BRAND CAMPAIGN x men real men

This year's campaign is held in the period from September toNovember 2021, aiming to reach closer to the youth audience, increaselinks with this audience through a contest on Tiktok and

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Executive Summary

The X-Me brand is a men's personal care brand, belongs to ICPwhich currently has two main shareholders, Marico and Mr Phan QuocCong - Founder and General Director of ICP At the end of 2003, whenthe shampoo market was still dominated by two giants, Unilever andProcter & Gamble (P&G)

At the same time, there are several additional shampoo brands to choose, such as DoubleRich, Enchanteur, Palmolive

However, all of the shampoos listed above are geared towards asingle demographic: women Only Unza's Romano had a foothold in themen's shampoo market at the time But Romano only focuses on showergel and Romano is the brand that comes with Enchanteur as a by-product

Recognizing the untapped market for male-specific care products,X-Men took the opportunity and launched X-Men shampoo with theslogan "X-Men real men" The brand has made a difference in themarket and competes with major competitors

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Situational Analysis

X-men have a good level of brand awareness, most of which areknown about the brand through TVC advertising on TV, while activities,outdoor advertising or events have not been promoted

Young customers using social networks are a group of potentialcustomers and account for a large market share in this industry X-menowns a fanpage with more than 200,000 likes and followers However,this has not been applied to reach the public better, the events takeplace quite few and have not attracted many audiences

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Statement of Need

X-Men is one of the brands in the men's care market In the earlydays, X-Men made a difference when it specifically targeted shampoosfor men and created new consumption habits for this customer segment,however, other brands such as Romano, Clear men, Head & Shoulder,

… also started to enter, making X-Men no longer as prominent as beforeand brand recognition decreased

XMen aims to solve this problem through the campaign "XMen Challenge the bravery of men" to attract attention from the community,while promoting increased brand awareness

-Increasing brand awareness is a top priority for the X-Men

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Target Publics

The campaign is aimed at X-men's target group, who are 18-45years old However, it will focus more on the group of students andyoung people who always want to express themselves, accept change toshow the bravery of a man to assert himself in front of his lover, familyand friends This target group also has a very high frequency of usingsocial networks, one of which is tiktok This is also the target group thatwill become a group of customers with long-term loyalty, great spread,helping to convey the campaign's message well and increase brandrecognition

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This year's campaign is held in the period from September toNovember 2021, aiming to reach closer to the youth audience, increaselinks with this audience through a contest on Tiktok and X-men festivalday offline The campaign also cooperates with Tiktokers, popular artistswith young people to create attraction and boost up the campaign.Creating media buzz through advertising on social networks and Kenh14

is an entertainment newspaper that attracts a lot of young people This isalso a campaign organized for the purpose of reactivating youth afterCovid days in Vietnam

Goals & Objectives

G1: Increasing brand awareness through social media andwebsites

- Increase the number of fanpage’s involment to over 250.000follower, 1000 shares, 500 comments and 20.000 reactions on thecampaign posts in 3 months of doing the campaign

- With the ability to provide 60 articles/month equivalent to 2articles/day, increase the amount of interaction on Facebook socialnetwork by 10% on Facebook fanpage: XMEN Vietnam within 3 months

of running the campaign

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G2: Public outreach of the campaign

- Received more than 1000 contest participants, more than 1000

entries with hashtags, shared within 1 month of the contest

- Received more than 2000 registration tickets to participate in thefestival on X-Men's fanpage before the event begins on November 1,2021

Side objective:

- Increase revenue on e-commerce platforms by 10%, the goal is

to be achieved by the end of December 2021

Key message

In order to continue with the previous media theme of X-Men thatwomen are getting stronger and stronger, they need a brave man, thekey message of this campaign will be "X-Men - Challenging the bravery

of men" With this message, we want to promote the bravery of men sothat they can show their strength, personality and style in front of thefemale

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Social Media Contest

Tiktok contest: " Nhan sắc lên đời, chờ ngày đi chơi"

Active content:

With the aim of increasing brand awareness on social mediaplatforms and promoting X-Men men's care products, we hold a contest

on the Tiktok platform

Unlimited participants, Tik Tok users will record a short video usingX-Men products such as shampoo, facial cleanser, hair wax, perfume, and transform themselves into attractive, showing the temperament,bravery and masculine beauty of men

Details of the activity:

The contest starts on October 1, 2021 until October 31, 2021 onthe Tiktok platform

Participants: Unlimited

Requirements: Using X-Men products in the contest video

Target: 1000 participants

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How to participate: Each participant shoots a video up to 15seconds long using X-Men products and transforms the image to show

the elegant charm of a real man Post videos on Tik Tok with

#XMENVIETNAM and #NSLD-CNDC

Communication plan: Time from October 1, 2021 to November 1, 2021.

1 PR/Ads - The post -Creating attention to Pictures/

announcing the X-Men brand Writtenthe Tik Tok Increase brand contentcontest awareness

for the day to

go out" have not yet followed

X-Men functions

-Postupdated

- Advertising productscontest

to let customers knowprogress

what new

products are

week suitable for customer

-The post needs

reminds usthat the end

contest iscoming

post of the engagement on social /

Writtencontent

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Pictureposts, funnymemes.

-3 Information-The contest rules

post

-The postannouncingthe contesthas ended

-The postannouncedthe top 4 andgave gifts

-Postinformation

-Provide detailedinformation so that thetarget audience knowsabout the campaign,contest, and activities ofthe brand

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aboutproductusage tips,product usebenefits,

Cooperate and send X-men's products to tiktokers with highinteraction on tiktok page to participate in the contest, in order tostimulate the fans of these tiktokers to know about the contest such asLong Chun, Quoc Thanh…

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Timeline of the contest

Timeline

NUMBER OF PHASE 1 - Preparation and launch of the competition PHASE 2 - During the competition STAGE 3 - Contest closing and awarding

1.1.1

Contact KOL Tiktoker to participate in the contest

1 for communication purposes

1.2

Contact media with newspapers like kenh14,

1 yeah1!

1.3 Post content, interact with customers on facebook 30

1.4 Manage the contest, the customer composition 30

1.5

Manage fanpage interaction, ensure

30 communication effect

1.6

Research and survey customer tastes before,

34 during and after the contest

Content, images need to be prepared before,

during and after the competition

2.1 content of the contest PR promotion post 34

2.2 Post content that interacts with the audience 34

2.3

The content of the post conveys information

34 about the contest

2.4

The videos, meme images, stories needed for the

34 article

2.5 Summarizing and awarding the contest 7

3 Operational performance control activities

3.1

Measure the number of views, interact with the

11 contest on facebook, tiktok

3.2 Measure and summarize work performance (KPI) 11

3.3

Effectively monitor contest communication on

27 youtube, facebook, tiktok

3.4

Evaluate the effectiveness of communication, the

5 level of interaction of KOLs in the first week

3.5 Evaluate and control operating costs 39

Brand event: "X-Men, brave!" festival

Active content

With the desire to convey the message of the activity "X-Men,Brave!" to customers, we therefore choose to organize a large-scale andwell-invested activity with the aim of attracting customers

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interest and build customer awareness about the product's message.

In recent times, women have affirmed their role in society, whichchallenges men's bravery Fun and entertainment activities that givemen the opportunity to express themselves also need the presence ofwomen to add excitement

Festival X-men challenge men's bravery - a program of musicalentertainment activities Throughout the program are entertainmentactivities from physical to intellectual and finally a night of EDM music

Details of the activity:

• Organization time: take place on November 1, 2021

• Venue: Military Zone 7 Stadium (202 Hoang Van Thu, Ward 2, TanBinh District, HCMC)

• Participants: 18 years and older, focusing on men You can attend

by yourself or with female friends to participate in this event

• Number of participants: 2000 people

• How to participate: Registration forms are posted on X-men'sofficial fanpages Fill out the registration form available on the fanpageafter following the page and share the registration

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link with the hashtag #XmenValentine @XmenTTBLDO Theorganizer will then send a confirmation email When entering thegate, they will use their phones to check the QR code in theparticipant's phone and give out bracelets to each person.

Events in action:

Contest “Standing person”:

- For couples competing against each other, the male friend willcarry the female friend with him, the pair that stays the longest will win.There are a total of 10 batches, 20 pairs each

- Reward: 1 set of X-Men products including 1 bottle of 650g

shampoo and 1 bottle of 650ml shower gel

Brain game "Find half":

- Each girl will be locked in a box with a password lock with 5numbers, the boys will decode the code through 5 rounds, each roundwill find a number, whoever rescues you the first pair will win win

- Reward: 1 pair of free 2D movie tickets at Galaxy Cinema

Artificial climbing contest:

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- Each batch of 3-5 people compete against each other, whoever climbs to the place where the flag is planted will win.

- Reward: 1 X-Men product set includes 1 bottle of 650gshampoo, 1 bottle of 650ml shower gel, 1 bottle of 150ml deodorantspray

Games in the program Let's go Dream team (Korean version):

- Simulate some simple game models like in the Let's go Dreamteam program, whoever can overcome the obstacles with the shortestnumber of seconds wins

- Prizes: 1 first prize (worth 3,000,000 VND), 5 consolation prizes (worth 1,000,000 VND)

"EDM music night" in the evening with the participation of

celebrities Soobin Hoang Son, Toc Tien, Issac,

Preparation

“X-MEN – Brave!”

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Use PR tools in

newspapers and social

networks to attract customers'

attention and ensure the

- Make an appointment with the guests

of the EDM concert

- Prepare staff including: managementstaff, game control staff, support staff,etc

- Set up the organization chart of theprogram (stage location, seats, gameareas, )

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- Make a timetable for the whole

program

tools and supplies needed to build games and organize concerts

Offline:

participate in the activity posted on X-Men's website and facebook with alimit of 2000 participants

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PR work for the program (from

October 15, 2021 to October 31, 2021)

Online:

the program (program information,games in action, guests who will be

at the program) on the officialfacebook page as well as the officialwebsite www.x-men.com VN

program on their personal social networks

Offline:

program at stadiums, universities, etc

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- Hang banners about the program andguests around the venue

DURING

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Give customers a great

experience, have more skin

knowledge and especially

have an interest and love for

the Mediheal brand

Event date: November 1, 2018

- Check sound, light, gifts,machines and equipment carefully

positions and support each other if necessary

customers to make sure the number of attendees does not exceed thespecified limit

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- Management staff constantly reviewthe operation situation to promptly solve problems

- Send email or message to customersevery time there are

new programs, product promotions,and price promotions

RISK

- Failed to get the permit on time

- The Covid epidemic can be prolonged

- Staff and equipment resources do not meet the program in time

- Customers do not come in less than desired quantity

- Machines and equipment are damaged or malfunctioned during the program

- Late arrivals (or no-shows) affect the schedule of the EDM night

- Some customer problems such as: losing items, arguing, fighting causing chaos, players getting injured during the game

- Bad weather affects the program

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- Estimated time to apply for a permit

- Changing the duration of the campaign, or if the epidemic can bestopped in a short time, can extend the contest longer before the event

in the campaign

- Hire part-time employees if there is not enough manpower

- Plan B: Have equipment and support staff ready in case the machine

Timeline for the event:

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Guidance for the event

Time: 1/11/2017

Location: Quan Khu 7 Stadium, 202 Hoang Van Thu, Ward 2, Tan Binh District, HCMC

Time: 10am - 10pm

Quantity: about 2000 people

EmployeeAllocation

gate and put on

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simultaneously indifferent areas of thestadium

to collectcustomercomments

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7h30 2:30 Music night

10h30

Media plan for the event: from 1/11/2021

the event "X-Men, introducing Introducing /Text

events with attention to

"X-Men

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-Post challengeabout event men".

activitieswith

-Increasebrand

X-Menproducts

eventregistrationlink withrules to have

an acceptedform

- Increase Imageinteraction /Text

on social contentnetworks

posts, men's -Achieve

funny

the target ofstories

participants

in the event

"X-Menchallengemen'sbravery"

including information contentevent time, about the

location event taking

interest in (registrationthe event form)

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- Communicating through online newspapers such as Channel 14and updating information on the official website x-men.com.vn to attractmore people about this brand event.

- Cooperate with invited singers such as Toc Tien, Soobin HoangSon, Isaac, in "EDM Night" to post events related to the event onpersonal accounts on social networks to drive engagement as well asincrease reach and brand awareness of the X-Men

Budget

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Decoration (gate, booth, ) 10.000.000

Invite singers Soobin Hoang Son, Toc Tien, 150.000.000Issac,

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