2. GET
Change in shaving
behavior and habits
WHO
Vietnam male
TO
Increase in Gillette
product purchasing
in Vietnam
BY
Develop a
communication
campaign
3. CONSUMER UNDERSTANDING
Frequency
Self - conscious
SEGMENTATION
Segment size: 7% Segment size: 18% Segment size: 15% Segment size: 60%
Segment Demographic
Profiling:
- Carrier: Artist, Actor or
have artistic soul.
- Income: AB+
- Live in urban
- Current perception
about their beard:
Purposeful raise their own
impressive beard style to
get the manly and
attractive appearance.
- Current usage: Take
care their beard
carefully. Use special
type of razor to shave
and design their beard.
Segment Demographic
Profiling:
- Carrier: Local bank
employee, business
manager…Carrier driven
- Income: AB+
- Live in urban
- Current perception
about their beard: Do
not raise bread.
Confident about their
appearance
- Current usage: Usually
shave their beard to have
the good – looking and
attractive face. Use
special type of razor to
shave and design their
beard.
Segment Demographic
Profiling:
- Carrier: employee,
business men, university
student, officer, owner
at home
- Income: BC+
- Live in urban
- Current perception
about their beard: Are
not so confident about
but do care about their
facial appearance. Do
not aware exactly how
bad their bear are.
Current usage:. Shave 2
time/ week. Just shave
when they find it so bad
in the mirror or other
give feedback about
their beard.
Segment Demographic
Profiling:
- Carrier: Farmer,
fisherman
- Income: BCD
- Live in rural
- Current perception
about their beard: Do
not care so much about
appearance.
- Current usage:
Sometime shave beard
>> WE CHOOSE THE
“UNKNOWN” HIMSELF FOR
THE TARGET CONSUMER AND
THE CONFIDENT TO BE THE
SECONDARY CONSUMER.
THE
BEARDY MEN
THE
CONFIDENT
THE
“unknown”
himself
THE
EASY GOING
4. CONSUMER UNDERSTANDING
Their occasional truthTheir current self-consciousness
93% Vietnamese male who do not raise beard believe
that beard brings a bad effect on their appearance.
However they shave only 1.9 times/week. They are not
always clean-shaven.
MOMENT OF TRUTH
When they think they are ugly,
which creates a bad impact on
their appearance, they shave.
when others occasionally
complain about men’s beard
is not fine, they will shave, too.
To me, facial hair
matter does make my
appearance look bad
but I am not sure
how my beard
image exactly looks
ugly it is.
INSIGHT
5. HOW
“MONSTER”
YOU ARE WITH BEARD?
BIG IDEA
Approach:
To deliver Vietnamese men with a facial hair/beard
scale “how ugly it is”, which helps them define their own
facial hair/beard status by a creative and funny campaign
to change their shaving behavior.
6. EXICUTION PLAN
Phase 1: With Gillete, you will never be a monster
Key hook : TVC
A man comes home after work. On the way
home, a lady in the elavator looks at him
and sees an very old man. on the
pavement, a boychild looks at him and
sees a monster in his eyes. on the bridge, an
old lady looks at him as a thief under her
eyes. That man doesn’t know how people
around him think of him. He comes home.
His wife gives him a Gillete, he shaves and
smiles
Channels: Youtube, TV,
Facebook
7. EXICUTION PLAN
Phase 2: How monster you are with your shave
Key hook : App on IOS, Android, Window phone
App identifies user face and beard by
their photo uploaded. Then, a funny
monster comes out from the original
photo. once they click to the beard, it will
appear information: about beard and
guide how to take care of beard
Channels : Website,
facebook
Trade marketing:
Discount: Share your monster photo from the apps to your facebook timeline, you will
receive a 20% discount code at any supermarket for gillete bought.
8. EXICUTION PLAN
Phase 3: When you need to shave
Key hook : KOL
Trade marketing:
Packaging: KOL- influencer ISAAC. decribe scale of
beard status from Monday to Wednesday by
change on ISSAC’s face after a week.
Supporting tactics : Pr, Seeding
>>When your beard raise its voice?
>>2 times /week is not enough.
>>Scientific evidence why men need
shaving usually.
