Problem/Opportunity Statement: position Fujifilm as the "inspirational companion" for young storytellers. 

Campaign goal: increase Fujifilm's awareness within the BUV SOCCI student community; encourage the pursuit of ownership and personal expression; increase revenue; repositioning brand identity. 

Target Audience: BUV SOCCI students - dynamic, creative, GENZ, active on social media, trend-driven and highly visual in communication.

Students from BUV SoCCi (School of Communication and Creative Industries) are dynamic, creative, and part of Gen Z - they are highly active on social media, trend-driven, and communicate through visual content. Therefore, our group decided to make BUV SoCCi students both the product we promote and the target audience.

However, as Professor Ross pointed out in his feedback, focusing only on the students themselves lacks a clear strategic direction. After further discussion, our group decided to shift the focus toward promoting the BUV SoCCi program - highlighting its unique identity, creative learning environment, and opportunities for students to express themselves and grow in the communication and creative industries.

During the discussion, we brainstormed different directions and shared insights about how to make our campaign more relevant and engaging.

We identified our primary target audience as current BUV SoCCi students, since they are the core of the program and best represent its spirit. The secondary audience includes high school students who are interested in creative fields and might consider applying to BUV in the future. The tertiary audience is BUV students who are not from SoCCi, as we also want to raise awareness and interest in the program among the wider BUV community.

By the end of the meeting, we reached a common understanding of our campaign direction and started shaping a more focused and strategic concept.

THE BRIEF:

Market research (Sandra):

Focus Areas: BUV (British University Vietnam) BUV SoCCI (School of Communication and Creative Industries) SOCCI Program in general (e.g: Hanoi, HCM city, UK,...)

Target audience: Primary TA: BUV SOCCI Students - Linh, Trâm Anh

Secondary TA: High school students who are potential applicants - Sam

Teritary TA: BUV students (non-SOCCI) and people in other BUV faculties (e.g: teacher, - Minh Anh

=> Audience Profiling: Include analysis across demographic, psychographic, and behavioral dimensions, with 5 key personas representing each target group ( 3 for BUV SOCCI students and 2 for other TA).

In addition, I also proposed my own idea, based on the fact that SoCCi has three majors: Creative Communication Production (CCP), Professional Communication (PC), and Film. Similar to how Hogwarts has four houses with unique symbols, I suggested that we could develop three versions of BUV’s red lion mascot, each representing one SoCCi major.

For example:

• The CCP lion could wear an artist’s hat and hold a paintbrush.

• The PC lion might wear a business outfit or have data charts behind it.

• The Film lion could carry a camera or pose as if it’s filming a scene.

This concept highlights the creativity and diversity within SoCCi while staying connected to BUV’s red lion identity.

• Primary Target Audience: BUV SoCCi students

• Secondary Target Audience: High school students who are potential applicants to BUV

• Tertiary Target Audience: BUV students (non-SoCCi) and people in other BUV faculties (e.g., lecturers, staff.

We divided responsibilities among the team members.

I, together with Linh, was in charge of researching the Primary Audience - BUV SoCCi students.

To gain real insights, we designed and distributed a survey to understand SoCCi students’ perceptions, motivations, and opinions about their school identity and community.

Here is our survey link: https://docs.google.com/forms/d/1rxVuk0pST2oxh2CDmLZGF6J_1oEPqD14goNtuii4iVA/viewform?edit_requested=true

After collecting responses, we analyzed the data carefully. We looked at key patterns across:

• Demographics: age, major, and year of study

• Psychographics: values, motivations, and level of pride as SoCCi students

• Behavioral insights: social media habits, preferred content types, and engagement motivations

From these findings, we summarized a detailed Primary Target Audience profile, capturing who SoCCi students are, what drives them, and what challenges they face.

Finally, based on the diversity of SoCCi majors, we created three personas representing students from each key major - Creative Contemporary Practice (CCP), Professional Communication (PC), and Film and Communication (Film).

Each persona helped us visualize and understand our audience more deeply, guiding our later creative and strategic decisions.

At first, we set our goal as increasing awareness of SoCCI. However, during the discussion, we started questioning if that goal really suited our primary audience – BUV SoCCI students.

We realized that SoCCI students already know about their faculty, so focusing on awareness wouldn’t bring real meaning or engagement. I personally shared that this kind of goal might be more relevant to high school students - our secondary audience - since they are the ones who need to discover SoCCI, not reconnect with it.

From there, we decided to rethink our direction. We analyzed SoCCI students’ behaviors, motivations, and what they truly expect from their community. Each member shared observations and insights from daily student life and also based on our survey - how SoCCI students are creative, ambitious, and expressive, yet sometimes still feel disconnected from the collective spirit that SoCCI represents.

Through that conversation, we started to see the real issue: SoCCi students need to feel more connected to it.

After refining our discussion, we came up with a new insight and campaign goal that reflects what SoCCI students truly desire:

BUV SoCCI students are already aware of their faculty’s identity – what they seek now is a deeper sense of connection and collaboration.
Although they are creative, ambitious, and socially expressive, many still feel disconnected from the collective spirit that SoCCI represents.
They want more than academic projects; they crave shared experiences, spaces to express themselves, and opportunities to co-create across disciplines.

Thus, our campaign isn’t about introducing SoCCI anymore - it’s about reigniting its spirit from within. We aim to transform passive recognition into active belonging, encouraging students to express, connect, and create together, shaping a culture where each individual’s creativity contributes to a stronger collective voice.

Core Insight:
“BUV SoCCI students already know SoCCI - what they crave is to feel SoCCI: a space where creativity connects, not isolates.”

Before reaching this point, our group went through several other insight ideas - but after evaluating each, we agreed that this one best captures the emotional truth and creative potential of SoCCI students.

We also complete research on Target Audience, Big Idea, and Key Message:

Big Idea

“From Me to We”: Từ “tôi sáng tạo” đến “chúng ta kết nối”✅

• Ý tưởng chủ đạo: 

• Sáng tạo cá nhân là khởi đầu nhưng kết nối mới là đích đến

• Hành trình của mỗi sinh viên SoCCI sẽ là một yếu tố tạo nên “cộng đồng sáng tạo”

• Khai thác sức mạnh tập thể: “together we make creativity meaningful”

• Tagline: 

From Me to We - The SoCCI Way

When Me Meet We - WMMW

When I Create, We Grow

Let’s Create the We

Create as One

Me becomes We 

Not Just Me. Not Just You. Why don't WE? ✅

Key message:  “Creativity starts with me, but grows with we.”✅

First, we wanted to broaden our target audience instead of focusing only on BUV SoCCI students.

Second, if we continued with the SoCCI program, our concept would feel too similar to the project we did in our first year, which we wanted to avoid to show a new creative direction.

Third, we realized that choosing a commercial brand would give us more space to explore real consumer insights, marketing strategies, and creativity in a more practical context.

Instead of positioning it as a baby diaper, we introduce Bobby NB1 as a new, more comfortable and absorbent alternative to sanitary pads.

1. Insight

draft:

• Phụ nữ muốn được chăm sóc dịu dàng và an toàn trong những ngày nhạy cảm - vì đó là cách họ yêu thương và trân trọng chính mình

(Women want to be cared for gently and safely during their sensitive days - because that's how they love and respect themselves.)

• Thế hệ phụ nữ trẻ không chỉ muốn sản phẩm tốt, họ muốn được thấu hiểu và đại diện cho bản thân - một thương hiệu khiến họ cảm thấy tự tin, được chăm sóc và không xấu hổ khi nói về cơ thể mình

(Young women don't just want great products, they want to be understood and represented - a brand that makes them feel confident, cared for, and not ashamed to talk about their bodies)

we choose:

Mình biết Bobby an toàn thật đấy - chỉ là chưa quen nghĩ một thứ “cho em bé” cũng có thể là cách để chăm da mình 

(I knew Bobby was safe - just not used to the idea that something "for babies" could also be a way to take care of my skin.)

2. Big Idea

draft:

• Mềm Dịu Là Tiêu Chuẩn Mới - Softness Is the New Standard 

• Sự dịu dàng của Bobby chưa bao giờ thay đổi (Gentle as aways - now for you)

• Cho làn da xứng đáng được yêu thương (For skin so loved)

we choose:

Điều dịu nhẹ vốn luôn ở đây (Gentleness has always been here)

3. Key Message

“Softness you’ve always trusted - now made for you” (Điều bạn từng tin tưởng - nay dành riêng cho chính bạn)

Re-divide into 3 target audiences

- Primary TA (16-23) Regular sized pads

- Secondary TA (20-28) Heavy flow pads

- Tertiary TA (14-32) Sanitary underwear pads

New product launch, not NB1 - original product from Bobby

• Short Flim (30s) daily life of uni students. 

• Launch new cartoon character companion and bobby (bobby & her)

• A series of photos of Bobby putting up stickers in public places (universities, schools, etc.) 

  -> One form of notice is that public restrooms have Bobby and Her products.

  -> show Bobby & her always stay with you (women)

I also researched and compiled comments from Vietnamese consumers on social networks (threads), compiled feedback and drew conclusions about the prices and product quality of Bobby's 5 competing sanitary napkin brands.

link doc: Multiple screenshots of consumer feedback on social media (topic)

Customer feedback on threads about each prominent sanitary napkin brand in Vietnam (including Diana, Kotex, Laurier, Doctor Care, Sofy and Bobby)

Diana and Kotex received many negative feedbacks about quality

Laurier, Doctor Care, Sofy and Bobby received many positive feedbacks and many people recommended to use

The supporting messages highlight how this gentleness exists in every small detail - in the materials, the texture, the scent, and the emotions that Bobby & Her brings.
 It’s not about creating something new, but about helping women reconnect with what’s already within them.

And our call-to-action is ‘Feel the gentleness within you. Try Bobby & Her now.’
 It’s a gentle but confident invitation for women to experience the natural softness and comfort that Bobby & Her represents.”

Emotionally, the tone feels calm and soothing - like a reminder that gentleness has always been here, surrounding women in every little moment.

Visually, we combine Bobby’s signature purple with pastel pinks, pastel blues, and creamy whites to bring out a sense of softness and elegance.
 Everything -from the lighting to the movement - feels light, graceful, and comforting.

The language stays simple and poetic, allowing emotions to flow naturally rather than forcing messages.
 And overall, Bobby & Her transforms Bobby’s caring voice into one that feels more mature, confident, and deeply feminine.

Overall Impression:
 A gentle, feminine, and emotionally soothing tone that connects comfort with quiet confidence.