2021 DOVE HAND HYGIENE AUDIENCE STRATEGY - NOVEMBER 2020
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2021 DOVE HAND HYGIENE AUDIENCE STRATEGY NOVEMBER 2020
Pacing Toward Our Launch
Audience Launch
Full Funnel Comms Learning Stra- Buy
Architecture
Brief Strategy Agenda Tactical Summary (MARCH)
Check In
Audience Opportunity
Audience Exploration
Audience Identification
2
A Multi-Step Approach To Audience Planning
1. Audience Opportunity 2. Audience Exploration 3. Audience Identification
Where are the source of volume and What do we know about these audience How do we define them through data and
growth? are where can we find them? signals and how do we prioritize?
4. Audience Matrix 5. Assets to Audiences 6. Audience Learning Agenda
How do we apply 1st, 2nd and 3rd party
How do we speak to them? What do we want to learn from them?
audiences across channels?
Aligning Our Audience Approach To The Business Objective
GET: Moisture-seeking liquid hand wash and sanitizer users TO: switch from their current brand to
Dove hand hygiene BY: convincing them at shelf, in store and in pre-shop of Dove’s superior care
difference, without compromising on cleansing efficacy.
GROW THE MEET SOURCE FROM
CATEGORY THE MOMENT COMPETITORS
TRIAL/INTRO: Introduce Dove’s TRIAL: Individuals that are most SWITCH: Households that already
new product offerings amongst likely to have an immediate hand buying or are most likely to
growing LHW and HS categories. hygiene need to be met amidst purchase hand hygiene products.
COVID
4
Exploring Our Audience Options
GM: W18-54 Moisture Maximizers Hygiene Conscious Dove Lovers Essential Workers Women 50+
For Consideration
(Adults 18+)
Competitive Liquid Hand Comp Hand Sanitizer Sensorial Seeker Ingredient Conscious Hispanic Women Regional
Wash Users Users
*Essential Workers audience is being explored to identify more relevant, sizeable opportunities to deliver Defense messaging and value proposition.
Evaluating Audiences Based Size & Overlap
Ingredient
Comp Hand
General Hispanic Moisture Sensorial Life Begins Conscious/ Hygiene Essential Competitive
Dove Lovers Sanitizer
Market Women Maximizer Seeker @50 Nasties Conscious Workers LHW Users
Users
Avoiders
76.8MM 15.5MM 68.4MM 56.8MM 62.4MM 31.8MM 49.7MM 30.3MM 46.6MM 49.3MM 63.8MM
General Market 100 100 100 100 19 100 100 37 65 100 100
Hispanic Women 20 100 20 19 3 19 23 6 15 21 20
Moisture Maximizer 94 94 100 96 18 96 95 34 62 96 95
Sensorial Seeker 74 70 77 100 14 79 76 27 49 80 77
Life Begins @50 6 5 16 7 100 5 7 7 18 6 7
Ingredient Conscious/
41 39 43 44 7 100 46 15 26 41 40
Nasties Avoiders
Hygiene Conscious 65 72 65 67 12 73 100 24 42 68 65
Essential Workers 40 33 40 40 22 38 40 100 31 39 40
Dove Lovers 61 71 63 62 52 60 61 27 100 64 62
Competitive Hand
64 65 66 69 12 63 67 23 44 100 70
Sanitizer Users
Competitive LHW Users 83 82 84 86 16 80 84 31 55 90 100
Numbers are reflected as Col % (How to read: 76% of Hygiene Conscious Women are Sensorial Seekers)
Source: SIMMONS 2019 Fall NCS/NHCS Adults Full Year 6
Consider as lower funnel version
Evaluating Audiences Based Size & Overlap of GM. Overlay purchase data
signals with existing segments
De-prioritized due to but remove as separate
De-prioritized due to audiences.
size, overlap and size & overlap
broader focus
Ingredient
Comp Hand
General Hispanic Moisture Sensorial Life Begins Conscious/ Hygiene Essential Competitive
Dove Lovers Sanitizer
Market Women Maximizer Seeker @50 Nasties Conscious Workers LHW Users
Users
Avoiders
76.8MM 15.5MM 68.4MM 56.8MM 62.4MM 31.8MM 49.7MM 30.3MM 46.6MM 49.3MM 63.8MM
General Market 100 100 100 100 19 100 100 37 65 100 100
Hispanic Women 20 100 20 19 3 19 23 6 15 21 20
Moisture Maximizer 94 94 100 96 18 96 95 34 62 96 95
Bespoke
Segments Sensorial Seeker 74 70 77 100 14 79 76 27 49 80 77
w/ tailored
comms Life Begins @50 6 5 16 7 100 5 7 7 18 6 7
Ingredient Conscious/
41 39 43 44 7 100 46 15 26 41 40
Nasties Avoiders
Bespoke Hygiene Conscious 65 72 65 67 12 73 100 24 42 68 65
Segments
w/ tailored Essential Workers 40 33 40 40 22 38 40 100 31 39 40
comms
Dove Lovers 61 71 63 62 52 60 61 27 100 64 62
Competitive Hand
64 65 66 69 12 63 67 23 44 100 70
Sanitizer Users
Competitive LHW Users 83 82 84 86 16 80 84 31 55 90 100
Numbers are reflected as Col % (How to read: 76% of Hygiene Conscious Women are Sensorial Seekers)
Source: SIMMONS 2019 Fall NCS/NHCS Adults Full Year 7
Exploring Our Audience Options
GM: W18-54 Moisture Maximizers Hygiene Conscious Dove Lovers Essential Workers Women 50+
For Consideration
(Adults 18+)
Lower Funnel/In
market for GM
Audience
Comp LHW Users Comp HS Users Sensorial Seeker Ingredient Conscious Hispanic Women Regional
Significant Overlap with Significant Overlap with While Care & Protect identified this Dynamic/plus-up
Lower Funnel/In market for GM Audience Moisture Maximizer and Moisture Maximizer and group as a priority with Moisture opportunity
Hygiene Conscious Hygiene Conscious Maximizer and Hygiene Conscious
*Essential Workers audience is being explored to identify more relevant, sizeable opportunities to deliver Defense messaging and value proposition.
Ensuring Our Audience Approach To The Business Objective
GET: Moisture-seeking liquid hand wash and sanitizer users TO: switch from their current brand to
Dove hand hygiene BY: convincing them at shelf, in store and in pre-shop of Dove’s superior care
difference, without compromising on cleansing efficacy.
GROW THE MEET THE SOURCE FROM
CATEGORY MOMENT COMPETITORS
GROW THE GROW THE GROW THE
CATEGORY
Moisture CATEGORY
Essential Regional
CATEGORY
Hygiene
Maximizers Dove Workers (Plus up) Comp Comp
GM: W18-54 Women 50+ Conscious
Lovers LHW Users HS Users
9
Identifying Barriers And Needs To Inform Tailored Communications
GROW THE CATEGORY MEET THE MOMENT SOURCE FROM COMPETITORS
General Market
Moisture Maximizers Life Begins @50 Essential Workers Hygiene Conscious
W18-54
Who
76.8MM 68.4MM 62.4MM 30.3MM 49.7MM
Women 18-54 AND
Adults 18+ AND Women 18-54 AND
Black/African American
Healthy Holistics
Occupations/Employment: OR Disinfectants ~ Household
Definition
OR Moisturizers/Creams/Lotions
Production,transport & Material Cleaner Users, Antibac Bar Soaps
Brands Most Used: Nivea, Eucerin,
Moving, Bldng & Ground Users, Antibac
Women 18-54 Vaseline, Olay, Aveeno, CeraVe, Women 50+
Maint/Construction, Healthcare Moisturizers/Creams/Lotion Users
Pond’s, Jergens, Gold Bond
Pract/Tech/Support, Educational
Services, Health Care/Social OR Pay Anything When It
OR Formats Most Used: Oil, Lotion,
Services, OR Concerns Health, Influenced to
Cream, Anti-Aging, Sensitive Skin,
Accommodation/Food Services Buy based on Pkg Health Claims
Moisturizing Bar Soaps
TRIAL: New Product Awareness and
Barrier
Consideration
TRIAL/SWITCH: New Product SWITCH: New Product SWITCH: New Product
TRIAL: New Product Awareness
Awareness Consideration Consideration
SWITCH: Dove offers Superior Skin
Care without Sacrificing Cleanliness
Comms
TBD
10Mapping Our Key Audiences Throughout The Funnel
Communications Task Dove Hand Hygiene Audiences
W18-54
Create awareness in the
AWARENESS
Spillover broad-reaching Awareness assets
category where the #1 cleansing
brand now has a hand sanitizer
Hygiene Conscious Moisture Maximizers Life Begins @50 Essential Workers
Stand out and get her to consider
CONSIDERATION
switching to Dove because of Dove’s
superior moisturization (8 hours)
without compromising on disinfectant
efficacy.
With Competitive
Overlay Regional Plus Up
Close the gap to purchase by
CONVERSION
making the decision to buy Dove
easier for her
With Dove Lover Overlay
11Framing Up Our Communications Approach & Prioritizing Channels
Communications Task Communications Approach Channels
Create awareness in the Leverage a mix of broad reach and
AWARENESS
category where the #1 cleansing high impact channels
brand now has a hand sanitizer Upfront Digital Search
Social
Video (OLV, Display)
Stand out and get her to consider Hone-in on our key audience
CONSIDERATION
switching to Dove because of Dove’s segments though a variety of
superior moisturization (8 hours) data signals and contextual
without compromising on disinfectant alignment.
Digital Social Search
efficacy. (OLV, Display)
Close the gap to purchase by Re-engage those who have
CONVERSION
making the decision to buy Dove raised their hand. Entice action
easier for her amongst our priority audiences.
Digital Social Search Shopper
(OLV, Display)
12An Initial
MISSION Look At Asset Requirements
IN MEDIA:
Communications Task
Create awareness in the
AWARENESS
category where the #1 cleansing General Market Hygiene Conscious Moisture Maximizers Life Begins @ 50 Essential Workers Regional
brand now has a hand sanitizer W18-54 (Plus Up)
TV/Digital
Display
Video - Social
Banners
:15s/:06s
Digital Video Digital Video Digital Video Digital Video
Stand out and get her to consider
CONSIDERATION
- :15s/:06s - :15s/:06s - :15s/:06s - :15s/:06s
switching to Dove because of Dove’s
superior moisturization (8 hours) Display Display Display Display
Banners Banners Banners
without compromising on disinfectant Banners
efficacy.
Social Social Social Social
Close the gap to purchase by
CONVERSION
Display Display Display Display Display
making the decision to buy Dove Banners Banners Banners Banners Banners
easier for her
Social Social Social Social
To discuss: Creative variations between Liquid Hand Wash and Hand Sanitizer throughout each funnel stage
132021 Plan: Asset Requirements
Life
Moisture Essential Regional Traffic
Channel Asset/Item W18-49 Hygiene Begins Details Live
Maximizer Workers Plus-Up Deadline
@50
TV assets to be delivered via Extreme Reach with
Linear TVC trafficking sheet (containing confirmed ISCI codes, Week of
(Awareness)
:15s 1x :15s - - - - - 2/15
3/1
creative asset lengths, dayparts and on-air weeks)
to GroupM TV trafficking team.
Standard FEP Assets must be uploaded in HULU spec
with VAST and VPAID tags to the Sizmek platform. View
TVLO specs HERE. 2/15 Week of
:15s 1x :15s - - - - -
(Awareness) 3/1
Peacock Assets must be uploaded in NBCU Peacock
spec with VAST and VPAID tags to the Sizmek platform.
View specs HERE.
142021 Plan: Asset Requirements
Life
Moisture Essential Regional
Channel Asset/Item W18-49 Hygiene Begins Details Due Live
Maximizer Workers Plus-Up
@50
:15s
Digital Video Video assets to be uploaded in HULU spec to the Sizmek platform.
:06s
1x :15s 1x :15s 1x :15s 1x :15s Week of
(Awareness/ (Sound On, but - 2/8
2x :06s 2x :06s 2x :06s 2x :06s YouTube URL to be provided for YouTube inventory. 3/1
Consideration) optimized for
Unit must have click-through URL destination.
Sound Off)
Display 300x250
3x Standard 3x Standard 3x Standard 3x Standard Week of
(Awareness/ 160x600 - Display banners to be uploaded to the Sizmek platform. 2/8
Sizes Sizes Sizes Sizes 3/1
Consideration) 728x90
300x250 Display banners to be uploaded to the Sizmek platform.
Display 3x Standard 3x Standard 3x Standard 3x Standard 3x Standard Week of
160x600 Strong CTA driving to retailer(s). 2/22
(Conversion) Sizes Sizes Sizes Sizes Sizes 3/15
728x90 To work with MikMak on purchase/add to cart overlays.
Snapchat :06s
Social
(Sound On) 1X Vertical 1X Vertical 1X Vertical Assets (9:16 aspect ratio) should be delivered as final posts/links within Week of
(Awareness/ 1X Vertical Video - 2/8
Vertical Video Video Video the Social Content Calendar. 3/1
Consideration)
Video
Snapchat :06s Assets (9:16 aspect ratio) should be delivered as final posts/links within
Social 1X Vertical 1X Vertical 1X Vertical Week of
Vertical 1X Vertical Video - the Social Content Calendar. 2/22
(Conversion) Video Video Video 3/15
Video To work with MikMak on purchase/add to cart overlays.
Minimum 1x Video asset per audience recommended:
• Aspect Ratio: 9:16
• File Size: 6MB Max
• Format: MP4, MOV, MPEG, PNG, JPG, GIF
• Resolution: Up to 1080P
MIkMak Video Asset Video Asset Video Asset • Optional:
Display & Video Asset for Week of
(Shoppable Unit, for MikMak for MikMak for MikMak - • Brand Logo: 35x200 2/22
Social MikMak Attach Unit 3/15
Conversion) Attach Unit Attach Unit Attach Unit • Desktop background: 1500x780 JPEG or PNG
• Product Title: 65 Character Limit
• Body Copy: 295 Character Limit
• Brand to identify 1-4x retailers to be supported
• Brand to identify 1-4x product variants/SKUs to be supported
Note: The above reflects asset trafficking and delivery deadlines associated with the Digital creative refresh in March 15You can also read
