[dove] online advertisement
TRANSCRIPT
![Page 1: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/1.jpg)
DOVE ONLINE
ADVERTISING
TEAM 1
Michela Caltran | Roushan Kumar | Roman Malyshev
Francis Martinez | Gregory Vanhaute | Ding Zhao
![Page 2: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/2.jpg)
Our Product
MEN+CARE HYDRATE + SHAVE GEL
![Page 3: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/3.jpg)
MAURIZIO VERDINI - PERSONA
BACKGROUND
o Postgraduate Student
o Photographer
o Single. Loves art and design
DEMOGRAPHICS
o Male
o Age 18-35
o Urban
IDENTIFIERS
o Caring person
o Concerned about his appearance
o Comfortable with who he is
![Page 4: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/4.jpg)
MAURIZIO VERDINI - PERSONA
ONLINE ACTIVITIES
o Advanced web user
o Amazon.com
o WhatsApp, Facebook, Twitter,
USER STORY
«As a customer of Dove’s Shave Gel,
I need to find a superior product, which
guarantees no irritation and smooth skin
after shaving. The product should be
presented in an attractive packaging.»
![Page 5: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/5.jpg)
CAMPAIGN GOAL
![Page 6: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/6.jpg)
WHY CUSTOMER ACQUISITION?
● Expand our target audience by
increasing engagement with
potential male consumers
● Reach out for young men who
start shaving
● Strengthen Dove’s market
position as a caring and
innovative brand
![Page 7: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/7.jpg)
Budget: $100
Allocation Plan
$45 - Programmatic:
Cheaper and more effective
Connect with an audience that is more likely interested
Not time-consuming
$25 - Premium Content:
Reach out for new customers and try to get a share of their mind
Stand out as a high quality brand by being visible on a premium website;
i.e. ESPN, NETFLIX, WSJ, EUROSPORTS
ONLINE CAMPAIGN
![Page 8: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/8.jpg)
ONLINE CAMPAIGN
$20 - Search Retargeting:
Re-engage with potential customers who showed an interest in our brand but
didn’t complete the conversion
$10 - Mobile:
Analyze and understand customer behavior while using a smartphone in order
to minimize the level of annoyance our Ad might cause
Capitalize on the amount of time users spend using their phones
![Page 9: [Dove] Online Advertisement](https://reader036.vdocuments.net/reader036/viewer/2022071815/55a7c3371a28ab40128b46af/html5/thumbnails/9.jpg)
THANK YOU