OFFICIAL BRIEF
CREATIVE PRODUCTION
OFFICIAL BRIEF
CREATIVE PRODUCTION
Our story started in Brighton, England in
1976. It began with our founder, Dame Anita THE STORY
Roddick, and her belief in something OF
revolutionary that THE BODY SHOP
business could
be a force for
good.
Following her vision, we’ve been rule
breaking, never faking and change making
for over 40 years.
MESSAGE
“Beauty
is an outward expression
of everything
you like about yourself.”
“Vẻ đẹp là sự thể hiện ra bên ngoài
tất cả những gì bạn thích
Dame Anita Roddick ở chính bản thân mình.”
FOUNDER OF THE BODY SHOP
WE ARE CHANGEMAKING BEAUTY
FIGHTING FOR FAIRER AND MORE BEAUTIFUL WORLDA
CHANGEMAKING
FOR PLANET
CHANGEMAKING CHANGEMAKING
FOR COMMUNITIES FOR YOU
BRAND
“
POSITIONING
More beautiful
a world where human activity
works in harmony with the natural
world, and where all living things
OUR PURPOSE can flourish.
"We exist to fight for a
fairer and more beautiful
“ Fairer
a world that is just and
inclusive, where all people are
treated equally, without
prejudice.
world"
COMMUNITY FAIR TRADE
Community Fair Trade is our bespoke fair trade
programme. It helps our suppliers gain market
access and invest in social and environmental
projects that benefit their communities, and it helps
us fill our products with the good stuff.
ACTIVISM IN
OUR DNA
FOREVER AGAINST ANIMAL TESTING
Together with our friends at Cruelty Free
International, our Forever Against Animal Testing
campaign is working towards a worldwide ban on
animal tested cosmetics… forever since 1989.
ACTIVISM IN OUR DNA
SHEA BUTTER FROM GHANA GIFT PAPER AND BOXES FROM NEPAL RECYCLED PLASTIC FROM INDIA
MORE ABOUT OUR COMMUNITY FAIR TRADE
PRODUCT LINE & KEY PRODUCT
HAIRCARE SKINCARE BODYCARE
CHALLENGE
Until now, The Body Shop's target audience is those from 30 to 40 y.o.
To be more attractive and familiar with young generation, The Body Shop aims to
get closer & build relationship
with young people who are 20-30 y.o through
our innovative key product.
KEY PRODUCT
DETAILS
Ginger Scalp Care Shampoo
• Enriched with ginger root density complex
• Community Fair Trade recycled plastic bottle.
• Kind to the scalp, and a trusted solution to stubborn flakes.
• 1 bottle sold every 7 seconds around the world
Tea Tree Skin Clearing Facial Wash
• Proven to visibly reduce blemishes in 7 days
• Handcrafted Community Fair Trade tea tree oil from Mount Kenya
• Gel-to-foam formula
• Suitable for blemished skin
KEY PRODUCT
DETAILS
British Rose Shower Scrub
• Perfect for normal skin
• Leave skin feeling softer and smoother
• Smell delicately floral
• Made with 95% ingredients of natural origin
Shea Hand Balm
• Handcrafted Community Fair Trade shea butter from Ghana
• Perfect for dry to very dry skin
• Nourish hands with 96hr moisture
• Fast-absorbing, intensely-rich formula
TARGET
AUDIENCE
YOUNG PEOPLE
AGE
20-30 years old
GENDER
female, male, and others
INTEREST
• Be conscious of the ingredients and benefits
of the products they use
• Prefer natural, organic, and cruelty-free,
vegan options.
• Want to look good and feel good, rejects
beauty idealization
• Care about the connection with others and
the environment.
THE CASE CHALLENGE
Propose an integrated marketing communication plan following the below requirements
Key-hook: Social Video
Budget: 1.2 billion VND
Propose 1 success metric to measure the effectiveness of the campaign
Create a social video on TikTok, conveying a message about overcoming self-doubt no matter
how social beauty standards are, and showing your self-belief, self-love, and self-care
BRANDS OBJECTIVES
#Brand Awareness #Increase sales
The Body Shop aims to connect more with young
Increase sales of key products
audience as an insightful companion
THEME TOPIC
LOVE
YOURSELF
no matter how social beauty standards are, and
showing your self-belief, self-love, and self-care
DELIVERABLES
1. A 10-slide proposal to present the ideas for the campaign. Within 10 slides (including
introduction, ending and appendix slides), it is compulsory to have:
• 1 slide of Executive Summary of the campaign.
• 1 slide to specifically describe the content of the video.
• 1 slide of an overall IMC Plan.
2. A social video, with no time limit, can be horizontal (16:9) or vertical (9:16)
• All footage and edits in the video must be original.
• The video must be in MP4 format.
• The video should use images that remind of the brand (ex: products, logo, stores,...) in many
optional formats.
DETAIL REQUIREMENTS
MAIN CHANNEL OTHER CHANNELS The video of the team must be published
on the TikTok channel
through only 1 account
Optional: Video can be cut into short clips to use
for D-OOH on sub-channels such as
Youtube and Facebook.
The video must include hashtags: #thebodyshopvietnam #CMOT&A #productyouchoose
Ex: #thebodyshopvietnam #CMOT&A #gingerscalpcareshampoo
The video mustn't mention or display product images/name of other brands, especially those related
to competitors.
Copyrighted music or music related to other brands is not acceptable.
*The costs of video making in Round 1 are fully paid by the contestants.
The Organizers will support a certain video making costs for the Top Finalists in the Final Round.
SOME
SUGGESTIONS
Ginger Scalp Care Tea Tree Skin Clearing
Shampoo Facial Wash
being unconfident about dandruff feeling shy because of acnes and skin blemishes
-> being confident of healthy hair growth -> embracing your glorious skin
British Rose Shower Scrub Shea Hand Balm
from ashy skin from dry palms
-> nourished with moisture -> softer, smoother ones
SOME
SUGGESTIONS
FORMAT GUIDELINE
PROPOSAL
1. The outcome submitted must be in 16:09 Presentation deck, PDF format, smaller than 10MB.
2. The proposal must be presented within 10 slides, including opening, executive summary, appendix and ending slides.
3. Except the team name, contestants are not allowed to mention any personal information such as member names,
symbols, images, etc. in the proposal.
SOCIAL VIDEO
1. No time limit, can be horizontal (16:9) or vertical (9:16).
2. All footage and edits in the video must be original.
3. The video must be in MP4 format.
4. The video should use images that remind of the brand (ex: products, logo, stores,...) in optional formats.
LANGUAGE
Proposal: English or Vietnamese
Social Video: Vietnamese
SUBMISSION GUIDELINE
2 key steps to join us:
• Registration for placeholder to receive submission ID by 23:59 on May 25
• Submission for the case challenge by 23:59 on May 26
1. Submission by 23:59 May 26 via www.cmothinkandaction.com
2. Proposal must be in PDF format (max capacity 10MB).
3. Submission proposal file must be named according to this formula
[CMO T&A 2024][ROUND 1][SUBMISSION ID]_GROUP NAME
Submission ID will be sent via email when the team is successfully registered.
Any submission with the wrong file name will have 5 percent of the total score deducted.
4. The social video must be posted in public mode on the Tiktok channel (1 account per team) and the video link must be
attached in the submission form.
5. The video must be available on the Tiktok account for the scoring process. If the video is deleted, the submission will be
disqualified.
*This is one-off submission, no recall or change is allowed
**The organizers have the right to cancel the result of any submission that violate contest rules.
EVALUATION CRITERIA
Section Point Criteria Score
RESEARCH Demonstrate understanding of the industry and brand 5
& CATEGORY 10
UNDERSTANDING Ensure the accuracy and credibility of the data provided 5
Portrait target customer’s profile based on consolidate key findings 5
CUSTOMER INSIGHT 20 Identify the drivers and barriers of target customers 5
The insight needs to be strong and executable 10
Accurately write a short and clear brand job-to-be-done 5
CREATIVE IDEA 30 Propose a creative concept with the winning message to achieve the brand objectives 15
Creative idea for the social video is unique, suitable for target customers, convey the
10
brand's message
Create an overall out-standing & executable deployment plan with the social video as a key-
IMC PLAN 10 10
hook and supporting activities
Produce a social video that is strongly suitable for the customer’s social media behaviors and
15
purchase behaviors following the proposed creative idea
PRACTICAL PRODUCT 25
Video product has appealing content and images, accurately demonstrating communication
10
messsage of the brand
The proposal is visually decent
PROPOSAL
5 5
PRESENTATION
The content is concise, logical
TOTAL 100 100
TIMELINE ROUND 1
12.05
CONTEST REGISTRATION START
20:00
16.05
CASE RELEASE
20:00
20.05 INFORMATION DAY (CASE BRIEFING AND Q&A)
25.05
23:59
CONTEST REGISTRATION DEADLINE
26.05
SUBMISSION DEADLINE
23:59
08.06
20:00
RESULTS ANNOUNCEMENT
THANK YOU
& GOOD LUCK!
