CMO THINK AND ACTION
Business Marketing
Lao Động Là Vinh Quang
EXECUTIVE SUMMARY BIG IDEA
CONTEXT TARGET AUDIENCE
DON’T CHASE, AXETRACT!
Youngsters have in-depth Young Men: 12 - 25 years old Theo Chuẩn - Chuẩn Lệch, Lệch Chuẩn - Chuẩn GU
needs about express self- Live in urban areas: HCMC, Hà Nội,
identity but not all are Hải Phòng, Đà Nẵng, Cần Thơ
satisfied since the society
shares a same prejudice of
Interested in: entertaining, funny
content, friends & family update,
PHASE 1 Help the attraction seekers gradually aware that the
atrractiveness coming from their true self
products
attractiveness’s
Music Video
consideration
feat. Wren Evans
“Loi choi x AXE”
INSIGHT Encourage the attraction seekers not to chase
I am a person with many characteristics and dimensions. However, to PHASE 2 standard for the acceptance but to BREAK THOUGH
be considered as attractive, I have follow social’s definition of
for true attractiveness
“attractiveness”. I feel pigeonholed into a societal stereotype. I want to
be confident with my unique self, inside out, and get people to be Activation “BRAXE ROOM”
attracted to it.
Boost up the spirit of attraction seekers not to seek
STRATEGIC APPROACH PHASE 3 but to dive deep into attractiveness with practical
AXE multi-dimensioned vision & products can break the wall of societal activities
stereotype and bring confidence for the young to re-define their own
“attractiveness”, allowing them to comfortably live the way they are
Offline event “AXE Run Marathon”
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
Sales of Deoderant Sprays Brand Shares of Deodorant Sprays (2022)
Retail Value RSP - VND billion - Current - 2008-2027
Nivea Men
35.0%
1200
Deodorant
Forecast
The deodorant spray market,
1000
despite a slight decrease due X-Men 19.2%
to COVID-19 restrictions and
800
reduced spending, is
600
expected to experience AXE 18.6%
strong growth from 2022-
400
2027 due to economic
stability and relaxation of
200 spending. AXE shares is forecasted to experience
increase in 5-year trend
0
2008 2022 2027
(Euromonitor report)
46%
Deodorant product
Sales Performance of Deodorant Sprays
% Y-O-Y Retail Value RSP Growth 2008-2027
features are the most
Deodorant sprays
Forecast
experienced significant
discussed topic
(Buzzmetrics)
3.1%
80
fluctuations from 2008 to
60
2012, then declined and
stabilized around 0% from
2016 to 2022. The forecast
40
Top 1 emotional benefits
from 2022 to 2027 indicates BOOST when it comes to
a slight increase,
CONFIDENCE
20
maintaining an annual deodorant products
0
2008 2022 2027 growth rate of 3.1%. (Buzzmetrics)
-20
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
Price
functional
AXE combines two outstanding functions
of elimating existing malodor &
Classic Luxury bringing irresistible smelling
Perfume Brands
Despite more than a normal deoderant
product, AXE keeps the stable price
which dicrectly competes in the middle-
end market with nearly high-end quality.
Attraction POWER-UP
CATALYST The standard of
beauty and
appearance
perfection
Role model of
successful man
Role model of
real-life hero emotional
AXE doesn’t create one model BUT
Smell good Reduce odor believes in inclusivity, mutuality and
progress.
With AXE, there is no boundaries of
attraction ONLY an attraction power-up.
Prioritize UNIQUENESS as AXE’s specific
role.
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
youngsters
NEEDS
Adolescents have strong desire express their self-identity. (1) Authenticity is more than a powerful
motive: It has robust, replicable effects on well-being and may thus be a pervasive force in positive
have IN-DEPTH youth development. (2)
satisfied
However, growing along is the emergence of the growing ability of absorbing the
perspectives or viewpoints of others.
Sensitivity to judgment by others increases as more self-consciousness rules. Because we’re
but not
taught it’s not safe to share the realness of our challenges, and we’re scared to be ostracized
and judged. (3)
all are
SINCE THE SOCIETY SHARES A SAME PREJUDICE
Young men are under pressure to achieve and maintain an
Male students reported
69% experiencing body
appearance pressure (4)
idealized appearance. As our society glorifies disconnecting
people’s physical appearance from their spiritual, intellectual, and
emotional natures in order to objectify themfront of them.
=> In consequence, boys now consider physical appearance as
social identifier.
(2) Forbes (1) Thomaes, S., Sedikides, C., van den Bos, N., Hutteman, R., & Reijntjes, A. (2017). Happy To Be “Me?” Authenticity, (4) Sundgot-Borgen, C., Sundgot-Borgen, J., Bratland-Sanda, S. et al. Body appreciation and body appearance pressure in Norwegian
(3) Millenial Journal Psychological Need Satisfaction, and Subjective Well-Being in Adolescence. Child Development, 88(4), 1045–1056. university students comparing exercise science students and other students. BMC Public Health 21, 532 (2021).
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
Media behavior: Income:
Young Men Social-savvy: Spend >7 hrs/day on social 3-8,000,000 VND / month (pocket money
12 - 25 years old media (1) from parents / income) (2)
Interested in: entertaining, funny content, Spending behavior:
Drastic changes in environments: friends & family update, products Spend most of their money to upgrade their
secondary school - high school -
appearance or fancy services to be seen as “cool”
university - society Online hours: 11h-12h, 8h-10h, weekends (3)
Live in urban areas: Top 3 favorite channels (most -> least)
HCMC, Hà Nội, Hải Phòng, Đà Nẵng, Cần
Thơ
Psychology:
Struggle with personal and social wants
Strive to gain social acceptance &
ATTRACTION
approval
Authencity focus but sensitive to
judgement
Always want to prove themselves through
talent, character or social status
(1) Vietnamnet (2) Vietnamnet (3) Vnexpress.net
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
I am a person with many characteristics and dimensions.
INSIGHT
However, to be considered as attractive, I have follow social’s definition of “attractiveness”.
I feel pigeonholed into a societal stereotype.
I want to be confident with my unique self, inside out, and get people to be attracted to it.
CATEGORY TRUTH CONSUMER TRUTH BRAND TRUTH
Different from the original deodorant, Teenagers realize the necesity of looking Rather than setting a role model as other
fragranced deodorant can solve customers’ attractive in order to gain social acceptance competitors, AXE aim to provide an attraction
double needs which are to prevent odor & to and attention. However, social’s definition of power-up as they believes that attraction is for
have pleasant fragrance, proven to “attractiveness” limits their confidence and also everyone and between anyone.
significantly boost confidence. their true self expression.
AXE multi-dimensioned vision & products can break the wall of societal
WHAT IF? stereotype and bring confidence for the young to re-define their own
“attractiveness”, allowing them to comfortably live the way they are.
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
BIG IDEA
Don’t chase,
AXETRACT!
KEY MESSAGE Theo Chuẩn - Chuẩn Lệch
Lệch Chuẩn - Chuẩn GU
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
Don’t chase,
AXETRACT! by how?
Functional effect:
AXE Fine Fragrance Deodorants provide 2 layers of
effect - busts odor and boosts fragrance. Different
JOB TO BE DONE Brand Role notes of fragrance combining with different body’s
status can create unique smell
Attraction seekers break With AXE, you don’t have
through the social barrier to chase the standards Emotional effect:
ad enjoy every moment that society has set to find Multi-dimention of AXE in Fragance notes
of expressing their true attractiveness. Instead, highlight the story of attrativeness with all
self with confidence in AXE boosts up your aspects of expression.
order to gain the real confidence to make your Using AXE highlights the expression, makes
inner and outer true self uniqueness people focus on users, which helps their
attractiveness with the highlighted and become expression be more outstanding and even keeps
power-up of AXE so “AXEtract” the moment of attractiveness long-lasting
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
AWARENESS ENGAGEMENT CONVERSION
PHASE
3 WEEKS 5 WEEKS 4 WEEKS
Help the attraction seekers gradually Encourage the attraction seekers not to Boost up the spirit of attraction seekers
OBJECTIVE aware that the atrractiveness coming chase standard for the acceptance but to not to seek but to dive deep into
from their true self BREAK THOUGH for true attractiveness attractiveness with practical activities
“Theo Chuẩn - Chuẩn Lệch, Lệch Chuẩn - Chuẩn GU”
MESSAGE
There is no need to follow standards, create your own ones because each person's attractiveness is unique
KEY HOOK Music Video - “Loi choi x AXE” Activation - “BRAXE ROOM” Event - “AXE Run Marathon”
Channel Social Media Offline activation and Social Media Offline Event & Social Media
KOL/Influencers involvement
KOL/Influencers involvement and
Tiktok template OOH Advertising: Roadshow, LCDs,
reviewing content
Youtube, Facebook, TikTok ads Billboard
SUPPORTING PR Articles and Community seedings
PR activities: arcticles, community Social discussion post and
TACTICS Social discussion post
group seeding community seedings
Facebook, TikTok ads
OOH Advertising, POSM PR Articles
OOH Advertising, POSM
Facebook, TikTok ads
3000 participants
KPI 12M reach on Social Media 17M reach on Social Media
12M reach on Social Media
Budget 2.5B VND 3.3B VND 6.2B VND
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
MUSIC VIDEO - LOI CHOI X AXE
PHASE 1: AWARENESS Attractiveness with unique self
Music Video - “Loi choi x AXE” with Wren Evans rewrites the definition of attractiveness,
promotes the break-the-rule lifestyle.
Based on the song “Lối Chơi” - an anthem of free spirit to create a music video promoting
carefree lifestyle with the boost-up effect of AXE. Happening in the era of judgement
and standards, main character still enjoy what he wants despite being weird.
Ending of the MV is the scene of the main character spraying AXE into his body and then
the standard certificate of society turns “Certificate” into only “AXE”
supporting tactics
Capcut template for the song cut-off for viral
spreading the meanings of the music video
Wren Evans will be booked as the image of this
phase’s campaign, which will conduct the duet, the
sharing, the mentioning in social media
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
BRAXE ROOM - “Use axe for AXEtract”
PHASE 2: ENGAGEMENT Attractiveness with breaking the rule
Connect and create a rage room/ smash room, meaning this is a place that will symbolically represent society's default
standards of male beauty. Participants will break the stereotypes by an axe they disagree with, and this is also a way for them
to be themselves without feeling any imposed expectations.
supporting tactics Promoting activity
Distribute AXE samples to
participants after joining
why it works
Symbolic Breaking of Stereotypes: The act of smashing objects
signifies shedding societal pressures and unrealistic expectations,
encouraging men to live authentically.
Stress and Emotional Release: a safe space for men to release
#BrAXE room stress, vent frustrations, and express emotions they might have
repressed
#Break the stereotypes Courage & Unique Experience: it offers a unique and engaging
experience that captures participants' attention.
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
AXE Run Marathon
PHASE 3: CONVERSION Attractiveness from community influence
AXE organizes AXE Run Marathon for students in Ho Chi Minh City. For each attendance,
AXE will contribute 300,000 VND to the Vietnam Hierarchy Scholarship Fund (Quỹ học
bổng Việt Nam Hiếu Học), with a total budget of up to 1 billion VND. Those who participate
in the run will also receive a 40% voucher for purchases worth from 500,000 VND of AXE
products.
The goal is to reach 3,000 participants at high schools and universities. Every attendants
beside voucher, can also get a prepare included AXE samples for widespread purpose.
goal supporting tactics
Boost up the spirit
of attraction seekers
not to seek but to
dive deep into
attractiveness with
practical and
Các giải chạy sinh viên influential activities
(Báo Thanh Niên, moet.gov)
Market competitive Target Insight Big Idea Deployment Plan
Overview landscape Audience
ACTIVITIES AWARENESS ENGAGEMENT CONVERSION
Marathon: 3B VND
Key asset Music Video: 1B VND 5 Smash rooms: 1.1B VND Donation: 1B VND
Voucher: 500M VND
Ads Facebook, Youtube, TikTok ads:
Facebook, Tiktok ads: 500M VND Facebook, Tiktok ads: 300M VND
performance 500M VND
Physical OOH Advertising: 400M VND OOH Advertising: 300M VND OOH Roadshow: 280M VND
Booking
KOL participation/ reviews/ sharings:
(KOLs, KOL reviews/ sharings: 500M VND KOL reviews/ sharing: 800M VND
500M VND
Influencers,...)
PR PR Articles - 100M VND PR Articles - 120M VNĐ PR Articles - 120M VND
Total 2.5B VND 3.3B VND 6.2B VND
Thank You!
