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Pantene Pro-
V
Digital
Strategy
By Jenna Lublin
Pantene’s Target Market
Women 15-55 years old
Celebrity brand ambassador Selena Gomez
TrackMaven Marketing Analytics: P...
Who can Pantene help?
 Dry-hair therapy
 Damaged hair reconstruction
 Anti-dandruff products
 Frizz control
 Pro-V ca...
Audience Persona
Examples
Melissa
Stay-at-home mother of 2
43 years old
Female
Household Income: $52,000 per
year
Married
...
#StrongIsBeautiful
 Cancer donation campaign
 Strengthening of hair and women
 Recommendation: Promote campaign across ...
E-mail Marketing
 Current e-mail program available for sign-up on homepage
 Coupons, product information, lifestyle arti...
Blog
Encourages communication among
consumers
Culture and community
Promotes events and contests
Pinterest
 Large audience for online beauty and
grooming culture
 Business Insider: Pinterest is 81% female
 Recommenda...
Online Sales
 Consumers currently cannot buy products online
 Directs users to other online retailers
 Recommendation: ...
Metrics
 E-mail -> Leads -> Sales
 Conversion rates
 Website visits/interactions
 Bounce Rates, Exit Rates
 New vs. r...
Budget
 Total: $130 million
 Celebrity endorsements
 PR
 Social Media
 Traditional Advertising
 Sponsorships
 Websi...
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Pantene's Digital Strategy Presentation

  1. 1. Pantene Pro- V Digital Strategy By Jenna Lublin
  2. 2. Pantene’s Target Market Women 15-55 years old Celebrity brand ambassador Selena Gomez TrackMaven Marketing Analytics: Pantene’s average social media follower is female
  3. 3. 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
  4. 4. Audience Persona Examples Melissa Stay-at-home mother of 2 43 years old Female Household Income: $52,000 per year Married Goals: Send children to college debt- free Begin working again once children are in college Challenges: Tight budget Little leisure time Damaged hair due to aging
  5. 5. #StrongIsBeautiful  Cancer donation campaign  Strengthening of hair and women  Recommendation: Promote campaign across all social media platforms -Place on homepage of website
  6. 6. 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
  7. 7. Blog Encourages communication among consumers Culture and community Promotes events and contests
  8. 8. 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
  9. 9. Online Sales  Consumers currently cannot buy products online  Directs users to other online retailers  Recommendation: Introduce online sales Competitor:
  10. 10. Metrics  E-mail -> Leads -> Sales  Conversion rates  Website visits/interactions  Bounce Rates, Exit Rates  New vs. returning users  Audience Demographics
  11. 11. Budget  Total: $130 million  Celebrity endorsements  PR  Social Media  Traditional Advertising  Sponsorships  Website  SEO  E-mail marketing
  • SokhengHamchan

    Jan. 3, 2017

Pantene's Digital Strategy

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