CREATIVE BRIEF FOR DOVE

1.Celebrity Brand Ambassador- Simple but Bold(Message)

2.Instagram Challenges
3.Influencer Promotion

Objective:

To increase the overall sales and convince at least 60% of the target audience, in a period of 5
months of spreading the message of beauty through cleansing and soft skin by usage of
healthy natural products.

Budget:

Atleast 18% of the overall revenue earned by the company,depending upon the different
mediums of advertisement chosen for each ad campaign.

MARKET:

Looking at the current market,major skincare brands have made extensive use of online
digital platforms for fast promotion and involvement of customers.Example:

 Plum
 MamaEarth
 mCaffiene

Such brands have made a breakthrough for even being newly entered into the market
through its use of social media and message appeals.

Target Audience:

People from the age of 18+ to mothers and upto the age of 50 years.

Product Positioning:

To position Dove as a brand highlighting real beauty of every individual by building a

community.

Major Selling Idea:

Beautifying natural beauty.

Brand Personality:

Confident and inspiring.

Message Tone/Appeal:

Dove highlights the inner beauty through healthy and plump skin.
 Media:

 Digital Platform-Social Media sites like Facebook,Instagram.

 Print Media-Newspapers
 Television-Ads showcasing celebrity brand ambassador.

Delivery Timelines:

Time Period of the Ad:

For an approx.. of 4-5 months starting off with social media and challenges.

Coverage:

Atleast 30% of the target audience to respond to the ad campaign.