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