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Dove
- 1. Dove Campaign for RealBeauty Jessica, Julia, Vivian
- 2. Enabling women tofeel beautiful every day by using Dove
- 3. Dove: taking itto the next level Dove Real Beauty Increase brand awareness and sales ROI = 8%
- 4.
- 5. Dove’s Current Situation Howcan Dove’s Campaign for Real Beauty be leveraged to drive further growth? Inconsistency with messaging and products Novelty of the campaign has subsided Devaluing of the brand
- 6. Inconsistency with messagingand products Body bars Body wash Hair care Deodorant Body lotion Hand washes
- 7. Inconsistency with messagingand products Body bars Body wash Hair care Deodorant Body lotion Hand washes No Products currently appear in advertisements
- 8. Devaluing of thebrand “You’re setting yourself up to be an ordinary brand”
- 9. Novelty of thecampaign has subsided Shock of the campaign has ended Debate has been argued P.R. Channels saturated
- 10. Recommendations How can Dove’sCampaign for Real Beauty be leveraged to drive further growth? Inconsistency with messaging and products Novelty of the campaign has subsided Devaluing of the brand Phase products into advertisements Extend campaign into untapped target markets Re-emphasize quality of the product Expand campaign by connecting Dove’s values and product functionality into existing and untapped markets
- 11. Dove is aboutreal beauty TV Commercial “I am Beautiful” collage Emphasizing Dove’s values and products
- 12. Commercial - Feelingbeautiful through Dove - Glasses and braces “geek” - Athlete - Cheerleader - Punk girl - Soap - Lotion - Shampoo - Conditioner - Face wash - Compliments - Smiles - Happiness - Soft skin Diverse Groups Use Dove Beautiful Day Focus on the product and how beauty is achieved
- 13. Social media –“Be a part of the beauty” 1. Film yourself with a Dove product 2. Explain why it makes you feel beautiful 3. Complete survey 4. Upload it onto youtube.com/campaignforrealbeauty Be the star of your own Dove commercial
- 14. Other Media -“Be a part of the beauty” Magazine Ad • Use collage of pictures • Fold out with issue article • Teen magazines with a health/beauty focus • Seventeen, Cosmo Girl Billboard • Use collage of pictures Make the Pledge • Buy a Dove product • Submit the UPS into the website • Upload a picture of you with a sign saying “I am beautiful”
- 15. “I am Beautiful”collage – “Be a part of the beauty”
- 16. Implementation 0 mo 2mo 4 mo 6 mo 8mo 10 mo 12 mo Hire agency and actors for ad Launch ad on networks (NBC, BOX, ABC) Contest begins: videos are uploaded onto Youtube Announce winner Make the pledge on website Print ad lead time Design print ad Feature collage in magazine Find locations for billboards Design billboards Collage on billboards TV Ad Social media Website Magazine Billboard
- 17. Financials Total Cost =$13 million Total Return = $100 million ROI = 8%
- 18. Costs breakdown TV Adand Youtube Commercials $ 12 million Making the pledge – billboards $500,000 Making the pledge – magazines $500,000 1.2 billion / 2 (product expansion) / 3 years / 2 (novelty effect) = 100 million Total cost = $13 million
- 19. Returns breakdown # videosuploaded # views # comments TV reaches # UPS submissions (sales) # photos uploaded 1.2 billion / 2 (product expansion) / 3 years / 2 (novelty effect) = 100 million Total return = $4 million
- 20. Risks & mitigations Questionablemotives and sincerity •Focus on values of honesty, inclusiveness and democracy •Mention the self-esteem fund in the campaigns Controversy on social media •Reach out to positive influencers • Reward winners who support us •Be active in discussion on social media Continued attack on view of beauty •Campaign will emphasize how you can still be “beautiful” without being tall and skinny • Continued workshops and education programs
- 21.