Redefining Pantene's Digital Strategy
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Transcript of Redefining Pantene's Digital Strategy
C
REDEFINING PANTENE’S DIGITAL
STRATEGY Sarah MacKenzie, NMDL Fall 2015
Pantene on YouTube
Powerful Web Content
Current Brand Initiatives
“#BeautifulLengths” campaign
“Strong hair is beautiful” campaign
Selena Gomez as Spokes Model
Pantene.com• Product information• Beautiful lengths information• Hairstyle look books• Tips, tricks and expert hair advice• Newest trends
Various Value-Adding Features for Pantene.com
Visitors!
Keeping it Social • Maintains brand across all social media
channels• Frequent posting • Many followers and high engagement• Focus is on relationship building, not
selling
Improving Mobile User ExperienceSmartphone App Creation to
Boost Customer Engagement
Make Responsive Web Design a Priority
Growing with Online Advertising • Display advertising • Popular women’s magazine websites • Ex: Glamour or Women’s Health
• Use search engine marketing effectively • Strong keywords• Ex: “get healthy hair” or “hair care tips”
• Social media advertising capabilities • target using demographics, interests,
etc.
Create a Target Market Relevant Audience Persona“Trend Setter Tracy is a 25-year-old woman living in Chicago, Illinois. Tracy is single and has a very large social network. Tracy works hard to stay in the know about new trends, including hairstyles…”
“Tracy seeks style advice online…”
Creating the Best Content • Create unique social media content• “how to” styling videos• Beautiful Lengths wig recipient
interviews
• Participate in the world of blogging• Discuss Pantene’s meaningful products • Or discuss “looks” for upcoming holiday
season
KPIs and Budget • Ask the customer through surveys • Use Pantene’s email list
• Monitor social media for likes, positive/negative comments
• Utilize Google Analytics to measure click through rates, conversion rate, etc.
Recommended Budget: $1-2 million for online advertising and media creation