@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda

2. • 25-38 years old (born between 1980 and 1995)
• Kid < 3 years old
• Mostly live in 6 key cities (HCM, HN, Can Tho, Nha Trang, Hai
Phong, Da Nang) and Urban areas
• Income level: above 15 million VND per month
• They are well-educated, tech-savvy, open-minded and early
adopters of healthy lifestyles
• Interests: Pregnancy & Baby Care content, Mom & Baby items
~11 million Millennial Moms
~12% Vietnamese population

3. • is how she gets information —
Millennial Moms use Online channels (Social
Media, Google,..) to find answers from other
moms.
• 3 out of 4 Millennial Moms make purchases online
• Baby is the biggest concern, but also the
fullest happiness as to moms
Top Concern: How to shower her baby with
the best, safest & happiest things on Earth

4. •
•

5. Outside their nests: When Millennial Moms Talk, the World Listens
• Millennial Moms spend more time
than their predecessors on social,
and engage with one another.
• Millennial moms are decision-influencers. They are enthusiastic in
recommending the beloved brands to the other segments of consumers.
• She also offers her own unsolicited
product recommendations online
10.4times a month.
• The average Millennial Mama gets
asked for a product recommendation
9.6times per month.

6. • Millennial moms are obsessed with
doing things at their best, and their
parenting lives are not exception.
They want to bring home the best
products for their babies.
• The truth is that they are the most
skeptical mom generation ever.
• With the growing concern of
environment and health by Millennial
Moms, “Go Green” movement has
spread like wildfire and there arise a
great number of arrivals of
environmentally-friendly products.
• Still, there underlines a sense of
inadequacy of the credibility of these
so-called environmentally friendly
labelled brands.

7. • With the given image of a safer & environmentally-friendly product,
the challenge here is that this image needs to be associated with
MORE TRUST from a skeptical mother, thereby making Seventh
Generation standing out from the natural crowd

8. • Millennial Moms become more skeptical. If only touching on functional benefits, it would not be
persuasive & outstanding enough within this clutter of natural claimed brands. Similarly, Emotion focus
cannot live up to the natural positioning. Therefore, we have to collaborate both of them.
Emotional Benefits
Seventh Generation is a
sincere friend who can
accompany and
encourage moms to get
over the struggles of
being a mother.
This approach doesn't
push our natural-
claimed image.
Functional Benefits
Seventh Generation is a
safer home-solution
products for moms
because it comes from
97% plant base, etc.
This approach doesn't
differentiate us to solve
moms' kepticism

10. • "Mama!" is a sacred calling, full of happiness and trust. In the period
of 1 to 3 years old, when children start to explore the world, "Mama!
What is this?" means that they are curious and need moms to
answer.
• But mom worried that with curiosity, children will discover things
that are not safe for their health by instinctive actions (hold, suck,
touch) first, and when children call “Mom”, Mom may not be able to
protect children timely.
• The sound of "Mama!" whenever it rang now makes her restless,
the joy and happiness that she had in the first times of hearing now
greatly diminished. Mom becomes less positive.

11. • “The stress of being a good mom and creating the best environment for my kids makes me
toxic. However, I don’t realize that we share an emotional connection, that they can feel and
grow better from my positive energy.”
• “Mang lại những gì tốt nhất cho con là nỗi lo canh cánh của nhiều người mẹ. Nhưng tôi
không biết rằng, điều quan trọng hơn việc chọn sản phẩm gì cho con là cho con một người
mẹ tích cực. Con phát triển một cách toàn diện nhất phần nhiều nhờ cảm nhận từ những
người xung quanh, chứ không hẳn chỉ ở kỹ thuật nuôi dạy. Khi tôi an vui, con sẽ nhận được
nguồn năng lượng tích cực đó và phát triển tốt hơn.”

12. • Leverage babies words to help mom realize that what
babies really need is mom’s positive energy and seeing
mom happy.
• Seventh generation is a safer home solution which can
provide not only shield to babies but also the peace in
mothers’ mind.
• REASON TO BELIEVE
• 97% plant-based, which is safe for babies.
• Transparency in discloser of ingredients.
• Certified USDA Biobased.

14. • Social Objective
Become a companion
of mother in protecting
children health
• Communication Objective
100% awareness of
Millenial Moms
• Business Objective
10% conversion rate
to trial stage

15. TRIGGER AWARE TRIAL
Timeline 2 weeks 3 weeks 3 weeks
Objective
Raise awareness of stress in
motherhood adversely affecting their
children. Mom & children share
emotional connection, they grow
better from mom’s positive energy
Deliver “safer” image of Seventh
Generation, which is what moms need
to assure that their kids’ living
environment is safer now
Motivate millennial moms to try
Seventh Generation.
Key Message Mama, cheer up!!! I’m safer now, don’t worry. Thank you for being happy
Key Hook
Branded Content Video 1
Bumper ads 6s
iTVC
Branded Content Video 2
Interactive Game Ads
Microsite: A token of Smiling
Supporting
Tactics
Discussion on Facebook, Youtube
PR Articles
Influencers
Influencer
OOH
PR articles
Influencer
PR Social

16. • Objective: Raise awareness of stress in motherhood adversely affecting their children development.
Mom and children share emotional connection, they grow better from mom’s positive energy
• Content direction: Based on the Vietnamese Fairy Tales “Thanh Giong” as a common story that
Mom usually tells kids, add in hilarious elements
• Mood and tone: Fun and dramatized
• Reference:

17. The story is about some first years of Thanh Giong’s life, before he is 3 years old and not
able to talk/walk. His mom took care of & protected him so carefully because she was
scared that the surroundings might harm his health.
Then come scenes of Thanh Giong crawling/playing with his toys. His mom prevented him
from crawling on the floor or sucking his toys because “IT’S VERY DIRTY, MY DEAR”. After
his mother doing that, Giong just laid motionless without laughing or being active anymore.
This weird situation lasted until he was nearly 3, and his mom was extremely sad & nervous.
One day, his mother dreamed that the fairy, named Mrs. Seventh Generation (Chị Bảy Hệ)
foretold the intruders. Until then, if Giong was still the same, this country would be invaded.
Mom asked Chi Bay He how to make her child normal like other children, he said, "USE
YOUR POSITIVE ENERGY". The mother woke up and Thanh Giong suddenly said "MAMA,
CHEER-UP", and then he was silent again. The call seemed to wake her, she reflected on
the facts and realized she was over concerned. After all the times she prevented Giong
from exploring the surroundings, he became quiet. So she tried to change and played with
her son, but she still instinctively stopped him whenever he touched something seemingly
dirty. And Thanh Giong remained the same. What should she do?

18. Observation: Moms usually stay home & have the habits to turn on Youtube and let videos played
along while they are doing chores.
What we do: Provide a bumper ads with the call of babies to make mother surprised and mistake it
with their babies.
Material: Footages from the branded content.
The baby call:
“Me oi!”
A silence “ Vui len nhe!”

19. Facebook: spread branded content video, increasing share and comment about
video & the content delivered
PR articles: analyze the meaning of branded video & raise discussion on the
concerns/anxiety of Moms towards the objects may harm their kids
(Posted on: zing.vn, afamily.vn, phunuvagiadinh.vn,, webtretho.com,…)
Mom Influencers: create Mom’s sharing & discussion on their motherhood,
raising the fact that they much concern with their kids’ health

20. Activities Timeline KPI Budget
Branded
Content
Video
Video Production 2.000.000 views
5.000.000 reach
500 mil VND
Advertising of videos by
Articles (5 articles)
1 week 50.000 views 50 mil VND
PR on Entertaining
Facebook (5 sites)
1 week 40.000 reactions 40 mil VND
Media Play
Bumper ads (on
Youtube)
1 week 2.000.000 reach
8.000.000 impressions
120 mil VND
(8000 CPM)
Branded
Content
Article
PR Articles of Moms’
concerns (5 articles)
2 week 100.000 views 60 mil VND
Mom Influencers 2 week 30.000 reactions 80 mil VND
TOTAL 850 mil VND

21. • Objective: Deliver “safer” image of Seventh Generation, which is what moms need to be rest-assured
that their kids’ living environment is safe now.
•
• A function-based introduction of Seventh Generation as a safer home solution for Moms.
•
• Seven Generation acts as a solution for Moms. In some scenes, the features of
products will be highlighted.
•

22. • Deliverables: Deliver features of Seventh Generation: 97 percent plant-based, no chemicals, for
sensitive skin even babies’, recyclable packaging.
• Moodboard
Baby holds a toy and call moms:
“Me oi!”
Mom becomes stressed and says
“Do, bo xuong!”
Voice over: “Dung de cang thang
cua me anh huong den con”
Seventh Generation makes home
brighter with colorful flowers &
leaves
The plant grows from the floor. Mom hugs the baby.
Voice Over: Dung lo, con da an
toan hon voi 7th generation.

23. Summary of the last scene of the previous clip: TG's mother was worried and thinking about how
to solve it ... Suddenly, there is a child’s voice "Mama, Cheer-up", which wakes the woman up. (The
woman in this scene is the neighbor of Thanh Giong's mother).
It turns out that she also has children and is afraid that her children would be like Giong, leading to
her dream. So she decides to find a solution and she tries to meet the fairy, Chi Bay He. Chi Bay He
uses the leaves from the surrounding trees and turns it into Seventh Generation (In this scene, Chi
Bay He will explain the products’ features)
After using it, she realizes that Seven Generation is free of chemical, the ingredients are plant-
based. She feels peaceful and allows her children to play freely. Her children grows up healthy. She
introduces the products to Giong’s mother and she uses them. And on the day of announcing the
recruitment of soldiers to combat invaders, Giong stands up, he can talk and becomes extremely
tall & strong. Before the battle, TG tells his mother "DON’T WORRY MOM, I'M SAFER NOW". Giong
wins and successfully protect his hometown. From the low lands appears a lot of Seven
Generation and are used by all mothers in the area. Before Giong comes back to the sky, Giong
says goodbye to his mother "THANK YOU AND DON’T WORRY MOM, I'M SAFER NOW“.
ưở

24. • What we do: Players pick & drag some plants into the middle corner to create different types of Seventh
Generation. Those who choose right ingredients will receive discount codes when buying products on
LAZADA
• Mockup:
Choose the
ingredient
Put Ingredient Put Ingredient Seventh Generation
based on the
ingredients

25. • Influencers: share videos, discuss about the content and features of products
Giang Oi Thanh Tran Heo Mi Nhon
• PR Article: product-centric articles and articles about the publishment of the branded content video

26. Activations Timeline KPI Budget
Branded
Content
Video
Video Production
3.000.000 views
6.000.000 reach
200 mil VND
(Overlay Phase 1)
Advertising of videos by Articles
(7 articles)
3 weeks 80.000 views 70 mil VND
Entertaining Facebook (5 sites) 1 week 40.000 reactions 40 mil VND
iTVC
Video Production
1,000,000 views
1,000,000 reach
400 mil VND
Sponsored Ads on Facebook 3 weeks 10 mil VND
Ads on Youtube 3 weeks 50 mil VND
Media Play
IInteractive Game Ads
Production + Media
3 week
2.000.000 reach
1,500,000 playtime
30% CTR
300 mil VND
Branded
Content
Article
PR Articles of Products’ features 2 weeks 100.000 views 60 mil VND
Mom Influencers’ share of
Products’ features
1 week 30.000 reactions 80 mil VND
TOTAL 1,200 mil VND

27. • Objective: Motivate Millennial Moms to try Seventh Generation.
• A token of Smiling
• Mrs. Seven Generation: Hall of Fame for nominated Millenial Moms
• Influencers’ comments and reviews – followed by Moms Discussion Panel
• Disclosure of natural Ingredients (USDA) & product Portfolio Introduction
• iTVC
• Microsite on Lazada with promotion on Seventh Generation and highlight are bundles of 3 types of
products with different ingredients
• With an added feature on Lazada, which functions as the technique of QR Code, Moms can pay for the
kits by taking smiling selfie with their babies.

28. Access Lazada
App
Access Microsite
through banner
Microsite:
A token of Smiling
Add Mini kit into
Cart
Take a smiling
selfie at Payment
and
DONE!

29. A corner for celebrating great contribution & returning mini kits
• Individual moms will be nominated on the hall of fame for
returning mini kits to SG & their enthusiastic contribution to
building millennial mom community & review on household
products

30. • Influencers: saying about the experience on the microsite
Giang Oi Thanh Tran Heo Mi Nhon
• PR Article: Topic about the interesting format of payment in this activation
Trinh Pham

31. Activations Timeline KPI Budget
Microsite
Activities
Microsite Building &
Maintenance
3 weeks
Reach 2,500,000
millennial moms
100,000 kits sold out.
150 mil VND
Branded
Content
Articles
Influencers 2 weeks 30.000 reactions 80 mil VND
PR Articles on the program (Zing,
afamily, phunuvagiadinh)
2 weeks 150.000 views 60 mil VND
Informative and Entertaining
Facebook
2 weeks
80% share of voice on
social.
40 mil VND
TOTAL 380 mil VND

32. Activities
Phase 1 Phase 2 Phase 3 Budget
W1 W2 W3 W4 W5 W6 W7 W8
Trigger
850 mil
Branded Video 1 on Youtube
Advertising of video by Articles & FB
Bumper Ads
PR articles/Moms Influencers’ PR
Aware
1200 mil
Branded Video 2 on Youtube
Advertising of video by Articles/FB sites
iTVC ads on FB & Youtube
Interactive Game Ads
PR Articles of Products’ features
Mom Influencers’ PR for Products’ features
Trial
380 mil
Microsite
Influencers
PR Articles on the program
Informative and Entertaining Facebook
Total 2430 mil