dovehipsfeelgood-101016185654-phpapp02

8/3/2019 dovehipsfeelgood-101016185654-phpapp02

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Hips Feel GoodDove's Campaign for Real Beauty

Durian, Inc. Syndicate

La Ode Arief Akbar - Ryan Koesuma - Wahyu Kumoro


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Brand Strategy


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Unilever Brand Strategy

Then Now

Worlds largest producer but lacked aunified global identity.

Brands managed in a decentralizedfashion

Years of slow performance

Lack of sound corporate strategy

Numerous low-volume brands

Small global presence compared tocompetition

Mediocre performance in emerging

markets

Reduce portfolio to 400 core brands

Path to growth Initiative (brand building

and brand development separatefunctions)

Concentrate on product innovation tofuel internal growth

An initiative to create an overallumbrella brand across all Unileversbrands


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Unilever Brand StrategyObjective : Bring top of the mind awareness

Strategy : Use advertising that connects with consumer needs

Let the consumer know more about the products uses Shifted from an out-and-out house of brands to endorsing all its products

linked to its corporate logo.

Converged the marketing of disparate arms due of the lack of brandrecognition.

Dove's extension into deodorant - long-term strategy built to set global"master" brands.

In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up

develop their social missions. Since 2002, became more visible to shoppers , with corporate logoappearing on the back of all our product packs.


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Masterbrand: DoveIf you are not crystal clear what the brands mission is, you cannot control what

happens when people amplify it. Everyone working on Dove knows these words by heart. They know that the mission statement does not say Dove is about women feeling more beautiful, but that Dove is about more women feeling beautiful. Our notion of beauty is not elitist. It is celebratory, inclusive, and democratic.

- Philippe Harousseau, Unilever VP Brand Development

For too long, beauty has been defined by narrow, stifling stereotypes. Womenhave told us it's time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages. That is why Dove is launching the Campaign for Real Beauty.

- campaignforrealbeauty.com


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Masterbrand: Doveistory of Dove:

1940s Formula for Dove Bar (Mild Soap)

1950s Refined to original Dove Beauty Bar

1960s Launched in the market

1970s Popularity Increased as a milder soap

1980s Leading brand recommended by Physicians

1990s Dove beauty wash successfully launched

1995 - 2001 Extension of Doves range of products


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Masterbrand: DoveProblems

Declining Sales, lost in crowded market

Increased competition (L'oreal, Olay, P&G, Nivea,

Johnson & Johnson)

Resulting advertising clutter

Stagnation in one or two categories, In spite of increase inproduct range

Need for Brand Positioning, evolve brand image withoutlosing their existing customer base


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Market Research:Consumer Insight


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Only 2% described themselves as beautiful

Research Study -"The Real Truth about Beauty: A Global Report" (2004)


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68% believed that the unrealistic standard of

beauty set by the media would never be achieved



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75% wished that media would portray more

diverse measure of physical attractiveness



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79% said that beauty could be achieved

through non-physical apperance



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h d


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48% strongly agree with: "When I feel less

beautiful, I feel worse about myself in general."


R h S d


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R h S d


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45% believed that beautiful women have greater

opportunities in life


R h St d


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26% have considered plastic surgery (54% in Brazil)



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Brand Values, Positioning,and Communication Objectives


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Dove's Brand & Communication Strategy

Importance of situational influences, emphasis from product-relatedvariables to consumer-related variables

Brand Audit in 2003 : Product benefit: natural ingredients, moisturizing performance

Emotional benefit: dated and old-fashioned

Focus : Self-Esteem, Feel Good

Objectives : Increase market share through improvement of the brand image Develop an outstanding marketing campaign Retain the functional strengths of the brand Engage customers and differentiate from other competitors


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Dove's Target Market

Target group was women aged 30-39

These women had not yet used skin-firming products butwere starting to reach the age where wrinkles and cellulite

This group also likely has young daughters, for whom self-esteem issues are a real concern for their mothers

Dove also incorporated self-esteem building tools foryoung girls


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Dove's Brand Equity & Development

Much affliation and attachment, createspatronage

(Dove Self-esteem Fund)

Women love and trust the dove brand,use the brand to develop self-esteem

Mild, moisturizing, 1/4 cleansing cream

World No. 1 Cleasing Brand. Has depthand breath in the market


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Dove's PoP & PoD

"Beauty. It's not about glamour or fame. It's about every woman and the beauty in each of us. That's what Dove is all about.And that's why more women trust their skin to Dove."

PoP:Cleanses, Mild Soap, Moisturizer

PoD:"It's not about glamour of fame", "True beauty could be found inmany forms, sizes and ages", "real" women for ads, emphasison the ethical aspect of beauty, "self-confidence" moral aspect,emotional ties

d


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Dove Brand Positioning

Why? Won't dry out skin like soap

Would emphasis on the ethicalaspect of beauty

For Whom? Women aged 30-39

Had not yet used skin-firmingproducts with wrinkles and cellulite

problems

What?

Hair care: Shampoo, Spray and Gel Skin Care: Soap and Moisturizer

Deodorants

Competitors L'Oreal

Oil of Olay Johnson and Johnson

The Body Shop Nivea

D ' P i i i i 1950


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Dove's Positioning in 1950sProduct

First Dove product at Beauty Bar - Launched in 1957 It claimed not to dry out the skin the way soap did Technically not soap at all, formula came from military research Feature: 1/4 Cleansing Cream Benefit: Won't dry out skin like soap

Marketing and Advertising Blend of marketing communication tools: TV, print media and billboards "Dove soap doesn't dry your skin because it is one quarter cleansing cream" Used natural looking women to convey the benefits of the product

Outcome As a result of Dove positioning itself as being in the beauty Industry and

focusing on functional benefits as well as a successful marketing mix Dove became one of the Americas most recognizable brand icons

D ' E l P i Ad


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Dove's Early Print Ads

1960s1970s

1980s

D ' P i i i i 2006


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Dove's Positioning in 2006

Product Hair care: Shampoo, Spray and Gel Skin Care: Soap and Moisturizer Deodorants

Real Beauty and Self Esteem Campaign Appealed to aesthetic needs of the consumers Did not focus on functional benefits, but on need to feel good Used oversized models, elderly women to convey the message

Outcome Shift from broadcast media to digital media, YouTube & Blogs

Film evolution viewed by 3 million visitors in 3 months

Marketing communications gave Dove a wide exposure


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Brand Communication Campaign,Modes, Implementation and

Measurement

D ' C i ti C ig


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Dove's Communication Campaign April 2004 launched DOVE FIRMING LOTION

o Ads named as LETS CELEBRATE CURVES

Sept 2004 launched " GLOBAL CAMPAIGN " o It was renamed as CAMPAIGN FOR REAL BEAUTY (CFRB)

"[...] to make more women feel beautiful every day, by widening today's stereotypical view of beauty and inspiring women to take great care of themselves."

Core Message: "No models -- but firm curves"

CFRB ATL: Billboard


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CFRB - ATL: Billboard

source: http://www.nytimes.com/imagepages/2008/07/07/business/07doveA.ready.html

CFRB ATL: Magazine


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CFRB - ATL: Magazine

source: www.thirdwayblog.com

CFRB ATL: TV Commercial


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CFRB - ATL: TV Commercial

CFRB ATL W b Ad


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CFRB - ATL: Web Ads

CFRB ATL Results: Newspaper


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CFRB - ATL Results: Newspaper

source: www.uncivilsociety.org

CFRB - ATL: Dove Super Bowl Video


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CFRB - ATL: Dove Super Bowl VideoAd

Target : 8-17 years old girls

Reason : Address eating disorder in target age, directlylinked to low self-esteem

Objective: How to make a difference in how girls felt aboutthemselves

Campaign Association: Dove Self-Esteem Fund

Video source: http://www.stupidvideos.com/video/superbowl_xl/Superbowl_06_Dove_Self_Esteem/

CFRB - PR: The Dove Self-Esteem Fund


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CFRB PR: The Dove Self Esteem Fund

CFRB - PR: Uniquely ME! Program


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CFRB - PR: Uniquely ME! Program Target: 8-14 years old girls

Objective: Help build self-confidence

Partner: U.S. Girl Scout troops Campaign Association: Dove Self-Esteem Fund

CFRB - BTL: Interactive Website


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CFRB BTL: Interactive WebsiteOBJECTIVE: Amplify Engagement & PR

Views: User-generated content, discussion boards

News and Information: Films, quotes, press reaction to campaign, survey quotes

Campaign:

Audience shown how advertising developed

Fund raising / The Dove Self-Esteem Fund: Objective: to boost esteem of 5M females International body of experts

No products were featured

Results Genuine debate and participation 700% uplift in sales following initial campaign Good PR



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CFRB BTL: Interactive Website

Market Segment :

Young mother Teenagers



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Vote Models forLocal Billboards



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Building Knowledge on Self-esteem



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The Dove Self-Esteem Fund



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The Dove Self-Esteem Fund

Measurements & Result


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Milward Brown's Brand Audit (2005): Attributes: "Open", "Active", "Self-Confident", "Fun", "Energetic", "Confident"

Results: Reached premium segment 800 newspaper and magazine articles Market share increased in six European core markets from 7.4% (2003) to

13.5% (2004)

4000 visitors to website everyday Sales of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Total Sales for the Dove Brand rose 6% Number of visitors to website increased by 200%

Grand EFFIE award for advertising effectiveness Positive response from the masses

CFRB - Activation: Dove 'Evolution' movie


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Video source: http://www.vimeo.com/15858539



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The Evolution movie was created on demand of Unilever Canada and posted onYouTube by its creator Ogilvy & Mather Toronto 6th of October 2006.

Target Market Primary: Women 30-39 Secondary: Girls & Teenagers

Objective Further engagement and differentiation with competitors Touch the lives of 70,000 girls in Canada towards the global objective of touching

over 1,000,000 girls by 2008 over the world (achieved in 2 months) To do so in a meaningful way by providing tools, resources, educational materials that

can make a real and lasting difference

Drive mass awareness of the workshops and available materials, reaching Canadianwomen through viral email blasts, word of mouth, on-line advertising and PR.

Modes Social Media (Youtube) and WoM



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Implementation: Besides being posted on YouTube, an e-mail with a link to the movie was sent to460,000 people in Canada,

Followed by targeted e-mails to 15,000 women who attended a DSEF workshop. An online media plan focusing on womans websites supported the launch of the

movie. A targeted PR and Media campaign was developed to coincide with LA Fashion

Week to maximize share of conversation for the campaign. Press releases, a DVD with the Evolution movie as part of the goodie bag ...

generated mass PR coverage (e.g. publication in several talk shows, televisionprogrammes, newspapers and magazines)

Results: 7,990,801 views on YouTube upload, more than 30,000 testimonials about real

beauty on the campaign website 68,905 search results for Dove Evolution on blogsearch.google.com The movie is launched in more than 40 countries The winner of two Grand Prix and one Epica D'Or awards - Cannes Lions

International Advertising Festival

Sat of a evolution -frenzy online , including numerous videos



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The movie shows a sequenced photo shoot of a femaleaverage-looking model done by professionals, this includingthe styling, make-up, the shoot itself, and the additionalretouching done by computer .

The goal of the film was to show the truth about theadvertising media , and how they distort our perceptionof natural beauty .

Uses the existing social networks as distribution base.

Relies on the word-of-mouth principle , where thereceiving audience will either distribute the message byconversation, or social media networking .



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CFRB - Activation:


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Dove 'Evolution' movie - Measurement

ource: InSites Consulting

CFRB - Activation:


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CFRB - Activation:


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CFRB - Activation:


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Source: InSites Consulting

Web Site Views and Demographics


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ource: www.alexa.com

Superbowl 2006 Ad

Evolution Movie

Google Searches


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Adjustment Input: Dove's Campaign SWOT Analysis


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Dove s Campaign SWOT Analysis

Strength

Unconventional strategy& effectiveadvertising

High Level of Emotional Engagement

Weakness

Women featured are comparatively slim

Use of idealized images in other brandsunder the same flagship/Contradictory in

nature (with Unilever's Axe)

Opportunities

Target male customers

Cross-culture advertising throughout theglobe

Threat Risk of being a brand for fat girls Copied by the competitors / PoP


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thanks for attention

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