[Dove] Paid, Owned and Earned Media
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The team will discuss Dove's strategies across paid, owned, and earned media and how they overlap. Specifically, they will analyze Dove's use of billboards, online banners, and TV commercials for paid media; their website, Twitter, and Facebook pages for owned media; and how earned media is driven by the other channels. As an example of consistency, the team notes that Dove shares TV commercial content through owned channels like YouTube to engage more users and generate earned media interactions like comments and shares.
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[Dove] Paid, Owned and Earned Media
- 1. Team 1 Michela Caltran Roushan Kumar Roman Malyshev Francis Martinez Gregory Vanhaute Ding Zhao PAID, OWNED, AND EARNED MEDIA
- 2. Agenda What is Dove’s strategy in each of media area? Where do these media areas overlap and how successful are they? An example of a campaign that is consistent across Paid Owned and Earned media.
- 3. Dove Paid Media Strategy Billboard in NYC Time Square Online Banner in allure.com, refinery29.com, and more National TV Commercial
- 4. Dove Owned Media Strategy Official Dove Website Official Dove Twitter page Official Dove Facebook Page
- 5. Dove Earned Media Strategy
- 6. Overlap and Success of these Media • All three media types contribute in establishing the brand reputation and they are constantly overlapping in different ways. Earned media is driven by owned and paid. • Dove is actively using social media accounts and official website (Owned Media). But the company also utilizes TV commercials to engage with a broader audience. • Dove shares its content on all its social media pages in order to deliver the message to as many users as possible and engage with them through a variety of activities.
- 7. Paid, Owned and Earned Media Dove TV Commercial [Paid] is shared on Dove Youtube Channel [Owned], where different users can comment, share it or put their «Like» on it [Earned].
- 8. Thank You
Editor's Notes
- Dove uses multiple strategies to address its potential customers: the company utilizes offline advertising as well as online paid ads that are posted in different websites and Google Adwords. Through this strategy, Dove plans to reach as many individuals as possible. TV commercial and Billboards can be virtually seen by a very large audience, but not all of it is actually interested in the brand. On the contrary, online Ads will be directed to individuals who are more likely interested in the brand due to their specific internet research.
- When it comes to owned media Dove has a pretty clear strategy: they are actively involved in all forms of social media in order to communicate with their customers and hear from them. The official Dove website is the main form of owned media and covers a lot of aspects: it has all kinds of information about the products as well as tips, advices and educational videos. Promotional activities are also mentioned on it and the user can be redirect to Dove social media pages, such as Facebook, Twitter, Pinterest and so on. Dove uses these channels in order to maintain a strong media presence and keep customers involved and interested.
- Developing a strategy in earned media is more complicated, since there is no way to directly control them and measure their success. Earned media are directly influenced by paid and owned media as those channels shape consumer’s decision making process and help them to form an opinion about the brand and its products. Dove is actively involved with both owned and paid media advertisement trying to create a positive brand image. If they are successful and customers like their products, earned media will be on point and they will get very good publicity in forms of independent blogs from fans, comments, reviews, and of course word of mouth. Three examples of what people say about DOVE on the net and on social networks: - The first one is a YouTube video about DOVE’s dry shampoo. In that video a girl is explaining why she likes it so much by referring to the different qualities of that product (mainly the great smell compared to other products from other brands). - The second one is an extract from a DOVE fan on Instagram. The fan is referring to the way DOVE is using women of all sizes and all shapes for their campaigns. - The Daly Beauty blogger is a person who brags about the quality of DOVE’s soap and compares it to a premium product of La Mer. She says that the quality is great for the prize she paid for the soap.
- All three media types are important and are constantly overlapping in different forms. Earned media are influences by owned and paid media. Dove is actively using social media accounts and the official website (Owned Media) but at the same time the company constantly creates TV commercials as well. When the commercial is created Dove shares it on all their social media pages in order to deliver the message to as many users as possible. Here we can see how paid media (TV commercial) and owned media (Social Media websites) overlap between each other. As soon as something is posted on FB, twitter etc, it can be shared and commented on by regular users who contribute and share their opinions online. This last social part shows the power of earned media as users can leave good and negative comments.