According
to L2 ThinkTank, a data-driven research agency, the beauty sector has been slow
on improving the digital competenence compared to other consumer sectors. In
their latest annual report, which quantifies the digital performance of 75
American Personal Care brands, L2 found that cosmetics and personal care are
not yet taking advantage of digital media. Alexa, the leading provider for web
metrics suggested that one third of personal care sites suffer from broken
links, 69% have not updated their home page in over a month and 12% link to
out-of-date promotions and contests. However, according to L2’s ’genius
examples’, this does not apply to 2 brands in the industry: Procter &
Gamble’s brand Old Spice and Unilver’s Dove.
Old
Spice, a personal care brand for men, has been the industry’s digital role
model with close to 260 million views on its You Tube channel since 2010 with
its ’The man your man could smell like’ campaign. However, Dove’s ’Real Beauty
Sketches’ has become the most-watch online video advertisment in history with
over 163 million views. On top of creating the most-watch online advertisement,
Dove is one of the only brands in the personal care segment that has managed to
create a digital environment that is integrated in the brand’s business
strategy and supports it. Dove’s multi-channel advertising campaigns include
mobile components with videos, games and interactive content. Dove’s email
marketing concept ’beauty insider’ provides the customer with coupons and
beauty tips. The brand’s ’self-esteem initiative’ which encourages to share
videos, photos and personal stores accross various social networks has reached
over 11 million teenage girls. In 2008, Dove re-launched Dove.com as the Dove
Digital Channel, a new media channel with the objective to transform the
dialogue with customers. The Dove Digital Channel can be described as a
consumer destination site that brings to life the „Real Beauty Campaign“ and
the product portfolio for consumers. The website contains blogs and forums for
consumers to discuss about any topic they like.
Dove’s
marketing channels also includes TV, print media and public relations. However,
Dove’s strategy over the last years with a huge amout of social media and
videos to promote the brand online, has resulted in a strong digital presence and
an online community that has raised the game in the digital space. Kathy
O’Brien, the marketing director for Dove in North America said, that their
’goal is to become a global leader and a true digital media force by completely
redefining the digital experience for women worldwide.’
- Anke S.
- Anke S.
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