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

Their behavior

TARGET AUDIENCES FROM

NIVEA ONLINE BRIEF
We are dynamic
girls.
We always want
to move fast
in all things.

Age: 18 22
- Student, officer
- Young, active lifestyle, dared to expose
- Vivid and joyful, smart, stylish, confident
- Seeking for underarm beauty and protection
-

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 fact

The 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)

The story of fact - details

eBrand will propose a wow

approach to blow the target
audiences away!!!
Here is the list of creteria we use to ensure the success

The story of fact - details

#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...

The story of fact - details

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

The story of fact - details

#3 They will be put into a

misterious journey as an explorer

P/S: ITS 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)?

Lets 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
NHappyShave
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!!!

true and vibrant
Between Chibi life
and real life :
Without line.

Meet the Chibi artists

Theyre young, active, full vitality

Can Tieu Hy is a wellknown 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

#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

MEDIA CHANNELS
The selected channels

make BIG BOOM

70%

Banner
Ads++

Cover every channels at HOT-SPOTS to

Focus and direct to the campaign highlights:

readytogo

Customize the storied materials to

maximize each type of channels, encourage
the readers interaction and sharing

Online
Media

Forum
Seeding

Social
Networks
spreading

Workload :

70% for banners ads

30% for the others

MEDIA CHANNELS

Zingme

Banner
Ads++

Social
Networks
spreading

Online
Media

Forum
Seeding

Facebook

focus

Sync
G+

Pinterest

focus

 Content about Chibi Style

Content about extreme
Circumstances
Content about product
Discuss, gossip with fans

Rich banner
Extreme Circumstances
Announce
the Gift set Sampling Program
Tiny introduce the functional of the
product

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

Step1:
Attention &
Interest

Follow the brand, the

product they love
Continue discussion around
Nivea Circumstances,
around product
Receive more information

List of Circumstances
Share function
Product information
Sampling register
zone

Step2:
Search &
Action

Step3: Action
& Share

AUDIENCE ENGAGEMENT FLOW

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.

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 ChibiShining-Booklet are waiting for

our audiences!!!

HOW DO THEY CREATE THE SPECIAL EFFECTS IN LANDING PAGES ?

Explore more Nivea extreme

Circumstances

Sampling
register zone

In Chibi Style
Log in with OpenID, Facebook or Twitter

Scroll down
your pages

PINNING STYLE
Share these Circumstances to friends to
receive the Nivea Gift set

Summit others Circumstances and

receive special gifts

Fully understand the product

the brand, the product

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

SHARE THESE CIRCUMSTANCES TO FRIENDS - RECEIVE THE NIVEA GIFT SET

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 Chibistyle

Booming affects

Experience the artwork from

Chibi Artist to implement the
Shining-Booklet
Copyright 2013 eBrand Co.,Ltd
26/02/2013

Take a deep breath...

Copyright 2013 Cm Nang Sn Sng Nivea

eBrand Co.,Ltd 26/02/2013

Copyright 2013 Cm Nang Sn Sng Nivea

eBrand Co.,Ltd 26/02/2013

Copyright 2013 Cm Nang Sn Sng Nivea

eBrand Co.,Ltd 26/02/2013

Copyright 2013 Cm Nang Sn Sng Nivea

eBrand Co.,Ltd 26/02/2013

Copyright 2013 Cm Nang Sn Sng Nivea

eBrand Co.,Ltd 26/02/2013

Copyright 2013 Cm Nang Sn Sng 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 Girls 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

Tactics on
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 Agents
channel

On screen link to
landing page

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: Girls 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

In
campaig
n

Teasing
About Chibi
Style

Girls Special
Circumstances

About our
Influencers

Invite people
register to
receive Nivea
Sampling Giftset

Share Nivea
Happy Shave
TVC

Discuss about
Product

Forum seeding
No.

Websites

Web tr th

hervietnam.com

D eva

D Ph n Net

Her Viet Nam

www.truongton.net

www.hihihehe.com

8
9

Zing
Tp Ch Lm p

10

www.Go.vn

11

www.webketoan.vn/forum/

12

www.kenhsinhvien.net

13

www.Yeah1.vn

14

Socola

15

www.vnphoto.net

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)

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
haihmn@ebrand.vn
Tran Nguyen Anh Thu Account Department
thutna@ebrand.vn
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
haihmn@ebrand.vn
Tran Nguyen Anh Thu (Geni) Account Department
thutna@ebrand.vn

eBrand Co,.Ltd
Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam
Tel:(08) 3526 4554 - Website: www.ebrand.vn