4. MEDIA STRATEGY
We built our media strategy & phasing on the 2 main communication objective.
Create awareness: announce phase. Targeting men to make the male brand relevant to them, but also ensuring we covered the female shoppers. In this phase, we used media which would build up quick and massive reach and would also allow us to present the main product benefits (skin comfort).
This phase included TV, outdoor, Print & digital. It mainly used the international creative supplied by our international brand development team.
Build superiority: the convince phase. Targeting specifically men to engage them and stimulate dialogue.
In this phase we focused on frequency and wanted to enter into the affinity space of men, as well as promoting trial. This phase included TV special formats, Digital and Sampling. Here we looked for creative and cost efficient ways to adapt the international creative assets to local relevant messages and the local contex.
Announce phase (December 2009 – July 2010)
TV: classical DM+C deo and shower spots to create quick mass awareness around each DM+C segment Since mass awareness was one of our key communication targets, we decided to invest in TV, a cost-efficient way to maximize DM+C reach in a relatively short period of time. We used the two 30" spots for
Deo & Showe.
Outdoor: DM+C products as 'hero' to build the Masterbrand awareness We used outdoor in the launch phase to complement the light TV viewers, and create a big impact out of home, knowing that our target is very mobil.
Print (dailies and magazines): DM+C products as 'hero' to build the Masterbrand awareness In print we combined both dailies (to cover both targets), and weeklies/monthlies (to cover specifically males.
Digital: recruit additional male users through that important media channel for men 35+ Internal media studies have showed that digital consumption is important among men 35+. To create awareness in this medium, we invested in catchy homepage take-over of high traffic web sites that we rebranded into the look&feel of DM+C. By clicking on those banners, consumers would land on www.dovemencare.be where they could find more info about DM+C range and got an e-coupon to try it for fre.
Convince phase (March 2010 – November 2010)
TV partnership: build engagement and local affinity
When men 35+ consume TV, they do so in a very selective way. Actually they are quite fanatic and regular viewers of certain programs. We were therefore in search of local media opportunitiesthat would drive emotional affinity for Dove Men+Care and maximise 'sharing' and 'talkability.
We convinced the main Flemish TV station to develop together with Dove Men+Care a new integrated format of TV sponsorship. We created a combi-trailer which takes the codes from the DM+C deo TV, combined with shots from new TV series, all translated into the DM+C look&feel. Those new "broadcasting slots" enabled us to improve the impact of our ATL messaging and to reduce significantly the potential irritation of TV watchers that hate TV Ad break.
Digital TV (iDTV): leverage Father's Day to turn your female Dove lovers into strong ambassadors
We wanted to provide our female target group with entertainment and personalized "enabler" experience around a relevant topic related to the father of their children, our product end users. Our communication scheme encouraged women to offer "skin comfort" to their men by getting DM+C products for free for Father's Day. At the end of female Dove TVC, female viewers were incited - through TV tags - to press the red button of their TV remote-control in order get a personal voucher giving them a DM+C gift pac.
Sampling: convince by trial We set up sampling programs, distributing mini deodorants and mini shower gels. These were handed out at male "junctions" it being the exits of business parks & main traffic roads. We also sampled more than 20.000 litters shower gels through partnerships with 200+ fitness centre.