Lindsay Achary, Abbey Beshea, John Mudge, Paige Roberts, Julie Thomas

Transcription

1 Lindsay Achary, Abbey Beshea, John Mudge, Paige Roberts, Julie Thomas

2 Marketing Objective Increase revenue 5% during the fiscal year of 2016 (Jan. 1- Dec. 31). Advertising Objective Increase awareness of the Dove Men + Care product line among key target audiences by using the Dad Bod, Not A Bad Bod campaign, which will focus on reach through traditional and non-traditional advertisements and IMC efforts.

3 [demographics]

4 Geographic

5 [ PSYCHOGRAPHICS]

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9 TAGLINE Tagline: Be you, be clean

10 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 not perfect and they do not strive for perfection. personality Serious, yet commical Relatable Guy Stable Professional No Current Controversies Featured movies The Internship Dodgeball Wedding Crashers The Break Up

11 IMC elements: Public relations Interviews with Vince Vaughn are imperative to the visibility and awareness to the campaign. Interviews guarantee exposure not only about the importance of the campaign theme, but also out the product and Vince Vaughn as the celebrity endorsement, his own struggles with body image interviews Jimmy Fallon The Today Show Good Morning America Grace Helbig YouTube channel Pop Culture Happy Hour NPR (Podcast)

12 IMC elements: Public relations SOCIAL MEDIA AD Vaughn thinks his dad bod is better than yours, why don t you show him up? This social media contest will encourage men of all ages to post pictures of their bodies and embrace their Dad Bods.

13 IMC elements: Public relations

14 PRESS RELEASE [ ] IMC elements: Public relations MEDIA CONTACT Julie M. Thomas Public Relations Professional Julie@dove.com (318) 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 julie@dove.com. ###

15 IMC elements: Advertising; ages 20-30

16 IMC elements: Advertising; ages 30-40

17 IMC elements: Advertising; ages 40-50

18 [ ] Traditional advertisement

19 IMC elements: event sponsorship

20 Sales promotion plan Price reduction Two-in-one pack of men s and women s body wash at a discounted price to encourage the buyer to Purchase the product in bulk. SAMPLES Attach a travel size Dove Men s deodorant to a full size body wash to give consumers an incentive to buy the product and give them an opportunity to try the deodorant.

21 Sales promotion plan sweepstakes Dove will partner with the NFL Network offer a sweepstakes, where a code will be Located underneath the inside the body wash cap. Participants must enter the code 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 Trade-oriented sales promotion We are going to motivate Target and Walmart to feature Dove Men + Care in the center of the shelves. We plan on keeping track of this and outbidding our competitors.

22 Digital Ad. Radio Ad. Digital Ad. Radio Ad. [ ] timeline Digital Ad. Radio Ad. Digital Ad. Radio Ad. Digital Ad. Radio Ad.

23 allocation] Budget

24 [Ad media mix] TV Internet Magazines Social Media Radio

25 [ Media Flowchart] JAN 1st Quarter FEB MAR APR 2nd Quarter MAY 3rd Quarter JUN JULY AUG SEP OCT 4th Quarter NOV DEC 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.com Social Media Facebook Twitter Instagram Radio NBC Sports ESPN Radio NBC News

26 Campaign and imc evaluations Post-testing Concurrent Research Understanding and Comprehension Test Memory Tests Likeability

27 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, 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.