DoveCampaign for Real Beauty

Jessica, Julia, Vivian

Enabling women to feel beautiful every day by using Dove

Dove: taking it to the next level

Dove Real Beauty

Increase brand awareness and

sales

ROI = 8%

Agenda

Current Situation

Issues

Implementation

Risks and Mitigations

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 subsidedDevaluing of the brand

Inconsistency with messaging and products

Bodybars

Body wash

Hair care

Deodorant

Body lotion

Hand washes

Inconsistency with messaging and products

Bodybars

Body wash

Hair care

Deodorant

Body lotion

Hand washes

No Products currently appear in

advertisements

Devaluing of the brand

“You’re setting yourself up to be an ordinary brand”

Novelty of the campaign has subsided

Shock of the campaign has ended

Debate has been argued

P.R. Channels saturated

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 subsidedDevaluing 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

Dove is about real beauty

TV Commercial“I am Beautiful”

collage

Emphasizing Dove’s values and products

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

Social media – “Be a part of the beauty”

1. Film yourself with a Dove product2. Explain why it makes you feel

beautiful3. Complete survey

4. Upload it onto youtube.com/campaignforrealbea

uty

Be the star of your own Dove commercial

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”

“I am Beautiful” collage – “Be a part of the beauty”

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

Financials

Total Cost = $13 million

Total Return = $100 million

ROI = 8%

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

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

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

Thank You.

Questions?