dProgram's New Product Launch
dProgram's New Product Launch
Mar - June, 2023
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To introduce a new Japanese brand into Vietnam's competitive skincare market with limited budgets, I developed a strategy to identify and communicate its relevance to Vietnamese consumers. This involved targeted campaigns to build top-of-mind awareness for dProgram, centered on key product "Skin Repair Cream" that enables "No More Sensitive" skin.
Campaign Results:
Drove dProgram to become the No. 4 derma skincare brand in the modern trade segment within 2 years of its launch in 2023.
My roles:
Planning, management, hands-on execution, report
EXECUTION
EXECUTION
dProgram's Skin Repair Cream Launching PR Event
dProgram's Skin Repair Cream Launching PR Event
To execute a PR event within a limited budget, I minimized expenses by hosting it in the company's office, eliminating venue booking and event agency fees. My responsibilities also included direct management of all production elements: decoration, design, catering, and influencer bookings.
Event result: Earned PR value from influencer contents overachieved the target by 100%.
BRAND SOCIAL CONTENTS
BRAND SOCIAL CONTENTS
Established an "Expert" and "Scientific" brand positioning through in-house social media content that also maintained a trendy and relevant appeal.
Within budget limitations, I held responsibility for content strategy, production management, and art direction across all brand contents. Examples of my work can be viewed in the provided social media posts.
About dProgram
About dProgram
dProgram is the No.1* sensitive skincare brand in Japan under Shiseido Group. Backed by over 50 years of sensitive skin research since 1966. Each product is developed to be hypoallergenic followed by 10 safety criteria for selective ingredients, strict testes, formulations and production processes dedicated to sensitive skin users.
*Consecutive years of No.1 sales in Japan (sensitive skin/voluntary chain store market)
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