Course: Marketing Communications

Assignment: Campaign analysis report

TOPIC 2

INTRODUCTION

Marketing communication campaigns play a crucial role in shaping consumer perception and driving brand
success. This assignment requires students to critically analyze a fictional marketing communication campaign for
the brand Bioré, assessing its strengths and weaknesses. Through this exercise, students will apply marketing
communication theories to evaluate campaign effectiveness and recommend improvements.

.TASKS

• Summarise the key features of the campaign (Sections 1 and 2)

• Critically analyze whether the campaign adheres to the principles of marketing communications and
common best practices discussed in class. (Section 3 in suggested outline)

• Suggest improvements based on marketing communications theories and latest consumer data with clear
references. (Section 4 in the suggested outline)
 BIORE "GLOW CONFIDENCE" (TOẢ TỰ TIN) CAMPAIGN

1. Campaign Overview
Biore, a leading skincare brand, is launching the Glow Confidence campaign to attract consumers
who currently use competitor facial foams. The campaign leverages emotional storytelling to
highlight the transformative power of Biore facial foam in boosting self-confidence. By focusing on
young professionals and college students, Biore aims to establish itself as the go-to brand for deep
cleansing and radiant skin.

2. Business Problem
Despite Biore's strong brand recognition, a significant portion of its target market remains loyal to
competitors like Garnier, Nivea, and POND’S. Many consumers perceive Biore as a basic cleanser
rather than a premium skincare solution. The challenge is to shift consumer perception, increase
trial usage, and drive brand switching from competitors.

3. Target Audience & Consumer Insights

Young Professionals (22-30 years old): Office workers and freelancers who value skincare as part
of their self-care routine. They seek reliable yet affordable skincare solutions that boost their
confidence in professional and social settings. They trust beauty influencers and dermatologists
for recommendations.

• College Students (18-22 years old): University students who are exploring different skincare
brands. They are highly influenced by beauty trends on social media and rely on peer
recommendations when choosing skincare products.

Useful Consumer Insights: Many young Vietnamese consumers struggle with breakouts due to
pollution and stress. They associate clear skin with confidence but often feel overwhelmed by the
vast number of skincare options.
4. Campaign Objectives

• Increase market share by converting at least 150,000 consumers of competitor users to Biore
facial foam within four months.
• Enhance brand perception by achieving a 20% increase in positive brand sentiment on social
media and skincare forums.
• Drive product trial and engagement by distributing 50,000 free product samples through events,
pop-ups, and university activations.
• Boost retail sales by increasing Biore’s market share in the facial foam category by 10% within the
campaign period both online and offline.

5. Message Strategy: Emotional Storytelling

• Key message: Biore’s facial cleanser is not basic, we are experts in beauty technologies and
especially in cleansing solutions.
• Big idea: "Clean Skin, Clear Confidence."(“Da sạch căng, tràn tự tin.”) encourage youngsters to take
control of their skin health despite the daily stressful and polluted environment around them with
the expert-recommended cleansing technology by Biore.
• Key creative asset: A video ad telling the story of three young individuals—an aspiring model, a
job seeker, and a college student—who struggle with self-doubt due to skin concerns associated
with polution and stress. Through their journey, they discover Biore facial foam, which not only
improves their skin but also empowers them to take control of their lives with confidence. The
tagline: "Clean Skin, Clear Confidence."(“Da sạch căng, tràn tự tin.”)
 BIORE "GLOW CONFIDENCE" CAMPAIGN – EXECUTION PLAN AND RESULTS SUMMARY

Timeline Overview

• Month 1-2: Awareness → Build visibility & educate consumers.

• Month 2-3: Consideration → Encourage product trials & deeper engagement.
• Month 3-4: Amplification → Boost conversions, drive brand loyalty, and extend momentum.

Phase 1: Awareness (WEEK 1-8)

Objective: Introduce Biore as the superior choice over competitors through high-impact visibility campaigns.

Activity Execution Details KPI Budget (VND)

TVC & YouTube Ads Emotional storytelling TVC featuring relatable skincare struggles. Targeted ads 1M views 800 million
on YouTube, Facebook, and TikTok.

Billboard Advertising Selected high-traffic locations: Nguyen Hue Walking Street & Cong Hoa Street. 400 million

Influencer Teasers Beauty influencers (Trinh Pham, Ha Linh) post teaser content. Reach 2M 200 million

Social Media Awareness Launch #GlowConfidence movement, sharing skincare tips & stories. 3M engagements 200 million

Total for Awareness 1.6 billion

(2 months)

Phase 2: Consideration (WEEK 9-12)

Objective: Drive trials and engagement, shifting consumers from awareness to product preference.

Activity Execution Details KPI Budget

(VND)
 Influencer Reviews & Skincare Stories Full beauty influencer participation (Trinh Pham, Ha Linh + 3 micro- Reach 3M 300 million
influencers) sharing personal skincare transformation stories.

Pop-up Experience Booths Biore skincare trial booths at Giga Mall Thu Duc & AEON Mall Tan Phu. 10K visitors 300 million
E-commerce Landing Page & Discount Push Shopee & Lazada page with 10% discount for 5,000 first buyers. 7K sales 200 million

University Sampling Activations Free skincare sample distribution at UEH & FTU. 8K students 100 million
engaged
Total for Consideration (2 months) 900 million

Phase 3: Amplification (WEEK 13-16)

Objective: Strengthen brand loyalty, increase purchase frequency, and sustain momentum.

Activity Execution Details KPI Budget (VND)

Influencer “Before & After” Campaign Influencers revisit their skincare progress with Biore. Reach 2M 150 million

User-Generated Content Showcase Best #GlowConfidence stories are reshared on Biore’s official pages. 5M impressions 100 million

Final Discount Push (Omnichannel) 10% off discounts across Shopee, Lazada, Watsons, and Guardian. 5K sales 250 million

Total for Amplification (2 months) 500 million

Campaign Results vs. Objectives

Metric Objective Actual Result Achievement (%)

TVC & YouTube Views 1M views 1.2M views 124%

Billboard Impressions 4M impressions 3.5M impressions 87%

Social Media Engagements 3M interactions 3.8M interactions 127%

Influencer Campaign Reach 5M people 5.4M people 108%

E-commerce Sales (Shopee, Lazada) 12K units 9K units 75%

Retail Sales (Guardian, Watsons, Malls) 10K units 6.8K units 68%

University Sampling Engagements 8K students 9.5K students 119%

Pop-up Booth Visitors 10K visitors 9.2K visitors 92%

Appendix 1 - Examples of execution in previous campaign for references
Appendix 2

Nguyen Hue Walking Street, a vibrant pedestrian zone in the heart of Ho Chi Minh City, stretches from the Saigon
River to the City Hall, offering a mix of cultural attractions, shopping, dining, and entertainment, especially lively
at night.
Appendix 3

Cong Hoa Street in Tan Binh District is a major thoroughfare known for its commercial activity, connecting various
districts, and hosting several notable buildings.

Appendix 4

Trinh Pham is one of the most popular

beauty bloggers in Vietnam. She rose to
fame on YouTube by sharing tips, tricks,
and reviews of beauty products. She
has a massive fanbase, with over 1.22
million followers on her YouTube
channel and more than 500,000
followers on TikTok.
Appendix 5
Vo Ha Linh is known as a beauty blogger,
popular TikToker, and YouTuber with a large
following of 2.2 million. She is a familiar name
among those passionate about cosmetics and
skincare products. Ha Linh has built her
credibility through honest and straightforward
beauty product reviews.

Appendix 6

Giga Mall, located in Thu Duc City, Ho Chi Minh City, is a

shopping mall offering a mix of shopping, entertainment,
and dining experiences, with a focus on technology and
interactive elements.
Appendix 7
AEON MALL Tan Phu Celadon, a one-stop shopping mall in Vietnam, opened on January 11, 2014, featuring an
AEON GMS and over 200 specialty stores, offering a variety of products and services, along with facilities and
equipment that demonstrate Japanese sophistication.