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Dove - Brand and Social Media case study

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Team JAAB …

Team JAAB
Smeal MBA Class of 2009

Published in: Business, Lifestyle

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  • Unilever is a portfolio of brands. Brand: A relationship with a market based on cumulative customer experiences, tied to trademarks and other identifying elements, which has economic impact for a firm. 1600 brands down to 400 Too many to control Changing brand management structure: Brand Development vs. Brand Building
  • Brand footprint Core Values – gentle, clean, moisturizing Personality – Everyday woman, of all ages, who likes taking care of herself and enjoys investing some time and money to take good care of her skin and body Other products tend to emphasize visual effects, i.e. tan lines, glowing skin, etc. Brand Essence, or Mantra – I’m soft, clean, moisturized, but still me.
  • Throughout the years, Dove has kept a consistency with their appreciation for natural women. However, their style of messaging has changed. From emphasizing the functional benefit of a moisture rich cleansing bar and having the product sell itself, Ogilvy and Mather advertising agency has created a lifestage of confidence for the natural women. They rely on more edgier concepts, though maintaining respect to the product and mission statement. Another difference between then and now is the additional availability of options to communicate a branded message to consumers.
  • For Unilever, Dove is part of a family of brands which offer natural appeal and beauty. The products include moisturizers, shampoos, deodorants, and cleansers. While the Dove brand managers attempt to increase revenues for the brand, they have to be wary of what message they portray. Cannibalization might be a consequence of emphasizing a Masterbrand with the same target market. With The Campaign for Real Beauty, Unilever is confusing audiences by disassociating itself from destructive beauty industry tactics, while trying to keep consumers aspired to purchase their personal care products. The trouble is, with the ads viewed across multiple sources of media, and the internet and news casters serving as a space for consumers to talk about the product, the brand managers lose control over. They risk misalignment of their business strategies from unanticipated marketing outcomes. Since consumers consume media in a multi-channel platform, they are exposed to negativity from critiques and bloggers. Whereas the campaign has achieved repetition, the mixed message might cause unknown effects in efficiency to encourage a consumer to buy.
  • Image Source: http://www.sparehed.com/2007/03/29/filler-time-cartoon-women-in-dove-campaign/ Blog Sources: http://www.adverblog.com/archives/001228.htm http://adweek.blogs.com/adfreak/2005/02/dont_love_the_d.html Jane Jetson, Marge Simpson, Wilma Flinstone and Velma Dinkley (Scooby Doo) starred in an integrated campaign in 2005, displayed by TV, print, and billboards. The cartoon campaign was met with mixed reactions; bloggers noted it was original and potentially viral, but the message behind the product was confused.
  • Campaign Notes: Memorable b/c it got attention- Attention grabbing is an essential element of a successful marketing campaign, the Real Beauty ads and commercials were garnered several media impressions Impact on society; prevalent issue that will always be there; transferable campaign across cultures and countries; message crosses most language barriers Socially responsible image- the campaign branded Dove with a very positive company image Refreshed Dove’s image- The campaign was something new and offered a new point of differentiation amongst a sea of competitors Building a relationship with customers (real women)- created a correlation between supporting Dove and supporting the real Beauty cause CONS No strong connection b/w the ads and the Dove products- very few of the supporting campaign materials supported the actual purchase of the products. Everyhthing was very issue based People may question Dove’s socially responsible image ; Is it real?- May tarnish the brand’s image in the end when people begin to wonder how genuine Dove is about the Real Beauty cause Focused too much on cause and not the product/brand- The cause was so powerful that it often times overshadowed the brand products leading much of the campaign elements to support the cause and not the brand Painted themselves into a corner- this limits their future marketing campaign Hypocrisy of criticizing beauty industry and selling “beauty” products
  • Play Greenpeace Onslaught(er) ad.
  • Although the increased sales can’t be linked directly to the campaign. Unilever attributes it’s sales boost to the campaign. – Quotes 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
  • Marketing campaign sales are somewhat hard to track. While Dove sales did climb during the period it’s hards the measure the actual effect the Real Beauty Campaign. As you can the see, the overall sales of Liquid soap was predicted to climb regardless despite the campaign.
  • As you can see the very few of the blogs even mention the Dove product! And the user content mimics the dove blogs. Such as…(Highlight language) Site Blogs Seth Stevenson- Point out a major flaw in the Real Beauty campaign- (Read quote) With that being said here our recommendation of for future Dove campagins
  • In order to resolve the disconnection between the Campaign for Real Beauty and Dove product, we recommend that Dove ask consumers to be involved in their advertising campaigns. Ask customers to share their stories under the topic, “How Dove makes you beautiful” and “Real Beauty, Real Me” in online, such as YouTube and Facebook Select one from those stories and use her as a spokes model for Dove commercials, interviewing her about their favorite Dove product for a printed AD and TV commercial
  • Dove should introduce varied definitions of real beauty to its Campaign for Real Beauty, in order to stay away from getting stuck to “chubby girl brand” but to get positive halo effects from the campaign for real beauty at the same time. The first step would be to bring an issue of what the real beauty is to the public through online. Suggested topics of real beauty would be like: a disable woman, overcoming an everyday challenge a woman, devoting herself to volunteer for helping people or saving environments a woman, exploring and accomplishing something in a new field, against gender-bias
  • Transcript

    • 1. Real Women, Real Beauty
      • JAAB Consulting Team
      • Alicia Gayle Holt
      • Amy Hsieh
      • Belinda Liu
      • Jamie Joung
      • Jan. 27, 2009
    • 2. 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
      JAAB Consulting Team
    • 3. Evolution of a Brand Brand Development Brand Building JAAB Consulting Team
    • 4. 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
    • 5. 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.
    • 6. 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
      JAAB Consulting Team
    • 7. 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
    • 8. Category Management
      • Unilever has a personal care category which
      • includes:
      • Cannibalization
      • Mixed messaging with “Campaign for Real
      • Beauty”
      JAAB Consulting Team
    • 9. JAAB Consulting Team
    • 10. 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
    • 11. Dove Onslaught ads have inspired a variety of parodies. JAAB Consulting Team
    • 12. 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..”
    • 13. Liquid-Soap Sales Expected to Continue Growing Source: Mintel $, in Millions JAAB Consulting Team 30% Growth
    • 14. “  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
    • 15. 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
      JAAB Consulting Team
    • 16. 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?”
    • 17. Real Women, Real Beauty Campaign JAAB Consulting Team
    • 18. 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.
    • 19. 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
      JAAB Consulting Team
    • 20. Thank you Questions? JAAB Consulting Team