Story

Dove: empowering women Lucy ConlanSenior consultant, cScape Customer Engagement Unit

Case study rationale

Case study shows how thinking beyond your product into the very lives of people can make a difference

• To customers• And to the bottom line

Dove from above

Launched 1992

Dove challenge

Steady sales up to 2004

Tough competition – L’Oreal, Olay

How to maintain and improve on market position

Launch new ‘firming’ range

Dove response - Research

Questions How do women see themselves? What is the effect of celebrity culture on perceptions of

beauty?

Findings Low self esteem among women Disconnection from advertising

Dove action

Campaign for real beauty

• Above the Line• PR

• And online…

campaignforrealbeauty.co.uk

Key segmentsMothersTeenagers

Site also appeals to:Fact finders, mentors to young people, cultural observers, fundraisers

Many layers to the site

Views

News and information

Campaign

Fundraising The Dove Fund

Films, quotes, press reaction to campaign, survey quotes

Objective – to boost the self esteem of 5M girls

International body of experts

User generated content, discussion boards

Audience shown how advertising developed

More than an ad campaign:

Asda staff featured

Campaign stars voted by shoppers

Regional voting

Interactive teenage zone

Many, many things to do

In China, women have wider, more empowering

views of beauty

International survey

Fundraising - dynamic content

Number of women who

have received support

International credibility

Diverse range of experts

endorse the fund’s

mission

Dove rich media

Reach extended and causing debate

as a male I can see your point however the dove campaign is an awareness campaign for women to love themselves..... as you and I both know women come in all shapes and sizes.... each is unique and that is what the Dove campaign is all about..

Yahoo answers

“

”

Results

Genuine debate and participation 700% uplift in sales following initial campaign £2.5M worth of PR at launch 6M downloads on YouTube 4 years on, the campaign still generating participation

What surprised me

Interesting that the products were not featured:

The campaign worked on identifying audience needs and giving clear brand values

Strategic and practical next steps

Overall: Understand deeper audience needs Genuine response to research Surprising and emotional approach

Detail: Review web and segment content Email and web give great clues Give many, many reasons to capture data

Anticipated result

Super, sticky site

Keep brands buoyant in downturn

Launch in downturn – more market share

Thank you

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