Description
An unconventional presentation towards analysis of social media marketing effectiveness of Dove
Click to edit Master subtitle style
Social Media
Marketing
1/18/13
Free Flow Of Presentation
1/18/13
Dove Evolution
Beauty. It’s not about glamour or fame. It’s about every woman and the beauty that is in each of us. That’s what DOVE is all about. And that’s why More women trust their skin to DOVE. 1/18/13
Product Launch
“We want to challenge the definition of the beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.”
-Philippe Harousseau, Dove’s Marketing Director
“The ad was created from the budget left over from the earlier Daughters campaign, and was intended to be the first in a series of such online-focused spots by the company”
1/18/13
Marketing Strategy
ADVERTISI NG
BILLBO ARDS
TV COMM ERCIA LS INTERVI EWS PANEL DISCUSS IONS WEBSI TE
PROGR AMS THE DOVE SELFESTEEM FUND
1/18/13
55
1/18/13
1/18/13
1/18/13
1/18/13
Buzzref Dove Analytics
Click to edit Master subtitle style
1/18/13
Buzzref Dove Analytics
1/18/13
Buzzref Dove Analytics
1/18/13
Alexa
1/18/13
Alexa
1/18/13
iSpionage
PPC Cost Budget Estimate: $12,491,600 Total Advertisement Budget: $400m
1/18/13
Clickable
1/18/13
Clickable
1/18/13
Clickable
1/18/13
JustAsk
?Do you have clients from Personal Care
segment?
?Yes
?What is their budget for social media
marketing, absolute and in percentage?
media marketing and other online platforms. This is where clickable differentiates by providing integrated online Ad builder for SEO, Ad Spread and Social Media marketing. Our clients in this segment have over $60,000 1/18/13 budget.
?Generally clients do not differ between social
JustAsk
?What kind of social media marketing
strategies are followed by the companies?
?Most of the companies have strong expenses
and focus on online marketing during prelaunch and initial phase of launch of a campaign. After that it is mostly viral. Only few activities like moderate customer engagement, SEO and PPC run all the time
?How do you see the Indian online marketing
now and in coming years?
1/18/13
?Our study has shown striking similarities
between current Indian scenario in urban/semi
CROSS-MEDIA MEASUREMENT
?Study by Rex Briggs for CROSS-MEDIA
MEASUREMENT for Unilever for Dove in US exposed to internet advertisements
?The study suggests that 15% of people are ?Advertisers have internet budgets up to 2% of
overall budget
?If the marketing mix is reshuffled to 15%
spending in internet advertising, the effectiveness of campaign would increase effective with new mix
?Internet advertisements are 32% more cost 1/18/13
Dove vs Axe
1/18/13
1/18/13
doc_753895352.pptx
An unconventional presentation towards analysis of social media marketing effectiveness of Dove
Click to edit Master subtitle style
Social Media
Marketing
1/18/13
Free Flow Of Presentation
1/18/13
Dove Evolution
Beauty. It’s not about glamour or fame. It’s about every woman and the beauty that is in each of us. That’s what DOVE is all about. And that’s why More women trust their skin to DOVE. 1/18/13
Product Launch
“We want to challenge the definition of the beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.”
-Philippe Harousseau, Dove’s Marketing Director
“The ad was created from the budget left over from the earlier Daughters campaign, and was intended to be the first in a series of such online-focused spots by the company”
1/18/13
Marketing Strategy
ADVERTISI NG
BILLBO ARDS
TV COMM ERCIA LS INTERVI EWS PANEL DISCUSS IONS WEBSI TE
PROGR AMS THE DOVE SELFESTEEM FUND
1/18/13
55
1/18/13
1/18/13
1/18/13
1/18/13
Buzzref Dove Analytics
Click to edit Master subtitle style
1/18/13
Buzzref Dove Analytics
1/18/13
Buzzref Dove Analytics
1/18/13
Alexa
1/18/13
Alexa
1/18/13
iSpionage
PPC Cost Budget Estimate: $12,491,600 Total Advertisement Budget: $400m
1/18/13
Clickable
1/18/13
Clickable
1/18/13
Clickable
1/18/13
JustAsk
?Do you have clients from Personal Care
segment?
?Yes
?What is their budget for social media
marketing, absolute and in percentage?
media marketing and other online platforms. This is where clickable differentiates by providing integrated online Ad builder for SEO, Ad Spread and Social Media marketing. Our clients in this segment have over $60,000 1/18/13 budget.
?Generally clients do not differ between social
JustAsk
?What kind of social media marketing
strategies are followed by the companies?
?Most of the companies have strong expenses
and focus on online marketing during prelaunch and initial phase of launch of a campaign. After that it is mostly viral. Only few activities like moderate customer engagement, SEO and PPC run all the time
?How do you see the Indian online marketing
now and in coming years?
1/18/13
?Our study has shown striking similarities
between current Indian scenario in urban/semi
CROSS-MEDIA MEASUREMENT
?Study by Rex Briggs for CROSS-MEDIA
MEASUREMENT for Unilever for Dove in US exposed to internet advertisements
?The study suggests that 15% of people are ?Advertisers have internet budgets up to 2% of
overall budget
?If the marketing mix is reshuffled to 15%
spending in internet advertising, the effectiveness of campaign would increase effective with new mix
?Internet advertisements are 32% more cost 1/18/13
Dove vs Axe
1/18/13
1/18/13
doc_753895352.pptx