Dove Hips Feel Good
Dove Hips Feel Good
Dove Hips Feel Good
Problems
“For too long, beauty has been defined by narrow, stifling stereotypes. Women
have told us it's time to change all that. Dove agrees. We believe real beauty
comes in many shapes, sizes and ages. That is why Dove is launching the
Campaign for Real Beauty.”
- campaignforrealbeauty.com
Masterbrand: Dove
History of Dove:
Objectives:
• Increase market share through improvement of the brand image
• Develop an outstanding marketing campaign
• Retain the functional strengths of the brand
• Engage customers and differentiate from other competitors
Dove's Target Market
• This group also likely has young daughters, for whom self-
esteem issues are a real concern for their mothers
"Beauty. It's not about glamour or fame. It's about every woman
and the beauty in each of us. That's what Dove is all about.
And that's why more women trust their skin to Dove."
PoP:
Cleanses, Mild Soap, Moisturizer
PoD:
"It's not about glamour of fame", "True beauty could be found in
many forms, sizes and ages", "real" women for ads, emphasis
on the ethical aspect of beauty, "self-confidence" moral aspect,
emotional ties
Dove Brand Positioning
Why? For Whom?
Won't dry out skin like soap Women aged 30-39
Would emphasis on the ethical Had not yet used skin-firming
aspect of beauty products with wrinkles and cellulite
problems
Competitors
What? L'Oreal
Hair care: Shampoo, Spray and Gel Oil of Olay
Skin Care: Soap and Moisturizer Johnson and Johnson
Deodorants The Body Shop
Nivea
Dove's Positioning in 1950s
Product
• First Dove product at Beauty Bar - Launched in 1957
• It claimed not to dry out the skin the way soap did
• Technically not soap at all, formula came from military research
• Feature: 1/4 Cleansing Cream
• Benefit: Won't dry out skin like soap
Marketing and Advertising
• Blend of marketing communication tools: TV, print media and billboards
• "Dove soap doesn't dry your skin because it is one quarter cleansing cream"
• Used natural looking women to convey the benefits of the product
Outcome
• As a result of Dove positioning itself as being in the beauty Industry and
focusing on functional benefits as well as a successful marketing mix
• Dove became one of the America’s most recognizable brand icons
Dove's Early Print Ads
1960s
1970s
1980s
Dove's Positioning in 2006
Product
• Hair care: Shampoo, Spray and Gel
• Skin Care: Soap and Moisturizer
• Deodorants
Real Beauty and Self Esteem Campaign
• Appealed to aesthetic needs of the consumers
• Did not focus on functional benefits, but on need to feel good
• Used oversized models, elderly women to convey the message
Outcome
• Shift from broadcast media to digital media, YouTube & Blogs
• Film “evolution” viewed by 3 million visitors in 3 months
• Marketing communications gave Dove a wide exposure
Brand Communication Campaign,
Modes, Implementation and
Measurement
Dove's Communication Campaign
• April 2004 launched “DOVE FIRMING LOTION”
o Ads named as “LETS CELEBRATE CURVES”
"[...] to make more women feel beautiful every day, by widening today's stereotypical view of
beauty and inspiring women to take great care of themselves."
source: http://www.nytimes.com/imagepages/2008/07/07/business/07doveA.ready.html
CFRB - ATL: Magazine
source: www.thirdwayblog.com
CFRB - ATL: TV Commercial
CFRB - ATL: Web Ads
CFRB - ATL Results: Newspaper
source: www.uncivilsociety.org
CFRB - ATL: Dove Super Bowl Video
Ad
• Target: 8-17 years old girls
• Reason: Address eating disorder in target age, directly
linked to low self-esteem
• Objective: How to make a difference in how girls felt about
themselves
• Campaign Association: Dove Self-Esteem Fund
Views:
• User-generated content, discussion boards
Campaign:
• Audience shown how advertising developed
Results
• Genuine debate and participation
• 700% uplift in sales following initial campaign
• Good PR
CFRB - BTL: Interactive Website
Market Segment:
• Young mother
• Teenagers
CFRB - BTL: Interactive Website
Results:
• Reached premium segment
• 800 newspaper and magazine articles
• Market share increased in six European core markets from 7.4% (2003) to
13.5% (2004)
• 4000 visitors to website everyday
• Sales of firming lotion in UK rose by 700%
• Sales in the US went up by 11.4%
• Total Sales for the Dove Brand rose 6%
• Number of visitors to website increased by 200%
• Grand EFFIE award for advertising effectiveness
• Positive response from the masses
CFRB - Activation: Dove 'Evolution' movie
The ‘Evolution’ movie was created on demand of Unilever Canada and posted on
YouTube by its creator Ogilvy & Mather Toronto 6th of October 2006.
Target Market
Primary: Women 30-39
Secondary: Girls & Teenagers
Objective
• Further engagement and differentiation with competitors
• Touch the lives of 70,000 girls in Canada towards the global objective of touching over
1,000,000 girls by 2008 over the world (achieved in 2 months)
• To do so in a meaningful way by providing tools, resources, educational materials that
can make a real and lasting difference
• Drive mass awareness of the workshops and available materials, reaching Canadian
women through viral email blasts, word of mouth, on-line advertising and PR.
Modes
Social Media (Youtube) and WoM
CFRB - Activation: Dove 'Evolution' movie
Implementation:
• Besides being posted on YouTube, an e-mail with a link to the movie was sent to
460,000 people in Canada,
• Followed by targeted e-mails to 15,000 women who attended a DSEF workshop.
• An online media plan focusing on woman’s websites supported the launch of the
movie.
• A targeted PR and Media campaign was developed to coincide with LA Fashion Week
to maximize share of conversation for the campaign.
• Press releases, a DVD with the ‘Evolution’ movie as part of the goodie bag ...
generated mass PR coverage (e.g. publication in several talk shows, television
programmes, newspapers and magazines)
Results:
• 7,990,801 views on YouTube upload, more than 30,000 testimonials about ‘real
beauty’ on the campaign website
• 68,905 search results for “Dove Evolution” on blogsearch.google.com
• The movie is launched in more than 40 countries
• The winner of two Grand Prix and one Epica D'Or awards - Cannes Lions
International Advertising Festival
• Sat of a “evolution-frenzy” online, including numerous videos
CFRB - Activation: Dove 'Evolution' movie
• The goal of the film was to show the truth about the
advertising media, and how they distort our perception
of natural beauty.
Evolution Movie
Superbowl 2006 Ad
source: www.alexa.com
Google Searches
Adjustment Input:
Dove's Campaign
Strength
SWOT Analysis
Weakness
Opportunities
Threat
Target male customers
Risk of being a brand for “fat girls”
Cross-culture advertising throughout the Copied by the competitors / PoP
globe
thanks for attention