pantene's digital strategy presentation
TRANSCRIPT
![Page 1: Pantene's Digital Strategy Presentation](https://reader035.vdocuments.mx/reader035/viewer/2022062503/58999d091a28ab30328b8a01/html5/thumbnails/1.jpg)
Pantene Pro-V
Digital Strategy
By Jenna Lublin
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Pantene’s Target MarketWomen 15-55 years old Celebrity brand ambassador Selena
GomezTrackMaven Marketing Analytics:
Pantene’s average social media follower is female
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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
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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
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#StrongIsBeautiful Cancer donation campaign
Strengthening of hair and women
Recommendation: Promote campaign across all social media platforms
-Place on homepage of website
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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
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BlogEncourages communication
among consumersCulture and communityPromotes events and contests
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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
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Online Sales Consumers currently cannot buy products online
Directs users to other online retailers
Recommendation: Introduce online sales
Competitor:
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Metrics E-mail -> Leads -> Sales
Conversion rates
Website visits/interactions
Bounce Rates, Exit Rates
New vs. returning users
Audience Demographics
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Budget Total: $130 million
Celebrity endorsements
PR
Social Media
Traditional Advertising
Sponsorships
Website
SEO
E-mail marketing