SAMPLING ACTIVATION CAMPAIGN

August 2023 - September 2023

Sunsilk Vietnam - Anti-hairfall variant - the emerging upgradation haircare variant of Sunsilk.

Sunsilk Anti-hairfall had previously been introduced in blue packaging with coconut oil ingredients. However, due to mismatching consumer insights, it was barely favored by consumers.
Last year, Sunsilk re-launched this variant in green packaging with a famous traditional ingredient in anti-hairfall - pomelo. To raise awareness for it, the brand executed a Sampling Activation Campaign in Northern Vietnam.

Brainstorm with Brand Team and Customer Development to form ideas, strategies, action plans, KPIs and budget.
Build activation briefs for agencies, supervise and revise in 3 rounds with Brand Team.
Collaborate with Supply Chain & Procurement to evaluate agencies’ credibility and rationality of quotations and proposals, thus proceeding with the bidding process and choosing the suitable agency.
Coordinate with the chosen agency for campaign deployment (paperwork, sampling design, production, shipment, promotion girls training, etc.).
Supervise and assure quality, timeline and KPIs in project execution, prepare risk management plans, handle ad-hoc issues and report to higher levels.
Review performance post-campaign (completion time, KPIs, promotion girls’ communication quality, growth of product after sampling period, etc.) and take learnings for future projects.