The Task

 Examine Dove’s Campaign for Real

Beauty
 Critique the campaign, then create your
own modified campaign
 Dove
The Campaign for Real
Beauty
Redefining the definition of beauty one woman at a time
 Dove’s Current Campaign
 Targets young girls between the ages of 8-14
 Their goal is to create a healthier body image
and increase the self esteem among young girls
 Inspiring advertisements to change the current
definition of beauty
 Self esteem workshops in schools to help young
girls feel better about themselves.
 Current commercial
What we think?
 First Impressions
 We thought the campaign was positive.
 We felt that the products were being left
out of the campaign.
 The campaign makes them stand out as a
company
 Emotional appeal
 Gets your attention
 Direct marketing needs to be improved, we
ranked it as 5/10
 Strengths
 The campaign has created a “buzz” potential,
having people everywhere talking about Dove’s
campaign—been talked about on CNN, Oprah,
etc. (very good for advertising)
 Very inspiring advertisements (emotional
appeal)
 They will become well known through this
creative and brave marketing approach.
 Because they use real people and not models, it
is easy for people to relate with.
 Weaknesses
 With the campaign, Dove should emphasize the
goodness of their products and how they make
you feel better.
 Dove doesn’t promote their products as they
should. It seems like they are only focusing on
the real beauty aspect.
 Women who buy products to become more
attractive look for more attractive models within
the advertising also known as the lifestyle
appeal.
 Weaknesses
 Against competitors,
they stand out
company wise, but
not product wise.
 Dove’s website does
not include prices of
products and you are
unable to order
products online.
Recommended
Campaign
 Market Segment
 Focusing on Junior
High students because
this age group seems
to be the most
influential ages, that is
12-15 years old.
 We also recognize that
children and teenagers
influence their parent’s
buying decisions.
 Marketing Recommendations
 Incorporate their products
within their advertising
(more product
involvement).
 Use colors such as pink
and blue to appeal to the
target market.
 Pre-teen and teen models,
so young girls will be able
to better identify with them.
 Promotional Ideas
 Create more direct
marketing through a
brochure.
 Go to schools, promote
self esteem fund and
inform girls they can sign
up for free promotions
thru the website.
 Presentations at schools
would include personal
stories of self-esteem
directed towards junior
high girls.
 Media Selection
 Advertising through
billboards, the Dove
Club, magazines, etc.
 Focus mostly on teen
magazines, since this
is where our target
market will see them.
 A new web page
especially for Dove
Club members.
 Website
 A website will be directed towards the Dove Club
members.
 Features of the website:
 Self-esteem counseling
 Online chatting among Dove Club members
 New product information
 Upcoming events
 Video/ commercial updates

 Dove Club Website

 School Presentation
 The impact of computers on models...it's not
REAL beauty
 What retouching can do
 Workshops with girls to make them feel beautiful
 Having girls compliment on what they think is
beautiful about one another much like the website
blog will do
 A contest will also be held during the presentation
where a gift basket will be awarded with Dove
products and information on self-esteem
 Self Esteem Month
 September will be
the official month of
self-esteem.
 Our motto is a new
year is a good time
for change.
 Dove related events
will take place
through out
September.
 Direct Mail
 A brochure will be mailed through the Halifax
Regional Municipality targeting the parents of
young girls
 The brochure is similar to an invitation and it will
invite the parents and girls to the Dove Party
hosted at local Shopper’s Drug Mart within their
area
 It will provide directions and information about
the campaign we have created
 Direct Mail cont’d…
 There is also no response necessary, so it is not
a hassle to reply. Instead you can either just
attend the event or simply go to the website to
find out more information.
 We will be notify customers through addressed
ad mail as our list will be generated from the
website after people enter their personal
information.
Direct Mail Brochure
 Billboards/Ads
 Billboards and advertisements will be directed
towards teenage girls.
 Billboards will be placed at Metro Transit bus
stops where the girls can see them as they pass
by. Adults will also be exposed to them and can
pass the message along to their daughters,
nieces, grand-daughters, etc.
 Advertisements will be placed in common
magazines that teenage girls frequently read
such as Seventeen, Teen and Girl’s Life.
 Billboards/Ads
 Advertising will take place in August and
September, so we can promote self-
esteem month and the events within it.
 We will use horizontal billboards placed on
busy streets of the city where they will be
easily spotted.
Examples of Billboards

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Examples of Magazine Ads

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 Dove Club
 The Dove Club is part of
the website we have
created. It gives girl’s a
chance to go online and
write positive things
about other girls and the
way they look.
 They can sign up for
Dove Parties online,
which is the event that
will be hosted hosted at
Shopper’s Drug Mart.
 Dove Club
 A chance to model for Dove’s campaign
(which will help to increase self-esteem
among young girls).
 Free samples of their products
 A t-shirt promoting real beauty for every
girl who is part of the club
 Newsletters with inspiring stories of self-
esteem
 Coupons and promotions
 The Dove Party
 Dove parties are a chance for young girls and
women coming together to celebrate beauty.
 There would be free refreshments available,
games to be played, and the chance to get to
know other club members.
 Free makeover would be available thru
Shopper’s Drug Mart (co-operative advertising).
 Dove club will allow you to go online and chat
with other members.
 Dove Party
 Being part of Dove
club you will also be
able to receive expert
beauty advice
whenever.
 Names will be
entered for various
contests, etc.
 Dove T-shirts

 T-shirts would also be available in light yellow and

white.
 Anticipated Response
Lifetime Value of New Customers (Dove Campaign)

60000.00

50000.00

Lifetime Value of
40000.00 New Customers
(Dove Campaign)
Value

30000.00

20000.00

10000.00

0.00
0 10 20 30 40 50
Years

Dove Anticipated Response

A.J. Smeltzer Junior High
# of students
386 How we
Armbrae Academy 117
Astral Drive Junior High
Bedford Junior High
628
407
determined out
Caledonia Junior High
Clayton Park Junior High
392
294
target market
Cornwallis Junior High 237
Cunard Junior High 245
Eastern Passage Education
Centre Junior High 543
Ellenvale Junior High 415
Eric Graves Memorial Junior
High 262
Fairview Junior High 442
Five Bridges Junior High 494
Gaetz Brook Junior High 565
Georges P. Vanier Junior High 438
Gorsebrook Junior High 244
Graham Creighton Junior High 467
Harold T. Barrett Junior High 172
Herring Cove Junior High 293
Highland Park Junior High 179
John Martin Junior High 237
Leslie Thomas Junior High 345
Prince Arthur Junior High 475
Sackville Heights Junior High 645
Sir Robert Borden Junior High 318
St. Agnes Junior High 274
Total students in Junior High 9514
/2 (50% being female) 4757
estimated response rate
(0.02) 95.14
 Financial Analysis
 T- shirts for Dove Campaign:
-1000 t-shirts at $6.99 each $6,990
 Advertisements in magazines:
-Seventeen Magazine, full page  $21, 980
-Girl’s Life Magazine, full page,  $19, 536
-CosmoGIRL! Magazine  $20,000
 Horizontal Billboard, 12 faces, 2 months, 50 GRP -->
$22,800
 Transit Advertising, 8 locations, 2 months --> $15,252
 Financial Analysis
 Printing costs for brochures $1,702
(3 pages, 2 colours, 10,000 copies)
 Website prices would be free through
bravenet.com which allows:
- 5 Hosted Domains
-1.5GB Bandwidth
-50MB Disk Space
-Easy Website Builders
-FTP Account
Expenses for Campaign
Cost of campaign
T-shirts $ 6,990
Billboard ads $ 22,800
Bus stop ads $ 15,252
Printing $ 1,702
Mailout $ 518
Magazine ads $ 61,516
Total costs $ 108,778
 References
 (2005). 2007 Advertising Rates. Retrieved March 1,
2007, from http://www.girlslife.com/filea
dmin/templates/girlslife/Files/GL2007AdvertisingRat
es.pdf.
 (2007). Custom T-shirts. Retrieved February 20,
2007, from http://www.printfection.com /customer/.
 (2007). Shopper’s Drug Mart- Beauty. Retrieved
February 12, 2007, from http://www.shopper
sdrugmart.ca /english/beauty/index.html.
 Seventeen Advertising Rates. Retrieved from March 1,
2007, from http://www.seventeen.co.za/docs/17
RATECARD.pdf
 References cont’d…
 Rebecca Traister. (2005). "Real beauty" -- or reallysmart
marketing? Retrieved February 14, 2007, from
http://archive.salon.com
/mwt/feature/2005/07/22/dove/index_np.html.
 (2006). You Tube: Dove-Campaign for Real Beauty. Retreived
February 26, 2007, from http://youtube.com/watch?
v=RADYaTvTGts.
 (2006). You Tube: Dove Real Beauty Workshop for Girls.
Retrieved February 26, 2007 from
http://youtube.com/watch?v=L_aDpmfAzxI.
 (2006). Enrollment, Staffing and Pupil/Teacher Ratio (PTR)
Report 2006-200. Retrieved February 26, 2007 from
http://www.hrsb.ns.ca/files/Downloads/ pdf/reports/2006-
2007/nov/06-10-986.pdf.
 References cont’d..
 Words and Pictures. Retrieved February 14, 2007 from
http://www.wordpix.ca/.
 (2007). FreeFoto.com-Free Pictures. Retrieved March 1,
2007 from http://www.freefoto.com/index.jsp.
 (2007). Archive: People. Retrieved February 19, 2007
from http://www.morguefile.com/archive/index. php?
display=1169&MORGUEFILE=hdjoed6ugv
unkmpnnipd718v56.
 (2007). Market with Direct Mail. Retrieved March 2, 2007
from http://www.canadapost.ca/business/prodserv
mdm/default-e.asp.
 (2006). Why the campaign for real beauty? Retrieved
February 1, 2007 from http://www.campaignforr
ealbeauty.com/supports.asp?
id=94&length=short&section=campaign&src=InsideCam
paign_whythecam pain.