Dove - Brand and Social Media case study

Real Women, Real Beauty
JAAB Consulting Team
Alicia Gayle Holt
Amy Hsieh
Belinda Liu
Jamie Joung
Jan. 27, 2009

Refocus on Dove: Real Women, Real Beauty
Dove Brand Evolution
The Campaign for Real Beauty
Summary
Analysis/Evaluation
Recommendation for future marketing campaign
Refocus on Dove brand and products

Evolution of a Brand Brand Development Brand Building JAAB Consulting Team

Brand Footprint “ I’m clean and moisturized, but still me.” Functional benefits: One-quarter cleansing cream Mild Good for your skin Core Values: Gentle Clean Moisturizing Personality: Every day woman who enjoys taking care of herself JAAB Consulting Team

Brand Positioning JAAB Consulting Team
For everyday women all over the world
Who want to keep their bodies clean and soft
Dove’s personal care products
Provide a genuinely different feel to their skin and hair.
Unlike other beauty brands,
Dove aspires to help all women achieve natural-looking beauty
As demonstrated by over 50 years of successful products and their functional benefits.

Summary
Analysis/Evaluation

1950s – Then and Now – 2007 JAAB Consulting Team Campaign Cleansing Cream Moisturizing Cream Campaign for Real Beauty Brand image projected to audience Honesty, Authenticity (natural women) Functional Superiority Beauty comes in all shapes and sizes Confidence in the beauty within Media Channels Television, print, billboard Television, print, billboard, radio, internet, workshops

Category Management
Unilever has a personal care category which
includes:
Cannibalization
Mixed messaging with “Campaign for Real
Beauty”

Pros and Cons of Campaign JAAB Consulting Team Pros Cons
Memorable b/c it got attention
Prevalent issue that will always be part of society
Socially responsible image
Refreshed Dove’s image
Built a relationship with customers (real women)
No strong connection b/w the ads
and Dove products
People may question Dove’s socially
responsible image; Is it real?
Painted themselves into a corner;
this limits their future marketing
campaigns
Focused too much on cause and
not the product/brand- Dove lost
control
Hypocrisy of criticizing beauty
industry and selling “beauty”
products

Dove Onslaught ads have inspired a variety of parodies. JAAB Consulting Team

Dove attributes increased sales to Campaign JAAB Consulting Team Sources: http://www.womensenews.org/article.cfm/dyn/aid/2617/context/cover/ http://www.brandrepublic.com/News/217970/O-Ms-real-women-ads-Dove-sees-sales-soar-700/ http://www.guardian.co.uk/media/2004/jul/29/marketingandpr.advertising1 “ ..behind a 700% rise in sales of Dove creams in the first half of the year.” “ ..within a month sales of the Dove range of firming creams had doubled.” “ ..surpassed $1 billion mark in 2004 global sales…expected to gain between $60 million and $70 million in lotion sales..”

Liquid-Soap Sales Expected to Continue Growing Source: Mintel $, in Millions JAAB Consulting Team 30% Growth

“ If Dove keeps running ads like this, women will get bored with the feel-good, politically correct message. Eventually (though perhaps only subconsciously), they'll come to think of Dove as the brand for fat girls. Talk about "real beauty" all you want—once you're the brand for fat girls, you're toast. “ - Seth Stevenson JAAB Consulting Team

Summary
Analysis/Evaluation

Connect Campaign to Dove Products JAAB Consulting Team Move away from issues and focus more on products: Make Dove Self-esteem Fund “brand” separate from Dove products Keep real people and customers involved: Take advantage of online buzz with separate websites for products vs. fund Connect women to specific products: “ How does Dove make you feel beautiful?”

Real Women, Real Beauty Campaign JAAB Consulting Team

Refocus on Dove Brand and Products JAAB Consulting Team Problem: Dove has lost control of the campaign. The message overpowers the brand. Solution: Real Women, Real Beauty Campaign to focus on how Dove products help women achieve beauty.

Summary
Analysis/Evaluation

Thank you Questions? JAAB Consulting Team

Dove - Brand and Social Media case study

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