TEAM 4 Tôn Hạo + Bảo Minh + Minh Trang + Quang Huy

BRIEF SUMMARY

BACK GROUND

H&S is regconised as best anti-dandruff shampoo

in the world. But in Vietnam, male is untapped

segment and Clear is leader for this playground.

GOALS IN 1 YEAR

+12% market share

Get awareness of 80% target in re-launching

campaign

1 mil consumers involved in activation events

+40% sales

Own the keyword “First impression”

Make Men realize that H&S is the best shampoo

choice. Repositioning plan in 3 years, to make

H&S be the best anti-dandruff shampoo for male. CHALLENGE

MARKET OVERVIEW

CLEAR - Young male, active,

confident to shine

- T.O.M on male AD shampoo

- Football, run, kick, defense

- 3 key SKUs for male: Deep

cleanse, Cool sport, Hair fall

Key competitor

ROMANO - Middle-aged male, rich &

successful

- T.O.M on fragrance shampoo

- Elegant

- Seducing beautiful girls by his

cold but romantic style

X-MEN - Young male, brave, action

- Fragrance shampoo

- Defeat bad guys, save

beautiful girls

HEAD & SHOULDER

- Male, couple image

- Recognised as unisex

shampoo

- 2 key SKUs for male:

Refreshment & Hair fall

ANTI DANDRUFF

ANTI DANDRUFF

FRAGRANCE

FRAGRANCE

TARGET CONSUMER

• Male, 20-30 yrs old, income BCD

• Living in the 6 key cities

• Current anti-dandruff shampoo user

• Believe in the importance of good-

looking appearance to their confidence

• Active living and strike for good

performance in every daily activities.

CATEGORY TRUTH There is no cure for dandruff permanently. Using

anti dandruff shampoo is the best way to facing to

this issue.

PRODUCT TRUTH H&S shampoo promises to keep the

effect lasting up to 72hrs. No more

worry to see “white spots” on

shoulders.

CONSUMER TRUTH Dandruff makes my scalp itchy, and the

worst thing is when white spots appear

on my shoulders. They ruin my

appearance and lead to bad first

impression on people I meet.

INSIGHT As a young man, I always strike for good performance in every daily activities. I also

believe that great start with good first impression is essential to a good performance then.

Therefore, I need an anti dandruff shampoo to keep my confidence up, to start

everything well and smoothly.

BRAND PROPOSITION – BIG IDEA Good Impression, Great Performance

(Đầu Xuôi, Đuôi Lọt)

ACTIVATION PLATFORM FIRST IMPRESSION

(Ex: First impression in interview, first impression on a date, first

impression when meeting gf’s parents)

LAUNCHING PLAN

Objective

Message

Key Hook

Key Tactics

GET TO AWARE (1 MONTH) GET TO KNOW (2 MONTHS) GET TO TRY (2 MONTHS)

Make T.C aware that how first impressions are important

Make T.C know that dandruff is the key component to make a bad impression

Let them experience

making good impression with H&S Men

First impression is always important in every moments to get a great performance

Don’t let dandruff make

a bad impression and affect your performance

Let’s make a good impression together with

H&S Men

Clip - “Be careful with first

impression”

“End of the world”

web series and TVCs Activation Booth

Youtube, Social Media,, Forum Seeding, KOLs &

Influencers

Adaptive Google Adwords, PR, Social Media

Sampling, KOLs, Social Media, Instore

Key message:

With H&S, you will make a good first impression to

have a great performance”

KEY HOOK

“Be careful with your first impression”

5 mins clips by Pho - Yeah 1 Youtube

MOOD AND TONES - Humorous, Modern

CONTENT

6 situations how bad effects of bad first impressions

related to dandruff problems: first date, interview,

meet new partners, introduce parents-in-law,

perform some talents. Ending: Waiting a miracle

from Head & Shoulder to turn all bad into good

impressions. Link to microsite.

PHASE 1 – GET TO AWARE

SUPPORTING TACTICS

- Creating social content

- Youtube/Facebook Channel sponsors

- Digital display

- KOLS sharing on their story about

- PR Articles

KEY HOOK - “End of the world” web series and TVCs 30s clips of moments where first impression is important: going on first date, job interview, introduction to future parent-

in-law, etc.

SUPPORTING TACTICS - Adaptive GGAdwords (show ads to related search queries – “lần đầu gặp bố mẹ bạn gái” and FB/Youtube video

preference)

- Creating social content based on TA’s search

- Youtube/Facebook sponsor, digital display

- KOLS sharing

PHASE 2 – GET TO KNOW

EXAMPLE STORYLINE OF CLIP A men introduced to GF’s dad for the first time

He finds out that her dad is looking over his shoulder

Start to think he has dandruff/ He then sees her dad frowns

Start to imagine worse things: get kicked out of home, not given

permission to date the girl, see her marrying another

man,…because he has dandruff/Her dad acts even more fiercely

He imagines the world ends/It turns out that her dad is seeing a

thief intruding the neighbor’s house through the balcony

The man realizes and gets back his confidence/Product

appearance

GET TO TRY

KEY HOOK | Activation (cinema, artificial football court,…)

Game booth to challenge men (depending on place) to get the gift

- In cinema: carry your GF on your back for 1 minute

- On football court: use your head to hold the ball as long as possible

- In-store: game cleaning dandruff with message together with H&S, make

a good impression to make a great performance

PHASE 3 – GET TO TRY

SUPPORTING TACTICS

- Sampling offline: office buildings, cinemas, malls,…

- Sampling online:

+ Via KOLs: KOL holds minigame on their personal FB to give away

1000 trial product giftsets with a representative miniature of the KOL (Le

Cong Vinh – ball, Binh Minh – suit & tie, Thien Minh photographer –

camera,…)

+ Microsite on FB: play the minigame to receive the product

- Sales promotions: sample with other P&G products (Gilette, OralB,

Crest,…), discount, rewards when buying on E-commerce sites

THANK YOU