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

1


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.

2


TABLE OF CONTENT
EXECUTIVE SUMMARY

4

SITUATIONAL ANALYSIS

5

STATEMENT OF NEED

5

TARGET PUBLICS

7

STRATEGY

8

GOALS & OBJECTIVES

8

KEY MESSAGE

9

TACTICS

10

BUDGET

34

EVALUATION

40

REFERENCE LIST

42

APPENDICES

43

3


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.

4


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.

5


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.

6


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.

7


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 3 months of doing the campaign.
- With the ability to provide 60 articles/month equivalent to 2
articles/day, increase the amount of interaction on
Facebook social network by 10% on Facebook fanpage: XMEN
Vietnam within 3 months of running the campaign.

8


G2: Public outreach of the campaign
- Received more than 1000 contest participants, more than
1000 entries with hashtags, shared within 1 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.

9


Tactics
Social Media Contest
Tiktok contest: " Nhan sắc lên đời, chờ ngày đi 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

How to participate: Each participant shoots a video up to 15
seconds long using X-Men products and transforms the image to
show the elegant charm of a real man. Post videos on Tik Tok with
#XMENVIETNAM and #NSLD-CNDC.

Communication plan: Time from October 1, 2021 to
November 1, 2021.

Number

1

Type

PR/Ads

Content

Purpose

Note

- The post -Creating attention to Pictures/
announcing

the

X-Men

the Tik Tok Increase
contest

brand.
brand

awareness.

Written
content

"Beauty
comes

to

life, waiting -Attract

new

for the day to customers, those who
go out".
-Posts
promoting

Video/Written
Content

have not yet followed
the brand through the

sharing

and

commenting

11


X-Men

functions

products.

networks.

on

social

-Post
updated

- Advertising products

contest

to let customers know

progress.

what

new

products

- Hot video the brand has, what
post of the kind of products are
week.
-The
reminds

suitable for customer
post

needs.

us

that the end
of
contest

the
is

coming.

2

Interaction

- Hot video -

Increase

Pictures

post of the engagement on social /
week.

networks.

Written
content

12


Picture
posts, funny
memes.

3

Information

-The

-Provide

detailed Pictures/

contest rules information
post

that

the target audience
knows

about

campaign,
-The

so

the

Written
content

contest,

post and activities of the

announcing

brand.

the contest
has ended.
-Useful information to
help
-The

post interaction

announced

increase
for

fanpage.

the top 4 and
gave gifts.
-Post
information

13


about
product
usage

tips,

product use
benefits, ...

Cooperate and send X-men's products to tiktokers with high
interaction on tiktok page to participate in the contest, in order to
stimulate the fans of these tiktokers to know about the contest such
as Long Chun, Quoc Thanh…

14


15


Timeline of the contest

Timeline
PROJECT TITLE

COMPANY NAME

XMen

PROJECT MANAGER

DATE

25/09/21

NUMBER OF
WORK
DISTRIBUTION
STRUCTURE
(WBS)

PHASE 1 - Preparation and launch of the competition
JOB TITLE

Timeline

Week 1

Week 2

PHASE 2 - During the competition
Week 3

Week 4

STAGE 3 - Contest closing and awarding
Week 5

Week 6

Week 7

T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7 T2 T3 T4 T5 T6 T7

1

Activities that need to be done

1.1

Prepare content, design communication for the
contest

6

1.1.1

Contact KOL Tiktoker to participate in the contest
for communication purposes

1

1.2

Contact media with newspapers like kenh14,
yeah1!

1

1.3

Post content, interact with customers on facebook

30

1.4

Manage the contest, the customer composition

30

1.5

Manage fanpage interaction, ensure
communication effect

30

1.6

Research and survey customer tastes before,
during and after the contest

34

1.7

Survey on sales, level of brand awareness of
X-Men to consumers

30

2

Content, images need to be prepared before,
during and after the competition

2.1

content of the contest PR promotion post

34

2.2

Post content that interacts with the audience

34

2.3

The content of the post conveys information
about the contest

34

2.4

The videos, meme images, stories needed for the
article

34

2.5

Summarizing and awarding the contest

7

3

Operational performance control activities

3.1

Measure the number of views, interact with the
contest on facebook, tiktok

11

3.2

Measure and summarize work performance (KPI)

11

3.3

Effectively monitor contest communication on
youtube, facebook, tiktok

27

3.4

Evaluate the effectiveness of communication, the
level of interaction of KOLs in the first week

5

3.5

Evaluate and control operating costs

39

Brand event: "X-Men, brave!" festival
Active content
With the desire to convey the message of the activity "X-Men,
Brave!" to customers, we therefore choose to organize a large-scale
and well-invested activity with the aim of attracting customers.

16


interest and build customer awareness about the product's
message.
In recent times, women have affirmed their role in society,
which challenges men's bravery. Fun and entertainment activities
that give men the opportunity to express themselves also need the
presence of women to add excitement.
Festival X-men challenge men's bravery - a program of
musical entertainment activities. Throughout the program are
entertainment activities from physical to intellectual and finally a

night of EDM music.

Details of the activity:
•

Organization time: take place on November 1, 2021

•

Venue: Military Zone 7 Stadium (202 Hoang Van Thu, Ward 2,
Tan Binh District, HCMC)

•

Participants: 18 years and older, focusing on men. You can
attend by yourself or with female friends to participate in this
event.

•

Number of participants: 2000 people.

•

How to participate: Registration forms are posted on X-men's
official fanpages. Fill out the registration form available on the
fanpage after following the page and share the registration
17

link with the hashtag #XmenValentine @XmenTTBLDO. The
organizer will then send a confirmation email. When entering
the gate, they will use their phones to check the QR code in the
participant's phone and give out bracelets to each person.

Events in action:
Contest “Standing person”:
- For couples competing against each other, the male friend
will carry the female friend with him, the pair that stays the longest
will win. There are a total of 10 batches, 20 pairs each.
- Reward: 1 set of X-Men products including 1 bottle of 650g
shampoo and 1 bottle of 650ml shower gel.
Brain game "Find half":
- Each girl will be locked in a box with a password lock with 5
numbers, the boys will decode the code through 5 rounds, each
round will find a number, whoever rescues you the first pair will win.
win.
- Reward: 1 pair of free 2D movie tickets at Galaxy Cinema.
Artificial climbing contest:
18


- Each batch of 3-5 people compete against each other,
whoever climbs to the place where the flag is planted will win.
- Reward: 1 X-Men product set includes 1 bottle of 650g
shampoo, 1 bottle of 650ml shower gel, 1 bottle of 150ml deodorant
spray.
Games in the program Let's go Dream team (Korean version):
- Simulate some simple game models like in the Let's go
Dream team program, whoever can overcome the obstacles with

the shortest number of seconds wins.
- Prizes: 1 first prize (worth 3,000,000 VND), 5 consolation
prizes (worth 1,000,000 VND)
"EDM music night" in the evening with the participation of
celebrities Soobin Hoang Son, Toc Tien, Issac, ...

Preparation

“X-MEN – Brave!”

Strategy

Work to do

19


BEFORE

Use

PR

newspapers

tools
and

networks

to

in

Preparation

people

the

(from

social October 1, 2021 -> October 31, 2021)
attract

Online:

customers' attention and
ensure

work

number

coming

participate in activities.

of - Identify
to

the

goals,

themes,

messages and activities to be
organized
- Find a suitable venue. Come to see
the reality on site
- Ask for permission to organize the
program
- Make an appointment with the
guests of the EDM concert
- Prepare

staff

including:

management staff, game control
staff, support staff, etc.
- Set up the organization chart of
the

program

(stage

location,

seats, game areas, ...)

20


- Make a timetable for the whole
program
- Prepare

machinery

and

equipment. tools and supplies
needed

to

build

games

and

organize concerts.
Offline:
- Create a registration form to
participate in the activity posted

on X-Men's website and facebook
with a limit of 2000 participants

21


PR work for the program (from
October 15, 2021 to October 31,
2021)
Online:
- Post PR on kenh14.vn
- Continuously post articles about
the

program

information,

games

(program
in

action,

guests who will be at the program)
on the official facebook page as
well

as

the

official

website

www.x-men.com .VN
- Ask guests to post PR for the
program on their personal social
networks
Offline:
- Distributing leaflets about the
program at stadiums, universities,
etc.

22


- Hang banners about the program
and guests around the venue

DURING

23


Give
great

customers

experience,

a

have

more skin knowledge and

Event date: November 1, 2018
Program control:

especially have an interest - Contact the guest to make sure
and love for the Mediheal
brand.

the guest arrives on time
- Arrange the seats, set up the
stage,

fully

equipped

with

machinery and equipment, set up
the game areas.
- Check

sound,

machines

light,

and

gifts,

equipment

carefully
- Arrange employees to the right
positions and support each other if
necessary
- Check registration information for
customers

to

make

sure

the

number of attendees does not
exceed the specified limit

24


- Management

staff

constantly

review the operation situation to
promptly solve problems

AFTER

Increase

customer's - Measure customer satisfaction by:

affection for the brand.

calling

customers

directly,

sending mail, receiving comments
from facebook or website

25