ADV 385- Account Planning - Group#4
Crea�ve Brief for Dashlane
Group#4 Yutao Wang; Graeme Hamilton; Jonathon Matranga
Crea�ve 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 versa�le but are necessary in the highly compe��ve password management business where many features are duplicated across the compe��on, leading to low product differen�a�on and a need for a strong brand iden�ty. Who are we trying to reach? Our main target are highly connected millennials living a modem middle to lower middle-class 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 subscrip�ons 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 capabili�es of Dashlane, such as auto fill and password genera�on are useful, the real feature that they find a�rac�ve is the ability to share passwords among their friends while s�ll maintaining control over their friend's access to the app. They want to affirm their rela�onships by sharing their subscrip�on, as it would almost be considered rude not to do so, but they also desire to have a greater level of protec�on for themselves than simply giving a friend or lover their password provides. What is the objec�ve of this project? Our objec�ve 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 applica�on with the common prac�ce of account sharing. Success will be measured as an increase in site traffic. How does the product compare to compe�tors? Pros: (1) Easy to set up. (2) Cross pla�orm integra�on. (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 func�ons, so their user base for the advanced func�ons is there. Cons: (1) Other password managers offer similar features. (2) The quick pace of the digital technology industry means if Dashlane finds success concentra�ng on password sharing, others could quickly integrate similar offerings. (3) People are loyal to their current password management app. Where is the communica�on going to run? The adver�sing will stay within the digital realm, with par�cular concentra�on on streaming services that host ads, such as HULU, where we know our target will be. In addi�on, 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 some�mes face issues from doing so. Dashlane helps millennials share safely. What is the message we should convey? “Prac�ce safer sharing, while maintaining your offline rela�onships.”