WEEHOURS

REPOSITIONING CAMPAIGN
Nguyen Thi Bich Thuy
Mai Dang Gia Bao
Vuong Phoi Van
Nguyen Chan Hung

BRAND MANAGEMENT - BRAND CAMPAIGN NEXT

EXECUTIVE WeeHours is a Vietnamese brand

SUMMARY specializing in selling eyewear

products.

Positioning: Smart-Casual style

about WEEHOURS segment.

WeeHours wants to bring to

consumers eyewear products
that are suitable for Vietnamese,
reasonable prices, and bring
joyful experiences to customers.

EXECUTIVE SUMMARY NEXT

 WEEHOURS currently has no main
outstanding product or a key
feature that represents and marks
its brand name.

WEEHOURS is currently testing

"Anti-blue light lenses" as a key
feature of the brand and is in
need of a campaign to
reposition the brand.

EXECUTIVE SUMMARY NEXT

 SITUATION
SITUATION ANALYSIS ANALYSIS

1 Brand awareness is quite low.

Customers are not too willing to spend

2 800.000VND - 1.000.000VND for a pair of
glasses with a simple design.

3 WEEHOURS has no product/feature

strong enough to represent the brand.

NEXT
 SITUATION
SITUATION ANALYSIS ANALYSIS

Due to Covid-19, customers pay more

4 attention to their health. Working from

home makes them spend more money on
items that help them work more
comfortably.

5 Competitors of WeeHours emphasize

fashionable and unique designs, but no
brand has used the difference in lenses.

NEXT
STATEMENT
OF NEEDS Because of the impact of the
covid 19 epidemic, consumers
are now more concerned with
the quality of a pair of
glasses than their
appearance.

STATEMENT OF NEED
 LIGHTWEIGHT
DURABLE

QUALITY LENSES
COMFORTABLE

STATEMENT OF NEED
Only WEEHOURS use anti-
blue light lenses on every
pair of glasses.

STATEMENT OF NEED
 18-24 years old
Have a modern lifestyle

College students, first Like items that can be

jobbers used for a long time

Living in key cities Often care more about

quality than price.

TARGET CUSTOMER
Strategy
1 This 1-month repositioning campaign will launch in early
December 2021.

This campaign focuses on emphasizing the main

2 health protector "Anti blue light lenses" feature
and positive spirit of WEEHOURS in the minds of
customers.

3 Focusing on improving brand awareness and

product awareness.

4 Increasing sales and social media metrics.

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 OBJECTIVES NEXT

Business Objectives Marketing Objectives Communication Objectives

Increase 25% monthly sales in

1
December (compare to August
sales). 2
Increase brand awareness &
product awareness in the
new repositioning image.
3
TVC on Youtube: over 50.000
views

4
Increase at least 30%
engagements on
Facebook/Instagram.

5
Increase at least 15% page
likes/followers on
Facebook/Instagram.

Customers remember
6
WEEHOURS first when
mentioning “anti blue light
lenses".
 BIG IDEA

Shopping is always a fun

activity, but it usually only
lasts from choosing to
buying, because when you
buy it home after a week, your
happiness with the item has
decreased.
 BIG IDEA

With WeeHours glasses, you

can choose glasses through
virtual try-on/filter -> order
quickly through the website.

BIG IDEA
 BIG IDEA

Even more fun with Blue Light

Blocking Lenses, provide maximum
protection for my eyes after working
with a laptop for many hours;
comfortable wearing feeling; high
durability without fear of bumps and
cracks like other cheap glasses.

BIG IDEA
 BIG IDEA
The whole process of buying and using WeeHours glasses is
an uninterrupted fun journey!

Happy Happy!

BIG IDEA
KEY MESSAGE

~
"MUA KÍNH -DA VUI
,
DÙNG KÍNH CÒN VUI HON"
tactics
TVC
Launch full version on Youtube,
Facebook and Instagram.

Have teaser, announce poster, and

follow-up posts before and after
launching.

NEXT
 i HAS
A HEADACHE
!

A young girl has a headache because she has to

work in front of a screen for many hours. She
takes off her glasses, rubs her eyes, and wishes
for a pair of glasses that would protect her from
the blue light of the screen.

TACTICS NEXT
 When she is thinking, a facebook message from her friend come:

TACTICS NEXT
 I ORDERED
WEEHOURS'S
GLASSES

The girl clicks the link to the WEEHOURS

website. She knows that WEEHOURS used
anti blue-light lenses to prevent eye strain;
there is also a virtual try-on to try on
glasses without going to the store. She
orders a pair of glasses.

TACTICS NEXT
 WEEHOUR'S
MAKE ME HGALASSES
PPY!

The next day, the shipper comes to deliver

glasses, she puts them on immediately and
works from morning to night. By the end of
the day, her eyes are not dry, tired, nor do
her head feel uncomfortable. She realized
that with WEEHOURS glasses, "mua kính đã
vui, dùng còn vui hơn!".

TACTICS NEXT
YOUTUBE

Release teaser and full TVC. Run ads for TVC video in 2 weeks.

TACTICS NEXT
Facebook/Instagram
INTRODUCING LAUNCHING
Posts/stories about the blue light damages, anti Posts/stories about the new change of WEEHOURS.

blue light lenses, why we have to protect our eyes. Post/stories about the TVC.

A mini-game/give away. Posts/stories about the new feature "anti blue light
lenses".
Running ads for TVC post and introducing anti-blue
light lenses post.
Hire young KOLs to PR for WEEHOURS glasses.

TACTICS NEXT
TIK TOK

Send products to reviewers and fashion/lifestyle Use tiktoker Hải Ninh Nguyễn as a main KOL on

micro influencers on Tiktok to use and this platform. He has to use, review, introduce

introduce to viewers the new feature glasses of WEEHOURS and do

some give away, challenges about that.

TACTICS NEXT
WEBSITE PR

Put the big banner “Anti blue light glasses" on Books some articles on Kênh 14, Yan, Zing,

the main page. Vietcetera, etc.

TACTICS NEXT
STORE

Put standee and banners about anti blue light Make new catalogues with content about anti

glasses in and out the store. blue light glasses, WEEHOURS collections,
WEEHOURS services, platforms & locations.

TACTICS NEXT
TIMING
PHRASE 1: PREPARATION

TIMELINE NEXT
PHRASE 1: PREPARATION

TIMELINE NEXT
PHRASE 2: EXECUTION

TIMELINE NEXT
PHRASE 2: EXECUTION

TIMELINE NEXT
PHRASE 3: EVALUATION

In 1 week after wrap up

TIMELINE NEXT
evaluation
 Use Shopee Seller Center to analyze sales
performance and revenue.

Objective 1: Increase Collect and calculate the product orders

25% monthly sales in on WEEHOURS official website, Facebook
December (compare to fanpage and Instagram page.
August sales).
Use traffic counting shoppers method to
calculate sale performance, customer
traffic and conversion rate of physical
stores

EVALUATION NEXT
 Objective 2: Increase
brand awareness & Send surveys to check awareness and
product awareness in interest level about WEEHOURS.
the new repositioning
image. Observe KOLs social media’s statistics,
observe tracked links that KOLs placed in
posts or Instagram stories.

Objective 6: Customers Use media clipping reports to measure

remember WEEHOURS media coverage of PR articles.
first when mentioning
“anti blue light lenses". Use Hubspot as a social listening tool.

EVALUATION NEXT
 Objective 3: TVC on
Use Youtube Studio to evaluate
Youtube: over
channel statistics and TVC video
50.000 views
performance.

EVALUATION NEXT
 Objective 4: Increase
at least 30%
engagements on Facebook: Use Facebook Business Suite
Facebook/Instagram to analyze WEEHOURS's Facebook page
performance to track statistics and Ads
performance.

Instagram: Use Instagram Insight to

Objective 5: Increase measure statistics of WEEHOURS’s pages
at least 15% page and Ads performance.
likes/followers on
Facebook/Instagram

EVALUATION NEXT
BUDGET
VIDEO PRODUCTION
SOCIAL MEDIA, PR & STORES
THANK YOU!