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Lucy Conlan
 

Lucy Conlan

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Lucy Conlan discusses Dove's 'Campaign for Real Beauty' at cScape's 'Winners and Losers in a Troubled Economy' book launch.

Lucy Conlan discusses Dove's 'Campaign for Real Beauty' at cScape's 'Winners and Losers in a Troubled Economy' book launch.

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Lucy Conlan Lucy Conlan Presentation Transcript

  • 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