ADV 385- Account Planning - Group#4 Creative Brief for Dashlane Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Creative Brief Dashlane is a password management app that seeks to streamline the digital experience of its users. Its broad range of features not only make it versatile but are necessary in the highly competitive password management business where many features are duplicated across the competition, leading to low product differentiation and a need for a strong brand identity. Who are we trying to reach? Our main target are highly connected millennials living a modern middle to lower middleclass lifestyle with an income to match. These are people who have roommates. They are deeply involved in the sharing economy and have a large number of online accounts, power users, with paid subscriptions being shared among a group of friends almost ubiquitously. As with every aspect of their life, they seek to maximize their bang for buck in the digital realm. Why do these people buy or use the product? While the password management capabilities of Dashlane, such as auto fill and password generation, are useful the real feature that they find attractive is the ability to share passwords among their friends while still maintaining control over their friend’s access to the app. They want to affirm their relationships by sharing their subscription, as it would almost be considered rude not to do so, but they also desire to have a greater level of protection for themselves than simply giving a friend or lover their password provides. What is the objective of this project? Our objective is to communicate the existence of the password share feature on Dashlane with the goal of raising awareness, as this feature is not well known, despite its direct application with the common practice of account sharing. Success will be measured as an increase in site traffic. How does the product compare to competitors’? Pros: (1) Easy to set up. (2) Cross platform integration. (3) Allows shared access to be revoked. (4) Those who the password is shared with never see the actual password. (5) Most robust password sharing feature out of the popular password management apps. (6) Dashlane is already popular for its basic functions, so their user base for the advanced functions is there. Cons: (1) Other password managers offer similar features. (2) The quick pace of the digital technology industry means if Dashlane finds success concentrating on password sharing, others could quickly integrate similar offerings. (3) People are loyal to their current password management app. Where is the communication going to run? The advertising will stay within the digital realm, with particular concentration on streaming services that host ads, such as HULU where we know our target will be. In addition, short (5 second) pre-roll ads on YouTube and banner ads on pop-tech sites, like GIZMODO, will also be employed. Insight Millennials already share their accounts, and sometimes face issues from doing so. Dashlane helps millennials share safely. What is the message we should convey? Practice safer sharing, while maintaining your offline relationships.