afraid to
wearing accessories
because of disapproval.
Insight
“Some men want to express their
taste of fashion by wearing
accessories but social assumptions
on genders pretend them.

Meanwhile fashion and beauty have

no boundaries and living with real
personality is profound priority.”
Big Idea
Toxic masculinity is a pressure and a barrier that men
need to overcome so that they can identify
themselves.

Whatever men wear does not matter. The important

thing is their “true individualities” which are not
affected by culture pressure and social prejudice.
Obviously, there is no standard to define a “real man”.

Products of Style by PNJ are going to break the old

standards on genders and release men from them to
determine their personality
Campaign Theme
Name: Break out of your shell
Concept: Inspired by the product from the pearl hidden deep
in the ocean. "Living" in the shell but still expressing the true
personality inside

Key Message Tagline

Men’s neglect of gender Break out of your shell
assumptions to express their
personality
 04
COMMUNICATION
PROCESS
 Nguyen

Source
Hoang Son

A famous singer and rapper

Soobin Impress the audience

through his music products.
Hoang Be capable of playing

Son musical instruments: piano,

organ, and gourd.
Source
Soobin Hoang Son
Users who use the product with
the desire to put on trendy
jewelry and enhance their
masculinity, affirm their own
personality
Lifestyles
Fashion style: flexible, impressive, unique
and has its own substance
Dignified / elegant / romantic appearance
Bring a dynamic, polite, gentlemanly style
Fashion knowledge
A good knowledge of fashion and art
Participated in Louis Vuitton Men's Fall-
Winter fashion show in Thailand (2022)
Influential
Having a stable fan base, inspiring young
people
Consistency & Requirement
Brand Voice
Personality | Independent | Youthful |
Dynamic
Tuyên ngôn của cá tính
Show the unity of the brand and product

Highlight the message that the campaign

wants to target

Create a clear and inspiring emotional

relationship with your customers
05
MEDIA
PLANNING
 1-14/1 . Phase 1: Teasing 15/1-28/2. Phase 2: New Product Launch

Triggering attention to upcoming Make a strong impression on the message conveyed and awareness
Objectives new product from Style by PNJ about new products

16 – 35 | 16 - 35 | Regular route, shopping mall

Target
Regular route/shopping mall Use Social Media, Internet to see unique, new, and attention-grabbing
Audience Use Social Media usually things. | Watch music, reality, fashion TV

Message Men’s neglect of gender assumptions to express their personality

Ads Ads
Internet
Tool Publicity
Support Marketing Broadcast Support
Internet Ads
Media Media Media
1/1 1/1- Coming Soon 15/1- Full Video 21/1-TVC (25s) 15/1 23/1 – News
10/1- Remind 21/1- Sóng Billboard about TVC
*Poster Show. Video 25s *HTV2 *BrandVietNam,
Vehicle Teasing *Ads Post on *Ads Video on |Sóng Show *On street Advertising,
at store Facebook & Insta Youtube and (20-24h) (HoChiMinh, YanNew,
Facebook HaNoi,..) Saostar

Frequency Daily Daily 5 times (Show) 8 times Daily 1 times

Daily (Full Video)
 1/3-15/5 ..Phase
15/3-15/5 Phase3:
3:Raise
RaiseInterest
Interest 15/5-30/6. Phase 4: Engagement

Continue to build awareness and attract Maintain awareness / build consideration and target high
Objectives strong attention to the product engagement with the brand

22-35 | Use Social Media/Internet to KOL/KOC/Model/ Workers 22-35. Use Social Media/Internet.
Target discover, learn, entertain, buy | Read in the fashion industry, Watch Show/ Event/ Fashion
Audience magazines, watch fashion and lifestyle events, showbiz
news Often visit popular shows

Message Men’s neglect of gender assumptions to express their personality

Ads
Tool Internet Internet
Public Relations Publicity
Marketing Marketing
Magazines

Souce & Product (15/3 – 15/5) (10/6)Men Fashion Show (20/5 – 9/6) (11-20/6) News
on: Product| Lookbook with Nguyen Cong Tri- Previous Event about TVC
Men’s Forlio | Feedback “Break out of your shell” (15/6 – 30/6) *YanNew,
Vehicle Dep Magazine After Event Saostar, Zing
L'Officiel *Ads on Facebook *At SECC, 7 District *Ads on New, Elle, Soha
~200 People Facebook New,...

Frequency 1 times 2 Post/Week 1 times 7 days 3 times

05
PROGRAM
 1-14/1 . Phase 1: Teasing

Objective of Phase Triggering attention to upcoming new product from Style by PNJ

Key Activity Store Teasing “Coming Soon”

22 – 35 | Male
Target Audience Regular route/shopping mall (where have store of PNJ)
Use Social Media usually

Objective

Advertising Create customers' attention when visiting stores

(Support Media)

Create customer attention and remind new product

Internet Marketing launches
 1-14/1 . Phase 1: Teasing Support Media Internet Marketing

Waiting

Affirming
brand style
-> Highlight
personality
4m Poster
Question
-> Man/ break
judge

3m 3m
1-14/1 . Phase 1: Teasing Support Media Internet Marketing

1/1/2023
353 Store/ Waiter in Mall
1-14/1 . Phase 1: Teasing Support Media Internet Marketing

In Fact
 1-14/1 . Phase 1: Teasing Support Media Internet Marketing

Waiting

Affirming
brand style
-> Highlight
Photo personality
Question
-> Man/ break
judge

Content: “Cùng PNJ đón chờ sản phẩm mới” | #tuyenngoncuacatinh #stylebypnj
1-14/1 . Phase 1: Teasing Support Media Internet Marketing

1/1/2023 – Coming Soon + Advertising 1.1 – 14/1

10/1/2023 – Remind. + Advertising 10/1 – 14/1

Fanpage on Facebook & Instagram

 15/1-28/2. Phase 2: New Product Launch

Make a strong impression on the message conveyed and

Objective of Phase
awareness about new products
Post Video Clip to convey message. Making a great impression.
Key Activity
Launch Product

22-35 | Male | Regular route, shopping mall

Target Audience Use Social Media, Internet to see unique, new, and attention-
grabbing things. | Watch music, reality, fashion TV/Show

Objective

Internet Ads The most complete transmission of the message

Advertising Make it easy for customers to remember and

*Appeal: Emotion Broadcast Media understand the message

Support Media Reach more people about the message

Captivating insights and unique ideas of the message.

Publicity
Create discussion and make a strong impression
 15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

Scene 1: The boy was interested

in the STYLE by PNJ store. A
man came and said, "It's not for
boys“ - “Chúng không dành cho
con trai đâu”
 15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

Scene 2: 10 years later, He was watching a post about Scene 3: He was confused and stuck in the inner
a male model wearing glitter jewelry, and read rude struggle between ego and society's acceptance and
comments … “Con trai mà đeo trang sức hả ?- Nhìn standards
không giống đàn ông – Quái dị thiệt”
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

Scene 4: His mother decided to help her child

 15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

Scene 5: The mother gives him STYLE by PNJ Scene 6: STYLE by PNJ jewelry set is a meaningful
jewelry to encourages him: "No standards create a gift to the boy.
man, so breaking them is possible” – “Không một
tiêu chuẩn nào tạo nên người đàn ông, nhưng phá vỡ
chúng thì có thể
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

Scene 7: He
decided to to be
true to himself
and follow the
style he loved

Scene 8: He walked
on the street, met
other men with
different styles and
realized: "There is no
standard to define a
real man.“ – Không
một tiêu chuẩn nào
để định nghĩa đàn ông
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

Scene 9: He felt more confident with his outfit, despite

all the gossip, although many people looked at him with
strange eyes, he continued walking.
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

Scene 10: He has broken “the walls”
of society's prejudices that man
who no jewelry, it's not good to be
different – “Không được mang trang
sức – Khác biệt là không tốt”

Scene 11: Break

Out of Your Shell
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Video Clip: 1m30 ~ 2ms Story Board

15/1/2023
Up + Advertising on
Facebook & Youtube

21/1/2023
Advertising on Youtube.
Show Sóng 2023
5 times
 15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

In Fact

15 tháng 1

Break Out Of Your Shell | Phá Vỡ Quy Chuẩn Giới Tính | Style By PNJ

Break Out Of Your Shell | Phá Vỡ Quy Chuẩn Giới Tính | Style By PNJ
22 thg 1, 2023
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

TVC (Convert from Video clips): 30s

 15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

21/1/2023
HTV2. Sóng 2023
(20h – 24h)
8 times
 15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Billboard (Out Of Home)

Tagline. Font
is easy to see
Reflective
material
8m
Create “BOYS”
-> High
Impression

Product &
Brand

12m
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

15/1/2023 – 15/6/2023

HO CHI MINH
• 208. Hai Ba Trung
• Nguyen Thi Minh Khai Crossroads
• 274. Ly Tu Trong
• 79. Tran Hung Dao
• 121. Nguyen Binh Khiem
• 209. Calmette
• 51-53-55. Cach Mang Thang 8

HA NOI
• 4. Ton That Tung
• 265. Chua Boc Dong Da
• 293. Xa Dan
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

In Fact
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

Billboard 3D
15/1/2023 – 15/2/2023
4A Phạm Ngọc Thạch, Hồ Chí Minh

GIF 15s
120 spots/day

In Fact
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

News Day: 23/1. Freq:1 time

Tittle: Ex. Style By PNJ phá vỡ mọi tiêu chuẩn về giới khi ra mắt bộ sưu
tập trang sức dành cho nam lần đầu tiên
Ex. Không một tiêu chuẩn nào có thể định nghĩa nam giới. Chiến
lược sản phẩm độc đáo của Style By PNJ

Content: Discussions around the unique message of the brand's Video Clip.
Brand-controlled content and images for transmission

Channel:
15/1-28/2. Phase 2: New Product Launch Internet Ads Broadcast Media Support Media Publicity

In Fact
 1/3-15/5 . Phase 3: Raise Interest

Objective of Phase Continue to build awareness and attract strong attention to the product

Conveying messages through products (images, content,

Key Activity reviews) create excitement
22-35 | Use Social Media/Internet to discover, learn,
Target Audience entertain, buy | Read magazines, watch fashion and
lifestyle news

Objective

Magazines Introducing the collection with the message

Internet Marketing Support to show the uniqueness of the

product and keep the message right
 1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

Ex. Cover/Hand Page

Name of
Magazine

LOGO
Impressive
Source
content
 1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

Ex. 3rd Double Page

Title
Slogan,
Source

Product
Product

Posing with
product
Text
1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

Men’s Folio ( 15/3/23) L’officiel (1/3/23) Đẹp Magazine (5/3/23)

Cover + 3rd DPS Cover + 3rd DPS 3rd DPS
1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

In Fact
 1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

Series Collection Lookbook Feedback

Photo/Video
Type Photo
+ Ads Facebook
Photo
+ Ads Facebook + Ads Facebook

Content • Earring Style By PNJ x: Product experience with:

• Hieu Thu Hai • Vu Dino
• Necklace
• Tran Quang Dai • Tung Son
• Bracelet
• Vu • Tun Pham
• Ring
• JustaTee • Pham Dinh Thai Ngan
• 2 Collections
• Hoang Dung • Dang Quan

Photos taken / The representative is Give a gift to a representative

Detail designed to allowed to take They will use and
enhance the pictures with the review/feedback the product
beauty of the product to have a -> The content is owned by
product lookbook Style By PNJ
 1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

Lookbook

Why chose them ? Feedback

Different Characteristic
Appearance
Style/Job

Follow/Target
1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

Ex. Lookbook
 1/3-15/5 . Phase 3: Raise Interest Magazines Internet Marketing

FACEBOOK
OFFICIAL PAGE: STYLE BY PNJ
Date Time Topic Content title Date Time Topic Content title

W TUE 21/3 21h Collection Product Introduction Necklace TUE 18 21h Lookbook No.3 Style by PNJ x Vũ
W5
1
SAT 25 21h Collection Product Introduction Brackelet SAT 22 21h Lookbook No.4 Style by PNJ x GreyD

W TUE 28 21h Collection Product Introduction Earring TUE 25 21h Lookbook No.5 Style by PNJ x Hoàng Dũng
W6
2
SAT 1/4 21h Collection Product Introduction Rings SAT 29 21h Feedback No.1 Product experience with Vu Dino

W TUE 4 21h Collection Introducing the full set of Products TUE 2/5 21h Feedback No.2 Product experience with Tun Pham
W7
3 Product experience with Tung Son
SAT 8 21h Collection Introducing the full set of Products SAT 6 21h Feedback No.3 (Xoai Dua family)

Product experience with Pham Dinh

W TUE 11 21h Lookbook No.1 Style by PNJ x HIEUTHUHAI TUE 9 21h Feedback No.4 Thai Ngan
W8
4 Product experience with Dang Quan
SAT 15 21h Lookbook No.2 Style by PNJ x Trần Quang Đại SAT 13 21h Feedback No.5 (Streetdance)
*Ads All Content.
 15/5-30/6. Phase 4: Engagement

Objective of Phase Maintain awareness / build consideration and target high engagement with the brand

Key Activity Men's fashion events that showcase a variety of personalities and generate discussion

Public Relations Internet Marketing Publicity

KOL/KOC/Model/ Working in the fashion 22-35. Use Social

Target Audience industry, events, showbiz Media/Internet.
Often visit popular shows Watch Show/ Event/ Fashion

Increase brand engagement with Support and help the event be

Objective celebrities/designers/media. known/spread to the public in
accordance with the set message
 15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity

Event . Fashion Show

Meaning Different men, with different styles. They are still confident to
express their own personality. There are no rules for men

Script
• 10h: Opening introduction
• 10h15: Representative speaks: PNJ's event
director and designer Nguyen Cong Tri
• 10h30: Cultural program: Soobin Hoang Son
sang the opening song and was the first face
for the fashion show
• 10h45: Fashion show: with more than 50
models and vedette is Quang Dai
• 12h: End, the representative thanked and
distributed gifts to the guests. Especially 3
guests with the best costumes will be chosen
to receive prizes
15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity

Event . Fashion Show

• SECC District 7
• 10-12h. 10/6

• Theme: Breakout of the shell

• Concept: Inspired by the ocean
• Size: 200 people (Model, KOL,
KOC, 5 journalists)

• Dresscode: white, black, blue

• Performance: The model of the

show wore simple designer
clothes to highlight the beauty
of the jewelry

Stage
15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity

Event . Fashion Show

Check-in lobby
 15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity

Series Before Event (20/5 -9/6) After Event (15/6-30/6)

Type Photo
+ Ads Facebook
Photo

Content • 9 Hint For Before Event • 6 Collection

• 9 Hint KOL, KOC, Model • 6 Comments from
• Introduce Event participants/organizers
• Official Event Announcement • 1 Share Event

Detail Photos and Photos and content

content related related to after event
to the event
 15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity
FACEBOOK
BEFORE EVENT OFFICIAL PAGE
Time Topic Content Title
Before Event: 20/5/2023 - 10/6/2023
Topic: Actracting netizen attention about the next Event of Style by PNJ
SUN 21/5 21h What's going on? Hint #1
MON 22 21h What's going on? Hint #2
TUE 23 21h What's going on? Hint #3
WEEK 1 WED 24 21h What's going on? Hint #4
THUR 25 21h What's going on? Hint #5
FRI 26 21h What's going on? Hint #6
SAT 27 21h What's going on? Hint #7

SUN 28 21h What's going on? Hint #8

MON 29 21h What's going on? Hint #9
TUE 30 21h EVENT Give basic information about the event
WEEK 2 WED 31 21h Guest list Hint guest #1
THUR 1/6 21h Guest list Hint guest #2
FRI 2 21h Guest list Hint guest #3
SAT 3 21h Guest list Hint guest #4

SUN 4 21h Guest list Hint guest #5

MON 5 21h Guest list Hint guest #6
TUE 6 21h Guest list Hint guest #7
WEEK 3 WED 7 21h OFFICIAL EVENT INFORMATION
THUR 8 21h Guest list Hint guest #8
FRI 9 21h Guest list Hint guest #9
SAT 10 21h
*Ads All Content. Higher cost with yellow content
 15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity

FACEBOOK
AFTER EVENT OFFICIAL PAGE
Time Topic Content Title
After Event: 15/6/2023 - 30/6/2023
Topic: Reminding netizen about the previous Event
SUN 18/6 21h BTS #1 Some information about the back stage
MON 19 21h BTS #2 Some information about the back stage
TUE 20 21h BTS #3 Some information about the back stage
WEEK 1 WED 21 21h BTS #4 Some information about the back stage
THUR 22 21h BTS #5 Some information about the back stage
FRI 23 21h BTS #6 Some information about the back stage
SAT 24 21h Director x Event Direct will share his feeling after event

25 21h Art Director x Event

SUN Art Director will share his feeling after the event
MON 26 21h Production x Event Production will share his feeling after the event
TUE 27 21h Models x Event Models will share their feeling after the event
WEEK 2
WED 28 21h Models x Event Models will share their feeling after the event
THUR 29 21h Models x Event Models will share their feeling after the event
FRI 30/6 21h Sharing the previous post
SAT
15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity

News Day: 11-20/6 Freq: 3 times

Tittle: Ex. Style By PNJ tổ chức sự kiện thời trang nam giới với NTK
Nguyễn Công Trí.
Ex. Bộ sưu tập trang sức của Style by PNJ thể hiện cá tính của
nam giới tại sự kiện thời trang với NTK Nguyễn Công Trí

Content: Discussions around the Fashion Show of the brand

Brand-controlled content and images for transmission

Channel:
15/5-30/6. Phase 4: Engagement Public Relations Internet Marketing Publicity

In Fact
MEASURE &
CONTROL 06
Rate 4,000,000 Male. (22 – 35)

100% 60% 50%

Aware Engage Interest

Search Visit Platform Purchase

40% Pages/Store
5% ~ 4800 product
20%
 KPI in Phase
Phase Tool Vehicle Asignment Reach Engagement
Ads Support Media Store Poster Teasing 15000000
Phase 1 Facebook & Insta
Internet Marketing Cooming Soon 500000 2000
Facebook & IInsta Remember 170000 700

Facebook
TVC on fanpage 1700000 7000
Internet Ads
Youtube TVC on fanpage 10.000.000 500
Youtube Sóng 10.000.000
Broadcast Media HTV2 Sóng 10.000.000
208. HBT 2.200.000
Crossroad NTMK 4.000.000
274. LTT 2.600.000
Ads
79. THĐ 2.800.000
Street on HCM
121. NBK 2.200.000
Phase 2
Support Media 51-55. CMT8 4.000.000
209. Calmette 6.000.000
(3D). 4. PNT 175.000
4. TDT 800.000
Steet on HN Chua Boc Dong Da 4.800.000
Xa Dan 1.000.000
Advertising News 3.500
Brand VietNam News 16.000
Publicity
YanNew News 1.700.000
Saostar News 905.000
 KPI in Phase
Phase Tool Vehicle Asignment Reach Engagement
Men's Folio Cover + 3rd DPS 15000
Ads Magazines L'Official Cover + 3rd DPS 15000
Dep Magazine 3rd DPS 30000
Phase 3
Facebook Post Product 180000 750
Internet Marketing Facebook Post Lookbook 150000 600
Facebook Post Review 180000 600

Post Hint Event

90000 400
Post 8. Support
Internet Marketing (Be) Facebook Hint 60000 250
Post EVENT 120000 500
Post Hint Guest 75000 300
Post OFFICIAL 625000 2.500
Public Relations SECC Event 200 200
ELLE VietNam News 1.848.000 1.848.000
Phase 4 VNExpress News 11.700.000 11.700.000
Zing New News 6.390.000 6.390.000
YanNew News 5.100.000 5.100.000
Publicity
Saostar News 2.715.000 2.715.000
24h News 8.400.000 8.400.000
Kenh14 News 9.390.000 9.390.000
Sohia New News 2.799.000 2.799.000
Post
Internet Marketing COLLECTION 75.000 300
Facebook
(After) Post Emotion x
Organize 60.000 250
 Total Budget 15.569.750.000 ( include VAT)
Phase Tool Vehicle/Flatform Asignment Detail Price (*1000 VND) Quantity Sum
- - - - Source Rent full campaign 100.000 /per 1 100.000
Support
Ads (88250) Store Poster Teasing Print, Stick
Media 250 /store 353 88.250
Phase 1
Facebook & Insta Cooming Soon Advertising
(108250) Internet Marketing 1.000 /days 15 15.000
(20000)
Facebook & Insta Remember Advertising
1.000 /days 5 5.000
- - Product Clip + GIF Edit, Cachet, … 1.500.000 1 1500.000
Facebook TVC on fanpage Advertising 50.000 /month 1 50.000
Internet Ads
Youtube TVC on fanpage Advertising 0,08 /view 10.000.000 800.000
(850000)
Youtube On Song Show Advertising 0,4 /view 8.000.000 3.200.000
Broadcast
Media HTV2 On Song Show Ads 8 times
(3200000) 350.000 /time 8 2.800.000
208. HBT
63.000 /month 5 315.000
Ads Crossroad NTMK 115.000 /month 5 575.000
274. LTT 75.000 /month 5 375.000
Phase 2 79. THĐ 80.000 /month 5 400.000
Street on HCM
(12928000) Support
121. NBK 60.000 /month 5 300.000
Media
51-55. CMT8 115.000 /month 5 575.000
(4555000)
209. Calmette 172.000 /month 5 860.000
(3D) 4. PNT 200.000 /month 1 200.000
4. TDT 23.000 /month 5 115.000
Steet on HN Chua Boc Dong Da 138.000 /month 5 690.000
Xa Dan 30.000 /month 5 150.000
Advertising News Booking, Content 5.000 /times 1 5.000
Publicity Brand VietNam News Booking, Content 10.000 /times 1 10.000
(23000) YanNew News Booking, Content 5.000 /times 1 5.000
Saostar News Booking, Content 3.000 /times 1 3.000
 Phase Tool Vehicle Asignment Detail Price*1000VND Quantity Sum
Men's Folio Cover + 3rd DPS Design, Print, Booking 180000/times 1 180000
Magazines
Ads L'Official Cover + 3rd DPS Design, Print, Booking 210000/times 1 210000
(521000)
Dep Magazine 3rd DPS Design, Print, Booking 131000/times 1 131000
Phase 3 Post Product Advertising 5000/week/post 6 30000
(736000) Facebook Advertising 5000/week/post 5 25000
Post Lookbook
Internet Marketing Facebook 5 Rent KOL 20000/per 5 100000
Facebook Advertising 5000/week/post 5 25000
Post Review
5 Feedback 7000/per 5 35000
Post Hint Event Advertising 15000/week 1 15000
Post 8. Support Hint Advertising 1200/week/post 8 9600
Internet Marketing (Before)
Facebook Post EVENT Advertising 20000/week/post 1 20000
(71600)
Post Hint Guest Advertising 1200/week/post 10 12000
Post OFFICIAL Advertising 5000/day/post 3 15000
Food & Drink 100/per 200 20000
Source 50000/per 1 50000
Place 150000- 1 150000
Designer (Fashion) 300000/per 1 300000
Public Relations
SECC Event Design and Decor Show 500000- 1 500000
(1570000)
Light/ Sound 100000- 1 100000
Phase 4 Photo, Video 200000- 1 200000
(1797500) Support Staff 2000/per 50 100000
Model 3000/per 50 150000
ELLE VietNam News Booking, Content 2500/time 3 7500
VNExpress News Booking, Content 10000/time 3 30000
Zing New News Booking, Content 8000/time 3 24000
Publicity YanNew News Booking, Content 5000/time 3 15000
(142500) Saostar News Booking, Content 3000/time 3 9000
24h News Booking, Content 3000/time 3 9000
Kenh14 News Booking, Content 4000/time 3 12000
Sohia New News Booking, Content 12000/time 3 36000
Post COLLECTION Advertising 2000/week/post 6 12000
Internet Marketing (After) Facebook
Post Emotion x Organize Advertising 200/day/post 7 1400
 Come on, men
Can you break out of your shell ?

thank for your listening

thanks
(Brain – storm). Member of
teams
Plan Contribute and develop ideas for Insight, Big Idea, Key Message

Huu Phat Plan Media Planning, The person who controls and leads the entire Plan.
Overview of activities of the whole campaign, division of phase, selection of tools to integrate with Plan.
Control the execution of Programs by other members
Finance – KPI.

Design Concept , Full Slide

Idea for Story Board

Viet Han Plan Programs, Detail Public Relations

Design Look book, Poster, Magazine, OOH, 3D OOH and Mook - up

Idea for Story Board

Hong Nhung Plan Programs, Detail Support Media (OOH, Banners)

Hong Nhung Design Story Board

Thanh Vy Plan Programs, Detail Internet Marketing

Thanh Dat Plan Programs, Detail Publicity

Vinh An Plan Programs, Detail Ads Marketing

Linh Quyen Plan Programs, Detail Magazine