Pantene Pro-V

Digital Strategy

By Jenna Lublin

Pantene’s Target MarketWomen 15-55 years old Celebrity brand ambassador Selena

GomezTrackMaven Marketing Analytics:

Pantene’s average social media follower is female

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

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

#StrongIsBeautiful Cancer donation campaign

Strengthening of hair and women

Recommendation: Promote campaign across all social media platforms

-Place on homepage of website

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

BlogEncourages communication

among consumersCulture and communityPromotes events and contests

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

Online Sales Consumers currently cannot buy products online

Directs users to other online retailers

Recommendation: Introduce online sales

Competitor:

Metrics E-mail -> Leads -> Sales

Conversion rates

Website visits/interactions

Bounce Rates, Exit Rates

New vs. returning users

Audience Demographics

Budget Total: $130 million

Celebrity endorsements

PR

Social Media

Traditional Advertising

Sponsorships

Website

SEO

E-mail marketing