Dove's Campaign for Real Beauty

Hips Feel Good

Durian, Inc. Syndicate

La Ode Arief Akbar - Ryan Koesuma - Wahyu Kumoro

Brand Strategy

Unilever Brand Strategy

Then
Worlds largest producer but lacked a unified global identity.

Now
Reduce portfolio to 400 core brands Path to growth Initiative (brand building and brand development separate functions) Concentrate on product innovation to fuel internal growth An initiative to create an overall umbrella brand across all Unilevers brands

Brands managed in a decentralized fashion

Years of slow performance Lack of sound corporate strategy Numerous low-volume brands Small global presence compared to competition Mediocre performance in emerging markets

Unilever Brand Strategy

Problems
Global decentralization brought problems of control. Unilever lacked a global identity. Product categories had checkered identities.

Embarked on a 5 year strategic initiative Path to Growth:

Narrowing from 1600 brands down to 400. Selected Masterbrands, mandate to serve as umbrella identities over a range of product forms. Global brand unit for each Masterbrand.

Unilever Brand Strategy

Objective: 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 brand recognition. 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 logo appearing on the back of all our product packs.

Masterbrand: Dove
If 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. Women have 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

Masterbrand: 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

History of Dove:

1995 - 2001 Extension of Doves range of products

Masterbrand: Dove
Problems
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 in product range Need for Brand Positioning, evolve brand image without losing their existing customer base

Market Research: Consumer Insight

Research Study "The Real Truth about Beauty: A Global Report" (2004) Only 2% described themselves as beautiful

Research Study "The Real Truth about Beauty: A Global Report" (2004) 47% said they were overweight, trend increases with age

Research Study "The Real Truth about Beauty: A Global Report" (2004) 68% believed that the unrealistic standard of beauty set by the media would never be achieved

Research Study "The Real Truth about Beauty: A Global Report" (2004) 75% wished that media would portray more diverse measure of physical attractiveness

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

Research Study "The Real Truth about Beauty: A Global Report" (2004) 79% said that beauty could be achieved through non-physical apperance

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

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

Research Study "The Real Truth about Beauty: A Global Report" (2004) 48% strongly agree with: "When I feel less beautiful, I feel worse about myself in general."

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

Research Study "The Real Truth about Beauty: A Global Report" (2004)
45% believed that beautiful women have greater opportunities in life

Research Study "The Real Truth about Beauty: A Global Report" (2004) 26% have considered plastic surgery (54% in Brazil)

Brand Values, Positioning, and Communication Objectives

Dove's Brand & Communication Strategy

Importance of situational influences, emphasis from product-related variables 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

Dove's Target Market

Target group was women aged 30-39 These women had not yet used skin-firming products but were starting to reach the age where wrinkles and cellulite

This group also likely has young daughters, for whom selfesteem issues are a real concern for their mothers
Dove also incorporated self-esteem building tools for young girls

Dove's Brand Equity & Development

Much affliation and attachment, creates patronage (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 depth and breath in the market

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 in many forms, sizes and ages", "real" women for ads, emphasis on the ethical aspect of beauty, "self-confidence" moral aspect, emotional ties

Dove Brand Positioning

Why?
Won't dry out skin like soap Would emphasis on the ethical aspect of beauty

For Whom?
Women aged 30-39 Had not yet used skin-firming products with wrinkles and cellulite problems

Competitors What?
Hair care: Shampoo, Spray and Gel Skin Care: Soap and Moisturizer Deodorants L'Oreal Oil of Olay Johnson and Johnson The Body Shop Nivea

Dove's Positioning in 1950s

Product
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

Dove's Early Print Ads

1960s 1970s 1980s

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

Brand Communication Campaign, Modes, Implementation and Measurement

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

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

CFRB - ATL: Magazine

source: www.thirdwayblog.com

CFRB - ATL: TV Commercial

CFRB - ATL: Web Ads

CFRB - ATL Results: Newspaper

source: www.uncivilsociety.org

CFRB - ATL: Dove Super Bowl Video Ad

Target: 8-17 years old girls Reason: Address eating disorder in target age, directly linked to low self-esteem Objective: How to make a difference in how girls felt about themselves 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

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

OBJECTIVE: 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

CFRB - BTL: Interactive Website

Market Segment: Young mother Teenagers

CFRB - BTL: Interactive Website

Vote Models for Local Billboards

CFRB - BTL: Interactive Website

Building Knowledge on Self-esteem

CFRB - BTL: Interactive Website

The Dove Self-Esteem Fund

CFRB - BTL: Interactive Website

The Dove Self-Esteem Fund

Measurements & Result

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

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

CFRB - Activation: Dove 'Evolution' movie

The Evolution movie was created on demand of Unilever Canada and posted on YouTube 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 Canadian women through viral email blasts, word of mouth, on-line advertising and PR.

Modes
Social Media (Youtube) and WoM

CFRB - Activation: Dove 'Evolution' movie

Implementation:

Besides being posted on YouTube, an e-mail with a link to the movie was sent to 460,000 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, television programmes, newspapers and magazines) 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

Results:

CFRB - Activation: Dove 'Evolution' movie

The movie shows a sequenced photo shoot of a female average-looking model done by professionals, this including the styling, make-up, the shoot itself, and the additional retouching done by computer. The goal of the film was to show the truth about the advertising media, and how they distort our perception of natural beauty. Uses the existing social networks as distribution base.

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

CFRB - Activation: Dove 'Evolution' movie

CFRB - Activation: Dove 'Evolution' movie - Measurement

Source: InSites Consulting

CFRB - Activation: Dove 'Evolution' movie - Measurement

Source: InSites Consulting

CFRB - Activation: Dove 'Evolution' movie - Measurement

Source: InSites Consulting

CFRB - Activation: Dove 'Evolution' movie - Measurement

Source: InSites Consulting

Web Site Views and Demographics

Evolution Movie

Superbowl 2006 Ad

source: www.alexa.com

Google Searches

Adjustment Input: Dove's Campaign SWOT Analysis

Strength
Unconventional strategy& effective advertising

Weakness
Women featured are comparatively slim Use of idealized images in other brands under the same flagship/Contradictory in nature (with Unilever's Axe)

High Level of Emotional Engagement

Opportunities
Target male customers Cross-culture advertising throughout the globe

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

thanks for attention