Tại sao lựa chọn hình thức quảng cáo: TVC

Effectiveness in conveying emotions: TVC uses elements such as images, sound, and
acting to authentically portray the emotions and nuances related to "periods." From
difficulties and shyness to curiosity and openness, TVC provides an emotionally
immersive experience for viewers. The audience can easily empathize and establish a
deep connection with the message that Kotex wants to convey.
Wider target audience reach: TVC has the capability to reach a large number of
viewers through multiple media channels. Spreading the message to a larger audience
compared to print ads allows the campaign to achieve a broader dissemination and
greater impact.
Effectiveness in creating awareness: TVC delivers the message quickly and
effectively. The special scenes and expressions help viewers understand the message
accurately and talk about it with others, creating awareness and positive interaction.
MEDIA: BROADCAST - TELEVISION

Reach: Although YouTube has a wider reach, television remains one of the major
media channels with access to millions of viewers. In areas with poor media
infrastructure or limited internet connectivity, television is still a suitable choice to
reach the target audience.
Viewing habits: The target audience of Kotex's campaign, aged 31 to 45, still
maintains the habit of watching television regularly and prefers traditional TV
programs. For this group, television remains a familiar and highly credible media
channel for message delivery.

VEHICLE MEDIA CHANNEL CONTENT SOCIAL DISCUSSION TIMELINE

MAIN COMMUNICATION CHANNEL

Understanding makes
Confidence. Break down
Full clips of TVC will
HTV7, HTV9, VTV1, gender barriers and 01/10/2023 to
Television be posted on TV
VTV3. encourage openness and 31/03/2024.
channels.
openness in your
approach to menstruation.

OTHER MEDIA - SOCIAL MEDIA

 The use of social media (Facebook, YouTube, TikTok, ....) to spread the
message during this TVC by:
- With the fast growth of social networking platforms, it will be easier to reach
KOTEX's target audience.
- With the target customers being Gen Z, these methods will allow KOTEX to
approach and interact directly with a huge number of Gen Z clients in the
shortest amount of time.
- Customers will receive the most recent and relevant information from KOTEX
as soon as possible.
- Convenient for receiving and reacting to client reviews through interaction and
comments on social networks, contributing to KOTEX's service quality.
- Reducing KOTEX advertising investment costs.
Furthermore, the use of media support tools (Billboards, LCD,...) in public
places and congested streets would assist KOTEX expand its customer base. This also
helps purchasers remember their brand, each product, and each message when they
see advertisements on the roads they routinely drive on every day.

SOCIAL
VEHICLE MEDIA CHANNEL CONTENT
DISCUSSION

SOCIAL MEDIA

- Initially, the campaign will post a

KOTEX official fanpage.
Facebook
Tâm sự cuộc sống - 657k
members; Cột sống Agency -
66k members; Anxiety Stress
& Panic Attack Support -
120k members.
status to inform customers about the - Prejudice: “Girl
upcoming TVC. problems” - can never
- The complete TV commercial will be shared with men.
be posted on KOTEX's official - When it comes to
Fanpage on the Facebook network. menstrual problems,
- Short Version Ads on Facebook men are frequently
Backlink viewing leads to complete hesitant to aid in the
TVC clips on the KOTEX fanpage. purchasing of necessary
- This medium will be updated with goods.
the most recent campaign information. - Break down gender
- Posting content with a backlink barriers and encourage
attached to a full TVC clip on openness and openness
KOTEX's official Fanpage on the in your approach to
Facebook and Youtube network. menstruation.

YouTube KOTEX official fanpage. - Full clips of TVC will be posted on Understanding makes
KOTEX official fanpage. Backlinks Confidence. Break down
from other media support will redirect gender barriers and
to the official Fanpage on YouTube. encourage openness and
 - Running commercials as Shorts
video (10s) with backlinks leads to
full TVC clips.
- Run advertising as bumper ads (5
seconds).
Write an article analyzing TVC
messaging on newspaper pages and
Public presenting pop-up ads when clicked,
VnExpress; VietNamNet.
Relation with backlinks to the whole TVC on
KOTEX's official fanpage on
YouTube.
SUPPORT MEDIA
Outdoor LCD at Vincom Dong Khoi
Express the slogan “Sao phải ngại-
LCD shopping centers, Crescent
Thấu hiểu để gần nhau hơn”.
Display Mall, Aeon Mall.
openness in your
approach to
menstruation.
- Prejudice: “Girl
problems” - can never
be shared with men.
- When it comes to
menstrual problems,
men are frequently
hesitant to aid in the
purchasing of necessary
goods.
- Break down gender
barriers and encourage
openness and openness
in your approach to
menstruation.
- Understanding makes
Confidence. Break down
gender barriers and
encourage openness and
openness in your
approach to
menstruation.
Understanding makes
Confidence. Break down
gender barriers and
encourage openness and
openness in your
approach to
menstruation.