1. ON-GROUND ACTIVATION PLANNING & PRACTICES
BA LOC BICH VAN

2. Target Audience
-Woman, 25-35 years old
-Live in HCM city
-Attention to their skin
-Want to shine with
beautiful skin from inside.
Insight
“Dark pigmentation (“thâm nám” in
Vietnamese) is the biggest fear of
women. But I don’t know how to solve,
or only know to cover outside. It makes
me lack of confidence to shine.”

3. Ambrella Idea

4. Key Message
“Have real protection from inside to shine”

5. ACTIVATION
PHASES3

6. DEPLOYMENT PLAN
You will truly shine with a protection from inside
Shining with Pond’s (Tỏa sáng cùng Pond’s)
Message
Concept
Girls need to protect their skin in a proper
way with throughout solutions from inside.
Protect your skin with solutions from
experts.
Celebrating the shining you
Key
Message
Facts + Tips on fanpage Counseling session (To be confirm)*Activities
TVC
Pond’s facebook page
Advertorials, SEO, Facebook ad
Corporate PR
Advertorials, SEO, facebook ads
Corporate PR
Influencer
(To be confirm)*
Key
Channels
Phases Aware Experience Amplify
* haven’t happen yet so we don’t know 

7. Phase 1:
- Objective: Raise awareness about real
protection is from inside.
- Message: Girls need to protect their skin in a
proper way with throughout solutions from
inside.
- Key hook:
 Using TVC.
 Giving facts & tips on fanpage to help girls
protect their skin in the summer, also
raise awareness about protecting skin
from inside.

8. Phase 2:
- Objective: Giving the girls experience the real
protection with Pond’s.
- Message: Protect your skin with solutions from experts.
- Key hook: Counseling session:
 Consumers have to comment the photo of
their Pond’s product. Pond’s will pick 5 lucky
photo to win the VIP tickets inviting to Pond’s
counseling session.
 Consumers will be adviced by expert, meet
Ngô Thanh Vân & other VIP guest to learn
about how to protect their skin from inside.

9. Comments
- Single-minded between phrases, made a consumer journey:
Make they concern about skin care problem
Travel with POND’S in caring about skin from inside
Shining with POND’S
- Raising awareness is not effective
on media channels.
=> number of participants is not high
-Phase 2 limited number of participants
 Many women didn’t directly experience
(only 5 people / week)