Unilever's Dove brand underwent a strategic repositioning in the 2000s. Market research found that most women had low self-esteem around beauty ideals. Dove launched its "Campaign for Real Beauty" promoting a wider range of beauty through non-traditional models. This included the viral "Evolution" video showing how digital editing transforms models. The campaign improved Dove's sales, market share, and brand perceptions of being open and confident.

1. Hips Feel Good Dove's Campaign for Real Beauty Durian, Inc. Syndicate La Ode Arief Akbar - Ryan Koesuma - Wahyu Kumoro

2. Brand Strategy

9. Market Research: Consumer Insight

10. Research Study - "The Real Truth about Beauty: A Global Report" (2004) Only 2% described themselves as beautiful

11. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 47% said they were overweight, trend increases with age

12. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 68% believed that the unrealistic standard of beauty set by the media would never be achieved

13. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 75% wished that media would portray more diverse measure of physical attractiveness

14. Research Study - "The Real Truth about Beauty: A Global Report" (2004)

15. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 79% said that beauty could be achieved through non-physical apperance

16. Research Study - "The Real Truth about Beauty: A Global Report" (2004)

17. Research Study - "The Real Truth about Beauty: A Global Report" (2004)

18. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 48% strongly agree with: "When I feel less beautiful, I feel worse about myself in general."

19. Research Study - "The Real Truth about Beauty: A Global Report" (2004)

20. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 45% believed that beautiful women have greater opportunities in life

21. Research Study - "The Real Truth about Beauty: A Global Report" (2004) 26% have considered plastic surgery (54% in Brazil)

22. Brand Values, Positioning, and Communication Objectives

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

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

31. Brand Communication Campaign, Modes, Implementation and Measurement

33. CFRB - ATL: Billboard source: http://www.nytimes.com/imagepages/2008/07/07/business/07doveA.ready.html

34. CFRB - ATL: Magazine source: www.thirdwayblog.com

35. CFRB - ATL: TV Commercial

36. CFRB - ATL: Web Ads

37. CFRB - ATL Results: Newspaper source: www.uncivilsociety.org

39. CFRB - PR: The Dove Self-Esteem Fund

43. CFRB - BTL: Interactive Website Vote Models for Local Billboards

44. CFRB - BTL: Interactive Website Building Knowledge on Self-esteem

45. CFRB - BTL: Interactive Website The Dove Self-Esteem Fund

46. CFRB - BTL: Interactive Website The Dove Self-Esteem Fund

48. CFRB - Activation: Dove 'Evolution' movie Video source: http://www.vimeo.com/15858539

52. CFRB - Activation: Dove 'Evolution' movie

53. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting

54. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting

55. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting

56. CFRB - Activation: Dove 'Evolution' movie - Measurement Source: InSites Consulting

57. Web Site Views and Demographics source: www.alexa.com Superbowl 2006 Ad Evolution Movie

58. Google Searches

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. thanks for attention