dove mktg 338-002

Please tweet your definition of beauty using the #BeautyIs and

#SUMKTG

Dove Campaign for Real Beauty

Devon Clark, Katie Gutoskey, Kate Smith, Kelsey King, Molly Adams

SWOT

Broaden the definition of Beauty

Improve the way women see themselves

Objectives

Women of all ages, shapes, sizes, and ethnicities

Empowerment to women

Raise the self esteem of women worldwide

Television and print advertisements, Billboards, and YouTube videos

Primary Research- survey

Secondary Research- The Real Truth About Beauty (2004)

Target Audience

Survey

Social Media Strategy and IMC

“Rooted in listening to women”

11 advisory board members

2 most important are: Dr. Susie Orbach & Dr. PhillipeaDiedrichs

All women except for one male (Martin Staniforth)

Who speaks for Dove?

Dove’s main goal is to inspire women of all ages and races to be themselves and feel beautiful about it.

Dove wants to prove that the women we see in magazines are not how they appear in real life: “Evolution”

Tone of Communication

Moms, dads, teachers, mentors, and youth leaders are able to go on Dove’s Self-Esteem website to look at tips to help young girls increase their self-esteem.

Interactive campaign: “Real Beauty Sketches”

Because of Dove’s inspiring tone they make their campaigns very interactive.

What Happened?

Engagement

Social Community Zone

Social Publishing Zone

Videos and Photos

Twitter and Facebook

Posting Strategy

No benchmarks Our recommendations- every 2 years

Good at implementing changes New takes on the campaign

#DoveBeautyPatch, #DoveRealBeauty, #RealBeautySketches, #DoveRealBeautySketches, @Dove, #BeautyPatch, #MyDove, #FeelBeautifulFor, #Dove, #BeautyIs

Interactive Facebook Page https://apps.facebook.com/dovecfrb/?fb_source=search&ref=

br_tf

Engagement & Listening

Interaction with fans and followers

#FeelBeautifulFor, #BeautyIs

Titanium Grand Prix Award

Beauty Sketches

“Dove’s Real Beauty Hits A Rough Patch”

Results

"A PR Case Study: Dove Real Beauty Campaign." News Generation Radio and TV Media Relations A PR Case Study Dove Real Beauty Campaign Comments. Web. 18 Nov. 2014. <http://www.newsgeneration.com/2014/04/11/pr-case-study-dove-real-beauty/>.

Bahadur, N. (2014, January 21). Dove 'Real Beauty' Campaign Turns 10: How A Brand Tried To Change The Conversation About Female Beauty. Retrieved November 24, 2014, from http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html

Brodbeck, M., & Evans, E. (2007, March 5). Dove Campaign for Real Beauty Case Study. Retrieved November 19, 2014, from http://psucomm473.blogspot.com/2007/03/dove-campaign-for-real-beauty-case.html

Dove® Campaign For Real Beauty on Facebook | Facebook. (n.d.). Retrieved November 24, 2014, from https://apps.facebook.com/dovecfrb/?fb_source=search&ref=br_tf

"Dove's Global Advisory Board - Dove Self-Esteem Project." Doveselfesteem. Web. 18 Nov. 2014. <http://selfesteem.dove.us/Articles/Written/Our_Advisory_Board.aspx>.

Dove. (n.d.). Retrieved November 24, 2014, from https://www.facebook.com/DoveUS?ref=br_tf

"Dove's 'Real Beauty' Hits a Rough Patch | News - Advertising Age." Advertising Age News RSS. Web. 18 Nov. 2014. <http://adage.com/article/news/dove-s-real-beauty-hits-a-rough-patch/292632/>. N.p., n.d. Web. <https%3A%2F%2Ftwitter.com%2FDove>.

"Our Mission - The Dove Self-Esteem Project." Doveselfesteem. Web. 18 Nov. 2014. <http://selfesteem.dove.us/Articles/Written/Our_Mission.aspx>.

"Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube – Think with Google." Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube – Think with Google. Web. 18 Nov. 2014. <https://www.thinkwithgoogle.com/case-studies/dove-real-beauty-sketches.html>.

"The Dove® Campaign for Real Beauty." The Dove® Campaign for Real Beauty. Web. 18 Nov. 2014. <http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx>.

Tuten, Tracy L., and Michael R. Solomon. Social Media Marketing. Boston: Pearson, 2013. Print.

Works Cited