Pantene's Digital Strategy

1. Pantene Pro-
V
Digital
Strategy
By Jenna Lublin

2. Pantene’s Target Market
Women 15-55 years old
Celebrity brand ambassador Selena Gomez
TrackMaven Marketing Analytics: Pantene’s
average social media follower is female

3. 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

4. Audience Persona
Examples
Melissa
Stay-at-home mother of 2
43 years old
Female
Household Income: $52,000 per
year
Married
Goals:
Send children to college debt-
free
Begin working again once
children are in college
Challenges:
Tight budget
Little leisure time
Damaged hair due to aging

5. #StrongIsBeautiful
 Cancer donation campaign
 Strengthening of hair and women
 Recommendation: Promote campaign across all social media platforms
-Place on homepage of website

6. 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

7. Blog
Encourages communication among
consumers
Culture and community
Promotes events and contests

8. 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

9. Online Sales
 Consumers currently cannot buy products online
 Directs users to other online retailers
 Recommendation: Introduce online sales
Competitor:

10. Metrics
 E-mail -> Leads -> Sales
 Conversion rates
 Website visits/interactions
 Bounce Rates, Exit Rates
 New vs. returning users
 Audience Demographics

11. Budget
 Total: $130 million
 Celebrity endorsements
 PR
 Social Media
 Traditional Advertising
 Sponsorships
 Website
 SEO
 E-mail marketing