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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