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

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

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

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

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…

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 “ ”

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..

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

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

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

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

Super, sticky site

Keep brands buoyant in downturn

Launch in downturn – more market share

Thank you

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