The challenge
#1
Become the No.1 shampoo brand among Gen Z
#2
Inspire the youth to clear their anxieties and be confident to show the world their personalities
The objectives
MARKETING OBJECTIVES
#1 brand choice for shampoo among 3 million GenZ people aged from 21-25 within 3 months, 2022
COMMUNICATION OBJECTIVES
Make GenZ people perceive Clear as a brand which inspires them to clear their mind off peer pressure and show the world what they are made of.
Target Audience
Age: 21-25
Gender: Male & Female
Income: Low to middle income
Live in six key cities
Status: First-jobber
Estimated segment size: 6,722,600 people
Demographics
Behaviors
Urbanities: They are mordern and dynamic
Digital savvy: Highly connected with social media
Self-concious: They are aware of their status quo
Hustle and future-focused: They are progressive and purposeful at work
The progressive genERATION
As an ambitious and versatile generation, Gen Z first-jobbers dare to think different, to tackle new challenges and they are easily adapt to the ever-changing environment
"
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but, WHAT HOLDS YOUNG PEOPLE BACK?
In the fast-changing society, together with the desire to achieve everything and express their value, there rises the fear of being inferior to others......
peer pressure
The pressure when comparing themselves with others is the factor resulting in Gen Z's anxiety, making them lose their faith in themselves, and hence, their identities
Why my friend got an offer from Big 4 but I cannot?
Am I a failure? Did I try enough
All the friends at my age was graduated, but I don't
it's the continuous fight...
The act of peer pressure could come from:
INTERNALLY
EXTERNALLY
Am I a failure? Did I work hard enough?
Social expectations
Collectivism nature
Social media expansion
Undefined & undeveloped self-value
The need to be integrated & recognized
CAN ACTIVELY CONTROL
CANNOT ACTIVELY CONTROL
It is indisputable that peer pressure is UNAVOIDABLE AND CANNOT COMPLETELY GO AWAY with your own control, it would still exist and come back to you. The fight between us and peer pressure is CONTINUOUS and unstoppable, the important thing is what is YOUR REACTION toward peer pressure
so what ARE theIR reactions?
As a self-awareness generation, Gen Z acknowledged that they have been suffered from peer pressure and they are trying to overcome this situation. Every minute passing by, they are still trying to keep their mind cool and be determined on their personal goals while fighting against the peer pressure that could come at them at anytime
However, is it possible to keep your mind cool everytime?
customer insight
"I acknowledge that each person has different ways to succeed, and my job is to focus on my goals. However, peer pressure still always exists along the way to dampens my will and faith that whether I should continue or stop chasing my objectives. Hence, sometimes it is very tired for me to keep my mind always cool to fight against peer pressure"
campaign idea
It is impossible to keep your head cool on your road every time, there must be a break time for you to rethink, reflect and reaffirm their self-value clearly, then leaving you a clearer mind to come back stronger
big idea
CLEAR THE DISTRACTION
CLEAR YOUR DIRECTION
key message
Clear means the act of removing an obstacle or an unwanted thing, but it also means the state of being transparent and unclouded. After the previous campaign of "Cool head, warm heart", Clear Vietnam wants to continue the story by saying that while keeping your head cool towards your journey, you also need to take a break at some moments to reaffirm your value and recharge yourself to move forward.
#ICLEAR
how can help them?
emotional
A shampoo that provides your head a cool sensation, keeping you fresh all day
Encourage and educate the youth that they need to take a fresh break in order to keep your head cool on your path
functional
deployment plan
trigger
engage
amplify
time
2 weeks
1 week
1,5 months
objective
Normalize the peer pressure anxiety and trigger TA to understand the importance of clearing external distractions to keep focusing on their way of chasing their goals.
Educate the target audience the importance of break to their wellbeing, a good wellbeing will recharge their vulnerable heart and empower the brain to be cool.
Amplify the key message #ICLEAR and encourage TA to keep on moving forward with their choice and be confident to show the world what they are made of.
key
message
Point out the importance of a cool break to a cool head
Clear the distraction, Clear your direction
#ICLEAR
key
activities
tactics
Social Discussion: Peer pressure is a motivation or a distraction?
Online video “How long don’t you have a break?
Billboard, OOH, Social media, KOLs sharing, Sponsorship, SEO.
Water Bomb Festival: CLEARLY FEARLESS!
CLEAR x Vietcetera - “Tlinh x Peer Pressure” on Youtube, Facebook
PR, KOLs, Social Media, Activation
TikTok Challenge #ICLEAR CLEAR x Vietcetera - Content series “Dọn sạch tâm trí cùng CLEAR”
Branded audio playlist, Social Media, PR Articles, KOLs
kpiS
Create 200,000 reaction for the social discussion across channels
Attract 400,000 viewers for Vietcetera video content across distributed media channels
Reach 2,000,000 people for key activities content distributed across channels
Attract 3,000 participants to CLEARLY FEARLESS Water Bomb Festival.
Create 3,000,000 impression across social media channels for the water bomb event.
Attract 400,000 viewers for Vietcetera video content across distributed media channels
Attract 10,000 TikTok Challenge participants Reach 12,000,000 TikTok users for #ICLEAR challenge Attract 600,000 viewers for Vietcetera video contents across distributed media channels
(18/6 - 30/6)
Objective
Normalize the peer pressure anxiety and trigger TA to understand the importance of clearing external distractions to keep focusing on their way of chasing their goals
key message
Point out the importance of a cool break to a cool head
pre-key hook: social discussion
Peer pressure is a motivation or a distraction?
An online social discussion to trigger an audience about their point of view of peer pressure on social media such as Facebook
KOLs: Tlinh, Tóc Tiên
Social Community: Bà Dì Nulo, Dai Tieng Noi Gen Z, WeLax
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key hook: online video
CONTENT:
An early graduate student who works hard to affirm his goals and values. However, there are challenging moments when peer pressure and social expectations distract him along the way. He starts to feel confused and wonders whether he should stop or keep moving on. Then mixed feelings between unanswered thoughts and the force of keeping his mind focused made him feel drained out.
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How long don’t you have a break?
supporting tactics
Billboard
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How long don’t you have a break?
Social Media
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(1/7 - 10/7)
Educate the target audience the importance of a break which will recharge their vulnerable warm heart and empower the brain to be cool to confront the upcoming challenges
Give customers exposure to Clear products and show them that “Clear gives them the coolest break”
Objective
Make Clear become the target audience’s top-of-mind brand choice for shampoo
key message
Clear the distraction, Clear your direction
key hook 1: WATERBOMB FESTIVAL - CLEARLY FEARLESS
WATER FESTIVAL
This party allows participants to play, and enjoy water games together with musical performances.
The participant is given Clear Mint product samples after the show to take a bath when they are already tired and wet
Encourage the participant to check in/update their activities on social media with the hashtag #ICLEAR to get gifts.
KOLS AND LINE-UP
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key hook 2: x
“Tlinh x Peer Pressure”
Interview the guest speaker - Tlinh, to know how she confronts peer pressure. She bravely stopped her academic journey at Hanoi medical university to pursue her music career.
supporting tactics
(11/7 - 31/7)
PR Articles
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Social Media
Objective
Amplify the key message #ICLEAR and encourage TA to keep on moving forward with their choice and be confident to show the world what they are made of
key hook 1: TikTok Challenge #ICLEAR
key hook 2: x
Transformation challenge with #ICLEAR effect on TikTok to express their unique identities regardless of social standards.
KOLs: Tlinh, Tóc Tiên
KOCs: Ciin, Le Thuy, Chay Xi Dach,..
Content series “clear your mind with CLEAR”
clear your mind
clear your mind
A content series to equip Vietnamese youth with practical skills to clear their mind off peer pressure anxieties and be resilient in the pursuit of their goals.
supporting tactics
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x
Branded audio playlist on Spotify and YouTube
by Clear Vietnam
A healing playlist “Dọn sạch tâm trí cùng CLEAR” to inspire the Vietnamese youth to be clearly fearless to keep moving on their way
BUDGET PLAN
EXPENSE
FEE
Water Bomb Festival Total Organizing Fee
Digital expenses
KOLs
Vietcetera Collaboration
Commercial Video
Total
10,000,000,000 VND
6,000,000,000 VND
500,000,000 VND
400,000,000 VND
300,000,000 VND
17,200,000,000 VND