Lucy Conlan

Story Dove: empowering women Lucy Conlan Senior consultant, cScape Customer Engagement Unit

Case study rationale
Case study shows how thinking beyond your product into the very lives of people can make a difference
To customers
And to the bottom line

Dove from above
Launched 1992

Dove challenge
Steady sales up to 2004
Tough competition – L’Oreal, Olay
How to maintain and improve on market position
Launch new ‘firming’ range

Dove response - Research
Questions
How do women see themselves?
What is the effect of celebrity culture on perceptions of beauty?
Findings
Low self esteem among women
Disconnection from advertising

Dove action
Campaign for real beauty
Above the Line
PR
And online…

campaignforrealbeauty.co.uk Key segments Mothers Teenagers Site also appeals to: Fact finders, mentors to young people, cultural observers, fundraisers

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

More than an ad campaign: Asda staff featured

Campaign stars voted by shoppers Regional voting

Interactive teenage zone Many, many things to do

International survey In China, women have wider, more empowering views of beauty

Fundraising - dynamic content Number of women who have received support

International credibility Diverse range of experts endorse the fund’s mission

Dove rich media

Reach extended and causing debate
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..
Yahoo answers “ ”

Results
Genuine debate and participation
700% uplift in sales following initial campaign
£2.5M worth of PR at launch
6M downloads on YouTube
4 years on, the campaign still generating participation

What surprised me
Interesting that the products were not featured:
The campaign worked on identifying audience needs and giving clear brand values

Strategic and practical next steps
Overall:
Understand deeper audience needs
Genuine response to research
Surprising and emotional approach
Detail:
Review web and segment content
Email and web give great clues
Give many, many reasons to capture data

Anticipated result
Super, sticky site
Keep brands buoyant in downturn
Launch in downturn – more market share

Thank you

Download book for free at www.winners-and-losers-in-a-troubled-economy.com

Lucy Conlan

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