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BAN REINVENTION CHALLENGE

By:  Pinky Arunwattanamongkol, Jasmine Larsen, Tsun Ming Woo (Mark) - 2021

"This project is a part of BAN innovation challenge at 1819 Innovation hub sponsored by BAN deodorant. The challenge was to come up with the advertising and marketing strategies for roll-on deodorant to target younger generation."

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OBJECTIVE 

  • To create customer acquisition

  • To earn market share

  • To change beliefs by raising importance

SPECIFIC GOALS

  • Increase share of users from 18-24 to 10%

  • Increase social media engagement by 10%

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CONSUMER RESEARCH

LADDERING INTERVIEWS

  • People buy deodorant out of convenience and habit.

  • They would rather stick with something that they know

    works than make a risk purchase on something that may not work.

  • People care about these things:

    • They don’t want to smell

    • They don’t want to sweat

    • They want to smell fresh

    • They want protection to last all-day

    • They don’t want clothing residue 

  • People like the idea of being natural and environmentally conscious.

  • A lot of women like men's deodorant because they think it works better.

  • People think roll on deodorants don’t last as long (the product amount).

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" People wear deodorant because it makes them feel confident."

TARGET AUDIENCE

Gender: Female
Age: 18-24
Demographic: United States
Estimated market size: 14.67 million (Statistica)

CAMPAIGN STRADEGY

  • Reach audience at the heart of the jobs they choose deodorant for.

  • Ban gives you the confidence to take on things that matter. #TheClearChoice

  • Examples for 18-24, Female

    • First day of college

    • First date

    • Concerts

    • Job Interview

    • Making new friends

DIGITAL MARKETING CAMPAIGNS

  • Snapchat filters  i.e. Smelling good 

  • Q&A stories

  • Take pic with your Ban and tag for a chance to win some kind of prize

  • How many rolls until the bottom of the container

  • Youtube influencer

CAMPUS AMBASSADORS CAMPAIGN

Research Finding

  • People don’t want to risk deodorants on their own but would switch deodorants if they tried another one they felt worked.

The Benefits of Campus Ambassadors

  • Low cost way to promote and distribute your product

  • Gets products into the hands of people

  • Ambassadors can collect and report feedback

  • The goal: Get it → Try it → Buy it!

Example Program: University of Cincinnati

  • 2 Ambassadors

  • 8-Week Program

  • Distribute 200 samples per week (per ambassador)

    • Welcome weekend festivities / games

    • Follow on social media for a sample

    • Play a game for a change to win: campus survival pack (i.e. mini deodorant, pen, hand sanitizer, sticker, coupon for $1 off a full sized bottle)

    • Tables on campus

    • Tables in dorms during move in weekend

  • Promote Ban on social media

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