November 14, 2014

Our Team

Michela Caltran

Roushan KumarRoman Malyshev

Francis Martinez Gregory Vanhaute

Ding Zhao

Agenda

KPIs

Dove Hair Lab

Paid Owned & Earned Media

Documentation

SoLoMo

Scenarios

Marketing Goal

Relationship with the customer

Customer Journey

Scenario 1- Pajama Party -

A young girl (15)invites her 4 girlfriendsto a pyjama party.

While playing games,they find out aboutDove Hair Lab App.They start playing withit laughing and sharingtheir photos on socialmedia.

Look at these different styles! It’s so cool!

OMG! I need to try

this shampoo!

Scenario 2- On the Train -

A young woman (25) is listening to music on YouTube and Dove Hair Lab ad pops up on her phone. She clicks on it and starts playing with the App. After choosing her perfect hairstyle, she shares her photo on Instagram and she’s now eager to try out Dove Oxygen Moisture Shampoo.

Ooh! Nice hair style!I need to tell

Sophie, she’ll love it.

Customer Journey

Research

Research: An informal way

to get engaged with Dove

through a playful interaction

that also offers information

about its products.

Awareness: Attraction of

the younger audience

through social interaction

and meaningful content,

i.e. latest trends.

Awareness

Notes: Notes: Notes:

Share it

Pinterest

Get the look

Rate app

Style

Users will be able to

login with Facebook or

email address to start

playing with the app.

Then they will upload a

photo.

Women can choose what

hair style they want to

have: Silky hair, volume

hair, nourish hair and

more. They are able to

clear it all, compare it, or

go back.

Users will automatically

receive a shampoo

recommendation depending

on their hair type. They can

watch “how to videos” on

youtube’s Dove channel.

Finally, they can share it!

Instagram

Facebook Twitter

Customers and Dove insiders could not engage with otherDove Apps.

App will engage and entertain customers, fans, and potential customers .

Entertain women of all ages. They can play with different hair styles and share them on social media.

Women are unsure of their hair style.

App will help women identify the perfect hair style.

Upload photos for hair makeover. Daily hair tips according to the local weather.

Women struggle when choosing the right shampoo.

App will recommend the right shampoo for their hair type.

Dove shampoo and conditioner recommendation.

Dove apps are not available on all operating systems.

Dove Lab Hair App will be available on IPhone and Android.

App available on Apple Store and Google Play.

Dove Apps were not targeting a large audience of women.

This app will target women of all ages: 15 and above.

Everyone can easily upload a photo with good lighting, hair pulled back and face not tilted.

Marketing Goal The main goal is CustomerAcquisition. Since thecompany does not sell itsproducts directly online, theapp is developed in order tooffer an engaging experiencefor mainly potentialconsumers. as well as

previous customers.

Through the app, Dove canalso promote their Hair Careitems, such as shampoos,conditioners and oils, andoffer tips about the bestproduct to use.

Awareness

Customer

Acquisition

SoLoMo

SOCIAL

LOCAL

MOBILE

Users can share their location andget hair tips that refer to the localweather condition.

Users can access the app anywhere andanytime.

Users can choose their favorite hairstyle and share their «Makeover» onsocial media like Facebook, Instagramand Pinterest.

SoLoMo

o Social aspect: uploading and

sharing photos

o Valuable information: latest trendy

hair styles and daily tips

o Customization: recommended

products for their specific hair type

o Promotion of new product

o Acquisition of new information

about its customers and their

preferences

o Increased value of their products

through the customized service

Relationship with the customer

The goal is to build a long-lasting relationship based on an highly customized and enjoyable

experience.

Potential customers will recognize Dove as an interesting company that cares about their

needs.

Dove will be part of their circle on social media: when consumers share their picture

online, Dove gets a share of their mind.

Paid Media

15% 5%

35%

45%Paid search

Programmatic Advertising

Social Media Advertising

Content Marketing

Blog Articles Infographics Guides Videos

Facebook Sponsored Ads YouTube Twitter

Owned Media

Social Media are major tools used to advertise the new app.

Dove’s social media fan base is extremely involved providing company with a constant feedback.

Videos promoting the app can also be posted. Such approach would be effective because people who watch videos online tend to be more attentive and interested in what they are watching.

Earned Media

Social Media users will providepositive feedback, comments,and reviews themselves if Doveexecutes their campaigncorrectly and the targetaudience finds the app appealingas well as useful.

If everything goes according tothe plan and audience loves theapp, they will start sharing theapp media campaign on theirpersonal pages spreadingawareness about products,which can lead to acquiring newcustomers.

KPI’s

No. of monthly active App users

No. of photos shared on social media

No. of users who rated our App

No. of users who clicked on the YouTube tab to watch “How-to videos” on Dovechannel

No. of clicks on the recommended product

Boss, the app was downloaded a million times, but the real success was..

Dove Hair Lab presents a direct link to the website where users canacquire more information about the specific product for their hair.

Consequently, the success of the App will increase the number ofvisits on Dove.us. These achievements will be measured using:

- CTR [Acquisition]

- Bounce Rate [Behavior]

- Micro Conversion Rate [Outcome]

THANK YOU

DOCUMENTATION

Problems

The first problem we have identified is related to the Dove apps’ performance

• Many Dove apps show bugs and technology issues

• They do not work on different operating systems

• None of them fully cover the SoLoMo features

The second problem is related to the fact that Dove does not sell products directly on its website

• Customers cannot compare products/prices on a cart

• It is not convenient for customer to be redirected to other websites and start a different purchasing process

Jane Soap

BACKGROUND:

Married with two children

Financial manager in a global company

Middle Class with annual salary of $60,000

DEMOGRAPHICS:

Female

Age 34 [Target Range: 25-40]

Urban

IDENTIFIERS:

Values career but also family-oriented

Prefers online shopping for daily items due to business schedule

Jane Soap

ONLINE ACTIVITIES:

Intermediate web user

Amazon.com

Wall Street Journal

USER STORY

«As a busy working mom, I need tohave the opportunity to buy beautyproducts online for me and myfamily, in order to take advantageof my limited spare time»

BACKGROUND:

College Student

MIB at Hult. Previous experience as a Teacher.

Single. Shooting, skiing, archery.

DEMOGRAPHICS:

Female

Age 15-35

Urban

IDENTIFIERS:

Concerned about her appearance

Wants to feel beautiful and confident with her body

Sophie White

Sophie White

ONLINE ACTIVITIES:

Advanced web user

Facebook, Twitter, Instagram, WhatsApp

Amazon.com

USER STORY

«As a young woman, I need an easyand funny way to find the right styleand products for my hair, in order tofeel confident and attractive»

Beauty begins the moment

you decide to be yourself.