5. Dove’s Current Situation
How can 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
7. Inconsistency with messaging and
products
Body
bars
Body wash
Hair care
Deodorant
Body lotion
Hand washes
No Products currently
appear in advertisements
8. Devaluing of the brand
“You’re setting yourself up to be an
ordinary brand”
9. Novelty of the campaign has subsided
Shock of the campaign has ended
Debate has been argued
P.R. Channels saturated
10. Recommendations
How can 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
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 about real beauty
TV Commercial
“I am Beautiful”
collage
Emphasizing Dove’s values and products
12. Commercial - Feeling beautiful 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”
16. Implementation
0 mo 2 mo 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
18. Costs breakdown
TV Ad and 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
# videos uploaded
# 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
Questionable motives 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
