Microsoft word brand campaign

Strategy This year's campaign is held in the period from September to November 2021, aiming to reach closer to the youth audience, increase links with this audience through a contest on

Abstract

The year 2020-2021 is a year of many fluctuations, and many changes in the market due to the Covid epidemic X-men wants to create a new campaign to revive youth in life, create close relationships with current and potential customers, build and

develop brand identity

Executive Summary

The X-Me brand is a men's personal care brand, belongs to ICP which currently has two main shareholders, Marico and Mr Phan Quoc Cong - Founder and General Director of ICP At the end of 2003, when the shampoo market was still dominated by two giants, Unilever and Procter & 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

a single demographic: women Only Unza's Romano had a foothold

in the men's shampoo market at the time But Romano only focuses

on shower gel 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 the slogan "X-Men real men" The brand has made a difference in the market and competes with major competitors

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Situational Analysis

X-men have a good level of brand awareness, most of which are known 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 potential customers and account for a large market share in this industry X-men owns a fanpage with more than 200,000 likes and followers However, this has not been applied to reach the public better, the events take place quite few and have not attracted many audiences

Statement of Need

X-Men is one of the brands in the men's care market In the early days, X-Men made a difference when it specifically targeted shampoos for 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 before and brand recognition decreased

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

"X-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

18-45 years old However, it will focus more on the group of students

and young people who always want to express themselves, accept

change to show the bravery of a man to assert himself in front of his

lover, family and friends This target group also has a very high

frequency of using social networks, one of which is tiktok This is also

the target group that will become a group of customers with

long-term loyalty, great spread, helping to convey the campaign's

message well and increase brand recognition

Strategy

This year's campaign is held in the period from September to November 2021, aiming to reach closer to the youth audience, increase links with this audience through a contest on Tiktok and X-men festival day offline The campaign also cooperates with Tiktokers, popular artists with 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 is also a campaign organized for the purpose of reactivating youth after Covid days in Vietnam

Goals & Objectives

G1: Increasing brand awareness through social media and websites

- Increase the number of fanpage’s involment to over 250.000 follower, 1000 shares, 500 comments and 20.000 reactions

on the campaign posts in 3 months of doing the campaign

- With the ability to provide 60 articles/month equivalent to 2 articles/day, increase the amount of interaction on Facebook social network 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 the festival 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 that women are getting stronger and stronger, they need a brave man, the key message of this campaign will be "X-Men - Challenging the bravery of men" With this message, we want to promote the bravery of men so that they can show their strength, personality and style in front of the female

Tactics

Social Media Contest

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

Active content:

With the aim of increasing brand awareness on social media platforms 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 using X-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 on the Tiktok platform

Participants: Unlimited

Requirements: Using X-Men products in the contest video

Target: 1000 participants

announcing the Tik Tok contest

"Beauty comes to life, waiting for the day to

go out"

-Posts promoting

-Creating attention to the X-Men brand

Increase brand awareness

customers, those who have not yet followed the brand through the

commenting

Pictures/

Written content

Video/Written Content

X-Men products

-Post updated contest progress

- Hot video post of the week

-The post reminds us that the end

contest is coming

functions on social networks

- Advertising products

to let customers know what new products the brand has, what kind of products are suitable for customer needs

2 Interaction - Hot video

post of the week

engagement on social networks

Pictures/

Written content

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Picture posts, funny memes

-3 Information -The

contest rules post

-The post announcing the contest has ended

-The post announced the top 4 and gave gifts

-Post information

-Provide detailed information so that the target audience knows about the campaign, contest, and activities of the brand

-Useful information to help increase interaction for fanpage

Pictures/

Written content

about product usage tips, product use benefits,

Cooperate and send X-men's products to tiktokers with high interaction on tiktok page to participate in the contest, in order to stimulate the fans of these tiktokers to know about the contest such

as Long Chun, Quoc Thanh…

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Timeline of the contest

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 and well-invested activity with the aim of attracting customers

Timeline

JOB TITLE Timeline

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

T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7

1 Activities that need to be done

1.1 Prepare content, design communication for the contest 6

1.1.1 Contact KOL Tiktoker to participate in the contest for communication purposes 1

1.2 Contact media with newspapers like kenh14, yeah1! 1

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 communication effect 30

1.6 Research and survey customer tastes before, during and after the contest 34

1.7 Survey on sales, level of brand awareness of

X-Men to consumers 30

2 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 about the contest 34

2.4 The videos, meme images, stories needed for the article 34

3 Operational performance control activities

3.1 Measure the number of views, interact with the contest on facebook, tiktok 11

3.2 Measure and summarize work performance (KPI) 11

3.3 Effectively monitor contest communication on youtube, facebook, tiktok 27

3.4 Evaluate the effectiveness of communication, the level of interaction of KOLs in the first week 5

3.5 Evaluate and control operating costs 39

Festival X-men challenge men's bravery - a program of musical entertainment activities Throughout the program are entertainment activities 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, Tan Binh 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's official fanpages Fill out the registration form available on the fanpage after following the page and share the registration

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

Events in action:

Contest “Standing person”:

- For couples competing against each other, the male friend will carry 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 5 numbers, the boys will decode the code through 5 rounds, each round will find a number, whoever rescues you the first pair will win win

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

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

- Simulate some simple game models like in the Let's go Dream team program, whoever can overcome the obstacles with the shortest number 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!”

BEFORE

Use PR tools in

newspapers and social

networks to attract

customers' attention and

ensure the number of

- Find a suitable venue Come to see the reality on site

- Ask for permission to organize the program

- Make an appointment with the guests of the EDM concert

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

- Set up the organization chart of the program (stage location, seats, game areas, )

PR work for the program (from October 15, 2021 to October 31, 2021)

Online:

- Post PR on kenh14.vn

- Continuously post articles about the program (program information, games in action, guests who will be at the program)

on the official facebook page as well as the official website www.x-men.com VN

- Ask guests to post PR for the program on their personal social networks

Offline:

- Distributing leaflets about the program at stadiums, universities, etc

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- Hang banners about the program and guests around the venue

DURING

Give customers a

great experience, have

more skin knowledge and

especially have an interest

and love for the Mediheal

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

- Arrange employees to the right positions and support each other if necessary

- Check registration information for customers to make sure the number of attendees does not exceed the specified limit

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- Management staff constantly review the operation situation to promptly solve problems

AFTER

Increase customer's

affection for the brand

- Measure customer satisfaction by: calling customers directly, sending mail, receiving comments from facebook or website

- Send email or message to customers every 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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SOLUTIONS

- Estimated time to apply for a permit

- Changing the duration of the campaign, or if the epidemic can

be stopped 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 is damaged

- Contact the guests in advance, ask the MC to extend the time when the guests are late

- There is Thong Nhat hospital near the venue in case someone gets injured

- Prepare large silver sheets in case of rain

Timeline for the event:

Quantity: about 2000 people

gate and put on

participants' bracelets

Arrange check-out staff

to collect customer

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7h30 – 10h

2:30 Music night

starts

10h – 10h30

Introducing and drawing attention to the event

-"X-Men

Image/Text

content

-Post about event activities with hashtags

-Posts about X-Men

products

challenge men"

- Increase brand awareness

Video/ Text

content

event registration link with rules to have

an accepted form

- Increase interaction

on social networks

- Reach more new customers

Image/Text

content

Affiliat

(registration form)

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-Meme posts, men's funny

stories

-Achieve the target of participants

in the event

"X-Men challenge men's bravery"

3 Information - Post event

information including event time, location with hashtag

-Know the

information about the event taking place and express

interest in the event

Image/Text

content

Affiliat

(registration form)