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Cấu trúc
RELAUNCH OF POND’S FLAWLESS WHITE
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Implementation Tactics
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Nội dung
PR proposal RELAUNCH OF POND’S FLAWLESS WHITE Content Background information Recap Objectives Consumer Insight Campaign Key Concept Implementation Tactics and execution plan KPIs Recap Pond’s Flawless White has been a great success since launch in 2009 However there has not been any new news in years New product line to be launched in Vietnam, which requires a PR campaign to communicate with consumers NEW Pond’s Flawless White The world’s first lightening product with GenActiv formula that can adapt to your skin for spotless, radiance in just days NEW product NEW proposition NEW Pond’s philosophy Objectives Objectives Raise Awareness on New Product Line Actively engage target consumers with new Pond’s philosophy Consumer’s profile PROFILE 25 years old, capital city, single female PERSONALITY Now more sophisticated, mature, confident, yet approachable & friendly She wants a fairer look But as a more sophisticated demanding shopper, she is not willing to settle just for any product She believes higher price means better quality, therefore she is looking for something that is right just for her Fashionable & has sophisticated modern style Knows what she wants, what suits her SKINCARE NEEDS BEAUTY & STYLE MEN & RELATIONSHIP ACTIVITIES She is looking for ‘Mr Right’ not ‘Mr Right now’ She is selective about men she dates, She knows what she’s looking for in a man She works hard and is ambitious in her career Stays up-to date Likes to read books, fashion magazine, follows beauty blogs Consumer’s insight “I’m unique My skin is unique My dreams are unique The ultimate product would be the one that is made for me” The Mr Right would be the one that is right just for me” Campaign Key Concept ls h r i g c re proa a re ap e h t e to e v r lie : da ve e I b e me I lo lik one the Pond’s appreciates your uniqueness The Perfect Match The 1st skin lightening cream that matches your unique needs Implementation Tactics Functional Benefit New Pond’s Flawless White with new GenActiv formula, adapts to your unique skin for spotless radiance in just days Emotional Benefit With New Pond’s Flawless White, you’ll find your perfect match in love The man that is right just for you Campaign Idea Find Your Perfect Match PhaseNew with Pond’s Flawless White Excitement Build intrigue and excitement around new GenActiv discovery “With NEW Pond’s Flawless White, women become confident & active to capture opportunities in their career and their love life” Với Pond’s trắng sáng mới, phụ nữ Việt Nam tự tin chủ động nắm bắt hội công việc hạnh phúc THE PERFECT MATCH Key Message TASK “The genes that control skin color have been found by Pond’s Institute” ‘New Pond’s Flawless White with the advanced GenActiv formula, adapts to your unique skin for spotless radiance in just days’ Excite public about new technology applied in new product line Official promoting for the new product line PROCESS EXCITE PRESS OUT COME • • Key Influencers Editorials Engage Public with New Pond’s Philosophy LAUNCHING weeks TACTICS Pond’s Empower women to actively pursue happiness in their love life, to find the perfect match AMPLIFY 12 weeks weeks • • Media Contents Expert Endorsement • • • • Advertorials/Editorials Product Placements Beauty Award Forum & Talk show SOCIAL NETWORK INTERACTION 10 • Pond’s Love Film Festival PR • • • Editorials Advertorials News Seeding