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Dove Men+Care Competitor Analysis

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by

James Odum

on 25 January 2013

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Transcript of Dove Men+Care Competitor Analysis

Dove Men+Care Competitor Analysis Old Spice Facebook:
2,309,177 likes
2,661 talking about this
Active since September 2009
Tabs: Photos, Videos, Downloads
Twitter:
219,108 followers Capitalizing on the "Old Spice Guy" 2 to 4 Facebook posts per week
Twitter almost always identical
Capitalize on "Old Spice Guy" persona
Voice supplemented by creative visual and interactive content
Community engaged on product complaints/issues -- Newcastle Brown Ale Facebook:
661,903 likes
3,715 talking about this
Active since May 2011
Tabs: Photos, The Subtexter, Cover Photos, Pub Shop, Welcome, Limited Editions, Videos
Twitter:
1,250 followers No Bollocks 3 to 5 Facebook posts per week
Visuals are engaging and branded
Daily Tweets
#NoBollocks
Capitalize on "No Bollocks" voice Engaging Content, Missing Opportunities Pros:
Humor
"The Subtexter"
Cons:
Lacking Twitter content
Infrequent community management
Visual content sometimes sloppy
Branded visuals inconsistent Great Style, Little Substance Pros:
Voice consistency
Product always integrated into messaging
Cons:
Tweets simply push FB content
Infrequent community management
Visual content sometimes sloppy
Little extra information beyond basics (no tabs) Mayhem Facebook:
1,517,505 likes
52,318 talking about this
Active since 2010
Tabs: Photos, Videos, Downloads
Twitter:
30,871 followers
YouTube:
28,721,120 views Character Driven Content Daily Facebook posts in the voice of Mayhem
Capitalizes on TV advertisement content
Same content and character featured prominently on YouTube
Twitter managed in formal corporate voice Social Strategy Disconnect with Actual Brand Pros:
Great use of voice and character
Tie-in to successful ad campaign
Cons:
Lack of community management
Limited platform specific content
Lack of cohesion among platforms Caress Facebook:
528,108 likes
5,860 talking about this
Active since April 2010
Tabs: Photos, Videos
Twitter:
2,453 followers Regular Updates with Some Community Management Daily Facebook posts
Product and lifestyle
Daily Tweets
Community Management Lacking Unique Content and Community Management Pros:
1-on-1 Twitter engagement
Engaging influencers
Cons:
Lack of FB community management
Generic content DM+C Facebook:
760,792 likes
10,806 talking about this
Active since May 2011
Tabs: Photos, Fan Bowl, Journey to Comfort, Dad-isms, Livestream
Twitter:
10,641 followers Dove Facebook:
12,455,559 likes
209,352 talking about this
Active since September 2009
Tabs: Photos, Social Mission, Skin, Hair, Deodorant, Dove Insider, Men+Care
Twitter:
72,401 followers THE END
Full transcript