Dove presentation

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Assessment of the online impact of Campaign for Real Beauty by Dove

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  • From charity sector the best appeals were always the most controversial.
  • Dove presentation

    1. 1. Story Dove: empowering women Lucy Conlan Senior consultant, cScape Customer Engagement Unit
    2. 2. Case study rationale <ul><li>Case study shows how thinking beyond your product into the very lives of people can make a difference </li></ul><ul><ul><li>To customers </li></ul></ul><ul><ul><li>And to the bottom line </li></ul></ul>
    3. 3. Dove from above <ul><li>Launched 1992 </li></ul>
    4. 4. Dove challenge <ul><li>Steady sales up to 2004 </li></ul><ul><li>Tough competition – L’Oreal, Olay </li></ul><ul><li>How to maintain and improve on market position </li></ul><ul><li>Launch new ‘firming’ range </li></ul>
    5. 5. Dove response - Research <ul><li>Questions </li></ul><ul><li>How do women see themselves? </li></ul><ul><li>What is the effect of celebrity culture on perceptions of beauty? </li></ul><ul><li>Findings </li></ul><ul><li>Low self esteem among women </li></ul><ul><li>Disconnection from advertising </li></ul>
    6. 6. Dove action <ul><li>Campaign for real beauty </li></ul><ul><ul><li>Above the Line </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>And online… </li></ul></ul>
    7. 7. campaignforrealbeauty.co.uk Key segments Mothers Teenagers Site also appeals to: Fact finders, mentors to young people, cultural observers, fundraisers
    8. 8. Many layers to the site Views News and information Campaign Fundraising The Dove Fund Films, quotes, press reaction to campaign, survey quotes Objective – to boost the self esteem of 5M girls International body of experts User generated content, discussion boards Audience shown how advertising developed
    9. 9. More than an ad campaign: Asda staff featured
    10. 10. Campaign stars voted by shoppers Regional voting
    11. 11. Interactive teenage zone Many, many things to do
    12. 12. International survey In China, women have wider, more empowering views of beauty
    13. 13. Fundraising - dynamic content Number of women who have received support
    14. 14. International credibility Diverse range of experts endorse the fund’s mission
    15. 15. Dove rich media
    16. 16. Reach extended and causing debate <ul><li>as a male I can see your point however the dove campaign is an awareness campaign for women to love themselves..... as you and I both know women come in all shapes and sizes.... each is unique and that is what the Dove campaign is all about.. </li></ul>Yahoo answers “ ”
    17. 17. Results <ul><li>Genuine debate and participation </li></ul><ul><li>700% uplift in sales following initial campaign </li></ul><ul><li>£2.5M worth of PR at launch </li></ul><ul><li>6M downloads on YouTube </li></ul><ul><li>4 years on, the campaign still generating participation </li></ul>
    18. 18. What surprised me <ul><li>Interesting that the products were not featured: </li></ul><ul><li>The campaign worked on identifying audience needs and giving clear brand values </li></ul>
    19. 19. Strategic and practical next steps <ul><li>Overall: </li></ul><ul><li>Understand deeper audience needs </li></ul><ul><li>Genuine response to research </li></ul><ul><li>Surprising and emotional approach </li></ul><ul><li>Detail: </li></ul><ul><li>Review web and segment content </li></ul><ul><li>Email and web give great clues </li></ul><ul><li>Give many, many reasons to capture data </li></ul>
    20. 20. Anticipated result <ul><li>Super, sticky site </li></ul><ul><li>Keep brands buoyant in downturn </li></ul><ul><li>Launch in downturn – more market share </li></ul>
    21. 21. Thank you
    22. 22. Download book for free at www.winners-and-losers-in-a-troubled-economy.com

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