pantene's digital strategy presentation
TRANSCRIPT
Pantene Pro-V
Digital Strategy
By Jenna Lublin
Pantene’s Target MarketWomen 15-55 years old Celebrity brand ambassador Selena
GomezTrackMaven Marketing Analytics:
Pantene’s average social media follower is female
Who can Pantene help? Dry-hair therapy
Damaged hair reconstruction
Anti-dandruff products
Frizz control
Pro-V campaign emphasizes science-based hair care technology
-Pantene Hair Research Institute
Audience Persona Examples
MelissaStay-at-home mother of 243 years oldFemaleHousehold Income: $52,000 per yearMarriedGoals:Send children to college debt-freeBegin working again once children are in college Challenges: Tight budgetLittle leisure time Damaged hair due to aging
#StrongIsBeautiful Cancer donation campaign
Strengthening of hair and women
Recommendation: Promote campaign across all social media platforms
-Place on homepage of website
E-mail Marketing Current e-mail program available for sign-up on homepage
Coupons, product information, lifestyle articles and newsletters
Recommendation: Improve frequency of e-mails sent
BlogEncourages communication
among consumersCulture and communityPromotes events and contests
Pinterest Large audience for online beauty
and grooming culture
Business Insider: Pinterest is 81% female
Recommendation: Make link to Pinterest account available on homepage along with other social media links
Online Sales Consumers currently cannot buy products online
Directs users to other online retailers
Recommendation: Introduce online sales
Competitor:
Metrics E-mail -> Leads -> Sales
Conversion rates
Website visits/interactions
Bounce Rates, Exit Rates
New vs. returning users
Audience Demographics
Budget Total: $130 million
Celebrity endorsements
PR
Social Media
Traditional Advertising
Sponsorships
Website
SEO
E-mail marketing