Team 1

Michela CaltranRoushan KumarRoman MalyshevFrancis MartinezGregory VanhauteDing Zhao

PAID, OWNED, AND EARNED MEDIA

Agenda

What is Dove’s strategy in each of media area?

Where do these media areas overlap and how successful are they?

An example of a campaign that is consistent across Paid Owned and Earned media.

Dove Paid Media Strategy

Billboard in NYC Time Square

Online Banner in allure.com, refinery29.com, and more

National TV Commercial

Dove Owned Media Strategy

Official Dove Website

Official Dove Twitter page

Official Dove Facebook Page

Dove Earned Media Strategy

Overlap and Success of these Media

• All three media types contribute inestablishing the brand reputation andthey are constantly overlapping indifferent ways. Earned media isdriven by owned and paid.

• Dove is actively using social mediaaccounts and official website (OwnedMedia). But the company also utilizesTV commercials to engage with abroader audience.

• Dove shares its content on all itssocial media pages in order to deliverthe message to as many users aspossible and engage with themthrough a variety of activities.

Paid, Owned and Earned Media

Dove TV Commercial [Paid] isshared on Dove Youtube Channel[Owned], where different userscan comment, share it or put their«Like» on it [Earned].

Thank You