DOVE ONLINE

ADVERTISING

TEAM 1

Michela Caltran | Roushan Kumar | Roman Malyshev

Francis Martinez | Gregory Vanhaute | Ding Zhao

Our Product

MEN+CARE HYDRATE + SHAVE GEL

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

MAURIZIO VERDINI - PERSONA

ONLINE ACTIVITIES

o Advanced web user

o Amazon.com

o WhatsApp, Facebook, Twitter,

Instagram

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.»

CAMPAIGN GOAL

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

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

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

THANK YOU