Facebook Marketing Conference 2012: Agency insight: How Dove build community, Emma Gannon (Edelman)

1. © Copyright 2012 Daniel J Edelman Ltd.

2. Purpose of the page
Everything we do, everything we
show, everything we believe, begins and
ends with real women.
– Facebook is about real people, sharing real things
– People, not content, are king
– Success for us is that the community remains driven by
the voice of the real women in it
© Copyright 2012 Daniel J Edelman Ltd.

3. Dove has been defined by
the moments we have
shared with real women
since 1954.
© Copyright 2012 Daniel J Edelman Ltd.

4. Then in 2010, we commissioned our
biggest global beauty study ever...the
research spanned across 20 countries and
involved over 6000 women
© Copyright 2012 Daniel J Edelman Ltd.

5. Facebook will enable
Dove’s community to
tell the most important
women in their life just
how beautiful they are
© Copyright 2012 Daniel J Edelman Ltd.

6. Our timeline is populated with these
shared moments, sentiments and
experiences of our fans
© Copyright 2012 Daniel J Edelman Ltd.

7. By encouraging fans to
submit personal photos
of what the Dove
bird means to them and
bringing it to life in
personal contexts this
creates visual brand
content and an insight
into the fan
© Copyright 2012 Daniel J Edelman Ltd.

8. © Copyright 2012 Daniel J Edelman Ltd.