lindsay achary, abbey beshea, john mudge, paige...
TRANSCRIPT
Lindsay Achary, Abbey Beshea, John Mudge, Paige Roberts, Julie Thomas
Marketing ObjectiveIncrease revenue 5% during the fiscal year of 2016 (Jan. 1- Dec. 31).
Advertising ObjectiveIncrease awareness of the Dove Men + Care productline among key target audiences by using the “Dad Bod,Not A Bad Bod” campaign, which will focus on reachthrough traditional and non-traditional advertisementsand IMC efforts.
demographics][
Geographic[ ]
PSYCHOGRAPHICS[ ]
TAGLINETagline: Be you, be clean[ ]
Celebrity Spokesperson: Vince Vaughn[ ]Vince Vaughn is an excellent representative for the Dove’s Men + Care
product line. The advertising campaign focuses on men that are regular,everyday people who live their lives and work hard. These men are your
dads, husbands, brothers, neighbors and friends. These men are notperfect and they do not strive for perfection.
personality Featured movies• Serious, yet commical• Relatable Guy• Stable Professional• No Current Controversies
• The Internship• Dodgeball• Wedding Crashers• The Break Up
IMC elements: Public relations[ ]
interviews
Interviews with Vince Vaughn are imperative to the visibility and awarenessto the campaign. Interviews guarantee exposure not only about the importance
of the campaign theme, but also out the product and Vince Vaughn as thecelebrity endorsement, his own struggles with body image
• Jimmy Fallon• The Today Show
• Good Morning America• Grace Helbig YouTube channel
• Pop Culture Happy Hour NPR (Podcast)
IMC elements: Public relations[ ]SOCIAL MEDIA AD
Vaughn thinks his dad bod is betterthan yours, why don’t you show
him up? This social media contestwill encourage men of all ages topost pictures of their bodies and
embrace their “Dad Bods.”
IMC elements: Public relations[ ]
IMC elements:Public relations[ ]
PRESS RELEASE MEDIA CONTACT Julie M. Thomas Public Relations Professional [email protected] (318) 294-6717 Dove Men + Care to launch “Dad Bod, Not A Bad Bod” Campaign in January 2016 Actor Vince Vaughn is the face of the campaign designated to exist alongside Dove’s Campaign for Real Beauty December 1, 2015 BATON ROUGE, LA. - Dove Men + Care will launch “Dad Bod, Not A Bad Bod” campaign in January 2016 alongside Dove’s Campaign for Real Beauty for women. The campaign focuses on men feeling good about themselves rather than the product itself. Actor, producer and philanthropist, Vince Vaughn will be the face and body for the campaign which will center on men being proud of their “Dad Bods.” The “Dad Bod, Not A Bad Bod” campaign is no focuses on the product, but rather as a way to make men feel good about themselves, just as the women’s campaign focuses on making women feel beautiful regardless of their age and size. Men are self-conscious about their bodies just as women are. A recent study conducted by Diet Chef (a food delivery services tailored to those keen to shed their excess weight), reveals that 53 percent of the 1,077 men surveyed regularly worry that their friends and other men have more appealing abs, pecks, biceps and triceps than they do. “We ultimately felt that Vince Vaughn embodies what most men actually look like. He is in no way unhealthy, but he is a busy man who does not have the time to concentrate solely on his body while working, being a husband and loving father,” said Sharon MacLeod, vice president of Unilever North America Personal Care. “The campaign hopes to show men that regardless of their body style, they are still men and deserve to feel proud of themselves.” Although the campaign is meant to be satirical, there is a serious underlying message that men should feel good about themselves no matter their age or size. The “Dad Bod” is a popular trend on social media which brings awareness about all men’s body types in a humorous and relatable way. Men of all ages related to the idea of the “Dad Bod,” which is a terminology for a body type that is larger and less defined. The campaign will include humorous advertisements of Vince Vaughn promoting his “Dad Bod,” as well as interviews, television commercials, sweepstakes, contests, in-person selling techniques and more. The Dove Men + Care “Be Your, Be Clean,” product line includes men’s body wash products, including bar soaps, liquid and gel body wash and scrubs. For more information about the “Dad Bod, Not A Bad Bod” campaign, contact Julie M. Thomas, public relation executive, at [email protected].
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IMC elements: Advertising; ages 20-30[ ]
IMC elements: Advertising; ages 30-40[ ]
IMC elements: Advertising; ages 40-50[ ]
Traditionaladvertisement [ ]
IMC elements: event sponsorship[ ]
Sales promotion plan
Price reductionTwo-in-one pack of men’sand women’s body washat a discounted price toencourage the buyer to
Purchase the product in bulk.
SAMPLESAttach a travel size Dove Men’sdeodorant to a full size body
wash to give consumers an incentiveto buy the product and give them
an opportunity to try thedeodorant.
[ ]
Sales promotion plan
sweepstakes Trade-orientedsales promotion
[ ]We are going to motivate Target
and Walmart to feature DoveMen + Care in the center of the
shelves. We plan on keepingtrack of this and outbidding
our competitors.
Dove will partner with the NFL Networkoffer a sweepstakes, where a code will beLocated underneath the inside the body
wash cap. Participants must enter thecode online to a chance to win…• Tickets to Super Bowl 2017
• Free Dove products for a year for two• Free airfare• Free Stay
• $1,000 to spend
timeline[ ]DigitalAd.RadioAd.
DigitalAd.RadioAd.
DigitalAd.RadioAd.
DigitalAd.RadioAd.
DigitalAd.RadioAd.
Budgetallocation[ ]
Ad media mix][
TV
Internet
Magazines
Social Media
Radio
JUN AUG OCT
Television
Evening Animation
The CW
Game Show/Contests
Fox
All half hour programs
Magazine
Game Informer
Marie Claire
Parents
Official Xbox Magazine
ESPN The Magazine
Men's Weekly
Digital
Myspace
GameSpot
NBA.com
Eharmony
UFC.com
Monster.com
Hulu
EA.comSocial Media
InstagramRadio
NBC SportsESPN RadioNBC News
DOVE MEN+CARE CAMPAIGNMedia Flowchart
NOVSEP2nd Quarter
JAN1st Quarter
APRMAR MAYFEB JULY3rd Quarter 4th Quarter
DEC
Media Flowchart[ ]
Campaign and imc evaluations[ ]Post-testing
• Concurrent Research• Understanding andComprehension Test• Memory Tests• Likeability
Executive Summary[ ] The goal for the Dove Men + Care product line of soaps, body washes, deodorants and scrubs is to increase revenue an additional 5% during the fiscal year of 2016 (Jan. 1 – Dec. 31). Because this product line is relatively new for Dove, an emphasis on the products and tagline “Be You, Be Clean” is imperative for brand awareness, consistency and recall. To achieve this goal, the “Dad Bod, Not A Bad Bod” campaign focuses on promoting everyday men, 20-50 years of age, through increasing reach on the platforms they regularly consume. Through the use of traditional, non-traditional and integrated marketing communications, Dove will be able to achieve these objectives.