ROMANO SUMMER 2021
Digital Campaign
Client: Wipro Vietnam
Agency: Hakuhodo Vietnam
Group Creative Director: Maryzyle Galinato
Art Director: Dang Khoa Le, Minh Tran
Designer: Han Nguyen
Copy Group Head: Khac Trung Nguyen
Senior Copywriter: Huong Tram Nguyen
The Problem:
Young Vietnamese men aged 22-29 are navigating a pivotal stage in life where dressing for success is closely tied to personal and professional growth. However, this audience often lacks accessible, reliable information on grooming and style guide, leaving them uncertain about how to curate an outlook that reflects their ambitions.
Compounding this challenge is Vietnam's sweltering summer heat, which threatens their confidence for key moments, from job interviews to social gatherings, ultimately impacting their self-image and opportunities for advancement.
The approach:
Creating "Romano Style Guide" as a brand platform that is highly relevant to consumer interest & habit, consistent in brand mood & tone across all product categories. Therefore gaining consumer awareness & engagement over competitors’ communications.
The Idea: Gentlemen of Summer
Style is key to a man’s success.
Especially during summer when the conditions are more challenging.
As an expert in men grooming, Romano offers a full range of product to keep you confident of being a gentleman even in hot weather.
Campaign Headline: Manly Fragrance for a Suave Summer
The holistic campaign plan with key video assets for each product category, content planning and writing for brand fanpage, social engaging activities with KOLs as well as content for special platform - The R Men's Style Guide in Summer.
Romano Summer Video Series
Romano Summer Video Series
Romano Summer Spay (sub)
Romano Summer Shampoo (sub)
Romano Summer Roll On (sub)
Video Series Idea:
The idea is to portrait the Romano man in extreme conditions of summer where he is supposed to lose confident and style...
BUT thanks to Romano products, he is always in great style, full of confidence and not hesitate to exert his gentlemen manners.
It’s a witty and sophisticated way to talk about the TA’s pain point in the summer that shows both product functions and Romano's Style Guide platform.
The series include 4 short clips for each product category (Shampoo, 2in1, Roll On and Spray) with 4 themes: Office, Sport, Leisure, and Dating - the touch points of the target audience.
Fanpage Post Content:
Planning content pillars, content calendar and content direction as well as write up all posts, reflecting campaign concept with social trend about the pandemic.
Content pillars include summer style guide, product functions, promotion, and mini games.
For more detail: https://www.facebook.com/VN.Romano
The R Men's Style in Summer
Create a special platform to strengthen the connection between brand and consumers with the potential to develop for long-term with future brand campaign.
Just like a trusted fashion magazine, the platform shares tips about how to be a gentlemen building style in summer: fashion, hairstyle, fragrance, grooming, etiquette… for consumers to achieve outlook of a true gentlemen.
Articles are categorized to match with 4 themes of the 4 key video: Office, Sport, Leisure, and Dating.
Go to The R Men's Style in Summer: https://romano.vn/bi-kip-he-lich-lam/
