BRAND:
P/S ETB
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
01/11/2022 - 31/12/2022
CREDITS:
The A List
CASE STUDY VIDEO
STRATEGY
Towards Vietnamese consumers nowadays, although we improve a lot on living standards, there is still unfamiliar mention of electric toothbrushes in consumer’s oral care behavior. While Western countries & other Asian developed countries are now gradually switching to electric toothbrushes and their market share is also quite large in the toothbrush market, yet in Southeast Asia, especially Vietnam, consumers know little about full capacity of electric toothbrushes for their oral care. The key barriers mostly come from the fact that Vietnamese consumers are familiar with basic oral care - in which a higher cost invested for electric toothbrushes is unnecessary.In these circumstances, P/S is one of the pioneering brands to bring consumers the advanced oral care product with a Asian-tailor-made design, especially for Vietnamese consumers with soft bristles & other specific functions that support full oral care process. P/S even goes further in brand responsibility to completely aware and educate the industry with extended functions such as 10 times cleaner brushing in comparison to basic toothbrush & 2 minutes routine educational oral care process endorsed by dentist recommendation. Moreover, with the expanding urban population & the wave of healthcare growing among consumers, there are huge chances for P/S to tell brand stories with a technology advancement that outperforms the competitors in the same segmentation. 2-5 year spending with a qualified electric toothbrush as P/S will be a smart investment for better oral care.Therefore, campaign objective will be determined as below:1. Educate consumers of the importance of upgrading from basic toothbrush to electric toothbrush for better oral care.2. Push sales by giving consumers reasons to buy P/S electric toothbrushes in the most aggressive shopping season.Focusing on KOLs, Influencer reviewing, shopping contents & seeding plans, P/S decided to spend the budget spreadly on most accessible social media channels including Facebook & Tiktok to make the job to be done.
INSIGHT
“Cái răng cái tóc là gốc con người” - a Vietnamese traditional saying - highlights the teeth and hair as the most determining features for an attractive and beautiful Vietnamese people. Therefore Vietnamese people care & spend a lot for oral care every year. Presently, the dental services market in Vietnam is at a growing stage and has showcased tremendous growth in terms of revenues and the total number of clinics on the back of increasing dental problems in the country and popularity of the dental tourism due to reasonably priced dental services (Vietnam Dental Services Market Outlook to 2023: Ken Research).Yet, sticking in consumers' minds is that every moment of oral care comes with painful, dreadful & costly experiences. To them, advanced oral care might come from a huge investment for premium dental services, yet an investment for a daily toothbrush that can be replaced within a few months, not even so.From those consumers' understanding towards their perception, P/S electric toothbrush is the most advanced solution from P/S - one of the most well-known dental brands in Vietnam - that is developed specifically for Vietnamese oral health. With top 3 functions that best tailor-made for Vietnamese oral including:Electric brush with built-in sonic technology cleans plaque up to 10 times2-minute brushing mode as recommended by dentist & stop moving after 30 seconds reminding teeth to move 33,000 strokes/minute compared to a regular brushP/S electric toothbrush commits to deliver the best experience of soft, smooth and easy for a better & healthier oral care process with the product message: Electric toothbrush P/S 100 Pro - Enjoying every oral care moment.
CREATIVE IDEA
To directly focus on the objective of educating 25-45 urban consumers towards electric toothbrush’s main role in their daily oral care and P/S electric toothbrush is the worthest investment, P/S choose to target the audience with the message: Electric toothbrush P/S 100 Pro - Enjoying every oral care moment - to best highlight effortless experience using P/S Electric toothbrush bringing back the most healthy & care-free oral care process. The campaign rolls out with the consistent message for the whole year of 2022 - especially focus spreading content in year-end shopping season to utilize the gifting season context & inject P/S 100 Pro Electric Toothbrush as the best gift for the beloved. Mostly focusing on educating & pushing sales, P/S focus the content on KOLs & communities, starting with an iTVC featuring 3 best-selling points of P/S 100 Pro Electric Toothbrush.
CONNECTION PLAN
Starting with KOLs content educating about how daily oral care processes could be effortlessly at the new standard, P/S has maximized the impact of consistent content towards crossing channels to make as many touch points as possible. Besides, the campaign also used the impact of the beauty & healthcare community to optimize the discussion on social media, assuring that our media audience will be approached fully everywhere. Within 2 months of year-end shopping season, the content from P/S has reached most of the communities that are friendly to Gen Z & urban young audiences. Creating the strong point of view of many lifestyle KOLs & attach link back to P/S e-commerce channel, P/S has successfully created the full consumer journey for users from awareness, education & purchase consistently. The execution contents using within the campaign are deployed into 3 main highlight:Consolidate content on all platforms: focus on 3 key functional benefits of the product (clean up to 10 times, 3 smart modes, smart timer).Solve consumers' concerns (wrong brushing, messy teeth, gum diseases) with the slogan "P/S e-toothbrush CAN DO THAT, with ZERO EFFORT from you"Create a professional mood in content and visuals -: Review products professionally: talk about product features to address current needs. Consolidate and motivate customers to believe in and buy the product.Clear content angles (experience, education, expertise)
OBJECTIVE-BASE KPI
Within 2 month-length, campaign gained the spoken numbers: Communication Objective:150% KPI view/ engagement/ buzz300% ROI 73 social post (FB, tiktok) Business Objective:Increase sales after the campaign, link to eCommerce and be the leading electric toothbrush brand in terms of quantity (volume) and value (sale) on Shopee & Tiki platforms and the best-selling electric toothbrush brand on e-commerce platforms in the original store. 70% increase in sales vs. October and over achievement 30% vs. target. User pool 1.3x higher vs. before campaign. Being the top 1 best-selling SKU on the Shopee Platform across Personal Care SEA UnileverMarket share increased by 1.8%Top 2 ROAs of on-site in Beauty & Personal Care Vietnam & Top 1 ROAs of on-site in Personal Care VietnamHelp push Oral category with highest ROAs in Beauty & Personal Care VietnamTop 1 ROAs of CPAs in BPC
