Microsoft word brand campaign

BRAND CAMPAIGN Instructor: Mr Hoang Vu Quoc Anh Team member: Hoang Van Hoan Nguyen Vu Cam Tu Mai Van Huy Nguyen Thi Thanh Thuy 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 TABLE OF CONTENT EXECUTIVE SUMMARY SITUATIONAL ANALYSIS STATEMENT OF NEED TARGET PUBLICS STRATEGY GOALS & OBJECTIVES KEY MESSAGE TACTICS 10 BUDGET 34 EVALUATION 40 REFERENCE LIST 42 APPENDICES 43 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 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 "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 Target Publics The campaign is aimed at X-men's target group, who are 1845 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 longterm 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 Xmen 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 months of doing the campaign - With the ability to provide 60 articles/month equivalent to articles/day, increase the amount of interaction on Facebook social network by 10% on Facebook fanpage: XMEN Vietnam within months of running the campaign G2: Public outreach of the campaign - Received more than 1000 contest participants, more than 1000 entries with hashtags, shared within 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 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 10 ... men" The brand has made a difference in the market and competes with major competitors Situational Analysis X-men have a good level of brand awareness, most of which are known about the brand through... 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... with longterm 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