Marketing Project Brand: DOVE Development of a Mobile App

1. November14,2014

2. Our Team
Michela Caltran
Roushan KumarRoman Malyshev
Francis Martinez Gregory Vanhaute
Ding Zhao

4. Agenda
KPIs
Dove Hair Lab
Paid Owned & Earned Media
Documentation
SoLoMo
Scenarios
Marketing Goal
Relationship with the customer
Customer Journey

5. Scenario 1
- Pajama Party -
A young girl (15)
invites her 4 girlfriends
to a pyjama party.
While playing games,
they find out about
Dove Hair Lab App.
They start playing with
it laughing and sharing
their photos on social
media.
Look at these
different styles!
It’s so cool!
OMG!
I need to try
this shampoo!

6. 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.

7. 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

8. 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

9. Customers and Dove insiders
could not engage with other
Dove 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.

10. Marketing Goal The main goal is Customer
Acquisition. Since the
company does not sell its
products directly online, the
app is developed in order to
offer an engaging experience
for mainly potential
consumers. as well as
previous customers.
Through the app, Dove can
also promote their Hair Care
items, such as shampoos,
conditioners and oils, and
offer tips about the best
product to use.
Awareness
Customer
Acquisition

11. SoLoMo
SOCIAL
LOCAL
MOBILE
Users can share their location and
get hair tips that refer to the local
weather condition.
Users can access the app anywhere and
anytime.
Users can choose their favorite hair
style and share their «Makeover» on
social media like Facebook, Instagram
and Pinterest.

12. 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

13. 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.

14. 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

15. 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.

16. Earned Media
 Social Media users will provide
positive feedback, comments,
and reviews themselves if Dove
executes their campaign
correctly and the target
audience finds the app appealing
as well as useful.
 If everything goes according to
the plan and audience loves the
app, they will start sharing the
app media campaign on their
personal pages spreading
awareness about products,
which can lead to acquiring new
customers.

17. 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 Dove
channel
 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 can
acquire more information about the specific product for their hair.
Consequently, the success of the App will increase the number of
visits on Dove.us. These achievements will be measured using:
- CTR [Acquisition]
- Bounce Rate [Behavior]
- Micro Conversion Rate [Outcome]

18. THANK YOU

19. DOCUMENTATION

20. 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

21. 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

22. Jane Soap
ONLINE ACTIVITIES:
 Intermediate web user
 Amazon.com
 Wall Street Journal
USER STORY
«As a busy working mom, I need to
have the opportunity to buy beauty
products online for me and my
family, in order to take advantage
of my limited spare time»

23. 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

24. Sophie White
ONLINE ACTIVITIES:
 Advanced web user
 Facebook, Twitter, Instagram,
WhatsApp
 Amazon.com
USER STORY
«As a young woman, I need an easy
and funny way to find the right style
and products for my hair, in order to
feel confident and attractive»

25. Beauty begins the moment
you decide to be yourself.