2. ∗ Should Dove continue to promote the Realism Campaigns on
Social Media or use traditional marketing methods?
∗ Continue Social Media to promote “Real Beauty” Campaign
∗ In 2006, Landers Associated Dove as one of ten brands with the
greatest percentage gain in brand health and business value in
the past 3 years.
∗ Dove brand has grown by $1.2 Billion
∗ Thousands of blogs and Internet Chat forums showed a rich
diversity of public dialog.
Problem and Objective
2 12/01/2015
3. Real Beauty Timeline
2000: Dove
tapped to
become
Master Brand
2002:Brand
with “Point Of
View”
2004:Launch
“Real Beauty”
campaign
2006: Short
Film Evolution
on YouTube.
Mission
Statement
Born.
2007:
Launched 3rd
Phase: Beauty
Comes of Age
Mission Statement: Dove’s mission is to make more women feel beautiful
everyday by broadening the narrow definition of beauty and inspiring them
to take great care of themselves.
3 12/01/2015
4. ∗ Geographic
∗ Latin America, Southeast Asia, North America, Europe
∗ Demographic
∗ Teens to Baby Boomers
Segmentation and Targeting
4 12/01/2015
5. ∗ POPs:
∗ Cleansing
∗ Moisturizing
∗ PODs:
∗ Strong personal connection & trust with brand due to the
Real Beauty campaign
Positioning
5 12/01/2015
8. Realism Aspirational
Body products are for grooming
and nothing else.
Body products cannot change your
body.
Does not cause anxiety due to
broader and realistic definition.
Causes anxiety due to narrow and
unattainable goals.
People tend to become realistic
over time.
Aspirational is high at young age.
Functional to Realism is natural
progression.
Aspirational campaign is volte face to
Functional message..
12/01/20158
Realism vs Aspirational
9. ∗ In 1960, a company could reach 80 percent of U.S.
women with one 30-second commercial aired
simultaneously on 3 TV networks: ABC, CBS, and NBC.
∗ Today, the same ad would have to run on 100 channels or
more to achieve this marketing feat.
∗ Smart Phones, Broadband and ad-skipping digital video
recorders (DVRs) have eroded the effectiveness of the
mass media.
∗ Cord cutting on rise.
Traditional Media: Downside
9 12/01/2015
10. ∗ Social Media:
∗ Cost Effective
∗ Most Exposure
∗ Meaningful Engagement
∗ Word of Mouse & Mobile
∗ Easy to Measure
∗ Timely
Social Media: Upside
10 12/01/2015
11. ∗ Average Time (Hours) Spent per Day by People
∗ Cost Effective:
∗ Dollars/1000 people based on CPM model
Social Media: Upside
11 12/01/2015
12. ∗ SWOT analysis of using “Point Of View” campaign on
Social Media:
∗ Strengths:
∗ Initiated by Dove, a recognizable brand.
∗ Can run longer advertisements.
∗ Easy to spread the from one platform to another.
∗ Creates positive impression of the brand
SWOT
12 12/01/2015
13. ∗ Weakness:
∗ Does not market functional benefits.
∗ Need to update theme frequently.
∗ Opportunities:
∗ Easy to reach people newly connected people.
∗ Replicate the model to new segments in future ex: Men.
∗ Threats:
∗ Discussion gets pushed to back seat during major events
∗ Can be misinterpreted by target market and media.
SWOT
13 12/01/2015
14. Real Beauty Campaign Communication
Model
Dove
Encoding
(Broaden the
Beauty
definition)
Social Media
Decoding
(Feel
Beautiful)
Women
Response
(Feel Good,
Spread the
message)
Feedback
(Increased
Brand Equity,
Sales)
Noise
(Misinterpretation)
Message-
Real Beauty
14 12/01/2015
15. ∗ Mission
∗ Dove’s mission is to make more women feel beautiful everyday by broadening the
narrow definition of beauty and inspiring them to take great care of themselves.
∗ Money:
∗ Efficient use of Marketing Dollars using Social Media.
∗ Message
∗ Real Beauty Campaign is for girls and women to understand that their power and their
beauty does not come from a tube or an airbrush or a cream, but rather from their own
personalities and power.
5Ms
15 12/01/2015
16. ∗ Media:
∗ Use Social media as the primary platform
∗ Public Relations and Events to fuel the social media debate
∗ Dove App to complement Social Media
∗ Measuring the Campaign Success:
∗ Use Google Analytics to analyze the Dove website visits
∗ Likes and Shares on Facebook, Instagram, YouTube
∗ Use Twitter Cards to measure URL Clicks, Retweets.
∗ Discussions on Online forums
∗ TV talk shows
5Ms..Continued
16 12/01/2015
