TABLE OF CONTENTS TASK ASSIGNMENT AND EVALUATION OF COMPLETION LEVEL TABLE...i TABLE OF CONTENTS...ii INTRODUCING LIFEBUOY...1 PART 1: MARKETING STRATEGY PROCESS...1 PART 2: FUNCTIONS O
MARKETING STRATEGY PROCESS
The process starts with analyzing historical data and establishing key objectives (AOP), then moves to formulating a marketing strategy informed by market context (Marketing Strategy), and culminates in translating that strategy into actionable steps (Brand Action & Communication Plan) Each phase necessitates close collaboration among departments and leadership to maintain efficiency and consistency.
Business Objectives: These are the overarching goals the business aims to achieve, such as increasing revenue, expanding market share, or enhancing brand awareness.
Marketing objectives are specific goals that stem from broader business objectives, aimed at enhancing marketing efforts For instance, to boost revenue, these objectives may concentrate on strategies for acquiring new customers or increasing the average order value.
Brand communication objectives are targeted goals that align closely with communication strategies For example, to attract new customers, these objectives may focus on enhancing brand recognition, altering customer perceptions of the product, or encouraging purchasing behavior.
FUNCTIONS OF OBJECTIVES
Sales as an Objective
Advertising objectives (like organizational goals) should be achievable and operational. However, using sales growth as an objective often encounters limitations.
Short-term effectiveness can be clearly assessed.
Sales are influenced by multiple factors (price, distribution, product, etc.).
Difficult to accurately measure the impact of advertising.
Advertising campaigns should prioritize long-term objectives like brand building and enhancing brand recognition rather than just short-term sales goals This approach ensures that the advertising strategy creates lasting value and is not solely focused on immediate results.
Lifebuoy has a rich history of over 110 years and sets clear campaign goals aimed at enhancing public health through the promotion of personal hygiene, especially handwashing The brand goes beyond selling products by emphasizing the significance of hygiene and fostering healthy communities Lifebuoy's commitment to community health is encapsulated in its statement: "Lifebuoy is committed to helping the community maintain hygiene and protect health effectively and easily," which also encompasses mental well-being With a consistent focus on consumer health, Lifebuoy continues to innovate in its approach.
Lifebuoy's "2K+ Dance" campaign effectively raised awareness about handwashing and personal hygiene by establishing clear standards and coordination Through a combination of offline and online activities, the campaign successfully promoted the "2K+" process to the community, emphasizing the importance of using antibacterial soap for better health.
The campaign achieved remarkable success, garnering over 30 million impressions, 5 million views, and nearly 500,000 engagements Creative videos showcasing ethnic costumes and sign language had a significant impact, while the collaboration between government bodies and businesses effectively optimized resources for public health.
Copywriter: Developed simple, memorable messages like "2K+ protects family health", using hashtags #VimotVietnamvungvangvakhoemanh, #Thongdiep2K+, #Vudieu2K The
"2K+ Dance" song was translated into English and French to reach international audiences.
Radio Specialists: Designed easy-to-follow dance moves and catchy music to engage children, while diversifying the delivery format through infographics, videos and audio.
Media Buyers: Placed ads on YouTube, Facebook, TikTok and television to maximize reach.
Research Specialists: Conducted pre- and post-campaign surveys to assess changes in handwashing behaviors and adherence to the new hygiene practices.
Toward Operational Objectives
If sales are not sufficient to serve as the main goal, the following questions need to be addressed:
Who is the target audience? Define the specific customer group that will be influenced by the advertisement.
What behavior needs to be changed? Identify the desired customer behavior after exposure to the advertisement (e.g., purchase the product, try the product, recommend it ).
What role does advertising play in changing that behavior? Increase awareness, build brand image, or encourage immediate action.
Example: An advertising campaign may not generate immediate sales but could foster positive attitudes or brand loyalty for the future.
The first step, but not always, is to define the target audience.
The final behavior in the advertising objectives: Stimulate (precipitate), Reinforce,
Change or Influence The process leading to the desired behavior of the advertisement includes:
Target audience segmentation: Define the specific customer group expected to be influenced by the advertisement.
Behavior to be changed: Identify the specific behavior that is desired to be achieved.
Understand how customers perceive and make decisions after viewing the advertisement.
Measure factors such as brand awareness, knowledge, attitude and trust.
Behavioral dynamics
Understanding market dynamics is crucial for identifying the behavior that advertising should focus on.
Sales or product usage can increase through:
Attracting new customers to try the product.
Enhancing the loyalty of existing customers.
Encouraging current customers to use the product more frequently or in new situations.
If a company can create more loyal customers, it can reduce the use of promotions, increase product prices, and thereby improve profitability.
In 2008, Unilever, alongside UNICEF, USAID, and the World Bank's Water and Sanitation Program, co-founded Global Handwashing Day to promote the crucial practice of handwashing with soap This initiative aims to raise awareness about the significance of proper hand hygiene in preventing illness and improving public health.
Lifebuoy focuses on health and family safety, particularly for children, by promoting its antibacterial soap and hand sanitizers as trusted solutions, thereby fostering strong connections with consumers.
As a result, Lifebuoy has not only expanded its market share but also increased its brand value It reduces reliance on discounts while maintaining high profitability.
MARKETING STRATEGY AND SITUATION ANALYSIS
Consumer and Market Analysis
Consumer analysis is the process of understanding customer behaviors, preferences, needs, and motivations to enhance service and align marketing strategies By collecting and analyzing consumer data, businesses can identify the factors that influence purchasing decisions.
Lifebuoy uses various analysis methods to understand consumer needs and behavior. They often conduct market research through surveys, interviews, and sales data to identify key customer groups.
Market analysis involves evaluating the conditions surrounding a specific product or service by analyzing market trends, size, competitor behavior, and identifying opportunities and challenges This comprehensive assessment helps determine the potential for success within the market.
Competitive Analysis
Competition is crucial in advertising planning and decision-making, affecting brand positioning, customer segment selection, and communication strategies To optimize their strategies effectively, businesses need to go beyond just understanding their current market share and conduct a thorough analysis of the competitive landscape.
A comprehensive situation analysis involves assessing the brand's current market share alongside that of its competitors, identifying trends within these shares, and understanding the underlying reasons for these trends Additionally, it is crucial to determine which market segments are viable for the brand and identify potential competitors from whom market share can be acquired.
Current market share: LifeBuoy might be leading with a 63.8% market share on e-commerce platforms.
Potential trends: In the Vietnamese market, consumers are shifting towards natural products, creating an opportunity for LifeBuoy to develop an herbal-based product line.
Strategy: If Dettol focuses on the premium customer segment, LifeBuoy can target the mid-range segment to increase its market share.
Additionally, LifeBuoy is one of the pioneering brands dedicated to improving personal hygiene This gives LifeBuoy a first-mover advantage in the antibacterial soap category.
THEORIES OF CONSUMER LEARNING AND INFORMATION PROCESSING
Consumer Learning Process
Learning is when your thoughts or behavior change in a lasting way due to experiences that have been repeated and reinforced.
Learning is the process through which we acquire and retain new knowledge in our minds Each new experience contributes to the development of:
For example, when you repeatedly use a product and find it useful, you are more likely to continue using it because of the positive experience.
Conditioning theory elucidates the process of learning through repeated experiences, making it a valuable tool for comprehending everyday consumer purchases By applying this theory, marketers gain insights into how customers develop product preferences via repetition and reinforcement.
Lifebuoy's impactful advertising campaign highlighted its ability to "kill 99.9% of bacteria," effectively showcasing the product's health benefits Following their experience with the soap, customers developed a habit of using Lifebuoy, drawn in by its appealing scent and refreshing clean feeling Ongoing promotional efforts further solidified this message, fostering continued consumer trust and preference for Lifebuoy.
There are two main theories of conditioning: Classical Conditioning and Operant Conditioning.
When a stimulus (or factor) unrelated to the product is paired with a positive emotional factor, it creates an emotional response towards the product.
Lifebuoy effectively conveys a sense of safety and reassurance through visuals of families enjoying time together and children playing freely, emphasizing the importance of protecting family health from germs.
Positive reinforcement encourages behavior by offering rewards, while negative reinforcement strengthens behavior by removing unpleasant stimuli.
Lifebuoy effectively utilizes free product samples, promotions, and discounts to entice customers to try their products with minimal risk This strategy not only enhances customer satisfaction but also increases the likelihood of repeat purchases, fostering a loyal customer base.
The Dual Process Theory
The Dual Process Theory is developed based on two cognitive processing systems of humans:
Operates quickly, automatically and intuitively.
Relies on emotions, memories, and associations in the mind.
Activated when quick decisions are needed (often in everyday shopping situations or familiar products).
Slower, requires effort, and is logical.
Used when deeper analysis is needed (e.g., decisions about high-value or complex products and services).
Relies on reasoning, analysis, and risk assessment.
Advertising seeks to create memory structures in System 1, enhancing brand recall for consumers When making purchase decisions, System 1 is typically the first to engage If System 1 lacks confidence, System 2 steps in for deeper evaluation.
Advertising primarily targets System 1 to:
Creating strong memory structures in customers involves establishing associations related to the brand that enhance its visibility and recall during purchasing decisions Effective advertising strategies utilize iconic imagery, distinctive colors, logos, sounds, and compelling stories to foster these associations, ensuring the brand remains top-of-mind for consumers.
Connecting your brand with positive emotions and values is essential for fostering customer loyalty Emphasizing feelings such as safety, which conveys protection; happiness, reflecting joy and family care; and confidence, associated with using the right products, can significantly enhance your brand's appeal.
When System 1 fails to persuade, System 2 engages, utilizing logical messaging in advertising to enhance purchase decisions This approach relies on scientific evidence, factual data, and highlights the product's benefits and superior value over competitors.
Lifebuoy has successfully built strong brand awareness in Vietnam through outstanding advertising campaigns They have effectively leveraged the Dual Process Theory as follows:
Impacting System 1: Emotional and memory-based influence
System 1 operates automatically, relying on emotions and quick associations Lifebuoy has utilized this by creating strong links between the brand and positive values through strategic advertising.
Lifebuoy crafted memorable campaigns with strong emotional impact (e.g.,
“Protect the health of your whole family” or imagery of children joyfully playing clean after washing their hands).
The brand used relatable imagery (Vietnamese families, mothers, and children) and messages tied to public health protection.
Brand memory was reinforced through emotionally resonant messages (such as concerns for children’s health during flu seasons or the COVID-19 pandemic).
During the COVID-19 pandemic, Lifebuoy launched campaigns promoting proper handwashing, raising awareness about personal hygiene, and spreading love and care within the community.
A standout message was “Lifebuoy chua - Lifebuoy di”, which encouraged Vietnamese people to maintain clean hands throughout the pandemic.
This is how they stimulate the automatic reflex in System 1: "I need to buy antibacterial soap to protect my family”.
Supporting System 2: Providing logical information
Ingredients: Lifebuoy clearly communicates its antibacterial components (e.g.,
Active Silver Formula), which help eliminate 99.9% of bacteria.
Lifebuoy highlights its proven effectiveness, showcasing that its products have been rigorously tested by reputable health organizations The brand proudly announces that independent international research institutes have confirmed its ability to eliminate 99.9% of COVID-19 viruses.
Lifebuoy goes beyond emotional messaging by providing essential information on bacteria transmission, showcasing in its advertisements how the use of Lifebuoy soap can effectively prevent the spread of germs.
If customers remain skeptical after viewing emotional advertisements, this information reassures them that the product is genuinely effective and not just part of a promotional campaign.
CONSUMER MOTIVATION AND COGNITIVE RESPONSE PROCESSES
The consumer motivation process
Abraham Maslow maintained that the lower, physiological and safety needs dominate human behaviour and must be satisfied before the higher, socially acquired needs become meaningful
The highest need, self-actualization, is the culmination of fulfilling all the lower needs and reaching to discover the true self
Acceptance converts satisfaction of the need into a goal, which creates the dedication to reach a particular result
Maslow's Hierarchy of Needs is a widely recognized theoretical tool used to explain consumer motivation based on different levels of human needs.
Physiological Needs: These are the most basic needs, such as air, water, food, sleep, and clothing They are the primary drivers of consumer behavior.
Safety Needs: These include personal safety, health, and property Once physiological needs are met, individuals seek stability and safety in their lives.
Love and belonging are essential aspects of human experience, emphasizing the importance of relationships, friendships, and family connections within a community At this stage, consumer behavior tends to gravitate towards products that foster social interaction and strengthen bonds, highlighting the significance of connection in our lives.
Esteem Needs: These involve self-respect, reputation, status, and social recognition Products fulfilling this level are often premium or personalized.
Self-Actualization Needs represent the pinnacle of the hierarchy, where individuals strive to realize their full potential and foster personal growth Products and services designed for this level assist customers in exploring their personal values and cultivating a sense of uniqueness.
Analysis of Each Hierarchy of Needs through Lifebuoy’s Campaign “Vi mot Viet Nam khoe manh hon”
Lifebuoy meets fundamental personal hygiene needs with its antibacterial soap and hand sanitizer, which help prevent illness The brand also supports over 30,000 individuals nationwide through free medical check-ups, ensuring access to vital healthcare services Furthermore, Lifebuoy promotes hygiene awareness by installing handwashing stations and offering tutorials for children in underprivileged communities.
Lifebuoy addresses safety needs by promoting hygiene through initiatives such as the "10 Trieu ban tay sach" campaign and the establishment of public handwashing stations These efforts contribute to a safer environment, particularly during the pandemic, while also equipping families and schools with essential knowledge and products to prevent disease.
Lifebuoy promotes messages of love and solidarity through brand ambassadors like Đông Nhi and Jun Phạm Their music video, "Vi mot Viet Nam khoe manh hon," encourages families, children, and communities to practice proper handwashing, ultimately strengthening social bonds and fostering a sense of belonging.
Lifebuoy empowers consumers by allowing them to feel valued and recognized through their participation in hygiene campaigns By engaging in community activities, individuals enhance their self-esteem and experience a sense of acknowledgment.
Lifebuoy promotes self-actualization by inviting consumers to become "health ambassadors," encouraging them to share inspiring stories and messages By engaging in the TikTok Dance Challenge under the hashtag #VimotVietNamkhoemanhhon, participants can express their personal values while actively contributing to a healthier community.
The Cognitive Response Model
In low-involvement situations, it is more effective to design advertisements that focus on raising awareness and shaping brand attitudes through exceptional appeal and credibility.
On the other hand, in high-involvement situations, advertisements should emphasize providing compelling reasons that highlight the brand’s superiority.
This model explains how consumers react to advertisements based on their level of involvement with a product or brand.
Low-involvement situations: Consumers invest less time in research and make quick purchase decisions based on habits or convenience For example, everyday products like soap and shampoo.
In high-involvement situations, consumers dedicate considerable time and effort to research products before making a purchase decision This process is highly deliberative, particularly for items that hold significant value or have long-term implications, such as cars and smartphones.
Therefore, advertisements should be designed according to the level of involvement.
For advertisements in Low-Involvement Situations:
Main goal: To create awareness and build a positive attitude toward the brand.
Advertisements need to be simple, memorable, emotionally appealing, and trustworthy.
Rather than providing too much information, the advertisement aims to make the customer like the brand through elements like beautiful images, appealing music, or a concise and persuasive message.
The "Safety 4 All" campaign by Lifebuoy promotes the vital message that love and acceptance must be safe for everyone, particularly within the LGBTQ+ community It underscores the often lengthy journey of self-acceptance and the need for patience in gaining acceptance from others By emphasizing the significance of safe spaces, the campaign advocates for societal change through powerful emotional storytelling, exemplified by the launch of a compelling short story this year.
"Acceptance," reinforcing their commitment to both social and health awareness.
The fourth season of the "Safety 4All" campaign has seen remarkable success, amassing 31,000 likes, 1,300 comments, and 2,600 shares on Lifebuoy's official fanpage within just a week of its launch Furthermore, the campaign has been recognized with multiple awards across various categories at the MMA Smarties X, highlighting its impactful reach and engagement.
Lifebuoy's "Tet Vo Ve" campaign creates a profound emotional connection through an engaging Tet exhibition and a captivating music video This immersive experience takes visitors on a heartfelt journey, enhanced by thoughtfully designed lighting, sound, and visuals The campaign effectively communicates its core message, resonating deeply with the audience during the festive season.
"Having family and health means Tet is perfect," highlights the importance of family and well-being, resonating deeply with audiences and encouraging social media sharing.
For advertisements in High-Involvement Situations:
Main goal: To persuade customers with clear reasons why the product is superior.
Advertisements will provide logical, specific, and convincing information, helping customers feel they are making the right decision.
Toyota has unveiled its "It's a vibe" campaign, showcasing the innovative 2025 hybrid powertrain system that combines fuel efficiency with a sporty exterior design The campaign will feature detailed video advertisements that explain the functionality of the hybrid technology, along with its technical specifications and new features.
MEANING AND ATTITUDE AND RELATIONSHIP BETWEEN
Attitude
Communication addresses issues related to the target audience's awareness and attitude.
Raising awareness of a new brand
Communication helps create initial awareness about the existence of a new brand, serving as the first step in building a positive attitude.
When a new brand launches, consumers typically lack awareness and familiarity with the product, making it crucial for effective communication to capture their attention and establish brand recognition.
Announcing the existence of the brand.
Delivering key messages that help customers remember and understand the core value of the product.
If this step is executed well, the brand can create a strong initial impression and lay the foundation for subsequent campaigns.
For example, since its launch in 2013, Cocoon has positioned itself as a pioneering vegan cosmetic brand in Vietnam committed to using no animal-derived ingredients and refraining from animal testing.
Cocoon's commitment to "Beauty without cruelty" and its focus on humanity and environmental protection resonate with consumers who prioritize a green and sustainable lifestyle Leveraging social media advertising, the brand swiftly established awareness and engaged the community This strategic approach and clear messaging have propelled Cocoon towards early success in the competitive domestic cosmetics market.
Making people remember the brand through a standout feature
In the early stages of the pandemic, Lifebuoy partnered with Google to effectively promote the "6 Steps of Proper Handwashing" through the engaging "Handwashing Dance" video, set to the popular song “Ghen Co Vy.” This catchy dance trend resonated with people of all ages and backgrounds, significantly enhancing Vietnam's government’s pandemic prevention campaign and reaching a global audience.
Helping people understand the benefits of the product/service
The "Handwashing Dance" campaign by Lifebuoy effectively promoted handwashing while highlighting the health benefits of Lifebuoy handwash By integrating music and dance, the initiative reinforced the proper handwashing technique and showcased the product's antibacterial properties Collaborating with medical experts and executing a strategic communication plan, the campaign successfully raised awareness of Lifebuoy's efficacy in eliminating bacteria and preventing diseases, ultimately building strong consumer trust.
Making people desire the brand
Effective communication is essential for brands, as it not only conveys product information but also evokes emotions and enhances customer desire To succeed, a communication campaign must establish an emotional connection, transforming the product into a coveted item rather than a mere commodity This approach is particularly important for premium brands or products that carry symbolic value.
Apple effectively ignites consumer desire for its products through concise promotional videos that showcase the iPhone's exceptional features, sleek design, and enhanced user experience The use of minimalist advertising, engaging background music, and striking visuals positions the iPhone as a symbol of sophistication and lifestyle Customers are drawn to the iPhone not only for its functionality but also as a representation of their identity and status, reinforcing the brand's compelling appeal.
High-end fashion brands such as Chanel and Louis Vuitton leverage images of elegant models and extravagant marketing campaigns to cultivate an enticing allure and foster a strong desire for their products.
Shaping how consumers perceive the brand
Effective communication is essential for transforming negative perceptions and biases about a brand, particularly following a reputation crisis A well-executed communication campaign can successfully restore a brand's positive image, rebuild trust, and regain customer loyalty.
For instance, after a product quality scandal in 2016, Tan Hiep Phat faced a massive crisis often referred to as the "500 million fly" incident, leading to a significant loss of consumer trust.
To restore its brand image, Tan Hiep Phat launched an impressive communication campaign through a special apology conveyed in its 2017 Lunar New Year TVC, titled
"Tet Mo Loi - Khoi Dau Moi"
The TVC began with a powerful statement from Tan Hiep Phat's CEO: "It’s not easy to offer a heartfelt apology " Using meaningful storytelling and emotional messaging, the
TVC helped the brand achieve a remarkable transformation The campaign successfully eased public outrage and regained sales momentum during the most critical time of the year.
Advertising is not just about promoting products or services; it has the power to generate new consumer demands and reshape perceptions of social, environmental, and consumption trends, ultimately leading to the emergence of new market opportunities.
Tesla's advertising campaign exemplifies the creation of new demand by promoting electric vehicles as sustainable and environmentally friendly alternatives to traditional transportation By emphasizing environmental protection and pollution reduction, Tesla shifted consumer perceptions and positioned electric cars as modern and convenient options This strategy not only generated demand for electric vehicles but also fostered a broader interest in green transportation solutions.
There are issues that communication cannot solve, or even if attempted, it will only serve as a temporary fix.
Exaggerating the brand’s qualities when the product or service doesn’t meet those claims
When brands attempt to conceal the truth or withhold critical information about their products or services, it can ultimately damage their reputation Although this strategy may provide a short-term solution during a crisis, it undermines customer trust when the truth eventually comes to light.
Greenwashing refers to the act of falsely advertising a product or brand as environmentally friendly when in reality, it is not This is a significant issue in marketing.
A typical example is H&M's campaign “Let’s Close the Loop”.
In 2021, H&M initiated a campaign promoting their efforts to recycle old clothing into new garments, highlighting their dedication to sustainable fashion However, investigations later uncovered that the actual recycling rate was disappointingly low Instead of being repurposed, the majority of the collected garments were either shipped to impoverished regions in Africa or disposed of in landfills.
H&M has faced significant backlash from consumers, particularly those focused on sustainability, who accuse the brand of capitalizing on the green consumption trend without implementing genuine changes This criticism has severely damaged H&M's reputation, highlighting the detrimental effects of greenwashing, which erodes consumer trust and can result in lasting harm to a brand's image.
Attitude refers to an important variable in social psychology Attitudes influence reactions to stimuli and lead to behavior, often actions.
In Vietnam, Lifebuoy's campaign "Vi mot Viet Nam khoe manh hon" aims to transform attitudes towards handwashing with soap as a vital health protection measure By educating communities through school programs, hospitals, and residential areas, the initiative emphasizes the significance of personal hygiene in disease prevention The campaign features images of joyful, healthy children and families, fostering positive emotions and establishing a strong connection with consumers.
Lifebuoy not only raises awareness about health but also takes practical steps to improve community well-being The brand conducts health check-ups, offers free consultations, distributes medicines, and drives digital health transformation Additionally, Lifebuoy has provided over 100,000 hygiene kits and free advertising materials to promote better health practices.
The relationship between recall and persuasion
The relationship between message content recall and persuasion is not particularly strong; rather, the key factor influencing persuasion is the individual's personal thoughts and reactions at the time of receiving the message.
Recall does indeed relate to persuasion when the consumer is in a low involvement situation and is therefore not evaluating the brand at the time the advertisement is seen
The relationship between recall and persuasion gets more complicated in high involvement situations
Lifebuoy's "Help a Child Reach 5" campaign is a typical example of effectively combining recall and persuasion to change consumer behavior.
Simple and powerful message: The campaign name "Help a Child Reach 5" directly refers to the goal of reducing child mortality, creating a deep and easy impression remember for the public.
The campaign employs impactful videos that narrate the experiences of families, highlighting critical issues like the high incidence of childhood diarrhea in Thesgora, India These compelling stories foster a deep emotional connection, making it easier for viewers to remember the important message being conveyed.
The campaign highlights the critical role of handwashing with soap in reducing child mortality, particularly from preventable diseases Each year, over 6 million children under five lose their lives, with more than 40% of these fatalities occurring during the vulnerable neonatal period Promoting personal hygiene, especially through effective handwashing, is one of the most cost-efficient strategies to avert these deaths Lifebuoy's initiatives focus on raising awareness and fostering behavioral changes to establish handwashing with soap as a universal habit.
Lifebuoy actively promotes handwashing with soap, aiming to reduce child mortality rates by fostering healthy hygiene habits in communities.
Relationship between Recall and Persuasion:
To inspire action and create a lasting impact, the campaign effectively blends emotional and rational elements, ensuring that the public not only remembers the message but also feels compelled to alter their behavior Specifically, it emphasizes the importance of practicing hand washing with soap as a vital measure to safeguard children's health.
Measurable effectiveness: The campaign reached more than 3.2 million people, with the video shared 1.6 million times and generating 650,807 social discussions, demonstrating success in recall and convincing the public
Lifebuoy's "Help a Child Reach 5" campaign effectively utilizes memorization and persuasive communication techniques to enhance public awareness and influence behavior By promoting the essential habit of handwashing with soap, the campaign plays a vital role in reducing child mortality rates, ultimately fostering a healthier future for children.
Strategy building tools
Problem: This is the human problem behind the business problem Understanding customers' root problems will help brands solve them better.
Insight: Is an implicit truth of human understanding, bringing a new perspective on the problem Insight helps brands connect with customers on an emotional level.
Advantage: What makes your product or service unique and drives customer thinking? This is the factor that helps the brand stand out in the market.
Strategy: Is a new way of looking at brands, based on a combination of Problem, Insight, and Advantage This is the foundation for developing effective promotional campaigns.
Campaign: “ Vu dieu rua tay”
Problem: In the early stages of the COVID-19 pandemic, many Vietnamese people did not clearly understand or practice hand washing steps correctly, leading to a high risk of infection.
Insight: Vietnamese people, especially young people, love online entertainment activities and are easily attracted to dance trends on social networks.
Advantage: Lifebuoy is a leading antibacterial soap brand, reputable and committed to protecting public health.
Strategy: Lifebuoy cooperated with Google and the Ministry of Health, creating a video
"Vu dieu rua tay," inspired by the catchy song "Ghen Co Vy," features fun and memorable handwashing movements that effectively demonstrate the six essential steps for proper handwashing, promoting the crucial message of disease prevention.
Problem: During Pride Month, the LGBT community faces discrimination and lack of safety in society.
Insight: Everyone wants to live in a safe, non-discriminatory environment, especially in the context of an epidemic.
Advantage: Lifebuoy is committed to protecting the health of everyone, regardless of gender or sexual orientation, with the message "Safety for all".
In celebration of Pride Month, Lifebuoy has introduced the "Safety4All Pride" campaign, promoting the message of "Safety for All." This initiative includes the launch of a new mini dry hand sanitizer gel, highlighting the critical importance of hand disinfection The campaign aims to advocate for safety and equality within the LGBT community, reinforcing Lifebuoy's commitment to inclusivity and health.