Official Lauch Campaign Stives

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Official Lauch Campaign Stives campaign objectives: Raise awa reness of new product Sheet Masks to at least 2 millions TA. Promote them to interact with brand in the campaign, and afterw ards they still connect with brand in digital. Build brand love by reminding TA of the presence of ST.Ives is a natural brand with serious benefits and seriously Fun to use.

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Nội dung Text: Official Lauch Campaign Stives

Official Lauch THE MINIONAIRE AGENCY Campaign
TABLE OF CONTENTS Brief recap Campaign objectives Target audience portrait Deliverables Insight Big idea Execution Plan
Brief recap Brief recap | Maintain momentum with on-trend format innovation Remain close to consumer trends & expectations in naturals space NATURALS Brand Serious benefits Seriously Fun to use Made with 100% natural extracts
Objectives | Campaign Objectives Raise awareness of new product Sheet Masks to at least 2 millions TA. Promote them to interact with brand in the campaign, and afterwards they still connect with brand in digital. Build brand love by reminding TA of the presence of ST.Ives is a natural brand with serious benefits and seriously Fun to use.
Demography Target Audience portrait| - Gen Z (age range: 18-25). - In college or have been working for serveral years. - Grow up in the period of Korean beauty reputation. Target Behavior - Loving social media, music, & video streaming. audience - Active university life, switching between lectures & extracurricular activities. portrait - Buy products from E-commerce & friends recommend. Psychology - Up-to-date with hacks from KOLs. - Believer of social trends & personal brands. - Like adopt skincare regimes and makeup products that enable the natural beauty look. Preferred chanels - Follow KOL, find review, - For study & entertaiment trend - For Infomation and - Sharing moment sharing
Information & knowledge Preferred contents Trend Art contents Beauty vlog Language
Struggle Lifestyle Target Audience portrait| They are growing up in an Think big and make it happen. age of increasing stress and They always want to learn something new. anxiety, and they prioritize Loving creative contents, games, and interactive finding ways of managing their activities. mental health. 68% read at least three online reviews before making a first-time purchase with their own Generation Z struggles with money, Financially Focused. finding a work-life balance and reports being exhausted Influencing at the end of an average work Renoucing the traditional media, & immerce in day. social media. They have trust in experience & information Social media and the internet from influencers. have connected Gen Z with other people’s stories, be it strangers on the Internet or celebrities and influencers.
Target Audience portrait| PROVE They want to be famous and working hard for it. Gen Z care about work-life balance, that why they are more open to talking about their mental health. Gen Z has taught other generations that being active in your own treatment and recovery is critical for managing stress and moving toward getting what you want out of life. DESIRE They desire to save money, and are achieving those goals on their own terms.
Deliverables Raise awareness of Objectives Build brand love Sheet Masks Facebook: ST.Ives VietNam Facebook: ST.Ives VietNam Ins: @stivesvn Channels Ins: @stivesvn Youtube: ST.Ives VietNam & Influencer’s channel Youtube: Influencer’s channel Tiktok: influencer & ST.ives VN Youtube, facebook is the most active Videos is the best way to express message Rationale social platform for Gen Z GenZ always update information from influencer Smartphone is their life source Budget 1,6 billions VND 400 millions VND
Insight | Genz is active, talented and does a lot of great things, but is what they really like or is what society likes. TRUTH GenZ enterprising but not dare to love yourself. Source: Chỉ số Yêu Bản Thân Toàn Cầu – The Body Shop 2020)
Insight | Tension Gen Z is a non-stop runner in life but does not know much about themselves. Motivation "I want to dance because I like it." "I want to do things I love, I do for myself." Insight "I want to do what I truly want". However, as worrying and blindly chasing to so-called "recognition" things, I slowly do not understand myself and start losing my confidence.
the idea THẢ NHẸ ÂU LO, BẬT TÔNG SỐNG CHẤT St. Ives brings relaxing time, shoos worries away and soothes TA’s mind. Only then TA can refocus on themself to get their confidence owning the game.
Brand role Big Idea | Made with 100% natural extracts Relaxing time A glass of smoothie that quench A companion makes youngster feel skin's thirst. Give it a dose of glow, more confident calmness and softness A bit calmness, "chicken soup" for mind
THẢ NHẸ ÂU LO, BẬT TÔNG SỐNG CHẤT CHAPTER 1 CHAPTER 2 CHAPTER 3 ST. IVES SOOTHES YOUR MIND GLOWING FROM WITHIN LET'S GLOW UPP!! CAMPAIGN FRAMEWORK W1 Sep - W2 Sep W3 Sep - W1 Oct W2 Oct - W4 Oct TIME (2 weeks) (3 weeks) (3 weeks) Create a chance for youngsters to Spread and raise awareness about the Increase engagement with brand, and OBJECTIVES message of campaign to TA create a chance of returning to nature encourage themselves in the journey of pursuing what they truly want Mỗi người đều có một chuyến hành Những suy nghĩ, những dự định của bạn Chỉ khi xóa mờ mọi lo âu trong đầu, bạn MESSAGE mới có thể tự tin về bản thân hơn trình riêng. Hãy giữ một tâm hồn đều đáng được trân trọng, rộng mở để khám phá, trải nghiệm. và thực hiện hóa Print ad Launching “Hanh Trinh Ve Tu Nhien” KEY HOOK Sneak peek clip featuring images in trip on landing page Letter to Yourself “Hanh Trinh Ve Tu Nhien” trip with 360-degree VR effect 2.5 mil TA aware of the campaign 2 mil views on 360-degree VR clips 7.000 views on sneak peek clip 1 mil engagement on social media 1.5 mil TA join Letter to Yourself KPI 500.000 engagement on social media The average clip experience time of a 900.000 engagement on social media 1.8 mil TA hit join our trip button user is 6 minutes out of 9 minutes SUPPORTING Social media, Influencers, Social media, Influencers, Social media, Influencers, seeding TACTICS seeding, PR articles seeding, PR articles BUDGET 400 millions VND 1,1 billions VND 500 million VND
CHAPTER 1 ST.IVES SOOTHES YOUR MIND Provoking TA to get a big picture of PRINT AD their situation Application of optical illusion help them realise that their worries are fading away as they slowly focus on themself SUN, 12th Sep at 20:00PM HÀNH TRÌNH VỀ THIÊN NHIÊN Feast TA's eyes on aesthetic photo, and clips with 360o view effect that is captured from the trip in phase 2 Triggering TA’s curiosity to join the trip in phase 2 SNEAK PEEK CLIP
CHAPTER 1 INFLUENCERS LANDING PAGE Hanh Trinh Ve Dear Join with Tu Nhien Kieu Duyen Nguyen Lam Thao Tam You are cordially invited to To Hanh Trinh Ve Tu Nhien Your name Hanh Trinh Ve Tu Nhien on 12th Sep See you on 12th Sep GOING YASS SHARE See more INVITATION
CHAPTER 1 GET A FREE MASK for the first 1500 participants sharing their invitation and tag @stivesvn on social media GIVEAWAY
CHAPTER 2 GLOWING FROM WITHIN 360-degree VR - Launching“Hành Trình Về Tự Nhiên” on landing page. Each place has it owns story in 2-3 minutes looping button daily playlist optional farm sound effect tiếng gió tiếng người nông dân soothes your mind revives your confidence ok. let's glow up tiếng bò kêu PHIÊU MIỀN KÝ ỨC TỰ TIN KHỞI SẮC BUNG TỎA CHẤT RIÊNG
Dear All You are cordially invited to Hanh Trinh Ve Tu Nhien choo...choo...the train is here are you ready? mask on . buckle up . let's go HOP ON
CHAPTER 2 STATION 1 - PHIÊU MIỀN KÝ ỨC The ticket to return to childhood (The Past) The journey of girl/boy growing up with oat plant field. Pop-up question helps TA thinking of their childhood-self and childhood interests that have been forgotten when growing up.