Contents

Introduction

1 Cocoon's new campaign objective...........................................................................................4

1.1 Target customer.................................................................................................................4

1.2 SMART Objectives...........................................................................................................5

2 Cocoon “Tết lành – Gentle Tết”...............................................................................................6

2.1 Channels and Tool.............................................................................................................6

2.2 Detail Plan.........................................................................................................................9

2.2.1 Channels and the reason why they help the brand achieve objectives......................9

2.2.2 How channels can support each other......................................................................11

2.2.3 Plan Schedule...........................................................................................................11

2.3 Content............................................................................................................................11

2.3.1 Poster.......................................................................................................................12

2.3.2 Music Video on YouTube........................................................................................12

3 Evaluation..............................................................................................................................13

Reference List

Introduction
Cocoon has plans to launch an exclusive Tet product set in 2024, accompanied by the key
message "Be gentle with yourself, both inner and outer." This aims at providing Vietnamese
people with a healthy and pleasurable festive season. Additionally, Cocoon will develop an IMC
plan suitable for this new range of products.
1 Cocoon's new campaign objective
1.1 Target customer
Cocoon continues to target women with its new product line. These people want to be healthy
and share it with loved ones, so they buy this set of products.

 Gender: Women.
 Age range: 20-40 years old.
Demographi
 Earnings: from moderate to high (8 million VND to 25 million VND)
c
 Family life cycle: Either single or married.
 Job for students, workers, office staff and stay-at-home parents.
All of city and province in Vietnam, but focus in Ha Noi, Ho Chi Minh City,
Geographic
Da Nang

 People who care about the earth and prefer items that last a long time
are called eco-friendly shoppers. These shoppers enjoy brands that
Psychology have good morals and don't harm nature.
 People who care about their health prefer organic products that don't
have chemicals, pesticides or fake smells.
 Individuals mindful of their budget look for purchases with good value
and affordability.
 The purchase decision heavily depends on product packaging.
Behaviour
 Similar to natural products that are friendly to the skin.
 I frequently make purchases through online platforms, particularly e-
commerce websites like Shopee, Lazada and TikTok Shop.

1.2 SMART Objectives

Objective 1: Increase 15% brand recognition in 3 months
Objective 2: Increase 10% brand loyalty in 3 months

 Pay attention to the content that will be placed, run ads on

Specific
Facebook, Instagram, and TikTok, and promote traditional offline
 advertising and direct marketing.
 Boost brand loyalty by 10% across two customer segments - the
established Gen Z and Gen Y and the new customer segment - Gen
X.
 Increase 15% brand recognition.
Measurable
 Increase 10% brand loyalty
 Having sufficient financial resources allows for managing
advertising expenses on various channels and building a reputation.
Attainable
 Ask customers for reviews and feedback and push direct marketing
to engage them more.
 Accessing the selected channels is easy, and choosing relevant
social media platforms essential to the beauty industry connects
with vegan product enthusiasts.
Relevant  Ensure that Cocoon's approach attracts the appropriate individuals
and enhances the brand's reputation, as demonstrated by the
"Discover Vietnam" initiative of 2020, which impacted over 7,104
clients in under a month.

Time-bound  3 months (1/12 - 29/2)

Cocoon's IMC goals centre on generating increased revenue and expanding its customer base.
Marketing initiatives will enhance the appeal of new product releases among consumers, elevate
Cocoon's image, and bolster market worth. By promoting a novel collection, Cocoon can achieve
15% greater consumer exposure while enhancing brand recognition by up to 10%.

2 Cocoon “Tết lành – Gentle Tết”

2.1 Channels and Tool.
Cocoon will improve communication by using advertising and PR to fit each client's goals.
They'll also work with their agents to give customers special deals and free stuff. Cocoon thinks
it's a good idea to keep in touch with their clients using social media - especially when their
target customers are young adults – Gen Z and Gen Y as clients.
Key message: “Tết an lành, da lành tính - Be gentle with yourself, both inner and outer.”

Activities Actions Unit Cost Note

An Outdoor LED costs 50

million VND each month,
120 times/ while an Indoor LED
Billboard ads will be
day in 1 screen is priced at 20
OOH - placed at Vincom, 350
month million VND per month.
Billboard: AEON and Lotte million
(1/1/2024 – The screens will display
centres. (8 am - 10 pm) VND
31/1/2024) 120 times daily with 10
seconds each time.
(Media, 2023)
Advertising goods at
Cocoon's
representatives 10 million VND for each
1 month agent (3 agents)
40
POS display Utilising modest booths (1/1/2024 – 3 million VND for one
million
in AEON, Big C, TOP 31/1/2024) booth one week (10
VND
Market, and Lotte Mart, booths) (Media, 2023)
among other major
supermarkets.
Booking Booking Double 2T and
Influencer, Bich Phuong to create a
180 100 million VND for Bich
KOLs music video for 1 Music
million Phuong and 80 million for
Cocoon's Tet product, Video
VND Double 2T
which we plan on
sharing on YouTube.
Collaborate with Two live 40 20 million VND for each
famous beauty streams million KOC
influencers in VND
livestreaming, such as
 Diep Le and An
Phuong, to provide
exclusive promotions
on TikTok.
Some moms and beauty
experts named Heo Mi
60
Nhon, Giang Oi, and One post per 20 million VND for each
million
Salim posted ads about person post
VND
Cocoon's Tet gift box on
Facebook.
CPM: It costs 180000
VND to get 1,000
interactions on Facebook
and 50000 VND to reach
1,000 on TikTok (Mega
Using YouTube ads
Digital, 2022).

Using Facebook ads for

50 CPC: The price of a click
videos and posts.
million on Facebook is 35,000
Advertising VND VND; on TikTok, it's
Run ads in short videos
on social 5,000 VND (Mega
promoting products on
media Digital).
TịkTok.

With YouTube ads that

cost between 2,500 and
7,500 VND per click or
view (Gleads, 2023)
Music Video Making 1 Music 100
Video million
VND
Product Video Making 1 Video 20
 million
VND

Total 840 million VND

2.2 Detail Plan

2.2.1 Channels and the reason why they help the brand achieve objectives
OOH Billboard

Billboards are still effective at reaching many people every day. They help people remember and
think about brands when they go shopping. Because up to 98% of people are exposed to outdoor
advertising at least once a week, OOH advertising is ideal and great for targeting many different
types of customers. People tend to be in a good mood when out and about, which makes them
more likely to pay attention to new ads they see outside multiple times. This can lead to
increased brand awareness and sales of Cocoon. (Jun, Bae, Ju and Chung, 2016)

Billboard advertising for this campaign introducing products for about 10 seconds will be placed
at shopping malls in Ha Noi, Ho Chi Minh City and Da Nang with frequency 30 times a day
from 8 am to 10 pm at Lotte Tay Ho (Indoor LED), Vincom Pham Ngoc Thach (Outdoor LED)
in Hanoi, Vincom Dong Khoi (Outdoor Led), Takashimaya (Indoor Led) in Ho Chi Minh City,
Vincom Da Nang (Outdoor LED)

POS Display

Having an effective POS is crucial in establishing a brand's identity system. It assists customers
in receiving messages quickly and retaining the company's image. Providing information
about products and brands serves as an efficient communication tool at points of sale that
captures the customer’s attention. Investing in well-designed POS can establish more vital
impressions on clients' minds while encouraging their curiosity towards the offerings without
requiring significant investment, unlike traditional methods such as advertisements or events,
which are comparatively expensive. Therefore, investing wisely into developing robust point-of-
sale strategies will stimulate purchasing behaviour among Cocoon’s clientele base." (Chan,
McMahon and Brimblecombe, 2021)

Our objective for this initiative is to market our products through Cocoon-agent cosmetic retail
shop systems, namely Watsons, Hasaki, Guardian, Skinfood World and Sammi Shop. In
addition, we also plan on showcasing Tet items via small booths in renowned supermarkets,
including AEON Big C TOP Market and Lotte Mart, which enables potential consumers to get
product samples, thus ensuring product quality.

Social Media Marketing

The Digital Vietnam 2023 report revealed that YouTube ads reached a staggering 80.8% of
internet users nationwide, while Facebook's ad reach was equivalent to 84.9%. For TikTok, their
ad reach among local users stood at around 64.0%. Considering these figures, it's clear that using
these platforms as communication avenues would prove highly effective for engaging new
audiences and promoting more participation in "Gentle Tet" campaign efforts. (Digital
Vietnam,2023)

Our first initiative is to launch a Facebook Minigame titled "Share Memorable Tet Images,"
whereby ten fortunate participants will receive Cocoon's Tet gift box. The hashtags
#GoiquaTetlanh, #Cocoon and #GentleTetSpecialCare are required for participation. In addition
to this mini-game campaign, we have engaged popular beauty influencers and hot moms such
as Heo Mi Nhon, Giang Oi and Salim, who post ads on their respective fan pages about Coccon’s
unique gifts in time for Tet celebrations. Moreover, our promotional video featuring three Tet gift
boxes can be found via sponsored posts on Facebook Ads. To enhance the aesthetics of content
posted by Coccon's Fanpage, we intend to share video cuts created during Music Video
collaboration with Bich Phuong and Double 2T through YouTube campaign strategies.

Our strategy for the TikTok platform involves launching our product sets on the TikTok Shop
and partnering with beauty influencers like Diep Le and An Phuong to provide unique offers
for Cocoon followers on their channels. We'll also engage some prominent KOLs and KOCs who
will share video reviews of Cocoon Tet gift boxes, featuring them alongside family or friends
and sharing personal stories about celebrating Tet festivities with loved ones using designated
hashtags similar to those used on Facebook.
Ultimately, our plan involves collaborating with Bich Phuong and Double 2T to produce a music
video centred around the Tet theme "Gói quà Tết lành" (meaning Gentle Tet Special Care) that
will aim to boost product promotion on YouTube.

2.2.2 How channels can support each other

All five channels must work cohesively to achieve a 20% increase in brand awareness and a
15% boost in loyalty among target customers aged between 20 and 40. Traditional methods like
OOH Billboard advertising and POS Display were utilized for raising awareness while YouTube
Music Video and social media content communicate the consistent message of Cocoon's "Tết an
lành da lành tính - be gentle with yourself." Posting one product video and one music video
maintains consistency in content on various social media channels. Strategically placing gift
books as part of product advertising draws attention from viewers and increases sales orders via
TikTok and Facebook. The effective integration across online and offline ads has generated leads
that contribute towards direct action and sales incentives, leading more people to experience
"Gentle Tet", which turns them into potential customers making purchase decisions. Aligning
these chosen tools helps Cocoon achieve its communication goals while offering valuable visual
representations.

2.2.3 Plan Schedule

2.3 Content
Our plan for content focuses on the value behind our Cocoon Tet set. We aim to show its value to
people who care about healthy living and want to share it with loved ones. Content strategies tell
great stories that make people feel deeply and connect with them better. We also use clever
approaches to reach viewers on different platforms, creating a long-lasting impression for the
brand. By using key messages across all channels, Cocoon can quickly promote this set product
while rapidly achieving its communication goals.

2.3.1 Poster

Color: During Tet (an Asian holiday), yellow is for money and success, while red represents
luck. Red also brings prosperity, fortune, and strength to the holiday atmosphere. It's believed
that red can offer peace and happiness during this time because it symbolises love, faith and
hope. Cocoon made a poster using yellow and red together with the hope that their customer
would know that Tet is coming soon - the season of unity has returned.

Typography and logo: The poster's minimalistic approach is apparent through the simplicity of
its design, which utilizes only three fonts. The ideal balance has been achieved by optimizing the
text size; it is easily legible without causing strain to one's eyesight while reading. Despite
having a relatively modest logo, the brand emblem is prominent in the centre of this advertising
material - letting shoppers easily spot and identify with the brand through a bright advertising
display.

Layout: Posters utilize white space as a "breathable" zone that separates graphic elements and
creates balanced designs. The poster's layout is spacious, prioritizing essential components with
minimalistic organization. Key information has been emphasized through underlining, while the
content on display remains coherent and legible for an effortless viewing experience in harmony
with its aesthetic appeal.

2.3.2 Music Video on YouTube

Objectives

This video promotes a new collection and reminds people that Tet season and Spring are coming.
It encourages everyone to spend time with family and cherish loved ones. The goal is for more
homes in Vietnam to adopt an eco-friendly lifestyle. The video aims to get 1 million people to
watch it in one week, 5000 people to like it, 1000 people to share it, and at least 2000 comments.

Target audience

The music video targets teens and grown-ups all over the country who are into technology, love
to follow trends, enjoy content about families, and care about staying healthy.

Storyline

The music video will be happy with lively background music. The first part of the video tells a
story about a girl who has been away from home for two years and couldn't come back to
celebrate Tet with her family. She saw an old photo that made her sad because it reminded her of
how much she missed being cared for by her mother when she was little, like having someone
wash and brush her hair or clean up her face. This year, she decided to take some time off work
to finally go back home and celebrate Tet with everyone together again. In the rest of the video,
we see shots of this girl excitedly returning to her hometown while holding onto a Cocoon gift
box in hopes of reliving those sweet childhood memories that mom took care of nearly every
day. As she has grown, she desires to be the caregiver for her mother. She wishes to emulate the
affectionate gestures her mom once gave her - washing her mom's hair and face with tenderness
as a reminiscence of childhood memories while also using all-natural vegetarian products to
provide healthy care from nature. The video depicts joyous family moments during Tet
celebrations, along with happy visuals of Bich Phuong and Double 2T standing together, singing
blissfully.
3 Evaluation
The Tet Lanh campaign's effectiveness lies in its ability to capitalize on multiple strengths. One
of these is its diverse communication channels, including OOH advertising and social media
platforms like Facebook, TikTok and YouTube. This campaign uses various online and offline
methods to ensure maximum reach among target audiences. Another success factor for the Tet
Lanh effort is partnerships with influencers who collaborate through music videos or short-form
content promoting unique products marketed under "Gentle Tet Special Care." Influencer
collaborations drive recall value while boosting customer engagement further fortified by
frequent ads across various digital platforms since younger people are more susceptible to
FOMO (fear-of-missing-out). These efforts create impactful impressions & ensure effective
conversions driven by a strong awareness strategy fostering potential product testing booths that
give rise upon spotting at shopping centers during tet festival offer-ins creating lasting memories
amid years' busiest festive purchasing moments - collectively representing dual approaches
towards facilitating smooth journey experience from first contact until integrated after-sales
service!

Recommendations should be implemented to fully optimize Cocoon's strategies despite the

weaknesses that have been identified. To elaborate on this point, the shortage of brief TikTok
videos presents an opportunity to create more tailored content compatible with the platform's
short-form format. Moreover, while it is advantageous for Cocoon to partner with KOLs and
KOCs who amplify their brand image through influencer marketing campaigns targeting specific
audiences; care must be taken when choosing these individuals or groups as they need to align
well with company values and unique selling features in order not overshadow other crucial
marketing channels such as advertising campaigns or branded content initiatives.
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