Digital marketing by Dove campaign - go fresh

1. Dove
Digital advertisement

2. About the company
• Started in 1957 in the US, under Unilever.
• Now it has established its presence over 80 countries.
• The brand currently includes Beauty Cleansing Bar
,Shampoos ,Deodorants , Face Washes , Hand and Body
Lotions , Body Washes , Conditioners and Hair Styling
Products.

3. Business objective of
Dove
• Wanted to expand its customer base to cover more
women.
• They wanted to attract more younger and vibrant
women to use their products.
• Dove wanted to achieve it’s set targets with the new
product: Dove Go Fresh.

4. Strategy Adopted by
Dove
• All women love to sing in shower so they launched their
campaign titled “Showeroke”.
• The campaign “Showeroke” (Shower+Karaoke) was
designed seeing the influence of music in the lives of
younger women and how much they loved singing in the
shower alone.

5. Strategy Adopted by
Dove• Dove’s Showeroke was a competition which invited
everyone,to upload a video of them performing a choice of
song in shower while holding one of Dove’s Go Fresh
products.
• YouTube was the main Social Media Marketing platform
used.
• Own the shower experience online and give every girl a
chance to become a celebrity.
• Dove created a microsite called the “Shower Remixer”
where users customized their shower experience selecting
different fixtures, floor designs, shelves and window
scenes and as they remixed the shower experience , the
music changed along with it.

6. Strategy Adopted by Dove
• The contest ended with the top performers , selected by the
fans voting, singing live with a band at Strumms Makati ,
Philippines with a shower design behind them.

7. SWOT analysis
• S – Strength
• W – Weakness
• O – Opportunist
• T – Threats

8. Strength
• Strength – Dove has strong presence on social media
Ex - Almost 20 million likes on Facebook
• A commitment to quality for more than 50 years
• Dove stresses strong family and emotional values
• Strong emotional touch
• High market share
• Wins many awards
• Reward programs

9. Weakness
• Strong competition
• High marketing expense
• The price tends to be more than it’s competition
• Products tested on animals
• Low market share in deodorants as compare to it’s
competition
• Men ( male) do not buy Dove products as much as women
• Advertisements has been controversial among
audience including the issue on racism

10. Opportunities
• Dove hosts Self-esteem events through girl scouts of
America and other global partners .
• Unilever operates in more than 100 countries and sales
in more than 180 countries .
• Body wash is the leading segment in the market , with
$1.9 billion in sales ( 2011 estimates ) , up 2% from 2010
• Men’s participation in the body care category increased
significantly from (2011-2012) 58% of men

11. Threats
• Bad economy condition , people are tend to buy things
they are need , not they want
• Large variety of products in market category and
consumers are willing to change brands .Dove has short
lived products that are the disposable
• Competitors , such as St.Ives do not test their products
at animals
• False beauty in advertisement and the pressure to look
good
• Low market share for deodorant specially among men

12. Result Achieved By Dove
• Showeroke video and blog entries were picked up in
several blogs generating a readership of 18,000.
• Dove Bar annual penetration went up from 13.7% to
18.4%.
• Dove Body wash loyalty went up from 24% to 27.6%.
• Winner of the Best Creative Campaign ICON Award
(Havas Digital awards)

13. Thanks