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Dove

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  • 1. DoveCampaign for Real BeautyJessica, Julia, Vivian
  • 2. Enabling women to feel beautiful every day by usingDove
  • 3. Dove: taking it to the next levelDove Real BeautyIncrease brandawareness andsalesROI = 8%
  • 4. AgendaCurrent SituationIssuesImplementationRisks and Mitigations
  • 5. Dove’s Current SituationHow can Dove’s Campaign for Real Beauty be leveraged to drive further growth?Inconsistency withmessaging and productsNovelty of the campaignhas subsidedDevaluing of the brand
  • 6. Inconsistency with messaging andproductsBodybarsBody washHair careDeodorantBody lotionHand washes
  • 7. Inconsistency with messaging andproductsBodybarsBody washHair careDeodorantBody lotionHand washesNo Products currentlyappear in advertisements
  • 8. Devaluing of the brand“You’re setting yourself up to be anordinary brand”
  • 9. Novelty of the campaign has subsidedShock of the campaign has endedDebate has been arguedP.R. Channels saturated
  • 10. RecommendationsHow can Dove’s Campaign for Real Beauty be leveraged to drive further growth?Inconsistency withmessaging and productsNovelty of the campaignhas subsidedDevaluing of the brandPhase products intoadvertisementsExtend campaign intountapped target marketsRe-emphasize quality ofthe productExpand campaign by connecting Dove’s values and product functionality into existingand untapped markets
  • 11. Dove is about real beautyTV Commercial“I am Beautiful”collageEmphasizing Dove’s values and products
  • 12. Commercial - Feeling beautiful throughDove- Glasses and braces“geek”- Athlete- Cheerleader- Punk girl- Soap- Lotion- Shampoo- Conditioner- Face wash- Compliments- Smiles- Happiness- Soft skinDiverse Groups Use Dove Beautiful DayFocus on the product and how beauty is achieved
  • 13. Social media – “Be a part of the beauty”1. Film yourself with a Dove product2. Explain why it makes you feelbeautiful3. Complete survey4. Upload it ontoyoutube.com/campaignforrealbeautyBe the star of your own Dove commercial
  • 14. Other Media - “Be a part of the beauty”Magazine Ad• Use collage ofpictures• Fold out with issuearticle• Teen magazineswith ahealth/beautyfocus• Seventeen,Cosmo GirlBillboard• Use collage ofpicturesMake the Pledge• Buy a Dove product• Submit the UPSinto the website• Upload a picture ofyou with a signsaying “I ambeautiful”
  • 15. “I am Beautiful” collage – “Be a part ofthe beauty”
  • 16. Implementation0 mo 2 mo 4 mo 6 mo 8mo 10 mo 12 moHire agency and actors for ad Launch ad on networks (NBC, BOX, ABC)Contest begins: videos are uploaded ontoYoutubeAnnouncewinnerMake the pledge on websitePrint ad leadtimeDesign printadFeature collage in magazineFind locationsfor billboardsDesignbillboardsCollage on billboardsTVAdSocial mediaWebsiteMagazineBillboard
  • 17. FinancialsTotal Cost = $13 millionTotal Return = $100 millionROI = 8%
  • 18. Costs breakdownTV Ad and Youtube Commercials $ 12 millionMaking the pledge – billboards $500,000Making the pledge – magazines $500,0001.2 billion / 2 (product expansion) / 3 years /2 (novelty effect) = 100 millionTotal cost = $13 million
  • 19. Returns breakdown# videos uploaded# views# commentsTV reaches #UPS submissions (sales)# photos uploaded1.2 billion / 2 (product expansion) / 3 years / 2 (novelty effect) = 100 millionTotal return = $4 million
  • 20. Risks & mitigationsQuestionable motives and sincerity•Focus on values of honesty,inclusiveness and democracy•Mention the self-esteem fund in thecampaignsControversy on social media•Reach out to positive influencers• Reward winners who support us•Be active in discussion on socialmediaContinued attack on view of beauty•Campaign will emphasize how youcan still be “beautiful” without beingtall and skinny• Continued workshops and educationprograms
  • 21. Thank You.Questions?