You are to assume the role of the marketing communications manager for Dollar House, a discount variety store chain with over 5,000 locations. The director of marketing wants you to create a digital marketing campaign announcing the company’s private label skin care line.
Dollar House has the most locations and the highest sales of any dollar type store. The chain sells a wide variety of merchandise, both name brand and private label. Shoppers tend to be primarily female, aged 35-59 and value conscious. Dollar House also has many locations that are in rural areas that are considered to be food deserts. The chain carries a small assortment of produce, meats and dairy in these locations.
Executives at Dollar House are excited to announce a new private label collection of skincare products for men and for women. The new line of products is called Purified and features a range of cleansers, serums, masks, moisturizers and lotions. Purified is designed to offer a luxury skincare experience at an accessible price point. Prices of items in the line range from $4-$7.
The director of marketing wants you to use social media to announce the new Purified line. The director of marketing wants to ensure that Dollar House customers and other value-conscious shoppers that do not frequent the chain are informed of the new line.
