1 The request for agency 2 Story about the fact 3 The idea and idea(s)  4 The implementation 5 The next episode(s) Digital Marketing proposal

1. Nivea Happy Shave
DIGITAL COMMUNICATION PROPOSAL
eBrand 2013

2. Agenda
1 The request for agency
2 Story about the fact
3 The idea and idea(s) 
4 The implementation
5 The next episode(s)

3. #1 THE REQUEST FOR AGENCY

4. NIVEA Deo women mission (from brief )
THE QUEEN OF
DEODORANT

5. New solutions

6. Their behavior
TARGET AUDIENCES FROM
NIVEA ONLINE BRIEF
We are dynamic
girls.
We always want
to move fast
in all things.
Age: 18 – 22
- Student, officer
- Young, active lifestyle, dared to expose
- Vivid and joyful, smart, stylish, confident
- Seeking for underarm beauty and protection
-
I like the
convenience
and morden
product.

7. Mission for agency
 Promote Happy Shave with the Objectives
 Build strong awareness with theme “Ready to go”
 Repositioning
 Interact toward target audiences
 Focus on Digital Marketing
 Interactive Banner Ads
 Media
 Social

8. #2 THE STORY OF FACT

9. The story of fact
The fact is
“Congratulations Nivea Happy Shape with this positioning!
Absolutely right is that women need a solution to ease the damage
from shaving.
Nivea is the pioneer in this segmentation
(as leader) and Leader has to
affirm the position (with listeners’ mindset) & protect it.”

10. The story of fact - details
Theme “Ready to go”
“Nivie (Ms. Nivea) is always READY after using HappyShave solution.
This ready status benefits her in Moments-to-Shine.
The logic is very simple:
#1 She uses Nivea 
#2 She is ready to go 
#3 Then she will shine in critical circumstances (and be admired)

11. The story of fact - details
eBrand will propose a wow
approach to blow the target
audiences away!!!
Here is the list of creteria we use to ensure the success

12. The story of fact - details
#1 In the conversationwe will put
audiences into critical circumstances.
They will desire only one thing
in those cases, “Shining”!
A lot of critical circumstances will encounter in real life...

13. The story of fact - details
#2
They will love the “shining” themed
moments because:
-They can EXPLORE many interesting circumstances
- They can SHARE & HAVE FUN with their friends about those moments
- The moments WILL STICK with their mind in a very creative-cutememorable way
- Last but not least, they will BE A PART OF THAT from the beginning

14. The story of fact - details
#3 They will be put into a
misterious journey as an explorer
–
P/S: IT’S HOLLYWOOD STYLE IN FILM

15. #3 THE IDEA AND IDEA(S)

Let us give you the idea...

16. TURN BACK THE TIME!
#1
She shined in critical circumstances (and be admired by
people around). Audiences love that “she”!
#2
What happened previously (shortly)?
Let’s turn back the time!
#3
Oh, it turns out that she used HappyShave before going out

17. Dear Ms.,
Turn back time and reveal the truth
with
N’HappyShave
to be always ready!
A lot of funs are waiting for you to
explore...

18. EXPLORE THE SHINING BOOKLET
OF NIVIE WITH CUTE-STYLE “CHIBI”

19. Nivie Shining Booklet with Chibi – Fresh air!!!
“…true and vibrant”
“Between Chibi life
and real life :
Without line.”

20. Meet the Chibi artists
They’re young, active, full vitality…
Can Tieu Hy is a wellknown artist in Vietnam
comic community …
BambOo Graffiti is cute artist.
Comic community very love her.
She actives strong in comic
forum….
Le Mai Anh have nickname Tuyet
Dinh Sinh Vat, amateur female artist.
She owns a collection of beautiful
illustrations fascinated and get many
impression from young community…

21. #4 IMPLEMENTATION
4.1 Framework of campaign
1. Rich banner – suggested talent
2. Landing page
3. Social Media Management
4.2 Media plan
4.3 Budget allocations

22. MEDIA CHANNELS
The selected channels
•
make BIG BOOM
70%
•
Banner
Ads++
“Cover every channels at HOT-SPOTS to
Focus and direct to the campaign highlights:
readytogo
•
Customize the storied materials to
maximize each type of channels, encourage
the readers’ interaction and sharing”
•
Online
Media
Forum
Seeding
Workload :
•
Social
Networks
spreading
70% for banners ads
•
30% for the others

23. MEDIA CHANNELS
Zingme
Banner
Ads++
Social
Networks
spreading
Online
Media
Forum
Seeding
Facebook
focus
Sync
G+
Pinterest
focus

24. • Content about Chibi Style
• Content about extreme
Circumstances
• Content about product
• Discuss, gossip with fans
Rich banner
Extreme Circumstances
Announce
the Gift set Sampling Program
Tiny introduce the functional of the
product
• Notice the Extreme
Circumstances on Rich
Banner
• Agree, like and want to
know more
• Aware the Nivea Happy
Shave product
• Click through the banner
•Explore more Nivea extreme
Circumstances in Chibi Style
•Share these Circumstances to
friends to receive the Nivea Gift set
•Fully understand the product
•Love the brand, the product
•Summit others Circumstances
and receive special gifts
•
•
•
•
Step1:
Attention &
Interest
• Follow the brand, the
product they love
• Continue discussion around
Nivea Circumstances,
around product
• Receive more information
List of Circumstances
Share function
Product information
Sampling register
zone
Step2:
Search &
Action
Step3: Action
& Share
AUDIENCE ENGAGEMENT FLOW

25. INTERACTIVE BANNER ADS
The story board and sample versions

26. Storyboard framework
Step 1:
Critical
circumstance
Step 2:
Turn back the
time to reveal
what
happened
Step 3:
Oh, she used
HappyShave.
Click to
explore more!
We will design 2 versions of banner with this
framework in this campaign. Audiences will
have more funs...

27. Story #01 of 2 – Winning the game
Audiences will be impressed by more stories by
our artists as well as they can join the journey.

28. Story #02 of 2 – Clothes hanging out 
[Not finished] On the sketching progress...

29. By clicking through the banner, user will
go to the landing page to explore more...
Cool stuffs and very kute ChibiShining-Booklet are waiting for
our audiences!!!

30. HOW DO THEY CREATE THE SPECIAL EFFECTS IN LANDING PAGES ?
•Explore more Nivea extreme
Circumstances
Sampling
register zone
In Chibi Style
•Log in with OpenID, Facebook or Twitter
Scroll down
your pages
PINNING STYLE
Share these Circumstances to friends to
receive the Nivea Gift set

Summit others Circumstances and
receive special gifts
Fully understand the product
 the brand, the product

31. WHY PINNING STYLE ?
With Pin Boards Visual design , We can have
multiple boards for different Circumstances.
Common boards include ideas, experences you
love but pretty much anything can be pinned that
you find interesting….
“Build the awareness and
communicate with
TOP visual tools!”
Ref: www.pinterest.com/search/pins/?q=nivea
www.pinterest.com/niveade/

32. ACTIVITY ON LANDING PAGE
SHARE THESE CIRCUMSTANCES TO FRIENDS - RECEIVE THE NIVEA GIFT SET
Simple mechanism
•
•
2000 lovely gift set for
users shared/ voted at
least 10 friends
Special gift for users
that summit new
Circumstances
Broadcast the trend Nivea with Chibistyle
Booming affects

33. Experience the artwork from
Chibi Artist to implement the
Shining-Booklet
Copyright © 2013 eBrand Co.,Ltd
26/02/2013
Take a deep breath...

34. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea
eBrand Co.,Ltd – 26/02/2013

35. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea
eBrand Co.,Ltd – 26/02/2013

36. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea
eBrand Co.,Ltd – 26/02/2013

37. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea
eBrand Co.,Ltd – 26/02/2013

38. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea
eBrand Co.,Ltd – 26/02/2013

39. Copyright © 2013 Cẩm Nang Sẵn Sàng Nivea
eBrand Co.,Ltd – 26/02/2013

40. SOCIAL MEDIA MANAGEMENT

41. Social Media
•
•
Strongest Social Network
Heritage current 33K fans Fanpage
•
Active – very young social network –
completely reach our target audiences

42. Social Media
• Sweetest Social Network ( more
than 80% women) – need for this
campaign
• Official Channel to host rich media
content – video content about
Ready To Go Story
• Support awareness for product,
under arm skin shaving insight,
activity, teasing for campaign

43. Fanpage Content Feeding
• For daily notification with fans about Girl’s special Circumstances
• Angles:
 About new Chibi Circumstances
 Update The list of Users receive Nivea Gift
 About Chibi Artist
 About circumstance ideas submitted from users
 Nivea Happy Shave TVC
• Quantity:
 1 - 2 status content per day
 1 post per two about Whitening Happy Shave

44. • Content:
 About new Chibi Circumstances
 About Chibi Artist
 Product picture
 Nivea Girl Photos

45. Tactics on
We use Youtube Network to:
• Teasing about Chibi
• Teasing about our Campaign
• Increase awareness
• Drive traffic to Campaign

46. Tactics on
Create Chibi
Photo-Slide Video
from 6 Extreme
Circumstances
Post on Youtube
Viral Agent’s
channel
On screen link to
landing page

47. Tactics on
Create Chibi Photo-Slide
Video from 6 Extreme
Circumstances
6 video – 6 special circumstances
Slide / Text Scenario / Music
Funny / Link to Landing-page

48. Tactics on
Create Chibi
Photo-Slide Video
from 6 Extreme
Circumstances
Publish on
Hot Youtube Channel

49. Tactics on
List of Hot Youtube Channel:

50. Forum seeding
Seeding style for Nivea Campaign
• Use Official Accounts: Whitening Happy Shave
• Use Nivea Avatar
• Angles:
• Chibi style
• Seeding about our Influencers
• Forum game: Girl’s Special Circumstances.
• About Nivea Giftset – Nivea Sampling Program
• Share Nivea Happy Shave TVC
• How to direct traffic to our campaign: Embed back-link in the signature; in
the profile information

51. Forum seeding Angles
In
campaig
n
Teasing
About Chibi
Style
Girl’s Special
Circumstances
About our
Influencers
Invite people
register to
receive Nivea
Sampling Giftset
Share Nivea
Happy Shave
TVC
Discuss about
Product

52. Forum seeding
No.
Websites
1
Web trẻ thơ
2
hervietnam.com
3
DĐ eva
4
DĐ Phụ nữ Net
5
Her Viet Nam
6
www.truongton.net
7
KPIs :
'Seeding on 15 forums include: 5 main forums for
discussion , 10 sub-forums for announcement
www.hihihehe.com
8
9
1
Zing
Tạp Chí LÀm đẹp
10
www.Go.vn
11
www.kenhsinhvien.net
13
www.Yeah1.vn
14
Socola
15
www.vnphoto.net
- Create social videos and rich media content to
feed the community (2 videos, 3 rich media
content)
www.webketoan.vn/forum/
12
- 1 topics/forum/2weeks on main forums
- 2 topic/forum/2weeks on sub-forums
- Total: 400 comments, 20.000 views
(Including the content production for forum
seeding)

53. Email Newsletter Systems
•
Key success :
•
Utilize eBrand's email database : more than 6000 emails of young
office women, 18-24, active
•
Activate the database of Nivea
•
Creative valuable content is making it extremely relevant to our
audience
•
Consistent design

54. Suggested talent

Hot profiles - model / Hot facebookers
(See the attached pdf file for details)

55. #4.4 BUDGET ALLOCATION AND KPIS
(See the attached Excel file for details)

56. THANK YOU!
 Hoang Minh Ngoc Hai (Quijote) - Director
 haihmn@ebrand.vn
 Tran Nguyen Anh Thu – Account Department
 thutna@ebrand.vn
eBrand Co,.Ltd
Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam Tel:
(08) 3526 4554 - Website: www.ebrand.vn

57. #4.4 BUDGET ALLOCATION AND KPIS
(See the attached Excel file for details)

58. #5
NEXT STEPS TO BE MADE
 A direct meeting to close the gaps (if needed)
 A clarification from the client about proposal
details
 A clear road map to finalize proposing phase

59. THANK YOU!
 Hoang Minh Ngoc Hai (Quijote) - Director
 haihmn@ebrand.vn
 Tran Nguyen Anh Thu (Geni) – Account Department
 thutna@ebrand.vn
eBrand Co,.Ltd
Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam
Tel:(08) 3526 4554 - Website: www.ebrand.vn