Marketing Proposal Fall 2015

By: Daniela Pedulla

Dove and Seventeen Partnership#UBeauty Social Media Campaign

Dove and Seventeen Partnership#UBeauty Social Media Campaign

• Dove is known for their ‘real beauty’ campaigns amongst women.

• Why not expand this campaign to teens across the nation?

• Dove and Seventeen could partner and begin a campaign of their own.

Dove and Seventeen Partnership#UBeauty Social Media Campaign

WHAT?

• This partnership would last for one year, in which Seventeen Magazine and Dove launches a campaign strictly between the two companies known as- U Beauty.

• ‘U Beauty’ refers to for example saying beauty is held by all in their own way.

• During which time, Dove and Seventeen will travel across the country where they host “Beauty School”. – But this is not just your average hair and makeup school, this

is advice, activities, laughs, and cries. – This will help build confidence and instill power in young teens

across the nation.

Dove and Seventeen Partnership#UBeauty Social Media Campaign

• How will this collaboration happen?• Dove will be given advertisements promoting the campaign for the

entire year in Seventeen’s magazine.• During which-Dove will be given 3+ flip covers throughout this

year. • Seventeen will be able to send Dove products throughout the year

as a sweepstakes throughout the year when they hashtag #UBeauty on their Instagram photos.

• Dove spokeswomen will say they learned their ‘beauty tips’ on real beauty within from Seventeen Magazine in one of their advertisements on YouTube.

• Money raised from campaigns will be split evenly between both companies.

Dove and Seventeen Partnership#UBeauty Social Media Campaign

• Dove is most recently acknowledged for their ‘Speak Beautiful’ video advertisements.

• Not only will a girl from each city of the campaign be chosen to be in the next ad, but they will also be featured in Seventeen’s Magazine.

Dove and Seventeen Partnership#UBeauty Social Media Campaign

• Speakers featured in this campaign will range from celebrities, to locals involved in the cities that will be visited.

• Dove and Seventeen will chose from girls ranging from ages 17-30.

Dove and Seventeen Partnership#UBeauty Social Media Campaign

WHO?

• This campaign will target the girls from the ages between 13-20.

• Not only will this attract a younger crowd to Dove, but also possibly draw an older crowd to Seventeen.

• Dove has always campaigned for women, this is an incredible opportunity for them to partner with those who have a voice straight to this age bracket-Seventeen Magazine.

Dove and Seventeen Partnership#UBeauty Social Media Campaign

WHERE?

• This campaign will travel to all the major cities in the country.

• For example-Los Angeles, Chicago, Philadelphia, New York, Houston, Phoenix, Jackson, Denver, etc.

• This ‘tour’ will include different pieces to the puzzle- no beauty school lesson will be exactly the same-yet each will end with the same activity, speech, and takeaway.

Dove and Seventeen Partnership#UBeauty Social Media Campaign

HOW?

• First, Seventeen will draw up a meeting with head officials of Dove.

• Secondly, they will draw up a contract explaining just what Seventeen is looking for and asking what Dove will want from this campaign.

• Third, the campaign will be planned for one year in full.• Following the campaign, girls who have stepped up in

each beauty school (1 from each city) will be chosen. • The next Dove Advertisement will be created.• Each girl will be featured in the following Seventeen issue.