IMC PLAN

MẮT ẾCH TEAM

TABLE OF CONTENT
OVERVIEW BUSINESS & DOVE
Vision & mission & core value
Main products
01 STP Strategy
SWOT analysis
PESTEL analysis

02 OVERVIEW DOVE’S MARKETING CAMPAIGN

“REAL BEAUTY” - DESIGN BOTTLE FAILED MARKETING CAMPAIGN

Overview
03 Why it failed?
Consequeces

NEW CAMPAIGN
IMC Plan
04 Detail main activities
Company name: UNILEVER VIETNAM INTERNATIONAL
LIMITED COMPANY
Established: 1929
Executive: Paul Polman (CEO), Marijn Dekkers (Chairman)
Headquarters: London and Rotterdam
Field of production and business activities: Specializing
in personal care, home care, and food products
Revenue: Annual revenue exceeds 50 billion USD
Website: https://www.unilever.com/
To add vitality to life - Add vitality to life

Make sustainable living common

Do good things
 TAKE CARE OF YOUR
FIELD PERSONAL CARE FOOD
FAMILY

Laundry liquid, softener,

PRODUCT Soap, shower gel, shampoo, toothpaste, Butter, milk, soft drinks, ice cream
washing powder, detergent and
LINES perfume and other products and other snack products
other products

Clear
Close Up
Where
Hazeline Cif
Croissant
Lifebuoy Comfort
Knorr
Lux CHILD
Lipton
TYPICAL P/S Sunlight
Paddle Pop
BRAND Pond's Surf
Unilever Food Solutions
Pureit Unilever Professional
Wall’s
Rexona Why
Sunsilk
TRESemmé
Vaseline
 INTRODUCTION DOVE
A personal care brand from the United 1970s, Dove began expanding its
States and belongs to Unilever product line, become famous for
Founded in the 1960s being the gentlest soap for the skin
Started with products like Dove Bar and
Sold in nearly 150 countries
Dove Beauty Bar
Follows the principle of impressing users, being
convenient, and providing information to
NAME OF
customers with a variety of designs and sizes. Also PACKAGE THE TRADE
produces recycled aluminum or plastic shower gel DESIGN BRAND
bottles that can be reused many times to create
beautiful packaging.

The logo is a combination of the Dove symbol and the

LOGO/
Famous for its high-quality skin and hair care company name Dove. The company's name means peace,
SYMBOL gentleness, and purity and is reflected in many of the
products. These products not only clean but also
moisturize the skin, making hair soft and smooth. QUALITY products used in the bathroom. Dark blue symbolizes trust

Products do not contain caustic soda, helping to and superiority, yellow symbolizes joy and prosperity.
PRODUCT
keep the skin from drying out and protecting the
skin from external influences, helping to bring MESSAGE Dove conveys the message of Real Beauty - Natural

about a natural and lasting beauty. Beauty, encouraging women to love and be confident in
BRAND
their natural beauty.

FRYING
A unique and effective marketing strategy:
community-based advertising campaigns, such as COMB
"Dove Real Beauty" to spread the meaning of the
MARKETING SOCIAL
brand and create connections with consumers.
UNIQUE PAGES
Website Fanpage
 POSITIONING PACKAGING

Dove is positioned as a “beauty brand of Dove's packaging follows the principle ofh
interest”. This positioning builds on the brand's impressing users, being convenient, and
commitment to using real women in providing information to customers with a
advertising and promoting positive body image variety of sizes and designs.

PRICE QUALITY OF PRODUCT

At a mid-range level, however, Dove's price can Diversifying products and services, and
also vary depending on capacity, place of sale , ensuring quality. Dove tested the product on
and promotions. In Vietnam alone, Dove many types of hair, scalp, and body before
products cost from 80,000 VND to 200,000 VND releasing it to the market to ensure it does not
cause side effects for users.
 STP STRATEGY - SEGMENTATION
GEOGRAPHICAL
DEMOGRAPHIC PSYCHOLOGY BEHAVIOR
LOCATION

Age: 16 - 25 Easy to pay attention to new

Gender: Female Lifestyle: Appearance is the top concern. things, change quickly.
Income: School age, still dependent on Often spend time watching TV, and accessing the Influenced by family, friends,
parents, and no income yet or financially Internet and then are easily attracted by attractive celebrities, and education
independent advertisements Use daily
Occupation: Student Normal usage rate

Age: 25 - 50 Lifestyle: They can spend a lot of time and budget to

Gender: Female take care of their appearance Use daily (as a gift for birthdays or
Income: Financially independent and The luxurious and elegant design of the product can holidays)
have a high average income Focusing mainly on urban areas, get their satisfaction High usage rate
Occupation: All occupations (officers) where income is high and access to Often dye their hair and curl their hair
information is higher

Lifestyle: Women over 40 years old often worry about

hair loss
They are often buy food and personal care products
Age: Over 40
for their families as well as themselves Choose products very carefully,
Gender: Female
Often decide how to spend money to satisfy family so the product must bring high
Income: Financially independent and
needs value to make them feel satisfied
have a high average income
They care about products that are good for their Average usage rate
Occupation: All occupations
health and that of their family
They have experience using the product and have
good analytical skills
STP STRATEGY - TARGETING
Middle-aged women, mainly between the ages of 25 and 40.
Focus on urbans in the worldwide
Occupations: All of occupations, focus on officers and households
Women are consciously concerned with their appearance but they are too
busy with work without time to take care of themselves.
Have a stable income and are financially independent
Care about most is the quality of the product and meaning of the brand
Have a lot of experience and care about the ingredients inside the product
and external factors such as environmental protection, products tested on
animals, and recycling.
STP STRATEGY - POSITIONING

→ Dove's brand positioning strategy emphasizes

how all women can nurture their natural
beauty with Dove products

→ Compared to competitors in the market, DOVE

is a brand with a large customer segment and a
busy market.

→ Product quality still includes chemical

ingredients and is not 100% natural.
SWOT ANALYSIS STRENGTHS WEAKNESS

A reputable Difficult to sell. TVC advertising

Great resources Product quality
brand in the in suburban is still quite "Too deep in
from Unilever is highly
international areas independent of "Brand Purpose”
appreciated
market the brand

Spending
heavily on
Marketing
Distribution product
strategy is
Cost savings channels are advertising
always high
very diverse campaigns,
quality
promotional
gifts

OPPORTUNITIES THREATS

Green
Potential to
consumption Consumers are
launch new An e-commerce Consumers are
trend, paying much Strong Competitor
versions or new advantage over tightening their
environmental attention to competition Pricing
product lines. competitors: spending
protection skincare
PESTEL ANALYSIS POLITICAL FACTORS SOCIO - CULTURAL FACTORS

1. Demographic
Emphasizes individual freedom, personal
The UK population is estimated at 67,850,038 people.
responsibility, and market choice. The elderly group (65 years and older) is growing, accounting for
Aligns policies with international commitments more than 60%
Adjusts policies as needed, provides support Mostly concentrated in around London, the South East, and urban
schemes for beauty and healthcare businesses, areas in the Midlands, North West, North East and Yorkshire

and enforces regulations on emissions, waste, and

2. Psychology and lifestyle
natural resource use.
Open thinking, modern style
Spend a lot of time at work and value success.
Enjoy spending time outdoors
ECONOMIC FACTORS Values ​family, often has close relationships

3. Consumer behavior
Slow growth is mainly due to high inflation, rising
About 37% of GenZ take care of themselves by investing in skin
energy prices, the war in Ukraine care products and spa treatments
Inflation hit a 40-year record high On average, each consumer in the foggy country spends nearly
Labor force participation also fell 2,000 pounds per year to buy goods online
Interested in “clean beauty” and making a radical shift towards
Skincare is a pioneering high-growth industry of
safety and biocompatibility, regardless of the origin of the
the future with global revenue reaching 181 billion ingredients.
USD by 2025 Favor omnichannel shopping and demand a "physical" experience.
Younger consumers are significantly influenced by social media
PESTEL ANALYSIS TECHNOLOGICAL FACTORS LEGAL FACTORS

Factories have converted to smart automation, using The UK complies with EU regulations on cosmetics, including
robots in factories Regulation (EC) No 1223/2009. Brands must comply with safety,
Using data is also upgraded with the Internet of
ingredients, and labeling requirements for cosmetic products.
Things (IoT) system and artificial intelligence (AI)
through a super application
The ASA prohibits false or misleading advertising and requires
Have advertising promotion policies through advertising to have a sound scientific basis for claims about
television channels, publications, and the Internet... product effectiveness
Tend to combine delivery technology and mobile
The following taxes must be paid in full: Corporate Income Tax,
ordering applications to help make the purchasing
Personal Income Tax, Value Added Tax (VAT), Business Rates,
decision process faster.
National Insurance Contributions

ENVIRONMENTAL FACTORS

Air pollution, climate change, litter, waste, and soil

pollution lead to environmental problems
Water is polluted by agricultural chemicals,
wastewater, and industrial effluents, and land
degradation is gradually caused by erosion and
compaction.
The UK Government has taken several steps to
address these environmental problems.
OVERVIEW OF
DOVE'S
MARKETING
CAMPAIGNS
 #SHOWUS CAMPAIGN
Dove, in collaboration with Getty Images, created a large photo library in 2019 to
challenge beauty stereotypes and showcase real beauty. The campaign includes
500+ images of 179 women from different countries, captured by 116 women and
non-binary photographers. The initiative won the Cannes Silver Glass Award for
promoting women's empowerment.

THE REAL BEAUTY

CAMPAIGN
Dove's 2004 campaign aimed to redefine beauty, using ordinary
women on billboards to prompt viewers to vote on their
appearance. The experiment revealed women's body image
discomfort, with a video garnering 50 million views in 12 days. The
Real Beauty campaign contributed to Dove's revenue growth and
received two advertising awards for its positive message.
 In 2017, Dove UK introduced unique product bottles resembling various female body shapes to celebrate diversity. The
campaign by Ogilvy London aimed to showcase beauty in different forms, encouraging self-acceptance and inclusivity.
However, the public's response differed from what the brand anticipated. Consumers expressed concerns about the
campaign, feeling that the product design was emphasizing body shapes, which was not well-received. Many women felt
uncertain about choosing a bottle that matched their body shape or opting for one that didn't.

A series of ironic and critical articles and

comments from consumers around the world
were sent to Dove with content such as:

“@Dove, I have hands too. Please add it”

“@Dove, go find a bottle shaped like your body.”
"Oh, so we have a folding lid on our heads."
➡️ Lack of sophistication: ➡️ Social media backlash:
The campaign faced backlash for categorizing body shapes, potentially causing The campaign sparked immediate outrage on social platforms, with users
offense by promoting unrealistic beauty standards and making some individuals feel accusing Dove of insensitivity and discrimination. The hashtag
humiliated and self-conscious, rather than embracing diversity. #UnileverFail trended on Twitter, urging a boycott of Dove and its parent
➡️ Lack of authenticity: company Unilever.
By using images of shower gel bottles instead of real women, the campaign was
perceived as disconnected from reality and failed to resonate with viewers. ➡️ Ineffective response:
Dove's slow and inadequate response to criticism further fueled public

➡️ Rise of the "body positivity" movement: discontent. Initially defending the campaign, Dove later apologized for

In 2017, the "body positivity" movement gained momentum, promoting self-love and any hurt caused.

➡️ Intense competition in the cosmetics industry:

acceptance regardless of body shape or size. Dove's campaign was seen as
contradictory to this movement by assigning specific shapes to women and pressuring
Dove faced strong competition in the cosmetics sector, and the "Body
them to conform to certain standards.
Shaped Shower Gel Bottle" campaign provided rivals with an opportunity

➡️ Disagreement on the message: to criticize Dove and gain market share.

Despite the slogan "Beauty comes in many shapes," the campaign categorized women
into six distinct body types through shower gel bottles, leading many to believe Dove
➡️ Shift in consumer behavior:
Modern consumers demand transparency and responsibility from brands,
was imposing labels and new beauty benchmarks instead of celebrating diversity.
distrusting hollow promises. Dove's campaign was viewed as inauthentic
and irresponsible, eroding consumer trust.
Slow to Speak Out Publicly: Reputation Damage:
In response to the crisis, Sophie Galvani, Dove's vice Dove's advertising promotes diverse beauty and women's confidence,
but the 2017 "Real Beauty" campaign created skepticism by seeming
president of global brand, addressed the public.
contradictory.

"We value listening," she explains. The intention Controversy and Criticism:
behind this design is to celebrate the female body, not for
profit. However, we understand that not everyone may The campaign received backlash from consumers on social media
and in the press.
perceive it this way. For over a decade, Dove has
Dove was accused of "body-shaming," "perpetuating appearance
empowered women to embrace beauty and confidence, stereotypes," and "objectifying women."
and we remain committed to this cause."
Loss of Customer Trust:
Campaign Withdrawal: Numerous consumers distanced themselves from Dove, impacting the
brand's sales, revenue, and market share.
The limited edition bottle shaped like a woman's body
has been taken off the market.
“MOTHER IS A SOURCE
OF INSPIRATION”
 Collect and analyze information from
1 the external environment

Analyzed and synthesized above

 1 Define specific communication
objectives

CHANNEL SPECIFIC MEASURABLE ACHIEVABLE RELEVANT TIME-BOLD

Reached 40,000,000 fanpage likes Currently, DOVE's page on Facebook has 27,000,000
Maintain an average of 5,000 interactions per article. page likes
FACEBOOK increase 30% 6 months
Overall: 100,800 interactions within 6 months (average 3 The average interaction for articles in the last 6
articles/week) months is 182 likes/post

Reached 1,500,000 Instagram followers

Currently, Dove's Instagram has 935,000 followers
Maintain an average of 2,000 likes for each article
INSTAGRAM increase 20% The average interaction for each post in six months is 6 months
Overall: 10,000 article likes within 6 months (3
200 likes/post
articles/week) Increase awareness of
DOVE's new
Reached 400,000,000 followers on the TikTok account. campaign "Mom is an
Currently, DOVE's Tiktok has 210,500 followers
At least 3 videos in 6 months of the campaign reach 3 inspiration" and
TIKTOK increase 25% The average interaction for each post in six months is 6 months
million views improve the
2,000 likes/post
Maintain the trending level of videos (3 videos/1 week) company's revenue

Reached 300,000,000 registrations.

Currently, Dove's Tiktok has 167,000 registrations
At least 3 videos in 6 months of the campaign reach 2
YOUTUBE increase 30% Average interaction per post in six months is 6 months
million views
338likes/video
Maintain the trending level of videos (3 videos/1 week)

Increase the number of visits to DOVE's official website

WEBSITE Reduce page bounce rate 6 months
Increase the time spent on the page

Each country will have 1,000,000,000 people participating

POP-UP RETAIL 6 months

Revenue: Increase sales of all DOVE product lines by 20%.

 1 Determine target audiences

Sex Female

18 -35 years old

Age

SEGMENT BY DEMOGRAPHICS Average income (From 8-15 million VND/month)

Income Low income (Under 8 million VND/month)

Global: Focus on 5 countries including Vietnam, Thailand, UK, US and

Regions
Austrailia.

Pay attention to natural beauty

PSYCHOGRAPHIC Care about health
SEGMENTATION Open and receptive
Have a high level of interaction on social networks

Regularly use skin and body care products

Interested in reputable and trustworthy brands
BEHAVIORAL SEGMENTATION
Online Shopping
Participate in online communities
 2 Propose the campaign’s message

BIG IDEA: "A Mother Represents Inspiration."

Mothers not only fulfill the role of a caring nurturer but also serve as a wellspring of motivation, empowerment, and backing in our lives. They not
only instill the drive to help their children grow, explore, and establish a strong groundwork for future success and happiness but also impart
lessons on moral virtues and compassion. With a mother's boundless love and care, children can confidently navigate life's challenges. A mother
stands as a steadfast companion, always ready to offer support and encouragement to her child. In celebrating the natural beauty of women
throughout Dove's century-long journey, we have launched the "Mothers are an Inspiration" campaign to express gratitude and admiration for all
mothers. This campaign underscores the significant role mothers play in inspiring and positively influencing their children.
 2 Designing communication set

TIME TARGET MAIN ACTIVITIES SUPPORTING ACTIVITIES

Create awareness, curiosity, and attract public Press conference to introduce the campaign
attention and ambassador OOH outdoor
PHASE I
1 month Debate and guide the target audience (18-35 KOLs and Ambassadors posted posts in advertising
years old) to initially get closer to the message response to the campaign Ads
"Mothers are an inspiration" Up Short Film, TVC

Sale promotion
Spread the value and message "Mother is an FOOH
Post PR articles
inspiration" POP UP experiences new products in 5 main
Ads
PHASE II 3 months Increase revenue by 10% countries including the US, UK, Vietnam,
OOH outdoor
Maintain interaction and build close Germany, and Thailand.
advertising
relationships with customers Organize minigame challenges in response
to the campaign "Mothers are Inspiration"

Spread the message and value "Mother is an

SNS content
inspiration" Sale promotion
SNS Ads
PHASE III 2 months Increase revenue by 15% CSR sponsorship
OOH outdoor
Maintain interaction and build close POP UP "Sending Words Left Unsaid”
advertising
relationships with customers
 Determine the right
3 communication channel

CHANNEL REASON CHOOSING TARGET AUDIENCE CONTENT ORIENTATION

Popup: The image of the campaign accompanied by the slogan Mother is a source of
inspiration.
Helps people who want to learn to
WEBSITE Including known and unknown Posting stories about children's love for their mothers, mothers' confidence, and the
accurately grasp all information about
users campaign's journey
brands and products.
Build a landing page so users can confide and share their stories about their mothers
Share some beauty and lifestyle tips that fit mothers' busy lives, helping them become
more confident in their roles

Livestream: Share the meaningful message of the campaign, Dove's goals, and activities
within the campaign framework.
. Post videos:
Spread quickly and can create a good
Has a very large, diverse, and #MomLife Challenge: Create a challenge called #MomLife, encouraging mothers to
service viral effect with more than 1.2 billion
TIKTOK predominantly young user share funny, interesting, or touching moments in their daily lives.
users. Creating attention-grabbing and
community from 18 to 35 years #MomConfidence: Mothers share and are proud of their unique beauty.
interesting content on this platform
old, including target customers Honoring mothers and expressing gratitude. This could include scenes of children
saying "Thank you, Mom" ​
Telling a story or a special experience of a mother, emphasizing the profound values ​
and meaning of motherhood.

Content from: Use images and videos, especially reel

A large social network and has Main content routes:
A flexible platform that can integrate and the most users in the world (more News activities runs throughout the entire campaign
combine with many different than 2 billion users). The age of Organize "Say you love your mom" challenges to receive gifts or prizes from Dove.
FACBOOK
communication channels such as users is very diverse but mainly Write posts that convey positive messages about the love and sacrifice of mothers.
Instagram, Messenger concentrated in 15 - 30 years old. An open letter from Dove to express gratitude and praise for your mother's great
sacrifices to bring you to where you are today
 3 Determine the right
communication channel

CHANNEL REASON CHOOSING TARGET AUDIENCE CONTENT ORIENTATION

Post high-quality Dove product images, taken with different angles and
lighting.
Introduce products through short, concise videos, focusing on highlights
A platform focused on images and videos, and benefits of use.
More than 1 billion monthly active users,
making it easy for Dove to share creative, Cooperate with beauty and lifestyle influencers to promote products
INSTAGRAM including a large number of young
eye-catching content that captures Participate in hot challenges on Instagram to attract attention and
people from 18 to 29 years old
viewers' attention increase brand recognition.
Use hashtags related to Dove products and the "Mom is an inspiration"
campaign to reach more users.

Introducing Dove products and the "Mom is Inspiration" campaign in a

creative and inspirational way.
The video shares stories about mothers, life lessons and family care
A platform primarily for video experiences.
YOUTUBE Have the ability to spread quickly and About 2.5 billion users worldwide Share knowledge about skin and hair care and answer viewers' questions.
become viral Use realistic images and sounds to create a connection with your audience.
Convey a meaningful message about love, sacrifice and the important role
of a mother.
 4 BUDGET AND BUDGET
LOCATION

BUDGET ITEM COST (VND) QUANTITY TOTAL COST (VND)

Ambassador 100,000,000,000 /person/country/3 months 6 months 10,000,000,000/person

Influencers 100,000,000/country/month 6 months 3.000.000.000

Event 500,000,000/country/month 5 months 12.500.000.000

Facebook Ads 3.000.000.000/nước 6 months 15.000.000.000

Google Ads 2.500.000.000/nước 6 months 12.500.000.000

TikTok Ads 600,000,000/country 6 months 3.000.000.000

OOH 100,000,000/country/month 6 months 3.000.000.000

CSR Foundation 3.000.000.000/nước/6tháng 6 months 15.000.000.000

Video Marketing (TVC) 4.500.000.000/ 1 video with ambassador 5 video 22.500.000.000

Designer 500,000,000/month 6 months 3.000.000.000

Discount 1.000.000.000/6tháng 6 months 6.000.000.000

TOTAL 195.500.000.000
 5 MEASURE, COMPARE,
AND REPORT

1. Utilize Google Analytics

Monitor website traffic, duration of visits, visited

pages, and referral sources to Dove's website
Study user interactions and common actions taken
on the website
Assess marketing campaign effectiveness for
tracking online marketing success

2. Measure consumer satisfaction after participating in a

POP-UP product experience session.

Measurement form: Use Google Forms

Interview after the POP-UP session
Number of people: 500,000 people
Send emails and receive feedback from customers
Monitor product reviews on social media
 Topic: mother is my inspiration
Short film duration: 10 minutes
Purpose: to convey the message "Mother is and
start the campaign “Mother is an inspiration”

Linh, a 25-year-old woman from the coastal region of Ha Long, works as

a Marketing staff in Hanoi. Her hectic life, filled with scenes of her busy
work schedule, has made her feel stressed and demotivated. The
pressures of work and city life have taken a toll on her. Linh recalls her
mother's challenges as a trader at Bai Chay market, which resonates
with her own struggles. Feeling overwhelmed, Linh decides to take a
break and visit her mother. Upon seeing her mother at the market, Linh
is overcome with emotion and embraces her, shedding tears. They sit
together, sharing stories and preparing a meal. Linh notices her
mother's aging hands and embraces the familiar scent that brings her
comfort. They bond over the shampoo and shower gel set Linh gifted
her mother. In a heartfelt moment, Linh expresses her love and
gratitude to her mother.

Messages in ending sence: Mother - symbol of boundless love, silent

sacrifice and flawless beauty. Each wrinkle on their face not only tells of
worries, but also testifies to thousands of dreams that have come true. Be
proud of that aging beauty, because it is the mark of precious experiences,
the pride of many generations. Mothers, don't hesitate to shine in your own
way, because nothing can dim the beauty of your soul and the
unconditional love you have for everyone. Always be confident and love
yourself, because you are an endless source of inspiration for each of us.
Duration: 10 - 15s
Appears on famous domestic and foreign television
channels, YouTube, and other social networking channels.
Performers
Daughter: Hannah Traore, Skylar Brandt
Mother: Helen Mirren, Jane Fonda, Margaret Natalie Smith,
Susan Sarandon

Script 1: Script 2:
Scene 1st: Mother and daughter are cooking together in Scene 1st: Flash consecutively stitches together photos
the kitchen. The radiant smiles on the lips of mother and of 10 mothers with delicate features, their faces and
daughter radiate happiness and warmth. physiques containing time stamps such as dead crow's
feet, dark spots, stretch marks after giving birth, etc.
Scene 2nd: Mother and daughter are reading books White font with 1 line of text + Dove logo.
together. A mother's affectionate eyes look towards her
daughter, expressing boundless love. Scene 2nd: Video of the children hugging their mother,
Voice off: "Mom - the most wonderful woman in the saying in unison: I love you mom.
world. Her beauty not only radiates from her White background with campaign name and Dove logo.
appearance but also from her boundless love for her
children."

Scene 3rd: Mother and daughter are hugging each

other, answering happily. The Dove logo appears with
the message: "Thank you mom, who inspires me"
Design: Image of mother and child hugging each other
with Dove milk surrounding the two characters, the
words Dove appearing in the middle of the milk.

Location:
FOOH: Placed in Times Square, places with large Led
screens and many people passing by.
OOH: Design posters, hang on roads with many passersby,
place advertising boards.

*illustration idea for FOOH & OOH

On Youtube

Launching the podcast have a sip with the theme "Mom is an inspiration"
Purpose: to listen to influential people's views on becoming a friend, always listening and
sharing with children in the process of motherhood. Stories you have never told your
children. And how to become an inspiration to your child. For example in Vietnam:

Main host: Mc Thuy Minh

Guests: Singer My Linh and singer My Anh and other guest speakers.

Content: Thuy Minh interviews My Linh about issues in everyday life. Prepare questions
related to motherhood that lead to the main topic of the podcast. When answering
questions, both Host and guest will share their own perspectives from the perspective of
a mother. From there, we can provide the most objective perspectives on how
motherhood can create the best motivation for children. Besides, there are My Anh's
thoughts about her mother, her feelings when she is inspired by her mother and
continues her mother's career.

Main sponsor Dove, Dove's logo is embedded throughout the video

On Tik Tok

Highlighting memorable quotes from the host and guests.

Purpose:

Podcast promotion
Reach more audiences than just posting on YouTube channels
Use excerpts introducing topics and inspirational quotes from guests to increase
interaction, attract viewers to comment, share and love the video ilustration image
 TAYLOR SWIFT

ANNA SUEANGAM-IAM
JENNIFER LAWRENCE ALICA SCHMIDT

MY LINH & MY ANH

AMBASSADORS SUGGEST
EVENTS
Campaign and Ambassador Introduction: explaining the
campaign's objective and the selection of an ambassador.
Participants in the campaign introduction: a group of 100
individuals, comprised of journalists and celebrities.
Creating posters, arranging the "Send Your Message" event
to launch the campaign, and endorse new products.

POP UP
Dove is hosting "Sending Words Left Unsaid" event on Mother's
Day where children can write messages to their mothers on a
large frame in a square. Dove will distribute these notes and
symbolic teddy bears. Participants can also express emotions
through letters and gift their mothers Dove products.