Dove wants to launch a new leave-on hair serum spray product in Vietnam. The document outlines an integrated communications plan to introduce the product and promote self-esteem and confidence among Vietnamese women. The plan has three phases and utilizes viral video clips, a community page, digital channels, public relations articles, a television commercial, and activations like events and contests to convey the message of unleashing one's real self. The goal is to boost self-esteem by sharing stories of confident women who care about their families and appearance.

1. INTEGRATED COMMUNICATIONS PLAN

2. 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

3. That means...
This leave-on product is
serum
but can spray-on
humidity
Butweighted-down worry
time-consuming
vague effective

4. 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.

5. 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

6. A lady with
DOVE PERSONALITY
caring
sensitive
real beauty
How can we match
Dove Nutri-Vitamin E Serum
Spray
without any stage of consumption habit
SO WE MAKE A STORY TO CONNECT TWO OF THEM

7. 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

8. and here’s the BIG IDEA for launching campaign
Unleash Your Real SelfUnleash

9. 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

10. 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/Activities
TVC, 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

11. Viral clip on Vlogger pages
PHASE 1 - FEEL SORRY WITH FAMILY, THE ONE WHO THEY CARE ABOUT

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

13. 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

14. TVC
Dove
Nutri-Vitamin
E Serum Spray

15. Activation
Dove Miracle Mirror Dove Girl Community
Share your story with Dove
#HowIbecomeconfident
#Myuntoldstory
#FavoriteStreetStyle

16. DISPLAY & OOH

17. APPENDIX

18. CompetitorAnalysis
COMPETITION
Celebrity Beauty Real Beauty

20. THANK YOU