" My friend’s just got a Management Trainee offer,
WHY NOT ME?"
- 18 to 25
- University students and first-jobbers
- Living in the urban, especially Hanoi and HCMC
- Digital savvy and frequently on social media
THE CAUSE OF
PEER PRESSURE
Peer pressure stems from the habit of comparing yourself with others and the general society. This habit is unavoidable, BUT:
When you are fully aware of your ability and set your own developing path to reach the general standards or even surpass them, it becomes peer motivation.
Peer pressure only appears when you compare yourself with others and feel lost and vague: What should I do or learn to improve myself to be like them?
SO WHY DO THEY FEEL LOST AND VAGUE?
While wandering inside the peer pressure world, you are putting yourself under the standards of the externals (society, friends, relatives’ achievements), thus these standards are the results of the externals’ capability and their whole long process.
“Recently, I’m trapped with anxiety and lost in the peer pressure loop. I could not stop comparing myself to the others, and I do not realize that each and every achievement of one person matches his or her capability. These vague comparisons make me feel invalid and uncomfortable because I could not reach THOSE standards.
I want to find a solution to escape this loop and show the world what I am made of, however I do not really know HOW to make the first steps to create some changes in my life.
I need inspiring and detailed guidance to disrupt me from this flow of negativity, to freshen my mind, and to explore my true self in order to know what I am made of."
How the story of eradicating dandruff of Clear relate to this approach?
Clear your head and clear your mind to be CLEAR WITH YOUR STANDARD.
OBJECTIVES
Gen Z knows how to set standards for their own in order to turn peer pressure into peer motivation, self motivation
- CLEAR is associated as the necessary 1st step in clearing not only dandruff but also anxieties.
- CLEAR becomes the No.1 brand among Generation Z in inspiring the youth.
Key KOLs Picks
are the influencers who are inspiring the Gen Z with their own style and image.
PHASE 1: Trigger (3 weeks)
Objective: Trigger the awareness of “the past standards” from the target audience and tease the key hook for Phase 2.
Key Hook: TikTok viral hashtag #ClearTheStandard
Content: Inspired by the hot trend ‘status check’ from Tiktokers in the Western, the short 15s clip will be launched on TikTok with the sound of “This used to be my standard checkkk” and featuring photos or clips from the past when they tried so hard to fit into “the standard”. The campaign key KOLs will pioneer this hashtag.
Supporting tactics:
- Micro KOLs endorsements (Social seeding): join and spread the hashtag on TikTok
- CLEAR fanpage: Re-share the hashtag clipFacebook
- Display Ads and TikTok Ads: promote the hashtag
- PR articles on young news sites: Vietcetera, Kenh14, Zing News, …
PHASE 2: ENGAGE (3 weeks)
Objective: Inspire the Gen Z on how to compare themselves with others in a positive way by engaging them with the KOLs and brand Clear
Key Hook: The STANDARD exhibition
A human-with-stories exhibition: Visitors come, hear/read the story about clearing & defining personal standard of KOLS, influencers, and also normal people
Location: HN & HCMC
Time: 2 weekend days
“A creative, thought-provoking yet touching brand new experience for the young”
Supporting tactics:
- PR articles:
+ Kenh14
+ Vietcetera
- Posts on local experts’ Facebook Groups, Tiktok, Instagram
- Influencers’ posts & stories:
+ Lê Thụy story
+ Nguyễn Lâm Thảo Tâm facebook post
- Facebook/ Display Ads
PHASE 3: AMPLIFY (2 weeks)
Objective: Make CLEAR become a close friend of gen Z in daily life
Key Hook: App “Your Clear”
- App main functions:
+ Task Tracking, Focus Hour, Challenges (reading, sharing, etc)
+ Standard Review
+ CLEAR points => Can swap to products, coupons. Task looks like dandruff, will be removed when it is finished.
Supporting tactics:
- PR Articles
- Posts on micro-influencers FB & instagram & tiktok (For example: Linhdipps, khiemslays, etc)
- Repost in CLEAR’s facebook page
EXECUTIVE SUMMARY
1. Insight identification:
I want to find a solution to escape this loop and show the world what I am made of, however I do not really know HOW to make the first steps to create some changes in my life.
I need inspiring and detailed guidance to disrupt me from this flow of negativity, to freshen my mind, and to explore my true self in order to know what I am made of.
2. Campaign Idea: CLEAR the standard - Clear your head and clear your mind to be CLEAR WITH YOUR STANDARD.
3. Deployment plan: Our proposal is a three-phase integrated marketing communication plan aiming to help the target audience - Gen Z - to overcome the anxiety of peer pressure
THANK YOU
