Dove Hips Feel Good


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Dove Hips Feel Good

  1. 1. Hips Feel Good Dove's Campaign for Real Beauty Durian, Inc. Syndicate La Ode Arief Akbar - Ryan Koesuma - Wahyu Kumoro 
  2. 2. Brand Strategy
  3. 3. Unilever Brand Strategy Then   Now <ul><ul><li>World’s largest producer but lacked a unified global identity. </li></ul></ul><ul><ul><li>Brands managed in a decentralized fashion </li></ul></ul><ul><ul><li>Years of slow performance </li></ul></ul><ul><ul><li>Lack of sound corporate strategy </li></ul></ul><ul><ul><li>Numerous low-volume brands </li></ul></ul><ul><ul><li>Small global presence compared to competition </li></ul></ul><ul><ul><li>Mediocre performance in emerging markets </li></ul></ul><ul><ul><li>Reduce portfolio to 400 “core” brands </li></ul></ul><ul><ul><li>Path to growth Initiative (brand building and brand development – separate functions) </li></ul></ul><ul><ul><li>Concentrate on product innovation to fuel internal growth </li></ul></ul><ul><ul><li>An initiative to create an overall umbrella brand across all Unilever’s brands </li></ul></ul>
  4. 4. Unilever Brand Strategy <ul><li>Problems </li></ul><ul><ul><li>Global decentralization brought problems of control. </li></ul></ul><ul><ul><li>Unilever lacked a global identity . </li></ul></ul><ul><ul><li>Product categories had checkered identities . </li></ul></ul><ul><li>Embarked on a 5 year strategic initiative  “Path to Growth”: </li></ul><ul><ul><li>Narrowing from 1600 brands down to 400 . </li></ul></ul><ul><ul><li>Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms. </li></ul></ul><ul><ul><li>Global brand unit for each “Masterbrand”. </li></ul></ul>
  5. 5. Unilever Brand Strategy <ul><li>Objective : Bring top of the mind awareness </li></ul><ul><li>Strategy : Use advertising that connects with consumer needs </li></ul><ul><ul><li>Let the consumer know more about the product’s uses </li></ul></ul><ul><ul><li>Shifted from an out-and-out house of brands to endorsing all its products linked to its corporate logo. </li></ul></ul><ul><ul><li>Converged the marketing of disparate arms due of the lack of brand recognition. </li></ul></ul><ul><ul><li>Dove's extension into deodorant - long-term strategy built to set global &quot;master&quot; brands. </li></ul></ul><ul><ul><li>In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up develop their social missions. </li></ul></ul><ul><ul><li>Since 2002, became more visible to shoppers , with corporate logo appearing on the back of all our product packs. </li></ul></ul>
  6. 6. Masterbrand: Dove <ul><li>“ If you are not crystal clear what the brand’s mission is, you cannot control what happens when people amplify it.  Everyone working on Dove knows these words by heart.  They know that the mission statement does not say Dove is about women feeling more beautiful, but that Dove is about more women feeling beautiful.  Our notion of beauty is not elitist.  It is celebratory, inclusive, and democratic.”  </li></ul><ul><li>- Philippe Harousseau, Unilever VP Brand Development </li></ul><ul><li>“ For too long, beauty has been defined by narrow, stifling stereotypes. Women have told us it's time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages. That is why Dove is launching the Campaign for Real Beauty.” </li></ul><ul><li>- </li></ul>
  7. 7. Masterbrand: Dove <ul><li>History of Dove: </li></ul><ul><ul><li>1940’s  – Formula for Dove Bar (Mild Soap) </li></ul></ul><ul><ul><li>1950’s – Refined to original Dove Beauty Bar </li></ul></ul><ul><ul><li>1960’s – Launched in the market </li></ul></ul><ul><ul><li>1970’s – Popularity Increased as a milder soap </li></ul></ul><ul><ul><li>1980’s – Leading brand recommended by Physicians </li></ul></ul><ul><ul><li>1990’s – Dove beauty wash successfully launched </li></ul></ul><ul><ul><li>1995 - 2001  – Extension of Dove’s range of products </li></ul></ul>
  8. 8. Masterbrand: Dove <ul><li>Problems </li></ul><ul><ul><li>Declining Sales,  lost in crowded market </li></ul></ul><ul><ul><li>Increased competition (L'oreal,   Olay, P&G, Nivea, Johnson & Johnson) </li></ul></ul><ul><ul><li>Resulting advertising clutter </li></ul></ul><ul><ul><li>Stagnation  in one or two categories, In spite of increase in product range </li></ul></ul><ul><ul><li>Need for  Brand Positioning,  evolve brand image without losing their existing customer base </li></ul></ul>
  9. 9. Market Research: Consumer Insight
  10. 10. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) Only 2% described themselves as beautiful
  11. 11. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) 47% said they were overweight, trend increases with age 
  12. 12. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) 68% believed that the unrealistic standard of beauty set by the media would never be achieved
  13. 13. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) 75% wished that media would portray more diverse measure of physical attractiveness
  14. 14. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004)
  15. 15. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) 79% said that beauty could be achieved through non-physical apperance
  16. 16. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004)
  17. 17. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004)
  18. 18. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) 48% strongly agree with: &quot;When I feel less beautiful, I feel worse about myself in general.&quot; 
  19. 19. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004)
  20. 20. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) 45% believed that beautiful women have greater opportunities in life
  21. 21. Research Study -  &quot;The Real Truth about Beauty: A Global Report&quot; (2004) 26% have considered plastic surgery (54% in Brazil)
  22. 22. Brand Values, Positioning,  and Communication Objectives 
  23. 23. Dove's Brand & Communication Strategy <ul><li>Importance of situational influences, emphasis from product-related variables to consumer-related variables </li></ul><ul><li>  </li></ul><ul><li>Brand Audit in 2003 : </li></ul><ul><li>Product benefit: natural ingredients, moisturizing performance </li></ul><ul><li>Emotional benefit: dated and old-fashioned </li></ul><ul><li>Focus : Self-Esteem, Feel Good </li></ul><ul><li>Objectives : </li></ul><ul><ul><li>Increase market share through improvement of the brand image </li></ul></ul><ul><ul><li>Develop an outstanding marketing campaign </li></ul></ul><ul><ul><li>Retain the functional strengths of the brand </li></ul></ul><ul><ul><li>Engage customers and differentiate from other competitors </li></ul></ul><ul><li>  </li></ul>
  24. 24. Dove's Target Market <ul><ul><li>Target group was women aged 30-39 </li></ul></ul><ul><ul><li>These women had not yet used skin-firming products but were starting to reach the age where wrinkles and cellulite </li></ul></ul><ul><ul><li>This group also likely has young daughters, for whom self-esteem issues  are a real concern for their mothers </li></ul></ul><ul><ul><li>Dove also incorporated self-esteem building tools for young girls </li></ul></ul>
  25. 25. Dove's Brand Equity & Development Much affliation and attachment, creates patronage  (Dove Self-esteem Fund) Women love and trust the dove brand, use the brand to develop self-esteem Mild, moisturizing, 1/4 cleansing cream World No. 1 Cleasing Brand. Has depth and breath in the market
  26. 26. Dove's PoP & PoD <ul><li>&quot;Beauty. It's not about glamour or fame. It's about every woman and the beauty in each of us. That's what Dove is all about. And that's why more women trust their skin to Dove.&quot; </li></ul><ul><li>PoP:  </li></ul><ul><li>Cleanses, Mild Soap, Moisturizer </li></ul><ul><li>PoD:  </li></ul><ul><li>&quot;It's not about glamour of fame&quot;, &quot;True beauty could be found in many forms, sizes and ages&quot;, &quot;real&quot; women for ads, emphasis on the ethical aspect of beauty, &quot;self-confidence&quot; moral aspect, emotional ties </li></ul>
  27. 27. Dove Brand Positioning Why? Won't dry out skin like soap Would emphasis on the ethical  aspect of beauty For Whom? Women aged 30-39 Had not yet used skin-firming products with wrinkles and cellulite problems What? Hair care: Shampoo, Spray and Gel Skin Care: Soap and Moisturizer Deodorants Competitors L'Oreal Oil of Olay Johnson and Johnson The Body Shop Nivea
  28. 28. Dove's Positioning in 1950s <ul><li>Product </li></ul><ul><ul><li>First Dove product at Beauty Bar - Launched in 1957 </li></ul></ul><ul><ul><li>It claimed not to dry out the skin the way soap did </li></ul></ul><ul><ul><li>Technically not soap at all, formula came from military research </li></ul></ul><ul><ul><li>Feature: 1/4 Cleansing Cream </li></ul></ul><ul><ul><li>Benefit: Won't dry out skin like soap </li></ul></ul><ul><li>  </li></ul><ul><li>Marketing and Advertising </li></ul><ul><ul><li>Blend of marketing communication tools: TV, print media and billboards </li></ul></ul><ul><ul><li>&quot;Dove soap doesn't dry your skin because it is one quarter cleansing cream&quot; </li></ul></ul><ul><ul><li>Used natural looking women to convey the benefits of the product </li></ul></ul><ul><li>  </li></ul><ul><li>Outcome </li></ul><ul><ul><li>As a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix  </li></ul></ul><ul><ul><li>Dove became one of the America’s most recognizable brand icons </li></ul></ul>
  29. 29. Dove's  Early Print Ads <ul><li>1960s </li></ul>1970s 1980s
  30. 30. Dove's Positioning in 2006 <ul><li>Product </li></ul><ul><ul><li>Hair care: Shampoo, Spray and Gel </li></ul></ul><ul><ul><li>Skin Care: Soap and Moisturizer </li></ul></ul><ul><ul><li>Deodorants </li></ul></ul><ul><li>  </li></ul><ul><li>Real Beauty and Self Esteem Campaign </li></ul><ul><ul><li>Appealed to aesthetic needs of the consumers </li></ul></ul><ul><ul><li>Did not focus on functional benefits, but on need to feel good </li></ul></ul><ul><ul><li>Used oversized models, elderly women to convey the message </li></ul></ul><ul><li>  </li></ul><ul><li>Outcome </li></ul><ul><ul><li>Shift from broadcast media to digital media, YouTube & Blogs </li></ul></ul><ul><ul><li>Film “evolution” viewed by 3 million visitors in 3 months </li></ul></ul><ul><ul><li>Marketing communications gave Dove a wide exposure </li></ul></ul>
  31. 31. Brand Communication Campaign, Modes, Implementation and Measurement
  32. 32. Dove's Communication Campaign <ul><ul><li>April 2004 launched “ DOVE FIRMING LOTION ” </li></ul></ul><ul><ul><ul><li>Ads named as  “ LETS CELEBRATE CURVES ” </li></ul></ul></ul><ul><ul><li>Sept 2004 launched &quot; GLOBAL CAMPAIGN &quot; </li></ul></ul><ul><ul><ul><li>It was renamed as “ CAMPAIGN FOR REAL BEAUTY ” (CFRB) </li></ul></ul></ul><ul><li>&quot;[...] to make more women feel beautiful every day, by widening today's stereotypical view of beauty and inspiring women to take great care of themselves.&quot; </li></ul><ul><li>Core Message: &quot;No models -- but firm curves&quot; </li></ul>
  33. 33. CFRB - ATL: Billboard source:
  34. 34. CFRB - ATL: Magazine source:
  35. 35. CFRB - ATL: TV Commercial
  36. 36. CFRB - ATL: Web Ads
  37. 37. CFRB - ATL Results: Newspaper source:
  38. 38. CFRB - ATL: Dove Super Bowl Video Ad <ul><ul><li>Target : 8-17 years old girls </li></ul></ul><ul><ul><li>Reason : Address eating disorder in target age, directly linked to low self-esteem </li></ul></ul><ul><ul><li>Objective: How to make a difference in how girls felt about themselves </li></ul></ul><ul><ul><li>Campaign Association: Dove Self-Esteem Fund </li></ul></ul>Video source:
  39. 39. CFRB - PR: The Dove Self-Esteem Fund
  40. 40. CFRB - PR: Uniquely ME! Program <ul><ul><li>Target: 8-14 years old girls </li></ul></ul><ul><ul><li>Objective: Help build self-confidence </li></ul></ul><ul><ul><li>Partner: U.S. Girl Scout troops </li></ul></ul><ul><ul><li>Campaign Association: Dove Self-Esteem Fund </li></ul></ul>
  41. 41. CFRB - BTL: Interactive Website <ul><li>OBJECTIVE: Amplify Engagement & PR </li></ul><ul><li>Views: </li></ul><ul><ul><li>User-generated content, discussion boards </li></ul></ul><ul><li>News and Information: </li></ul><ul><ul><li>Films, quotes, press reaction to campaign, survey quotes </li></ul></ul><ul><li>Campaign: </li></ul><ul><ul><li>Audience shown how advertising developed </li></ul></ul><ul><li>Fund raising / The Dove Self-Esteem Fund: </li></ul><ul><ul><li>Objective: to boost esteem of 5M females </li></ul></ul><ul><ul><li>International body of experts </li></ul></ul><ul><li>No products were featured </li></ul><ul><li>Results </li></ul><ul><ul><li>Genuine debate and participation </li></ul></ul><ul><ul><li>700% uplift in sales following initial campaign </li></ul></ul><ul><ul><li>Good PR </li></ul></ul>
  42. 42. CFRB - BTL: Interactive Website <ul><li>Market Segment : </li></ul><ul><ul><li>Young mother </li></ul></ul><ul><ul><li>Teenagers </li></ul></ul>
  43. 43. CFRB - BTL: Interactive Website Vote Models for  Local Billboards
  44. 44. CFRB - BTL: Interactive Website Building Knowledge on Self-esteem
  45. 45. CFRB - BTL: Interactive Website The Dove Self-Esteem Fund
  46. 46. CFRB - BTL: Interactive Website The Dove Self-Esteem Fund
  47. 47. Measurements & Result <ul><li>Milward Brown's Brand Audit (2005): </li></ul><ul><ul><li>Attributes: &quot;Open&quot;, &quot;Active&quot;, &quot;Self-Confident&quot;, &quot;Fun&quot;, &quot;Energetic&quot;, &quot;Confident&quot; </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>Reached premium segment </li></ul></ul><ul><ul><li>800 newspaper and magazine articles </li></ul></ul><ul><ul><li>Market share increased in six European core markets from 7.4% (2003) to 13.5% (2004) </li></ul></ul><ul><ul><li>4000 visitors to website everyday </li></ul></ul><ul><ul><li>Sales of firming lotion in UK rose by 700% </li></ul></ul><ul><ul><li>Sales in the US went up by 11.4% </li></ul></ul><ul><ul><li>Total Sales for the Dove Brand rose 6% </li></ul></ul><ul><ul><li>Number of visitors to website increased by 200% </li></ul></ul><ul><ul><li>Grand EFFIE award for advertising effectiveness </li></ul></ul><ul><ul><li>Positive response from the masses </li></ul></ul>
  48. 48. CFRB - Activation: Dove 'Evolution' movie Video source:
  49. 49. CFRB - Activation: Dove 'Evolution' movie <ul><li>The ‘Evolution’ movie was created on demand of Unilever Canada and posted on YouTube by its creator Ogilvy & Mather Toronto 6th of October 2006.  </li></ul><ul><li>Target Market </li></ul><ul><li>Primary: Women 30-39 </li></ul><ul><li>Secondary: Girls & Teenagers </li></ul><ul><li>Objective </li></ul><ul><ul><li>Further engagement and differentiation with competitors </li></ul></ul><ul><ul><li>Touch the lives of 70,000 girls in Canada towards the global objective of touching over 1,000,000 girls by 2008 over the world (achieved in 2 months) </li></ul></ul><ul><ul><li>To do so in a meaningful way by providing tools, resources, educational materials that can make a real and lasting difference </li></ul></ul><ul><ul><li>Drive mass awareness of the workshops and available materials, reaching Canadian women through viral email blasts, word of mouth, on-line advertising and PR. </li></ul></ul><ul><li>Modes </li></ul><ul><li>Social Media (Youtube) and WoM </li></ul>
  50. 50. CFRB - Activation: Dove 'Evolution' movie <ul><li>Implementation: </li></ul><ul><ul><li>Besides being posted on YouTube, an e-mail with a link to the movie was sent to 460,000 people in Canada,  </li></ul></ul><ul><ul><li>Followed by targeted e-mails to 15,000 women who attended a DSEF workshop.  </li></ul></ul><ul><ul><li>An online media plan focusing on woman’s websites supported the launch of the movie. </li></ul></ul><ul><ul><li>A targeted PR and Media campaign was developed to coincide with LA Fashion Week to maximize share of conversation for the campaign. </li></ul></ul><ul><ul><li>Press releases, a DVD with the  ‘Evolution’  movie as part of the goodie bag ... generated mass PR coverage (e.g. publication in several talk shows, television programmes, newspapers and magazines) </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>7,990,801 views on YouTube upload, more than 30,000 testimonials about  ‘real beauty’  on the campaign website  </li></ul></ul><ul><ul><li>68,905 search results for “Dove Evolution” on </li></ul></ul><ul><ul><li>The movie is launched in more than 40 countries </li></ul></ul><ul><ul><li>The winner of two Grand Prix and one Epica D'Or awards - Cannes Lions International Advertising Festival </li></ul></ul><ul><ul><li>Sat of a “evolution-frenzy” online , including numerous videos </li></ul></ul>
  51. 51. CFRB - Activation: Dove 'Evolution' movie <ul><ul><li>The movie shows a sequenced photo shoot of a female average-looking model done by professionals, this including the styling, make-up, the shoot itself, and the additional retouching done by computer . </li></ul></ul><ul><ul><li>The goal of the film was to show the truth about the advertising media , and how they distort our perception of natural beauty . </li></ul></ul><ul><ul><li>Uses the existing social networks as distribution base. </li></ul></ul><ul><ul><li>Relies on the word-of-mouth principle , where the receiving audience will either distribute the message by conversation, or social media networking . </li></ul></ul>
  52. 52. CFRB - Activation: Dove 'Evolution' movie
  53. 53. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting
  54. 54. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting
  55. 55. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting
  56. 56. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting
  57. 57. Web Site Views and Demographics source: Superbowl 2006 Ad Evolution Movie
  58. 58. Google Searches
  59. 59. Adjustment Input: Dove's Campaign SWOT Analysis Strength Unconventional strategy& effective advertising  High Level of Emotional Engagement  Weakness Women featured are comparatively slim Use of idealized images in other brands under the same flagship/Contradictory in nature (with Unilever's Axe) Opportunities Target male customers Cross-culture advertising throughout the globe Threat Risk of being a brand for “fat girls” Copied by the competitors / PoP
  60. 60. thanks for attention