INTEGRATED COMMUNICATIONS PLAN

That is

serum

humidity

belong to top favorite Dove product line in the U.S

Dove wants to launch a brand new product

but can spray-on

That means...

This leave-on product is

serum

but can spray-on

humidity

Butweighted-down worry

time-consuming

vague effective

So what are we supposed to do for...

A caring & sensitive lady who is so in love with “Real beauty”

Caring: A Dove girl would think about other people’s benefits before her own.

caring sensitive

Sensitive: She cares about other people’s emotions.

Real beauty:

“Real beauty”

Dove understands that “Real Beauty” is already inside every woman. There is no need for her to be someone else.

Consumer Understanding

Human Truth ● Vietnamese women think that they look normal

What They Think Now

● Helmets and hot weather make hair oily & uncomfortable in daily life

● There are no hair care products that could reduce oil in seconds while nourishing hair

What They Need To Think

● Dove Nutri-Vitamin E Serum Spray with Grapefruit extract, Nutri-Vitamin E and Oxyfusion technology will balance the oil and moisture, yet also provide nutrients to hair

A lady with DOVE PERSONALITYcaringsensitivereal beauty

How can we matchDove Nutri-Vitamin E SerumSpraywithout any stage of consumption habit

SO WE MAKE A STORY TO CONNECT TWO OF THEM

We find these cases inspiring

● Vietnamese women think that they look normal

● Taking care of their appearance are not too important to them, because they have other things to care about in life

● Family members, whom they care about, always think that they are beautiful and talented

● They are sensitive enough to understand that family members are really supportive

● But they feel sorry about not living up to family members’ expectation

and here’s the BIG IDEA for launching campaign

Unleash Your Real SelfUnleash

PHASE 1 PHASE 2 PHASE 3● Viral clip● PR: Stories about confident

girls who have success in life (relate to Dove leave-on product)

● Digital: Amusing content/posts on Hot Community Page

● TVC: 30s (10s cut from viral clips, 20s product usage, function)

● Promotion : Product Promotion (Dove product or Unilever products)

● Activation: events at supermarket

● PR● DIgital: Dove Fanpage

● TVC: 15s product usage, function

● Promotion : Product Promotion (Dove product or Unilever products)

● Digital: Dove Fanpage● PR: articles (emotional +

functional) on new leave-on product

Pre-launch Launch Post-launch

Execution Guideline

Campaign Objective: To boost self-esteem for every woman in Vietnam

DOVE - UNLEASH YOUR REAL SELF

TVC COMMUNITY PAGE DIGITAL ACTIVATION PR

Channel Role-To reach mass target audience about campaign message

Tool/ActivitiesTVC, 3 Viral clips about campaign message

Channel Role-To bring campaign message closer to target audience

Tool/Activities-Photo contest “How to dress to boost confidence”-Beauty Booth to help girls be confident in themselves

Channel Role-To boost self-esteem of girls via successful stories and their way of taking care of herself

Tool/Activities-Magazines, use vlogger to talk about girl who lost her self-esteem

Channel Role-To use voices of Hot Community Page to promote campaign message

Tool/Activities-Have real succesul women to share their stories about self-confidence and how can they be confident

Channel Role-To spread campaign message and interact with audience

Tool/Activities-Have Social Media engagement via hot account post fo

Viral clip on Vlogger pages

PHASE 1 - FEEL SORRY WITH FAMILY, THE ONE WHO THEY CARE ABOUT

Digital

PHASE 1 - FEEL SORRY WITH FAMILY PHASE 2, 3 - MAKE TVC CLIP GOES VIRAL

PR

UNLEASH YOUR REAL

SELF

Magazine and online newspapers encourage discussion among people. Sample topics (emotional): Stories about confident girls who have succeeded in life but care about family, especially their motivation to try

TVC

Dove Nutri-Vitamin E Serum Spray

Activation

Dove Miracle Mirror Dove Girl Community Share your story with Dove

#HowIbecomeconfident#Myuntoldstory

#FavoriteStreetStyle

DISPLAY & OOH

APPENDIX

Com

peti

tor A

naly

sis

COMPETITION

Celebrity Beauty Real Beauty

THANK YOU