Nivea Happy Shave DIGITAL COMMUNICATION PROPOSAL eBrand Vietnam 2013

Nivea Happy Shave

DIGITAL COMMUNICATION PROPOSAL

eBrand 2013

Agenda

1 The request for agency

2 Story about the fact

3 The idea and idea(s)

4 The implementation

5 The next episode(s)

#1 THE REQUEST FOR AGENCY

NIVEA Deo women mission (from brief )

THE QUEEN OF DEODORANT

New solutions

TARGET AUDIENCES FROM NIVEA ONLINE BRIEF

Their behavior

- Age: 18 – 22

- Student, officer

- Young, active lifestyle, dared to expose

- Vivid and joyful, smart, stylish, confident

- Seeking for underarm beauty and protection

We are dynamic

girls.

We always want

to move fast

in all things.

I like the

convenience

and morden

product.

Mission for agency

Promote Happy Shave with the Objectives

Build strong awareness with theme “Ready to go”

Repositioning

Interact toward target audiences

Focus on Digital Marketing

Interactive Banner Ads

Media

Social

#2 THE STORY OF FACT

The story of factThe fact is

“Congratulations Nivea Happy Shape with this positioning!

Absolutely right is that women need a solution to ease the damage

from shaving.

Nivea is the pioneer in this segmentation

(as leader) and Leader has to

affirm the position (with listeners’ mindset) & protect it.”

The story of fact - details

Theme “Ready to go”

“Nivie (Ms. Nivea) is always READY after using HappyShave solution.

This ready status benefits her in Moments-to-Shine.

The logic is very simple:

#1 She uses Nivea

#2 She is ready to go

#3 Then she will shine in critical circumstances (and be admired)


eBrand will propose a wow

approach to blow the target

audiences away!!!

Here is the list of creteria we use to ensure the success


#1 In the conversationwe will put

audiences into critical circumstances.

They will desire only one thing

in those cases, “Shining”!

A lot of critical circumstances will encounter in real life...


#2 They will love the “shining” themed

moments because:

-They can EXPLORE many interesting circumstances

- They can SHARE & HAVE FUN with their friends about those moments

- The moments WILL STICK with their mind in a very creative-cute-

memorable way

- Last but not least, they will BE A PART OF THAT from the beginning


#3 They will be put into a

misterious journey as an explorer

–P/S: IT’S HOLLYWOOD STYLE IN FILM

#3 THE IDEA AND IDEA(S)

Let us give you the idea...

TURN BACK THE TIME!

#1 She shined in critical circumstances (and be admired by

people around). Audiences love that “she”!

#2 What happened previously (shortly)?

Let’s turn back the time!

#3 Oh, it turns out that she used HappyShave before going out

Dear Ms.,

Turn back time and reveal the truth

with

N’HappyShave

to be always ready!

A lot of funs are waiting for you to

explore...

EXPLORE THE SHINING BOOKLET

OF NIVIE WITH CUTE-STYLE “CHIBI”

Nivie Shining Booklet with Chibi – Fresh air!!!

“Between Chibi life

and real life :

Without line.”

“…true and vibrant”

Meet the Chibi artists

Can Tieu Hy is a well-

known artist in Vietnam

comic community …

BambOo Graffiti is cute artist.

Comic community very love her.

She actives strong in comic

forum….

Le Mai Anh have nickname Tuyet

Dinh Sinh Vat, amateur female artist.

She owns a collection of beautiful

illustrations fascinated and get many

impression from young community…

They’re young, active, full vitality…

#4 IMPLEMENTATION

4.1 Framework of campaign

1. Rich banner – suggested talent

2. Landing page

3. Social Media Management

4.2 Media plan

4.3 Budget allocations

The selected channels

MEDIA CHANNELS

Online Media

Banner Ads++

Social Networks spreading

Forum Seeding

• “Cover every channels at HOT-SPOTS to

make BIG BOOM

• Focus and direct to the campaign highlights:

readytogo

• Customize the storied materials to

maximize each type of channels, encourage

the readers’ interaction and sharing”

• Workload :

• 70% for banners ads

• 30% for the others

70%

Zingme

Facebook

G+

Pinterest

Online Media

Banner Ads++

Social Networks spreading

Forum Seeding

MEDIA CHANNELS

Sync

focus

focus

• Notice the Extreme Circumstances on Rich Banner

• Agree, like and want to know more

• Aware the Nivea Happy Shave product

• Click through the banner

•Explore more Nivea extreme Circumstances in Chibi Style

•Share these Circumstances to friends to receive the Nivea Gift set

•Fully understand the product

•Love the brand, the product

•Summit others Circumstances and receive special gifts

• Follow the brand, the product they love

• Continue discussion around Nivea Circumstances, around product

• Receive more information

Step1: Attention &

Interest

Step2: Search &

Action

Step3: Action & Share

AUDIENCE ENGAGEMENT FLOW

Rich banner

Extreme Circumstances

Announce

the Gift set Sampling Program

Tiny introduce the functional of the

product

• List of Circumstances

• Share function

• Product information

• Sampling register zone

• Content about Chibi Style

• Content about extreme Circumstances

• Content about product

• Discuss, gossip with fans

INTERACTIVE BANNER ADS

The story board and sample versions

Storyboard framework

Step 1:

Critical circumstance

Step 2:

Turn back the time to reveal

what happened

Step 3:

Oh, she used HappyShave.

Click to explore more!

We will design 2 versions of banner with this

framework in this campaign. Audiences will

have more funs...

Story #01 of 2 – Winning the game

Audiences will be impressed by more stories by

our artists as well as they can join the journey.

CLICK NOW!

Story #02 of 2 – Clothes hanging out

[Not finished] On the sketching progress...

By clicking through the banner, user will go to the landing page to explore more...

Cool stuffs and very kute Chibi-

Shining-Booklet are waiting for

our audiences!!!

HOW DO THEY CREATE THE SPECIAL EFFECTS IN LANDING PAGES ?

•Explore more Nivea extreme

Circumstances

In Chibi Style

•Log in with OpenID, Facebook or Twitter

Share these Circumstances to friends to

receive the Nivea Gift set

Fully understand the product

the brand, the product

Summit others Circumstances and

receive special gifts

PINNING STYLEScroll down

your pages

Sampling

register zone

WHY PINNING STYLE ?

With Pin Boards Visual design , We can have

multiple boards for different Circumstances.

Common boards include ideas, experences you

love but pretty much anything can be pinned that

you find interesting….

“Build the awareness and

communicate with

TOP visual tools!”

Ref: www.pinterest.com/search/pins/?q=nivea

www.pinterest.com/niveade/

ACTIVITY ON LANDING PAGE

Simple mechanism

• 2000 lovely gift set for

users shared/ voted at

least 10 friends

• Special gift for users

that summit new

Circumstances

Broadcast the trend Nivea with ChibistyleBooming affects

SHARE THESE CIRCUMSTANCES TO FRIENDS - RECEIVE THE NIVEA GIFT SET

Experience the artwork from

Chibi Artist to implement the

Shining-Booklet

Take a deep breath...

Copyright © 2013 eBrand Co.,Ltd

26/02/2013

Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea

eBrand Co.,Ltd – 26/02/2013











SOCIAL MEDIA MANAGEMENT

Social Media

• Strongest Social Network

• Heritage current 33K fans Fanpage

• Active – very young social network –

completely reach our target audiences

Social Media

• Sweetest Social Network ( more

than 80% women) – need for this

campaign

• Official Channel to host rich media

content – video content about

Ready To Go Story

• Support awareness for product,

under arm skin shaving insight,

activity, teasing for campaign

Fanpage Content Feeding

• For daily notification with fans about Girl’s special Circumstances

• Angles:

About new Chibi Circumstances

Update The list of Users receive Nivea Gift

About Chibi Artist

About circumstance ideas submitted from users

Nivea Happy Shave TVC

• Quantity:

1 - 2 status content per day

1 post per two about Whitening Happy Shave

• Content:

About new Chibi Circumstances

About Chibi Artist

Product picture

Nivea Girl Photos

We use Youtube Network to:

• Teasing about Chibi

• Teasing about our Campaign

• Increase awareness

• Drive traffic to Campaign

Tactics on

Create Chibi Photo-Slide Video

from 6 Extreme Circumstances

Post on Youtube Viral Agent’s

channel

On screen link to landing page

Tactics on

Tactics on

Create Chibi Photo-Slide Video from 6 Extreme

Circumstances

6 video – 6 special circumstances

Slide / Text Scenario / Music

Funny / Link to Landing-page

Tactics on

Create Chibi Photo-Slide Video

from 6 Extreme Circumstances

Publish on

Hot Youtube Channel

Tactics on

List of Hot Youtube Channel:

Forum seeding

Seeding style for Nivea Campaign

• Use Official Accounts: Whitening Happy Shave

• Use Nivea Avatar

• Angles:

• Chibi style

• Seeding about our Influencers

• Forum game: Girl’s Special Circumstances.

• About Nivea Giftset – Nivea Sampling Program

• Share Nivea Happy Shave TVC

• How to direct traffic to our campaign: Embed back-link in the signature; in

the profile information

Forum seeding Angles

About Chibi Style

About our Influencers

Teasing

Girl’s Special Circumstances

Invite people register to receive Nivea Sampling Giftset

Share Nivea Happy Shave TVC

Discuss about Product

In campaig

n

Forum seeding

KPIs :

'-

Seeding on 15 forums include: 5 main forums for

discussion , 10 sub-forums for announcement

- 1 topics/forum/2weeks on main forums

- 2 topic/forum/2weeks on sub-forums

- Create social videos and rich media content to

feed the community (2 videos, 3 rich media

content)

- Total: 400 comments, 20.000 views

(Including the content production for forum

seeding)

No. Websites

1 Web trẻ thơ

2 hervietnam.com

3 DĐ eva

4 DĐ Phụ nữ Net

5 Her Viet Nam

6 www.truongton.net

7 www.hihihehe.com

8 Zing

9 Tạp Chí LÀm đẹp

10 www.Go.vn

11 www.webketoan.vn/forum/

12 www.kenhsinhvien.net

13 www.Yeah1.vn

14 Socola

15 www.vnphoto.net

1

Email Newsletter Systems

• Key success :

• Utilize eBrand's email database : more than 6000 emails of young

office women, 18-24, active

• Activate the database of Nivea

• Creative valuable content is making it extremely relevant to our

audience

• Consistent design

Suggested talent

Hot profiles - model / Hot facebookers

(See the attached pdf file for details)

#4.4 BUDGET ALLOCATION AND KPIS

(See the attached Excel file for details)

THANK YOU!

Hoang Minh Ngoc Hai (Quijote) - Director

[email protected]

Tran Nguyen Anh Thu – Account Department

[email protected]

eBrand Co,.Ltd

Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam Tel:

(08) 3526 4554 - Website: www.ebrand.vn

#4.4 BUDGET ALLOCATION AND KPIS

(See the attached Excel file for details)

#5 NEXT STEPS TO BE MADE

A direct meeting to close the gaps (if needed)

A clarification from the client about proposal

details

A clear road map to finalize proposing phase

THANK YOU!

Hoang Minh Ngoc Hai (Quijote) - Director

[email protected]

Tran Nguyen Anh Thu (Geni) – Account Department

[email protected]

eBrand Co,.Ltd

Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam

Tel:(08) 3526 4554 - Website: www.ebrand.vn

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Nivea Happy Shave DIGITAL COMMUNICATION PROPOSAL eBrand Vietnam 2013