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Dove

Dove

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Published by: cb_aishwarya on Jan 03, 2010
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Dove
17 May 2005
Client:
Dove
 Industry sector:
Beauty
Target audience:
Women
Media channels:
Consumer magazines, TV, outdoor, roadshows
Award:
PPA Marketing's Consumer Magazine Advertiser of the Year 2005
Introduction
Since the launch of its moisturising soap in 1992,Dove’s brand growth has been phenomenal, with a product portfolio now encompassing some 50 productsin seven different categories. Dove has recently beenvoted as UK women’s favourite personal care brand,with over a third of British women purchasing its products – the largest penetration in the sector.Throughout this growth, Dove has used magazines asa key partner in its marketing strategy, recognisingthat consumer magazines are themselves beauty power  brands, with the ability to set the national agenda andenrich the Dove brand.
Strategy
As the brand has grown, so has its investment inmagazine advertising. Dove regularly uses magazineadvertising to place itself at the heart of the beautyarena, highlighted by its £2.8m spend in 2004. It hasalso maintained a firm commitment to displayadvertising and sampling while rolling out major integrated campaigns for its Hair, Deodorant,Body Lotion and Shower products. 2004 saw the launch of the “Real Beauty” debate, whichDove chose to introduce through a channel with both the authority to encourage that debate andwhere “Real Beauty” advertising could be juxtaposed alongside other advertisements. Last year also saw Dove working closely with magazines to create a series of “Pillar Partnership”campaigns, which offered magazines marketing opportunities in return for building Dove’s beauty credentials.
Implementation
Dove’s use of magazines in the marketing strategy has gone far beyond regular displayadvertising to promotions including the “Face in the Crowd” and the Dove/
 New Woman
“Silk Purse” competition.Additionally, Dove consistently uses magazines as the lead medium in a number of multi-channel, short-term, product-focused projects. For example, to promote the Dove Firming range,the company set out to dispel the beauty myth that only models are “beautiful” by using “realwomen” to front the campaign. While Dove has always taken the “real women” approach in itsadvertising, the company knew that it needed magazine journalists to champion this campaignand debate its significance.
 
Dove recognised that magazines presented the most effective medium via which to spearheadnational debate on this subject, and consulted beauty editors of magazines including
Cosmopolitan
,
Marie Claire
and
 Elle
for advice on the subject. Working with
 Red 
magazine andsupported by poster campaign in London, lightweight TV activity and magazine PR, Dovecreated “Firm Friends” – a competition whose first prize would allow one group of friends toappear in a campaign promoting the Firming range. A trial pack was mounted on
 Red’ 
s cover,with an invitation to participate in the competition. Groups of women registered through awebsite, with regional and local winners driving local awareness of Dove Firming products. The partnership with
 Red 
was picked up editorially by The Sun, and the campaign also ran as part of an outdoor campaign.Having clearly shown the power of magazines with “Firm Friends”, a second stage to the “RealBeauty” campaign was exclusively launched with
Marie Claire
. The “Campaign for RealBeauty” featured images of unconventionally beautiful women challenging consumers’ views asto what constitutes ‘real beauty’. The campaign was print-only, and showcased many of thestrengths of magazine advertising – including encouraging rapid impact by running three of the“tickbox” ads consecutively.
Results
Dove’s use of magazine has been central to its transformation into a dominant, market leading brand. Throughout 2004, Dove’s magazine advertising underpinned a layered communicationsstrategy, encouraging dialogue with women over both products and attitudes towards beauty.This has seen radical sales and imagery shifts for the brand.By the end of the Dove Firming “Real Women” campaign, Dove had become a national talking point and was ranked number three in the body lotions market, ahead of L’Oreal, Garnier, Neutrogena and Olay. This success was replicated for all of the short term brand campaigns. For example, following the “Firm Friends” tie-in with
 Red 
, Dove enjoyed a 700% uplift in sales of Body products, and the range gained £2.5m worth of PR, with editorial spreads in magazines,and the images from the campaign used on the cover of the
Sunday Times Magazine
. Throughoutall of this activity, the use of magazines as a central media channel facilitated a dialogue withwomen throughout the UK.Phil Cutts, Director of Marketing PPA comments:“Dove’s sustained commitment to magazines has proven how creative thinking and thoroughunderstanding of magazine’s unique strengths can be used to enhance its brand profile. It fullyexploits the strengths of the magazine medium, developing powerful and engaging campaignswhich really stand out. Dove recognises the intimate relationship readers have with their magazines and has used this to great effect.”A Dove spokesperson reiterated this point saying: “The debt we owe to magazines is clear, for allowing us access to their intimate relationship with readers and the wealth of knowledge held by their editorial. Dove is passionate about press.”
Data and trendsCirculation & Readership
 
Advertising Trends
General Trends
Creative formats
Increasing consumer control over exposure to advertising means that campaigns will have toappear in multiple environments in order to communicate successfully.There is an almost unlimited range of touch-points with consumers today requiring manydifferent formats for content. The key to effective communication is a blend of the rightmessage(s), in the right format(s), allowing the right consumers to be communicated with at theright time (for them).One of the defining aspects of magazines is their ability to cross media boundaries in a way other media struggle to mimic.More informationon this topic.
 Double page spreadsGatefoldsPrint technology, textures and special papersSamples, vouchers and giftsSponsorship and supplementsAdvertisement features (‘advertorials’)Samples, inserts & booklets: further evidenceInserts not linked to an ad

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