7. 1) Speaks to women with different tone and
message.
2) Real Beauty Campaign.
3) “Wrinkled or Wonderful” or “Oversized or
Outstanding”.
4) Dove films 'Evolution' won both Cyber and film
'Grand Prix' at International Advertising Festival
in Cannes in 2007.
9. DOVE using Social Media
1)You are more beautiful than you think.
2)Ad Makeover campaign on Facebook, and
anticipation of millions of consumers.
3)Posting “Hello Beautiful”, “The Perfect Bum Is
The One You Are Sitting On.”
4)Launched its own Mobile App, 171 million
negative messages were replaced in the first
week.
10.
11.
AXE launched in 1983, was introduced in USA
at first and then went on to become most
grooming brand among men in 70 different
countries.
Aesthetic, aspirational approach and
lighthearted tone appeals young men.
13.
Understood the consumers and approached on the
male dominated networks such as MTV, ESPN,
Comedy Central
Super AXE's Super Bowl commercial on youtube
Communicating Digitally
18. SUMMARY
Online Marketers provide marketers with
greater interaction via web-sites, display ads,
emails and search ads.
Marketing via social media networks such as
Facebook, Twitter.
Online Games and quizes resulting in offers and
coupons.
Word of Mouth a great advertisement.
Mobile Marketing is an important form of
interaction marketing.
19. DISCLAIMER
Created by Ritesh Ghorse, PICT Pune, during a
marketing internship,
by Prof. Sameer Mathur, IIM Lucknow.