BRAND CAMPAIGN

WEEHOURS

Nguyen Thi Bich Thuy

Mai Dang Gia Bao

Nguyen Chan Hung

Vuong Phoi Van

I. EXECUTIVE SUMMARY
WEEHOURS is a Vietnamese brand specializing in selling eyewear
products, the brand was established on August 11, 2020.

Since its founding, WEEHOURS has positioned its brand in the

Smart-Casual style segment, which means focusing on the comfort,
basic but fashionable models.

WEEHOURS wants to bring to consumers eyewear products that are

suitable for Vietnamese faces with reasonable prices, and bring joyful
experiences to customers through the process of choosing, buying and
using WEEHOURS glasses.

WEEHOURS also emphasizes a new and modern online glasses buying

experience with virtual glasses testing technology called “virtual try-on",
solving the problem of online consumers' fear of buying glasses that
aren't suitable for them.

However, to stand out in the fashion industry, a fashion brand needs to

have a main outstanding product or a key feature that represents and
marks its brand name. WEEHOURS currently has no such product.

WEEHOURS is currently testing "Anti-blue light lenses" as a key feature

of the brand and is in need of a campaign to reposition the brand.

II. SITUATIONAL ANALYSIS

- Brand awareness is quite low, even the target audience does not know
much about WEEHOURS.

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- Customers are not too willing to spend 800.000VND - 1.000.000VND for a
pair of glasses with a simple design, most of them feel the price is a bit
high.

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- WEEHOURS has no product/feature strong enough to represent the
brand. This will make the brand unable to stand out in the crowded
eyewear market.

- The outbreak of Covid has made customers pay more attention to

their health than at any other time in the last 10 years. Besides, the trend
of working from home makes them spend more money on items that
help them work more comfortably.

- Competitors in the same price segment all emphasize fashionable and

unique designs, but no brand has used the difference in lenses.

III. STATEMENT OF NEED

Because of the impact of the covid 19 epidemic, consumers are now

more concerned with the quality of a pair of glasses than their
appearance. They wanted the glasses to be lightweight, durable,
comfortable to wear, and quality lenses for working in front of a
computer for many hours. WEEHOURS is a new fashion eyewear brand
that previously only used anti-blue light lenses as an option, now
upgraded to use it on every pair of glasses it sells to meet the needs of
customers.

Anti-blue light lenses are now both a representative feature of

WEEHOURS, and something that makes customers feel worthwhile when
spending 800.000VND - 1.000.000VND to buy a simple pair of glasses. This
feature is also something that no other brand on the market has
particularly emphasized. Therefore, WEEHOURS really needs a
repositioning campaign to reposition the brand with this positioning.

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IV. TARGET AUDIENCE

People who are 18-24 years old, college students, first jobbers, living in
key cities like Ha Noi & Ho Chi Minh, have a modern lifestyle like
smart-casual or minimalism. They like items that they can use for a long
time. They often care more about quality than price.

V. STRATEGY

To avoid the impact of the Covid epidemic, this 1-month repositioning

campaign will launch in early December 2021. This campaign focuses on
emphasizing the main health protector "Anti blue light lenses" feature
and positive spirit of WEEHOURS in the minds of customers, as well as
focusing on improving brand awareness and product awareness. The
goal of increasing sales and social media metrics are also important
things that brands need to pay attention to.

VI. OBJECTIVES

1. Business objectives

- Objective 1: Increase 25% monthly sales in December (compare to

August sales)

2. Marketing objectives

- Objective 2: Increase brand awareness & product awareness in the

new repositioning image.

3. Communications objectives

- Objective 3: TVC on Youtube: over 50.000 views

- Objective 4: Increase at least 30% engagements on
Facebook/Instagram
- Objective 5: Increase at least 15% page likes/followers on
Facebook/Instagram
- Objective 6: Customers remember WEEHOURS first when mentioning
“anti blue light lenses".

VII. BIG IDEA

Shopping is always a fun activity, but it usually only lasts from choosing
to buying, and when you buy it home after a week, your happiness with
the item has decreased.

Not so with WEEHOURS glasses, because you have been very happy
since you bought them: from choose glasses through virtual try-on/filter
to order quickly through the website; and when you receive and use, it's

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even more fun: anti blue light lenses provide maximum protection for
eyes after working with a laptop for many hours; comfortable wearing
feeling; high durability without fear of bumps and cracks like other
cheap glasses.

The whole process of buying and using WEEHOURS glasses is an

uninterrupted joyful journey!

VIII. KEY MESSAGE

“Mua kính đã vui, dùng còn vui hơn!”

IX. TACTICS
- TVC:
● Launch full version on Youtube, Facebook and Instagram
● Have teaser, announce poster, and follow-up posts before and after
launching.
● Story: A young girl has a headache because she has to work in front
of a screen for many hours. She takes off her glasses, rubs her eyes,
and wishes for a pair of glasses that would protect her from the blue
light of the screen. When she is thinking, a facebook message from
her friend come:

The girl clicks the link to the WEEHOURS website. She knows that
WEEHOURS used anti blue-light lenses to prevent eye strain, which
she really needs; there is also a virtual try-on to try on glasses that is
extremely interesting without going to the store. She orders a pair of
glasses. The next day, the shipper comes to deliver glasses, she puts
them on immediately and works from morning to night. By the end of
the day, her eyes are not dry, tired, nor do her head feel

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 uncomfortable. She realized that with WEEHOURS glasses, "mua kính
đã vui, dùng còn vui hơn!".
- Youtube:
● Release teaser and full TVC.
● Run ads for TVC video in 2 weeks.
- Facebook/Instagram:
● Introducing:
+ Posts/stories about how the blue light damages your eyes, how
anti blue light lenses protect your eyes, why we have to protect
our eyes from this work from home culture.
+ A mini-game/give away to improve the engagement and remind
audiences about WEEHOURS on each platform.
● Launching:
+ Posts/stories about the new change of WEEHOURS to encourage
the curiosity of audiences.
+ Post/stories about the coming of new TVC, poster
announcement, teaser, and finally the full TVC release.
+ Posts/stories about the new feature of WEEHOURS: anti blue light
lenses, emphasizing that they are used in every pair of glasses
WEEHOURS sells.
+ Running ads for TVC post and introducing anti-blue light lenses
post (total 2 posts, each running for 2 weeks, running on both
Instagram and Facebook).
+ Hire young, fashionable, quite famous KOLs to PR for
WEEHOURS glasses (ex. Mei Chan, Mai Âm Nhạc, etc.), on both
Facebook and Instagram.
- Tiktok:
● Send products to reviewers and fashion/lifestyle micro influencers
on Tiktok to use and introduce to viewers (when introducing,
emphasizing the eye protection feature of anti-blue light lenses).
● Use tiktoker Hải Ninh Nguyễn as a main KOL on this platform. He
has to use, review, introduce the new feature glasses of
WEEHOURS and do some give away, challenges about that.
- Website:
● Put the big banner “Anti blue light glasses" on the main page.
- PR:
● Books some articles on Kênh 14, Yan, Zing, Vietcetera, etc.
- Store:
● Put standee, banners about anti blue light glasses in and out the
store.
● Make new catalogues with content about anti blue light glasses,
WEEHOURS collections, WEEHOURS services, platforms &
locations. Give it to all customers who visit WEEHOUR stores.

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X. TIMING

From 10/2021 to 12/2021 (2 months)

Phase 1: Preparation
Date Works
1/10/2021 -
10/11/2021 Finish media campaign
11/10/2021 -
17/10/2021 Finish TVC script
Prepare for TVC production
18/10/2021 -
24/10/2021 Prepare media timeline for executive campaign period
12/2021
TVC shooting
25/10/2021 -
Design catalogue, banner, standee
31/10/2021
Finish media timeline for 12/2021
Finish TVC shooting
Finish catalogue designing
1/11/2021 -
Finish standee and print banner and web banner
7/11/2021
Prepare content for social media posts
Stocking up "Anti-blue light" glasses
Finish editing TVC and Teaser
8/11/2021 - Print 1000 catalogues, standee and banner
14/11/2021 Contact with KOLs for collaboration: discussing
contract terms, pricing
Submit final version of TVC, Teaser
Signing contracts with KOLs
Shooting for social media posts
15/11/2021 -
21/11/2021 Take printed catalogues, standees and banners
Finish content for social media
Noticing store employee about informing "Anti blue
light" glasses to customer
Finish stocking
Decide and prepare giveaway reward
22/11/2021-
28/11/2021 KOLs send photos for acceptance
Call editorial office for publishing PR post

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 Store decoration
Prepare PR content
Kick-off posts on social media

Phase 2: Execution
Date Works
Send PR post to publishers
Kick-off post on social media
Reveal teaser on social media
1/12/2021: Release TVC on Instagram, Facebook and
Youtube
29/11/2021 -
5/12/2021 2/12/2021: Post “Introducing Anti blue light glasses”
Update banner on website, Shopee
Employees inform Anti-blue light glasses to customer
and give catalogues
Use all Anti blue light glasses for in store and online
shopping
Editorial office publish PR content
6/12/2021 - Follow-up post on social media
12/12/2021 KOLs post PR content on Facebook, Instagram, Tiktok
Running ads on Facebook, Instagram, Youtube for TVC
Editorial office publish PR content
Follow-up post on social media
13/12/2021 -
19/12/2021 KOLs post PR content on Facebook, Instagram, Tiktok
Running ads on Facebooks and Instagram for
“Introducing Anti blue light glasses”
Editorial office publish PR content
Follow-up post on social media
KOLs post PR content on Facebook, Instagram, Tiktok
20/12/2021 -
20/12/2021: Opening minigame/giveaway post
26/12/2021
23h59 23/12/2021: Closing minigame/giveaway
24/12/2021: Announcing winners
25/12/2021: Send gift to winner
Follow-up post on social media
27/12/2021 -

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 31/12/2021 Wrap up campaign

Phase 3: Evaluation
In 1 week after wrap up

XI. EVALUATION

- Objective 1:
● Use Shopee Seller Center to analyze sales performance and
revenue of WEEHOURS Shopee page.
● Collect and calculate the product orders on WEEHOURS official
website, Facebook fanpage and Instagram page to evaluate sales
as well as compare with past sales situations.
● Use traffic counting shoppers method to calculate sale
performance, customer traffic and conversion rate of physical
stores

- Objective 2 + 6:
● Send surveys to check awareness and interest level about
WEEHOURS.
● Observe KOLs social media’s statistics to evaluate performance,
observe tracked links that KOLs placed in posts or Instagram
stories to track the origin of the traffic.
● Use media clipping reports to measure media coverage of PR
articles.
● Use Hubspot as a social listening tool to monitor emotions,
conversations about WEEHOURS and also track competitors.

- Objective 3:
● Use Youtube Studio to evaluate channel statistics and TVC video
performance.

- Objective 4 + 5:
● Facebook: Use Facebook Business Suite to analyze WEEHOURS's
Facebook page performance to track statistics and Ads
performance.
● Instagram: Use Instagram Insight to measure statistics of
WEEHOURS’s pages and Ads performance.

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XII. BUDGET

1. Video production

No Content Price Number Total

of items

1 Sony Camera 800.000VND 2 1.600.000 VND

(A6400) Rental

2 Camera Gimbal 400.000VND 2 800.000 VND

Rental

4 Studio Rental 300.000 VND 20 6.000.000 VND

per hour

5 Cachet 1.000.000 2 2.000.000 VND

VND

6 Lighting 3.000.000 3 3.000.000 VND

VND

7 Filming ekip 1 50.000.000 VND

7 Post-production 1 10.000.000 VND

8 Starring 2 50.000.000 VND

123.400.000 VND

2. Social media, PR & Stores

No Action Price

1 Advertising youtube (Skippable 10.000.000 VND

in-stream ads) in 2 weeks
2 Facebook Post ads in 2 weeks 7.000.000 VND
(Cost-per-click)
2 Instagram Post ads in 2 weeks 7.000.000 VND

2 KOLs/ Influencers’ booking:

Mai Âm Nhạc 6.000.000 VND
Tiktoker Hải Ninh Nguyễn 14.000.000 VND
Others (nano/micro influencers, KOCs) 25.000.000 VND

3 Thuê báo:
Kênh 14 (premium package, home mobile 18.000.000 VND
stream)
Yan.vn (premium package) 18.000.000 VND
Others 25.000.000 VND

4 Physical : standee, catalogue 10.000.000 VND

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 Total 140.000.000 VND

APPENDICES

I. EXECUTIVE SUMMARY 1
II. SITUATIONAL ANALYSIS 1
III. STATEMENT OF NEED 3
IV. TARGET AUDIENCE 4
V. STRATEGY 4
VI. OBJECTIVES 4
VII. BIG IDEA 4
VIII. KEY MESSAGE 5
IX. TACTICS 5
X. TIMING 7
XI. EVALUATION 9
XII. BUDGET 10

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