3. Introduction
⬩ Dove is rooted in listening to and helping women create a
positive relationship with what they see in the mirror and
understand their full potential.
Mission
“To Ensure that the next generation grows up
enjoying a positive relationship with the way they
look—helping young people raise their self-esteem
and realize their full potential.”
5. Situation Analysis
External Environment Internal Environment
⬩ Competitors in the body care
industry (ex. Olay, L’Oreal)
⬩ Loyal suppliers and distributors and
strong internal marketing
department
⬩ Famous campaign that shaped
brand image tremendously was
2013 Dove Real Beauty Sketches
campaign: focused on helping
women see the beauty others found
within them
⬩ Past PR incident that sparked public
outcry and boycotting over
inadvertently racist undertones
6. SWOT analysis
E-commerce
Dove has not
conducted any
recent market
research
Technological
advances of
competitors
Strength Weakness
Opportunities
Threats
8. Target Audience
Stay-at-home
moms
Volunteers
All mothers or
motherly figures
Dog/Cat
moms
Teachers
Doctors
Service
workers
Grandmothers
In this uncertain time,
many mothers are...
Stressed trying to adjust
to working at home
Stressed about the safety
of loved ones in other
locations
Stressed about getting
exposed to virus and
infecting others
9. Campaign Plan
⬩ A Mother’s Day Campaign centered around acknowledging
the difficulties of our new reality while demonstrating
appreciation and gratitude for the maternal figures in
everyone’s life
⬩ Aimed around celebrating mothers, care givers, doctors,
nurses, teachers, or any maternal figure in one’s life
⬩ Predominantly UGC
⬩ Based around the hashtag #WithLoveFromDove
⬩ Launched on Twitter, Instagram, Facebook, and YouTube
12. Social Media Marketing Goals
Celebrate all mothers
& motherly figures
Show appreciation for those
who are balancing multiple
roles
Show support for
those facing new
challenges
Acknowledge the extra
stresses caused by COVID-19
Encourage user
generated content
Produce meaningful,
personalized messages to
compile into ad campaign
Reinforce brand
loyalty
Showing our usual audience
extra attention and
appreciation from a brand
they know well
Overall Goal
Show support for all kind of mothers and send a message of positivity
13. Risks
⬩ Possibility of making someone feel left out for not having a
maternal figure to celebrate; while the campaign has made
sure to emphasize the contributions of all empowering figures
during this time, Dove is able to address any concerns by
sharing their contributions to help aid in this situation.
⬩ If a competitor was to release a similar campaign, Dove could
pivot its original idea to reflect more of their past campaigns
as well to call upon their reliable brand image to showcase
their never ending belief in championing women in all walks
of life
14. Measurements
⬩ Dove will successfully measure the impact of the social
media campaign by evaluating the audience size, volume,
and engagement of posts across platforms
⬩ An increase of any size will be deemed successful
15. Conclusion
⬩ This campaign will be successful because Dove has a long
history proving itself as an ally to every women
▫ The audience will not only resonate with the message,
but feel the genuineness of it
⬩ The celebration of Mother’s Day could prove challenging for
many considering the current pandemic
▫ Broadcasting the love, appreciation, and festivities
through social media will add a little warmth and a sense
of normalcy
