Find Your Scents of Confidence

Research by:

Lauren Cole

Michael DeGothseir

Ariel Grodofsky

Ashlee Mercogliano

Ashley Smyth

April 2013

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1.1 Table of Contents Section Page Number 1.1 Table of Contents………………………………………………………………………………………………………….2 2.1 Executive Summary ………………………………………………………………………………………………………5 3.1 Situation Analysis………………………………………………………………………………………………………….6

3.2 Brand History………………………………………………………………………………………….…………6

3.3 Dove Products……………………………………………………………………………….……….………...7

3.4 Brand Image and Positioning……………………………………………………………….…………….8 3.5 Brand & Product Life Cycle……………………………………………………………..…………………9 3.6 Creative History…………………………………………………………………………………………………10 3.7 Product Class………………………………………………………………………..……………………………12 3.8 External Market Factors…………………….………………………………..…………………………….13 3.9 Competition………………………………………………………..…………………………………………….14 3.10 External Environment….………………………………………………..…………………………………19

4.1 Target Group……………………………….………………………………….…………………….………………………22

4.2 Geographic Factors ….………………………………………………………………………..……………..24 5.1 SWOT Analysis……………………………………………………………………………………………….……………..26

5.2 Purpose and Application…………………………………………..……………………………..……..…26 5.3 Definition………………………………………………………………………………………..………….……..26 5.4 Ranking Score………………………………………………………………………….………………………..27 5.5 Actionable Set….………………………………………………..………………………..……………………28

5.6 SWOT Chart………………………………………………………………………………..…………………….28

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6.1 Campaign Objectives………………………………………………………………………….………………………..31 7.1 Campaign Timeline…………………………………………………………………………………….…………………33

7.2 Implementation……………………………………………………………………………….………….……33 7.3 Campaign Quarters, by Months……………………………………………………………………..…33

7.4 Competitive and Environmental Surveillance……………………………………..…………….35 7.5 Contingency Plans……………………………………………………………………………..…….…….…35 8.1 Multi-Attribute Model (MAM)……………………………………………………………………………………..36 8.2 Message Design and Positioning Guidelines…………………………………………….……….36 8.2.1 Importance Scale……………………………………………………………………….…..….38 8.2.2 Belief Scale…………………………………………………………………………………………39 8.2.3 Iconic Scale………………………………………………………………………….……………..41 8.3 Graphs of MAM Results…………………..………………………………………………….……………..42

8.4 MAM Results…………………………………………………………..………………………………………..44 8.5 Line by Line Analysis………………………………………………………………………………………….45

8.6 Message Points…………………………………………………………………………………………….……47

9.1 Budget Allocation…………………………………..……………………..…………………………………..………….48 10.1 Media Selection…………………………………..……………………..…………………………………..………….49 10.2 Internet…………………………………..……………………..…………………………………..…………..50 10.3 Print…………………………………..……………………..…………………………………..………………..50 10.4 Television…………………………………..……………………..…………………………………..………..51 10.5 Radio…………………………………..……………………..…………………………………..……………….52 10.6 Female Promotions …………………………………..……………………..……………………………..53

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10.7 Male Promotions…………………………………..……………………..……………………………..…53 10.8 Environmental Initiative…………………………………………………………………………………….53

11.1 Final Message Design………………………………………………..…………………………………..…………..54 12.1 Creative Execution…………………………………..……………………..…………………………………..……..55 12.2 Print – Women…………………………………..……………………..……………………………………55 12.3 Print – Men…………………………………..……………………..…………………………………..…….56 12.4 Radio…………………………………..……………………..…………………………………..………………57 12.5 Television…………………………………..……………………..…………………………………..……….58 12.6 Digital…………………………………..……………………..…………………………………..………….…64 13.1 Media Plan…………………………………..……………………..…………………………………..…………………65 13.2 Media Budget Allocation Chart…………………………………..……………………..……………65 13.3 Year At A Glance Summary………………………..……………………..…………………………….65 13.4 Media Strategy…………………………………..……………………..…………………………………...66 14.1 Campaign Evaluation…………………………………..……………………..………………………………………68 15.1 References..…………………………………..……………………..……………………………………………………70 16.1 Media Appendix…………………………………..……………………..……………………………………………..74 17.1 Creative Appendix…………………………………..……………………..…………………………………………..82

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2.1 Executive Summary Dove is committed to building positive self-esteem and inspiring women to reach their full potential. L.A.S. Communications is dedicated to that philosophy in both our attitude and work ethic. It is the responsibility of this advertising agency to take that strong brand image and protect it in addition to expanding and maintaining current consumers. The recommendations we have set for this campaign have a foundation based on Dove’s previous campaigns and careful research. Our S.W.O.T. analysis provided the most important parts of the advertising situation, especially that women see Dove as a symbol of confidence and the weakness of perceived low male consumer awareness. Our Multi-Attribute Model is a direct representation of what the consumer believes is important and how those attributes rank against our primary competitors. Consumers see “scent” as the most important attribute in body wash. Dove ranked 1st in comparison to its primary competitors, and we plan on maintaining that perception. Our objectives concerning both female and male consumer awareness, environmental initiatives and social media integration are the most important aspects of this campaign. The campaign timeline provided shows how dedicated we are to maintaining these high standards of commitment and responsibility to the work we provide. We have a primary target audience of women ages 18-34 and secondary target of males ages 18-34. Based on the information and research that we have conducted, we feel that this would be a prime target for our campaign efforts. The recommended budget for this campaign of $65,572,000 is guided by previous spending and the current spending of our primary competitors. In terms of allocation, the monthly and yearly spending has been carefully analyzed with our media choices to provide the most accurate and efficient spending for our proposed campaign, “Find Your Scents of Confidence”. The media distribution for print, internet, radio, and television recommended is a result of research showing the quintile distributions of each and every medium and timeframe of consumer behavior. The creative execution examples provided are a true representation of what we will be able to provide Dove throughout this year-long campaign. “Find Your Scents of Confidence” is a slogan we believe meets Dove’s current brand image that can also be expanded upon depending on the type of consumer and seasonal scent changes. Due to the fact that Dove has such a strong connection with real women of all ages, shapes and sizes, we know that the variety of scents will speak to their individuality and confidence. Our agency strives to accomplish all goals with constant and honest communication between ourselves and our clients. Most importantly, we are here to provide Dove with the most accurate research and analyses concerning the current situation and the best options for the future. Let’s open a world of possibilities for men and women everywhere, together.

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3.1 Situation Analysis

3.2 Brand History

Unilever

Unilever, the parent company of Dove has more than 400 brands,

12 of which generate sales that exceed $1.3 billion a year. More

than 171,000 people are employed at Unilever, and their company

mission stresses sustainability, responsibility, innovation, and

minimizing waste (Unilever 2013). Environmental responsibility is

a huge aspect of what this advertising strategy will emphasize.

One of our four primary objectives is to increase the awareness of

what Unilever’s products have achieved in terms of environmental

initiatives.

The Unilever Foundation is currently partnered with Oxfam, PSI, Save the Children, UNICEF, and

the World Food Programme. Their objective is to improve hygiene, sanitation, access to clean

drinking water, basic nutrition, and enhance self-esteem. Their overall goal is to help more

than one billion people improve their health and well-being. Their mission is “to create a better

future every day, with brands and services that help people feel good, look good, and get more

out of life” (Unilever 2013).

The mission of Unilever is what guided us to create this advertising campaign. Keeping in mind

a better future, trustworthy products and strong relationships with consumers is what we

believe will make our campaign successful. Social media is a major part of how Unilever

interacts with both consumers and partners, which encompasses two of our primary objectives

in this campaign.

Dove

The Dove personal care brand is owned by Unilever and was first

launched in 1955. Their creative strategy and sales have been

consistent since the original launch.

Dove is considered the world’s top cleansing brand (Dove Social

Mission). Dove offers a product line that ranges from skin care, hair

care, body lotions, hand creams, body wash, bar soap and deodorants

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for both women and men. Since its inception, the Dove brand has been ultimately positioned

towards a female demographic, which is an aspect that will be emphasized during this

campaign. Our campaign will target both men and women who use Dove body wash and

encourage new consumers try Dove during our campaign.

The “Dove for True Beauty” campaign in 2004 made an effort to combat the issues of self-

esteem and body image for women of many ages and sizes. This campaign set the stage for

future campaigns that emphasize self-image and encouraging women to be proud of

themselves no matter what they look like (Dove.Us.SocialMission 2013).

In 2010, Dove expanded their product line to include Dove Men + Care. This new product line

reaches out to the male demographic. This is one of the most important aspects of Dove that

we will emphasize in our advertising campaign. Due to the fact that Dove is just starting to

target the male audience, we want to capitalize on that opportunity and expand on the male

demographic.

Our campaign is in line with the values and attributes provided in previous Dove advertising

campaigns. We plan to build off of the self-esteem aspect of the brand and focus on the quality

of Dove body wash. Each of Dove’s products is equally important, and our advertising strategy

for Dove body wash addresses skin care, confidence, and happiness.

3.3 Dove Products

Dove is known for their variety of products, which range from antiperspirants/deodorants,

body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove

recognizes that all skin types are different and require different treatment. The company prides

itself in having a multitude of products for all different skin types during the changing seasons.

Below is a list of the 18 types of body wash (13 for women, 5 for men) that Dove offers. Each

body wash encompasses a different trait, ranging from exfoliating care, Winter Care, Sensitive

Skin, and Go Fresh (Dove.com 2013).

Women’s Body Wash

Deep Moisture Body Wash with NutriumMoisture

VisibleCare Softening Creme Body Wash

VisibleCare Replenishing Creme Body Wash

VisibleCare Toning Creme Body Wash

Gentle Exfoliating Body Wash with NutriumMoisture

Go Fresh Rebalance Body Wash with NutriumMoisture

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Go Fresh Revive Body wash with NutriumMoisture

Go Fresh Cool Moisture Body Wash with NutriumMoisture

Sensitive Skin Body Wash with NutriumMoisture

Winter Care Body Wash with NutriumMoisture

Purely Pampering Body Wash Shea Butter with Warm Vanilla

Purely Pampering Body Wash Coconut Milk with Jasmine Petals

Purely Pampering Body Wash Almond Cream with Hibiscus

Men+Care Body Wash

Men+Care Fresh Awake Body & Face Wash

Men+Care Clean Defence Body and Face Wash

Men+Care Aqua Impact Aqua Body Wash

Men+Care Extra Fresh Body and Face Wash

Men+Care Odor Guard Body Wash

3.4 Brand Image and Positioning

Dove and Unilever alike remain dedicated to providing their consumers with the highest quality

products for themselves and their loved ones. Dove provides women and, more recently, men

with products that will enhance their health and well being. Dove’s products are known for

their soft and cleansing qualities. Their iconic brand image of the golden dove is one that

embodies the importance of natural beauty and self-acceptance.

With the launch of the Real Beauty campaign in 2004, Dove interacts with its consumers and

encourages women of all ages to participate in a global discussion on the real definition of

beauty. With the creation of the Self-Esteem Movement and the Self-Esteem Fund, Dove brings

the issues facing women in regards to body image and self-acceptance to the forefront (Dove

Campaign for Real Beauty, 2012). Dove is trying to give women the opportunity to speak out

against these unrealistic views of beauty and to create a more open discussion around these

issues for women of all ages. By providing tools relating to self-esteem and body image, Dove is

proactive in their efforts to combat these negative perceptions and understandings of how

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beauty is being defined. Dove has encouraged consumers of all ages to embrace their own self-

worth by using products that can make them feel their best. This image is the core of Dove as a

brand, and we plan on positioning our campaign around this image.

Dove currently positions itself as a brand that listens to their consumers wants and needs while

providing them with a reliable product. Dove has employed the use of real women in their

previous advertising campaigns in hopes of relating to women who are interested in redefining

those standards of true beauty. Dove has positioned its brand as being one that cares about the

prosperity and care of their consumers while breaking the mold of a false sense of reality.

3.5 Brand & Product Life Cycle

Dove’s lotion was introduced in 1950’s and the product grew extremely quickly into one of the

top brands in the country, as well as internationally. Their products have been in the market for

over five decades. With this in mind, the product is in the “maturity” stage. It continues to

thrive each year in the market and is now a stable part of the health and beauty industry.

The Dove products are used to clean and enhance the body and well being. Each product is not

meant to be used for an extended period of time, so the product life cycle is relatively short.

Over 50% of our survey respondents reported that they purchase their body wash products less

than once a month. Seasonally, different types of body wash address summer and winter skin

problems and are purchased more often in their designated seasons. Most bottles of body

wash are finished within just a few weeks to a few months and the bottles are approximately

12 fl. oz.

The product life cycle for the women’s body wash would be considered to be in the mature

stage of the cycle. As a whole, Dove is trying to maintain the status and maturity of the brand’s

body wash. However, the men’s body wash, is considered to be in the growth phase. Because

of its recent launch a few years ago, the men’s care line within Dove’s brand has much more

room for growth due to the fact that their market share is much lower than other women’s

brands.

Outside of the “offers” tab on their website, Dove realizes how important the health of their

consumer’s skin is and takes pride in the quality of its products. Dove has the option for loyal

customers to become a Dove Insider, which includes first-looks at products and exclusive

savings. Dove’s mission says that “ Dove is committed to building positive self-esteem and

inspiring all women and girls to reach their full potential—but we need your help (Dove.com).

We're building a movement in which women everywhere have the tools to take action and

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inspire each other and the girls in their lives. It could be as simple as sending a word of

encouragement to a girl in your life or supporting self- esteem education in your town. From

mentoring the next generation to celebrating real beauty in ourselves and others, we can open

a world of possibilities for women and girls everywhere.” (Dove.com)

3.6 Creative History

Starting in 1955, Dove joined with Ogilvy and Mather in what would become a long lasting and

prosperous relationship. At the launch of Dove’s iconic beauty bar, Ogilvy & Mather soon

introduced Dove to a whole new market, in which they have remained one of the leaders in

their category. In the late 1950’s, determined to differentiate the Dove brand from the rest of

the beauty care market, David Ogilvy capitalized on the Dove beauty bar’s new moisturizing

ingredient, creating a new product that people had never seen before (Media Bistro). Moving

into the 1960’s, as Dove’s presence continued to increase. Dove soon became known as a

staple in modern culture and seen as a credible product. From this point on, Ogilvy then moved

into various case studies that encouraged consumers to directly interact with Dove’s products

and then share their personal experiences after consumption (Media Bistro).

Through these various consumer driven experiments, Dove took advantage of using real

women to inspire other women to switch to Dove products. Because this form of advertising

seemed to attract women considered to be in their target audience, Dove has continued to use

real consumers testing their products to continue an open discussion about how their products

can work for all kinds of consumers. Moving into the 1980’s and 1990’s, Dove began to expand

its global reach by launching its products in over 55 countries worldwide (Media Bistro). With

their previous campaigns such as the “Litmus Test” and the “Conviction of Real Users,” Dove

visually portrayed physical evidence of how their products compared to those in the

marketplace and how it could affect consumers skin in a more positive way than its

competitors. These campaigns continued to encourage women to make the switch by hearing

personal testimonials and reactions from other women who used Dove and what it could do for

their bodies. As Dove moved into the new millennium, Dove has envisioned a new campaign

that had to deal with this issue of real beauty and how it was affecting their consumers.

Within the last decade, Dove has maintained a steady presence in the marketplace with their

current and past advertising efforts. The Dove for Real Beauty campaign was launched in 2004

by Ogilvy & Mather in an effort to promote self–esteem and pride, in addition to encouraging

women of all shapes and sizes to feel comfortable and confident in their own skin and helping

to define what true beauty really is. The advertisements are comprised of visuals featuring real

women that challenged the stereotyped models. These visuals encouraged women to join in a

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discussion about the reality of beauty and how women are portrayed through the media. Along

with print and outdoor ads, Dove also released a short video named “Evolution,” which shows

the fast transformation of a woman into a supermodel by depicting the idealistic image of what

a woman should look like (Dove Evolution, 2010). The campaign also included research and

funding efforts to bring the topics of self-esteem and personal beauty to the forefront of issues

facing women of all ages.

Dove created the Dove Self-Esteem Fund in 2006 in order to encourage and inspire girls to learn

a new meaning of beauty. Continuing into 2010, Dove launched their Dove Movement for Self

Esteem, which is a program that was developed to give women a chance to teach and mentor

others about the celebration of real beauty (Dove.com). With partnered organizations such as

Girl Scouts and Boys and Girls Club of America, this movement has reached over 7 million girls

through educational programs and activities (Dove.com/socialmovement). In 2011, Dove

released its findings after looking at the span of the campaign. Some of the important statistics

that were found stated that only 4% of women around the world consider themselves truly

beautiful. In a study of 1,200 girls aged 10 to 17, 72 % of them admitted to feeling social

pressures to look beautiful (Dove Campaign for Real Beauty). With these staggering statistics,

Dove has made its primary mission to uncover the true meaning of meaning of beauty

compared to the unrealistic standards that we see today.

As recently as 2012, Dove released another phase of their Real Beauty campaign in the form of

“The Ad Makeover.” This social media push allows users to send encouraging messages to their

friends and loved ones through Facebook that combat the negative messaging that girls are

surrounded by in the media. The purpose of this social media campaign is to encourage and

inspire girls to not only accept their natural beauty but to take pride in their own individuality

and body image. The ads are designed to make women feel less anxious about their bodies and

encourage them to believe their own self-esteem. In April of 2012, Dove launched their “Show

Us Your Skin” campaign designed to encourage women to participate in their latest online and

outdoor advertisements. In an effort to promote the quality of their body soaps and body

washes, Dove is giving women of all ages the chance to upload a picture of themselves in order

to show off their beautiful skin to the rest of the world. This aspect of the Real Beauty campaign

is meant to give the women who use Dove products the ability to share their stories and how

Dove has helped them to become aware of their self-esteem. Through the various stages of the

campaign, Dove Real Beauty has strived to break the stereotypical views of beauty by

introducing the world to real women and bringing their attention to the issues of natural

beauty, aging, and body image. Dove has remained committed to listening to the needs of

women and ensuring that their products can give them the highest quality of care for the

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wellbeing of their bodies. We plan to build upon this foundation that Dove has created in order

to foster and uphold a strong relationship with our consumers.

3.7 Product Class

Dove products include antiperspirants/deodorants, body washes, beauty bars, lotions and

moisturizers, hair care, and facial care products. Dove is comprised to be pH neutral, typically

between 6.5 and 7.5, making Dove the optimal brand for people with sensitive skin. Their

bottles typically are plastic and weigh 24 fl oz. (Dove.us.Products 2013). According to Market

Share Reporter in 2011, Dove bar soap leads the market with a 40.5% market share. Dial trails

them with a 13.6% market share and Ivory has a 4.1% market share. For liquid body wash, Axe

leads the market with an 8.04% market share in 2010 and Dove Nutrium Moisture falls second

in the market with a 6.68% market share.

Market Share

Top Liquid Body Wash Brands, 2010

Market shares are based on drug store sales for a year, ending on February 21, 2010.

Body Wash Market Share (%)

Axe 8.04

Dove Nutrium Moisture 6.68

Softsoap 2.93

Irish Spring 2.75

Old Spice High Endurance 2.70

Suave Naturals 2.33

White Rain 2.15

Dial 1.95

Neutrogena Body Clean 1.85

Private label 8.04

Other 60.58

Source: DrugStore Management, Annual 2010-2011, p. 109 from SymphonyIRI Group

Inc.

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3.8 External Market Factors

Recently, the economy has been one of the primary market factors that influences consumers

buying habits. Currently, the financial crisis of 2008 and its repercussions has greatly affected

the average consumer’s purchasing decisions. The results have shown to be both positive and

negative for Dove. The product category of lotions and other body care products overall have

decreased. Body wash currently leads the market in the category of “shower products.”

The U.S. market for soap, bath, and shower products experienced only 2.1% growth in

estimated 2011 after declining 1.5% in 2010. Body wash is the leading segment in the market,

with $1.9 billion in sales in estimated 2011, up 2% from 2010. Body washes have steadily

usurped bar soaps in recent years, due to the convenient nature of the products and the extra

benefits, such as scent and moisturization that body washes provide (Mintel). Non-deodorant

soap fall behind body wash in in the market in 2011 with sales at $1.2 billion. Deodorant bar

soap sold only $347 million, a decline of 8.7% over 2010 sales of $380 million (Mintel).

According to Mintel liquid body wash is increasingly challenging the use of bar soap, especially

because it provides the multiple benefits of fragrance, cleansing, and moisturization in one

convenient bottle.

Within the past few years, private labels and store brand body washes have made an impact on

the market and may affect the sales of other brands in the market. Private label body wash

sales were 54.3 million in 2011, growing the private label by 12.2% (Mintel). This increase in

sales shows that consumers are opting to buy cheaper, more affordable private labels and store

brand products because they feel that their quality is equal to national brands.

The slow economic rebound has made the growth the body wash market to grow slower than

expected. Since unemployment is still at a high (8.3%), consumers are spending less on body

products and making their existing products last longer. Even with the slow economic recovery,

according the mintel database, sales are still expected to grow between now and 2016 as the

economy continues to rebound (Mintel).

A factor that is helping to drive the sales the body wash market are the special attributes

associated with body washes. Mintel database surveys discovered that extra moisturization,

scent, and antibacterial attributes are important when people shop for shower products

(Mintel). More people are becoming aware of the benefits of moisturizers to keep skin

hydrated and youthful, which will help brands that offer extra moisturizing qualities to their

body washes (Mintel). This market factor is beneficial for Dove body wash and soap, because

they contain extra moisturizing and nourishing qualities.

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Men have had an increasing interest in personal care for their body, which has become a

significant driver of body wash product sales (Mintel). Men are becoming more comfortable

using a wider range of body wash products, which is causing brands to develop product lines

geared specifically towards men. The first successful brands to do this we're Ave and Old Spice.

Dove has recognized this need and launched the Dove Men + Care line to target men

specifically (Mintel). Dove’s Men + Care line had 38 million in sales, which is up 27.9% from the

previous year (Mintel).

3.9 Competition

Due to Dove’s wide array of products, there are many competitors. Theoretically, any company

who produces lotions, soaps, body washes, deodorants, or any other similar body care products

could be seen as competition to the brand. However, based on product category info as well as

data collected from Simmons, Market Share Reporter, Mintel, Ad$pender, and surveys, the

primary competitor for Dove’s body wash is Nivea. Secondary competitors include: Dial, Irish

Spring, Ivory, Old Spice, and Softsoap. Below is a brief history of these competing brands,

followed by any perceived strengths and weaknesses, demographic information, creative

history, and advertising spending.

Primary Competition: Nivea

Nivea, owned by the German company Beiersdorf, was launched in 1911. It quickly became an

international success, with 42% of its 1914 sales coming from outside of Germany. While at first

only producing skin creams for women, the brand is now home to a wide array of health

products for women as well as men, including lotions, lip products, body wash, etc. ("Beiersdorf

- history," ).

In terms of brand weaknesses, Nivea has been criticized for its advertising a number of times.

For example, in 2011, Nivea was fined by the FTC for claiming that consumers could lose weight

by applying a certain cream to their skin ("United states of," 2011). Additionally, Nivea has had

issues with consumers picking up hints of racism and other offensive things within its

promotional material (Ortiz, 2011).

Since the brand’s inception, Nivea’s advertising has focused on the product’s role in keeping

skin healthy and beautiful. Early campaigns included “Skin needs Nivea”, which focused on the

weather and how Nivea can help your skin in extreme weather conditions like sun, snow, rain,

etc. ("11 june. daily," 2011). Recent creative executions have not strayed far from the brand’s

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original path. Print advertisements and TV spots use the slogan “For Visibly Smooth and

Touchable Soft Skin”. Other similar themes have appeared, touching upon Nivea’s smoothness

and moisturizing ability. Celebrating its 100th year of business, Nivea launched its “100 Years of

Skincare” campaign, which featured singer/actress Rihanna (and her beauty). Corresponding

with this campaign, Nivea spent $32.7 million on advertising between December of 2011 and

November of 2012. The brand’s advertising budget breaks down as such: Magazines - $16.9

million, Network TV - $9.1 million, Cable TV - $3.2 million, Syndication - $1.8 million, Internet -

$1.1 million (AdSpender).

There is a high perceived quality related to Nivea, partly due to its price and partly due to its

aforementioned origin. Similar to Dove, Nivea is well-known amongst consumers, and it

possesses an extensive product line. The brand has a strong variety of men’s products,

therefore it would be in our best interest to continue research pertaining to Nivea’s men’s

products, and try to emulate and build upon what they have done. Additionally, Nivea spends a

respectable amount of money on advertising, second only to Dove.

Secondary Competition: Dial

Dial was introduced in 1948 as a bar soap. When developing its soap, the company’s

researchers not only focused on cleanliness, but deodorizing agents as well. In terms of dollar

volume, Dial was the top soap as early as 1953. Since then, the brand has created a number of

new products, including liquid hand soap, liquid hand sanitizer, foam hand soap, and body wash

("Dial - about,").

The aforementioned products fall within Dial’s strengths, with each respectively being one the

first in its product category. However, when looking at body wash market share, Dial had only a

1.95% hold on the market in 2010 (Market Share Reporter). In terms of demographics,

purchasing of Dial’s body wash is split fairly even among women (52.8%) and men (47.2%). Out

of roughly 108,000 men, 6.1% regularly purchased Dial’s body washes, as compared to 6.4% of

roughly 115,000 women. Similarly, there is little to no difference within different age ranges

(Simmons).

Shortly after its inception, Dial constructed the slogan "Aren't you glad you use Dial?”

(sometimes paired with “Don’t you wish everybody did?”), which appeared in numerous print,

radio, and TV advertisements. This slogan lasted well into the 1990s ("History of the,"). At first,

print and TV promotions were centered on the soap’s odor-blocking power. Eventually they

branched out to other strategies, sometimes focusing on product benefits such as skin

complexion, and sometimes attempting to use humor. More recently, the brand’s advertising

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efforts have all but disappeared. Between December of 2011 and November of 2012, Dial spent

$2.1 million on advertising. This budget was dominated by magazine spending, accounting for

$1.8 million (AdSpender).

Irish Spring

Irish Spring, a subsidiary of the Colgate-Palmolive Company, hit the US market in 1972. It began

strictly as bar soap, but the brand eventually branched into deodorants, antiperspirants, and

body wash ("Colgate-palmolive company history," ). Irish Spring currently produces 8 different

body wash varieties. The brand solely produces mens’ body products.

Along with one of the highest body wash market shares (2.75% in 2010 - according to Market

Share Reporter), one of Irish Spring’s strengths is its wide target audience, amassing an

essentially even distribution for users within all age ranges (Simmons). Additionally, when the

brand expanded into body washes, they kept a number of the same scents, allowing consumers

to transition from bar soap without sacrificing their preference. Although Irish Spring is geared

towards men, Simmons data suggests that women use the brand’s products just as much, if not

more than men. On one hand, this unexpected consumer group could be considered a strength,

but the lack of appeal to and use by men could definitely be seen as a brand weakness given

the target.

In terms of advertising, Irish Spring has always marketed towards men, emphasizing manliness.

Original television spots were normally set outdoors, and included taglines such as “Fresh and

clean as a whistle” (Videoarcheology, 2010). Both traditional and more modern print

advertisements encompass this strategy as well. Recently, the brand has drifted away from the

“manly” approach. However, most advertisements still take place outdoors, still have Irish

actors/narrators, and still target men (by focusing on how Irish Spring appeals to women - a

common practice among men’s body care products). In 2010, Irish Spring adopted the slogan

“Legendary Freshness” when marketing its body wash (Colgatepalmolive, 2010). However, it

seems as though Irish Spring’s advertising efforts have declined - the brand spent about

$450,000 between December of 2011 and November of 2012, with 75% of the budget going

towards magazine advertising (AdSpender).

Ivory

Procter & Gamble introduced Ivory soaps (one of the company’s first products) in 1879. After

its induction into the market, it was discovered that Ivory’s bars of soap floated, which

propelled the brand’s popularity due to the apparent convenience while bathing. Today, Ivory

produces body wash, bar soaps, and liquid hand soaps ("Ivory soap history," 2005).

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An obvious strength of Ivory is the brand’s age, existing in the market for well over 100 years,

which could lead to high brand recognition and loyalty. While Ivory holds the third position for

market share among bar soaps (4.1% - 2010), it has no significant position within the body wash

market (Market Share Reporter). Inherently, only a small percentage of men and women state

they use Ivory’s body wash (2.2% and 3.4%, respectively). Additionally, 62.2% of Ivory’s

purchasers are women, leaving 37.8% of users being men (Simmons).

Interestingly, as of February 2013, Ivory has chosen to forego its website (Ivory.com) and

redirect users to its Facebook page with the web copy “After holding out for 125 years, Ivory’s

finally on Facebook.” Brand history, specific product information, and other brand info is

available on Ivory’s Facebook. However, consumers who are unfamiliar with Facebook may

have trouble navigating the page; this is especially important given the Simmons data that

suggests Ivory usership is positively related to an increase in age. As a result, information

accessibility is a brand weakness.

Coined in 1891, Ivory’s first slogan was “It Floats!”. Shortly after, Ivory also started using “99

and 44/100% Pure”. One of these two themes - and sometimes both - appeared in all of the

brand’s early print executions, regardless of the copy, visual, or target. The two original slogans

lasted until at least 1961 ("ivory_0207910086," 1961). In the 1970s, Ivory launched the “Ivory

Girls” campaign. Throughout this campaign, print and television advertisements used women to

portray how Ivory creates healthy skin and complexion (Durham, 2010). In the 1980s and

1990s, Ivory used celebrity testimonials, and “I want my clean as real as ivory” was commonly

seen/heard. Spanning from December 2011 to November 2012, Ivory spent $1.2 million on

advertising. Similar to Irish Spring, a large majority of Ivory’s budget was allotted towards

magazines (roughly 95%) (AdSpender).

Old Spice

Old Spice was established in 1937 and purchased by Procter & Gamble in 1990. Although Old

Spice only produces mens’ soaps, body wash, deodorant, and cologne, the brand actually began

as a women’s deodorant company. The brand continues to produce many original Old Spice

products, while simultaneously introducing new products in hopes of “enhancing the Old Spice

line” ("History of old," ).

The brand has a solid position within the market, holding a 2.70% market share as of 2010

(Market Share Reporter). Also, Old Spice’s recent advertising efforts should not be overlooked

as an advantage. Similar to Irish Spring, the brand reaches out to women as a secondary target

group fairly well, with Simmons reporting that roughly 42% of users are women. While

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Simmons data shows almost no difference in usership across different age ranges, it is

important to note that for consumers between 18-24, the Index number is 195.

Old Spice’s founders wanted the brand to encompass a sense of tradition and colonialism, so

they chose a ship as the logo. Today, the ship remains incorporated in the brand’s advertising

efforts (“History of old,”). In addition to the logo, a long-lasting theme in Old Spice’s advertising

has been, unsurprisingly, its targeting of men and their presence in creative executions.

Throughout the 1960s and 1970s, Old Spice presented men doing ‘manly’ things in their ads.

More recently, Old Spice has taken a humorous (and at times off-the-wall) approach, with

slogans like “Smell Like a Man, Man” (McCrea, 2012). Throughout these successful campaigns,

the brand has used recognizable figures (former NFL players, actors, etc.) in ridiculous

situations and scenarios. Between December of 2011 and November of 2012, which partially

includes “Smell Like a Man, Man”, Old Spice’s advertising spending reached $27.1 million.

Unsurprisingly, most of this money was spent on the aforementioned TV commercials

(Network: $10.9 million, Cable: $9.4 million). Most of the remaining money was spent on

magazines and internet (AdSpender).

Softsoap

Softsoap, now owned by Colgate-Palmolive, was conceived by William Sheppard in 1865. He

discovered that mixing soap and other ingredients created a honey-like (in terms of thickness)

soapy substance (Tharakan). He patented this concoction, legally birthing the first liquid soap.

Close to 150 years later, Softsoap now produces a variety of liquid hand soaps, foam hand

soaps, bar soaps, and body wash.

In terms of brand strengths, the fact that Softsoap introduced the first liquid soap is definitely

an advantage. Product variety plays a role as well; there are currently 9 options within

Softsoap’s body wash line. Additionally, as of 2010, Softsoap help the third highest position in

the body wash market, with a 2.93% market share (Market Share Reporter). As far as

disadvantages, Softsoap has struggled in the past to keep up with and “fight off large

corporations” trying to enter the market ("Softsoap liquid soap," ).

When looking at Softsoap’s past advertising efforts, most of the brand’s energy has been

expended towards TV. Similar to other soap products, Softsoap tends to focus on how their

product affects (improves) consumers’ beauty and health. It appears the brand tends to stay

away from gimmicky advertising and gear itself more towards the product benefits, as is

evident within the late 1990s body wash campaign “Wash away the germs, not the softness”

(Banez, 2011). More recent campaigns are centered around consumer testimonials, product

attributes, and new products. Softsoap’s ad budget between December 2011 and November

2012 stretched just above $700,000 (AdSpender).

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Total Brand Share of Voice

Brand Share of Voice

Dove 78%

Dial .007%

Irish Spring .002%

Ivory .004%

Nivea 11%

Old Spice 9%

Softsoap .002%

TOTAL: 296,150,000

(Original Chart, based on AdSpender data)

Other Competitors

Apart from the six competitors listed above, other notable brands exist within the market. Axe -

who controlled the market in 2010 with 8.04% market share - absolutely poses a threat (Market

Share Reporter). However, since the vast majority of Axe’s users are male, they could be seen

as a secondary competitor in conjunction with Dove’s overall identity and target group. Other

popular body wash brands include Suave, Neutrogena, Aveeno, Caress, and Olay.

3.10 External Environment

While gathering information for the S.W.O.T analysis, we researched both internal and external

factors that could potentially affect the strategic campaign. Internal refers to those that exist

within the brand’s company or marketing firm. In short, the company normally has the ability to

control these factors. Some examples include upper management, finance and accounting,

research and development, company image and brand equity. Likewise, external factors are

beyond control. Some examples of external factors include consumers, economy, competition,

social, political and technology industries.

A thorough analysis was conducted by researching potential external factors that could

ultimately affect our product and campaign plan. We researched possible social, legal, political,

and economic factors that could influence or hinder Dove’s success. Although these factors are

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out of our direct control, it is essential that these trends are considered and analyzed within the

overall planning process of the campaign.

Social Factors

Dove has recently addressed certain social issues that are especially prominent among women

including the issues of beauty and body image. Although women are usually the focus of body

image issues, these problems are also faced by men. In Western society, there are certain social

pressures that put stress on people to uphold a certain physical appearance. Both women and

men spend a significant amount of time and money focusing on their physical appearance and

how they present themselves to others around them. In recent news, women of all ages (but

especially young adults and pre-teens) admit to having a distorted image of what “real beauty”

is by comparing themselves to models found in various media outlets (Lain). Advertisers have

been criticized for attempting to create a standard of what women should look like and what

they believe consumers will find appealing. Because of these distorted images, many women

suffer from self-image disorders including but not limited to anorexia, bulimia, body

dysmorphic disorder, social phobia and anxiety disorders.

There has also been recent discussion from various medical specialists and lawmakers on the

use of Photoshop and digital enhancement in the creation of advertisements and how these

“unrealistic” images are affecting the consumers who follow these brands (Davis). Medical

specialists believe that these false images have a negative effect on the perceptions of young

girls and how they come to understand their own body image. By featuring ads that glorify the

idealistic woman with slim and slender body type, women are striving to have a similar body

image in order to comply with the standards of beauty set forth by these ads. Although these

issues are primarily focused towards women, men also have admitted to feeling the social

pressures to look like the ideal male model portrayed through the media. Males have admitted

to wanting to look “stronger and more masculine” and do not want to risk looking too sensitive,

ultimately resembling the men who are glorified through advertising (Ricciardelli). Dove has

recently addressed this issue and has encouraged their consumers to engage in a global

conversation regarding these topics.

Unilever has also recently embraced the issue of gender issues in the workforce. With their

recent efforts to maintain a balance of gender in the workforce, Unilever has strived to

incorporate a more gender based and culturally diverse workforce around their global offices.

Through Unilever’s “Global Reach with Local Roots: Creating a Gender-Balanced Workforce in

Different Cultural Contexts,” they are striving to offer women positions that they can feel they

have the opportunity to reach their full potential in the workplace (Unilever Wins). By exploring

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potential social factors that could influence the success of our campaign, we aim to consider

the emotional and social needs of our consumers in our campaign efforts. We feel that these

are important issues that should be reflected in the use of our creative strategies.

Legal Factors

Both Unilever and Dove are subject to comply with the guidelines and regulations that are set

forth by the government agencies, especially the US Food and Drug Administration and the

Federal Trade Commission. These regulations span from the ingredients in the products

themselves to the manufacturing of the product packaging and distribution methods. With the

United States government turning its focus towards bringing manufacturing back within

domestic borders of country, this could create a huge shift in where products for large

corporations are being made. With Unilever’s global manufacturing and distribution plants,

these new goals set by the Administration could ultimately affect where and how Unilever and

Dove’s products are distributed. There is also a strong push for large global corporations to

reform their manufacturing processes to include more eco-friendly processes in order to

decrease the overall affect these companies are making on the environment. Unilever is

currently modifying their manufacturing processes by reducing the CO2 emissions, decreasing

water consumption levels, and creating a new plan for waste management (Unilever Eco-

Friendly). While these trends may not directly affect the campaign plan directly, both Dove and

its competitors should remain aware of the potential impacts that these issues could have on

their brands.

Political Factors

In today’s society, there have been recent trends that have urged consumers to think about the

affect they have on the environment around them. With the new push of becoming eco and

animal friendly, there have been many attempts to create products and services that are made

with the wellbeing of not only the consumer but the environment in mind. One issue that has

surfaced affecting the body and beauty care industry is the issue of product testing on animals.

While many brands, including Dove, still participate in animal testing procedures, many

companies are finding alternative ways to test the effects of their products before consumer

use. With the recent efforts of Cruelty Free International and The Body Shop, the European

Union has decided to ban the use of cosmetic animal testing as well as the import of any

cosmetic product that has been tested on animals (EU). As part of their Plan for Sustainable

Living, Unilever has addressed the issue of animal testing and is currently considering non-

animal testing approaches (Developing Alternatives). Until a new method of product testing is

chosen however, this new European ban could affect potential sales in these European nations.

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Because this is an issue that has been on the mind of consumers recently, our campaign will

aim to address these issues and Unilever’s efforts in becoming more eco-friendly and

environmentally conscious.

Economic Factors

Due to the recent economic recession in the past few years, many consumers have changed

their purchasing habits due to a lack of disposable income. As a result of this decreased

spending, many consumers have turned towards substituting name brand products for their

generic alternatives (Consumer Reports). As consumers begin to consider a less expensive

alternative to the products that they usually purchase, there is a decrease in brand preference

and brand loyalty. These changes in purchasing habits can allow the competitive market to use

marketing strategies that will entice consumers to try their products relative to the

competition. In light of this recent recession, it is vital to understand exactly which attributes

draw consumers to certain brands and what they would be willing to substitute in when faced

with other alternatives. Although Dove may be considered pricier than its competitors, Dove

has remained committed to conveying its high quality and level of care for their consumers.

With the threat of losing consumers to the generic or store name brands, Dove will continue to

portray these attributes through our campaign plan.

4.1 Target Group

Target Market

Our target market was developed

by looking at Simmons data, as

well as considering geographic, demographic, and psychographic data. After analyzing this

information, primary and secondary targets were realized and defined.

Age & Demographics

For our Dove campaign, our primary and secondary target audience is comprised of males and

females between the ages of 18 and 34. Many members of our target audience are considered

to be young professionals meaning that they have established a steady job and have already

graduated college. Many of them may have children and have an average annual income over

$50,000. Consumers are relatively similar when it comes to purchasing habits in terms of race,

although the majority of Dove users are Caucasian. Many other trends and psychographic

information was analyzed in order to gain a broader understanding of the target audience.

Index Males Females

Dove 100 87 112

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Male vs. Female Users

Geographic Distribution of Current Users

Index Northeast Midwest South West

Dove 100 105 89 109 92

Although 57% of Dove users are women, males also take up a large portion of the market.

Here are some statistics about Dove users that we believe are the most pertinent to our

campaign.

● 61% live in the West and South of the United States

● 57% are female, this trend existed with nearly all of our competitors, with the majority

of users being women

● 33% are between the ages of 18 to 34

● 66% are white

● 35% of users have graduated college or more (be the best you can be)

● Dove users are equally likely to be married or not married

● 50% have children

● 25% of users have an annual household income of between $75,000 and &250,000

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4.2 Geographic Factors

For our yearlong campaign we are going to advertise nationally within in the top 14 Designated

Marketing Areas (DMA), and spot heavy in the South and West regions. According to Simmons,

21% of Dove users live in the Western United States and 40% of Dove users live in the Southern

region. The aforementioned 14 DMAs include: New York (NY), Los Angeles (CA), Chicago (IL),

Philadelphia (PA), San Francisco (CA), Boston (MA), Washington DC, Dallas (TX), Detroit (MI),

Atlanta (GA), Houston (TX), Seattle (WA), Cleveland (OH), and Minneapolis (MN).

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Psychographics

Our target audience is very aware of their health both physically and emotionally. They are

10% more likely than the average consumer to eat a very healthy diet. They exercise regularly

and prepare their meals before leaving the house. They are also very 22% more likely to spend

whatever they have to make themselves look younger. A prominent statistic found in Simmons

said that people who use dove are 27% more likely to buy products that use recycled paper in

their packaging. This target is very aware of the environment.

In terms of personality, the target audience rates themselves as friendly and outgoing. These

consumers have friends that come to them for advice before buying new things and they are

always looking out for special offers.

Target Market

Primary Target: Females ages 18-34

Our primary target for this campaign is females ages 18-34. We plan to use a defensive strategy

in regards to our primary target. Due to the fact that women in this age category make up so

much of our market share, we want to defend the current strategy and expand upon it.

Maintaining and keeping these users is of the utmost importance and we want to continue

what Dove has already started and maintain satisfaction with current consumers.

Secondary Target: Males ages 18-34

Our secondary target for this campaign is males 18-34 to try and saturate that market more

thoroughly. To reach our secondary target audience, we will employ an offensive strategy. The

end goal here is to increase usage and awareness among men, which is described in more detail

within the Objectives section.

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5.1 SWOT ANALYSIS

5.2 Purpose and Application

The S.W.O.T. Analysis is a data organization and reduction tool used to organize and evaluate

the marketing strategy for Dove. It is a guide for strategic planning, competitor evaluation,

product development, and the design of our advertising communications campaign. To see the

final chart version of the evaluation, please refer to the S.W.O.T. chart provided.

This S.W.O.T. Analysis begins with collecting data, evaluating it, and sorting each piece of data

into Strengths, Weaknesses, Opportunities and Threats. In order to prioritize the data, we used

a mutually exclusive and exhaustive categorization method. The S.W.O.T. chart provided below

is divided into four separate (but equally important) sections. Each piece of data - known as a

component - is categorized into the appropriate category. Additionally, based on the mutually

exclusive approach/guideline, each component is only allowed to be placed in one category.

When sorting components, two dimensions are included: Internal influences and External

influences. Internal influences are determined and controlled by Dove, like image, market

position, company culture and strength.

External influences are factors that cannot be controlled but are still very important in

evaluating the communications plan. For external influences, we used a PEST analysis, which

includes Political, Economic, Social, and Technological Factors that affect Dove. Essentially, this

breaks down the overall environment in which Dove exists.

5.3 Definition

For the Strengths section, all characteristics of Dove that give them an advantage over other

brands and services were included. As shown in the chart, social media presence, a wide

consumer base, and being recognized as the world’s top consumer brand were some of the

most important aspects.

The Weaknesses section encompassed all factors that we believe are potentially putting Dove

at a disadvantage compared to the competition. Women buy Dove more frequently than men,

and consumers have little awareness of the rewards program. There has also recently been

much attention focused on the controversy of a recent advertising campaign.

The Opportunities section includes factors or characteristics of Dove that could potentially be

improved with additional attention. These aspects of the company have the opportunity to

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expand and develop. Some important opportunities are expanding on the men’s body care line

and adding more environmentally-friendly initiatives.

The Threat section addresses parts of the environment that threaten Dove or could cause

problems for future endeavors. Current threats to Dove include the economic crisis, false

beauty in advertising, and the “provocative” problems created in the recent advertising critics.

After categorizing all of these components, we determined which issues were the most

important based on a number of scales. These characteristics consist of all the parts of Dove

that require any sort of attention. We rated all components based on a specific list of criteria

that we deemed the most pertinent to this campaign. Each component was ranked on a scale

of 1 to 3 based on its accordance to Dove. The scales we chose to use were:

Damage if not addressed (3 = most damaging)

Window of Time (3 = doable within the given time frame)

Cost of addressing or leveraging (3 = the cost is manageable)

Benefit if addressed and used to full potential (3 = highly beneficial)

Impact on brand image (3 = high impact)

5.4 Ranking Score

After each attribute is ranked, the score is determined by adding all the points from each scale

together for each attribute. You can see the final sum in the Total Column in the S.W.O.T.

chart. The attributes with the most points (10 or higher) are considered critical issues that

could be addressed throughout our campaign for Dove. There are certain sections of the

S.W.O.T. that are not given a numerical value (notated with an x). For components within both

Strengths and Opportunities, ‘Damage if not addressed’ is not applicable. Similarly, ‘Benefit if

addressed’ is only used for Weaknesses and Threats.

All of the components that have a total score of 10 or higher reach our numerical criteria.

Although these are all important aspects of Dove, it is unrealistic to try to address every single

component in this campaign alone. In order to create a feasible and representative view of

what will be achieved with this campaign; we are choosing a specific actionable set to address

and focus on based on the component rankings. These specific attributes guide the objectives

of our campaign. Each is specifically based on the information gained from our S.W.O.T.

analysis so that the most important aspects of Dove are identified, evaluated, and assessed in

accordance with our objective.

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The chart below shows the results in their entirety. The components are listed along the left-

hand side. All of the rankings are placed under five categorization columns. The last column to

the right shows the total sum of the parts of each component. The most important

components are highlighted in color, while less-important attributes remain white.

5.5 SWOT Actionable Set

• After we sorted the situation analysis components into one of the 4 SWOT categories we then reduce the important attributes to actionable sets.

• For each component we applied the following rankings on a scale of 1 to 3 according to importance based on our campaign.

• We then selectively picked the XXX components that had a ranking of 10 or higher to be featured in our campaign.

• These components were then finalized into objectives. See pg. XXX • We found all of these components to be extremely important, however we decided to

primary focus on these XX key objectives.

5.6 SWOT Charts

Strengths Weaknesses Opportunities Threats

“Beauty should

be for

everyone”

Strong social

media presence

Males do not buy

Dove as much as

women

Low awareness in

the Men + Care line

Men’s participation in the

body care increase from

2011-12

Environmental initiatives

Economy

Variety of products in

the market category

and parity products

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30

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6.1 Campaign Objectives

The following four objectives are the plans for what our agency will strive to accomplish

beginning on January 1, 2014 until December 31, 2015. These objectives are specifically

tailored to the research found concerning all aspects of Dove.

Body Wash Awareness

To maintain awareness level and perception of Dove Body Wash at 73% as measured by

T.O.M.A. for men and women, 18 to 34 years of age, during the campaign time frame beginning

on January 1, 2014 through December 31, 2015.

Rationale: Dove’s current brand awareness level is strong among the female audience with a

73% awareness level. One of the main purposes of this campaign is to maintain this high level of

awareness among our female target market by promoting the benefits of Dove body wash.

When our consumers are purchasing body wash, ideally, we would like Dove’s image to be at

the top of mind. This advertising objective will promote the brand’s image and positioning to

our primary target audience. Information provided on this document in the S.W.O.T. page

indicates that Dove has the highest awareness level of all competitors, and we plan to maintain

that.

Male Consumer Awareness

To increase male consumer awareness of Dove body wash from 14.6% to 64.8% as measured by

T.O.M.A among men ages 18-34 living during the campaign timeline beginning on January 1,

2014 through December 31, 2015. .

Rationale: According to Simmons Data 14.6% of males use Dove body wash. While the Dove

has a strong female presence, there is a tremendous opportunity to increase awareness of

Dove body wash among the male audience. With the recent launch of the Dove Men+ Care line

in 2010, many male consumers remain unaware of this product line. This could potentially

increase market share for men ranging from 18-34. According to research, males are slightly

less aware of Dove than women by 1%.

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Twitter Activity Increase

Increase overall number of followers on Twitter by 38% from 72,000 to 100,000 to promote

overall brand awareness by increasing the number of daily posts, re-tweeting and starring posts

using the hashtags #LoveForDove and #DoveForAll during the campaign time frame beginning

on January 1, 2014 through December 31, 2015.

Rationale: Social media has become an extremely popular medium within our target audience.

Dove has a strong social media presence with over 13 million Facebook fans and 72,000

followers on twitter. To stay ahead of the competition increasing the number of followers on

twitter would be the best source of action to reach both men and women. Our campaign is

going to target men and women aged 18-34, being that, the majority of our target audience is

active on twitter. The hashtag #LoveForDove will be targeted towards current and potential

users of Dove body wash.

Environmental Initiatives Awareness Stimulation

Introduce Dove’s environmental initiatives on Facebook, Twitter and Instagram regarding

general environmental impact by increasing the number of daily posts, re-tweeting and starring

posts that will target men and women aged 18-34 beginning on January 1, 2014 through

December 31, 2015.

Rationale: Our research found that the majority of our target audience is health-conscious and

the overall goal of Unilever is to improve their consumer’s health and well-being. According to

Simmons Data, 15% of Dove users buy products that use recycled paper in their packaging.

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7.1 Campaign Timeline

7.2 Implementation The timeline is an important tool used within an advertising marketing campaign because it provides the client with a clear business plan, which is strategically though tout to provide optimal results. The timeline is used to reduce ambiguity. Our campaign will run nationally from September 2013 until August 2014 and spot heavy in the South and West regions. T0-T5 are benchmarks throughout the campaign to see how the campaign is doing compared to the timeline and goals. For each quarter there are specific attribute levels the campaign is trying to reach. Provided are cut off values for each quarter. We plan to use successive approximation throughout the campaign to maintain Dove’s brand image. The cutoff values are typically +/- 5% of the target value. If the target value for the quarter is not reached we will then consider a contingency plan to take corrective action. 7.3 Campaign Quarters, by Months: 2014-2015 Q1: January, February, March Q2: April, May, June Q3: July, August, September Q4: October, November, December Body Wash Awareness

Goal: 73% brand awareness among target audience

Quarter 1 Level: 73% Cutoff: +/- 5% Min: 69.3% Max: 76.6%

Quarter 2 Level: 73% Cutoff: +/- 5% Min: 69.3% Max: 76.6%

Quarter 3 Level: 73% Cutoff: +/- 5% Min: 69.3% Max: 76.6%

Quarter 4 Level: 73% Cutoff: +/- 5% Min: 69.3% Max: 76.6%

T0 T1 T2 T3 T4

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Male Consumer Awareness

Goal: 14.6% consumer awareness among males 18-34

Quarter 1 Level: 27.1% Cutoff: +/- 5% Min: 25.8% Max: 28.4%

Quarter 2 Level: 39.7% Cutoff: +/- 5% Min: 37.8% Max: 41.6%

Quarter 3 Level: 52.3% Cutoff: +/- 5% Min: 49.7% Max: 54.9%

Quarter 4 Level: 64.8% Cutoff: +/- 5% Min: 61.6% Max: 68%

T0 T1 T2 T3 T4 Twitter Activity Increase

Goal: Increase overall number of followers on Twitter by 38% from 72,000 to 110,000

Quarter 1 Level: 81,500 (followers) Cutoff: +/- 5% Min: 77,425 Max: 85,575

Quarter 2 Level: 91,000 Cutoff: +/- 5% Min: 86,450 Max: 95,550

Quarter 3 Level: 100,500 Cutoff: +/- 5% Min: 95,475 Max: 105,525

Quarter 4 Level: 110,000 Cutoff: +/- 5% Min: 104,500 Max: 115,500

T0 T1 T2 T3 T4 Environmental Initiatives Awareness Stimulation

Goal: Introduce Dove’s environmental initiatives on social media regarding general environmental impact

Quarter 1 Level: 336 (posts) Cutoff: +/- 5% Min: 319.2 Max: 352.8

Quarter 2 Level: 672 Cutoff: +/- 5% Min: 638.4 Max: 705.6

Quarter 3 Level: 1,008 Cutoff: +/- 5% Min: 957.6 Max: 1,058.4

Quarter 4 Level: 1,344 Cutoff: +/- 5% Min: 1,276.8 Max: 1,411.2

T0 T1 T2 T3 T4

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Below is the formula used to calculate the drop off ratio:.

Awareness

Trial purchase XX

Floor XX (people already using it)

Preference

EST. end value

7.4 Competitive and Environmental Surveillance

When looking at possible issues throughout a campaign, certain things are beyond the firm’s

control. These could include new competitive products entering the market, competitors’

promotions, or environmental factors described in the Environment section of the Situation

Analysis. In order to ensure that objectives have the greatest chance of keeping up with

timeline benchmarks, these outside factors will be monitored.

7.5 Contingency Plans

As previously described, although the entire advertising campaign is mapped out in advance,

certain issues may arise that we cannot account for. Issues could be based on competitive and

environmental factors, or they could be internal, such as not realizing a timeline benchmark

cut-off. In order to prepare for those situations, a contingency plan is put into place. The most

desirable reaction to a problem is one that will affect the campaign in the least invasive way

possible, in hopes that the campaign can stay on course and other quarters will not be

disrupted. Each campaign response is based upon the situation presented, but a typical first

step might be to evaluate the situation and adjust our GRP’s in order to continue to reach the

audience necessary. Hypothetically, we could also add a promotion or evaluate the media mix

in order to address certain problems. The typical contingency budget is 15% of the overall

campaign budget.

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8.1 Multi-Attribute Model (MAM)

8.2 Message Design and Positioning Guidelines

Using Qualtrics, we conducted a survey to understand how our target group perceives Dove

body wash. In order to gage the responses we used the Multi- Attribute Model which is a tool

used to develop a better understanding of how target audiences perceives and evaluates a

product or brand compared its competitors and an iconic product. Using MAM as a positioning

tool provides suggestions and message strategies that reflect the target groups understanding

of the product. Our goal was to find the overall perception of Dove body wash based on specific

attributes that will help us develop our creative process.

Our first step in conducting MAM was to create the attribute survey, which is a survey of open

ended and unaided questions that determines the attributes that are most important to your

target audience when they purchase a specific product, in our case, body wash. For our

attribute survey we asked a series of open ended questions about body wash including; what

brand they use, what characteristics are important to them when they go to purchase body

wash, what characteristics do they dislike about body wash that deters them from purchasing a

product, and what brands come to mind when they think of body wash. We also asked some

basic questions about how often they purchase body wash, their age and their gender. After

distributing our survey on various social media sites, our survey was completed 51 times. 18 of

our respondents were born in 1991, which was the majority. 10 were born in 1990 and 1992, 6

in 1993, 4 in 1994 and 1 in 1959, 1960 and 1988. For our gender distribution, 29% were males

and 71% were females.

Through our survey, we found that the majority of the respondents use Dove body wash, with

39% of them saying that they currently use dove soap. The majority of the other respondents

used Bath and Body Works, Suave, Caress, Olay and Old Spice. The graph of the variety of

different body washes used by our respondents is shown below.

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Based on the results of the attribute survey, the majority of our respondents find scent,

moisturizing quality, price, performance (how well it cleans your skin), and sensitivity to be the

most important characteristics that they consider when they go to purchase body wash. Other

responses mention the quality, brand name and the texture of the body wash. The graph of the

responses is shown below.

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The five key attributes that were found through the attribute survey are the attributes that we

focus on in the second part of MAM, the comparison survey. This is conducted through three

components; the belief scale, the importance scale, and the iconic scale. These three scales

provide the final results allowing us to compare Dove to its competitors and an ideal product.

For the importance scale, we asked people to rate each of our five attributes (scent,

moisturizing, price, performance, and sensitivity) according to its importance when purchasing

body wash on a scale of 1 to 10 (1 being the least important and 10 being the most important).

For the belief scale, we found the easiest way to create the scale was to break it up by different

attribute. We created five different questions for each of the five attributes and asked people

to rate how well Dove and its competitors performed in the attribute area on a scale of 1 to 10

(1 being it performs poorly and 10 being it performs well). We used Dial, Ivory, Irish Spring,

Softsoap, Nivea and Old Spice as Dove’s competitors. The last part of our comparison survey

was the iconic scale. For this scale, we asked people to rate how their ideal or “best of breed”

product would perform in each of the five attribute categories on a scale of 1-10 (1 being poorly

and 10 being well).

We had a total of 49 responses to the comparison survey after distributing it on various social

media sites. The age distribution was similar to the attribute survey, with 90% of the

respondents being in their 20s. For the gender distribution of the comparison survey, 24% were

male and 76% were female.

8.2.1 Importance Scale

The average results of the importance scale showed that scent was most important attribute in

their selection of body wash, with an average of 8.00 on a scale of 1 to 10. Performance had the

second highest average of 7.71. The moisturizing factor had an average of 7.02, price had an

average of 6.80 and sensitivity had the lowest results, with an average rating of 6.45. The graph

of the distribution is shown below.

# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Scent 3.00 10.00 8.00 1.80 49

2 Moisturizing 1.00 10.00 7.02 2.37 49

3 Price 0.00 10.00 6.80 2.72 49

4 Performance (how well it cleans your

skin)

2.00 10.00 7.71 2.24 49

5 Sensitivity 1.00 10.00 6.45 2.59 49

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8.2.2 Belief Scale

When respondents were asked to rate each of the following brands on a scale of 1 to 10

according to how well the scent of their body wash appeals to the respondent, Dove had the

highest average compared to its competitors with a rating of 8.23. The graph of the results is

shown below.

# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Dove 4.00 10.00 8.23 1.72 47

2 Dial 0.00 10.00 4.77 2.62 39

3 Ivory 0.00 8.00 4.31 2.58 36

4 Irish Spring 0.00 10.00 4.79 3.17 34

5 Softsoap 1.00 10.00 4.75 2.40 28

6 Nivea 0.00 10.00 5.77 3.14 31

7 Old Spice 0.00 10.00 5.76 3.25 38

When respondents were asked to rate each of the following brands on a scale of 1 to 10 based

on how well their body wash moisturizes skin, Dove also had the highest average with a rating

of 8.66. The graph of the results is shown below.

# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Dove 2.00 10.00 8.66 1.61 47

2 Dial 0.00 9.00 4.50 2.95 38

3 Ivory 0.00 9.00 4.78 2.59 32

4 Irish Spring 0.00 10.00 4.54 2.82 28

5 Softsoap 1.00 10.00 5.26 2.47 23

6 Nivea 0.00 10.00 6.87 2.43 31

7 Old Spice 0.00 10.00 4.62 2.77 29

When respondents were asked to rate the following brands on a scale of 1 to 10 based on how

affordable they thought the brand’s body wash was (1 being not affordable and 10 being very

affordable), Dove was rated fourth most affordable compared to its competitors. Dial was rated

the most affordable, with an average of 6.95. Softsoap was rated second most affordable with

an average rating of 6.55. Irish Spring was third with an average rating of 6.34, which is only one

point higher than Dove’s average which was 6.33. The complete graph of the results is shown

below.

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# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Dove 1.00 10.00 6.33 2.16 45

2 Dial 0.00 10.00 6.95 2.79 39

3 Ivory 0.00 10.00 6.19 2.86 32

4 Irish Spring 0.00 10.00 6.34 2.44 29

5 Softsoap 1.00 10.00 6.55 2.60 22

6 Nivea 0.00 10.00 5.53 2.82 32

7 Old Spice 0.00 10.00 5.09 2.49 35

When respondents were asked to rate the following brands on a scale of 1 to 10 based on how

well their body wash cleans skin, Dove had the highest rating of 8.45. The graph of the results is

shown below.

# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Dove 5.00 10.00 8.45 1.46 47

2 Dial 0.00 10.00 7.08 2.94 39

3 Ivory 0.00 10.00 6.84 2.90 31

4 Irish Spring 0.00 10.00 6.50 3.08 30

5 Softsoap 1.00 10.00 6.74 2.65 27

6 Nivea 0.00 10.00 7.52 2.39 33

7 Old Spice 0.00 10.00 6.56 3.14 32

When respondents were asked to rate the following brands on a scale of 1 to 10 based on well

their body wash treats sensitive skin, Dove also had the highest rating in this attribute area with

an average of 8.57. The graph of the results is shown below.

# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Dove 5.00 10.00 8.57 1.55 44

2 Dial 0.00 10.00 5.41 2.75 34

3 Ivory 0.00 10.00 5.52 2.67 27

4 Irish Spring 0.00 10.00 5.00 3.16 28

5 Softsoap 1.00 10.00 5.26 2.43 23

6 Nivea 1.00 10.00 7.36 2.20 28

7 Old Spice 0.00 10.00 5.23 2.62 31

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8.2.3 Iconic scale

The last part of the comparison survey was the iconic scale, where we asked respondents how

their ideal product would rate in each of the five attribute categories. The average results are

show below.

# Answer Min Value Max Value Average Value

Standard Deviation

Responses

1 Scent 5.00 10.00 8.82 1.38 49

2 Moisturizing 4.00 10.00 8.55 1.57 49

3 Price 3.00 10.00 7.92 2.26 49

4 Performance (how well it cleans your skin)

5.00 10.00 8.90 1.29 49

5 Sensitivity 2.00 10.00 8.10 1.92 49

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8.3 Graphs of MAM Results

0

1

2

3

4

5

6

7

8

9

10

Scent Moisturizing Price Performance Sensitivity

Rat

ing

Attribute

Dove vs. Ideal

Dove

Ideal

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0

1

2

3

4

5

6

7

8

9

10

Scent Moisturizing Price Performance Sensitivity

Rat

ing

Attribute

Dove vs. Competition

Dove

Dial

Ivory

Irish Spring

Softsoap

Nivea

Old Spice

0

1

2

3

4

5

6

7

8

9

10

Scent Moisturizing Price Performance Sensitivity

Rat

ing

Attribute

Dove vs. Ideal vs. Competition

Dove

Ideal

Dial

Ivory

Irish Spring

Softsoap

Nivea

Old Spice

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8.4 Mam Results

Our MAM results indicate that scent is the most important attribute when people go to

purchase body wash. The second most important attribute is performance, followed by

moisturizing factor, price and sensitivity. This is good for Dove, since Dove was rated

significantly higher than its competitors in four out of the five attribute areas. Dove’s lowest

average rating was in the affordability category, which indicates that people view Dove as more

expensive than some of their competitors. Although people view Dove body washes as a more

expensive product, this is not an immediate problem for the company since the MAM results

shows that people recognize that Dove performs high in the other attribute categories.

Below is the basic MAM formula we used to calculate data.

n

Pb = ∑ (Ii Bib )

i = 1

___________________________

Where:

Pb = is the consumers overall percept of Brand b

n = number of attributes

Ii = importance of attribute i

Bib = belief that attribute I is delivered by Brand

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8.5 Line-by-Line analysis

The Line by Line chart uses the results from the MAM surveys and details how Dove body wash

is ranked next to its competitors and an ideal “best of breed” body wash product for each of

five key attributes. The analysis shows that for most of the attribute categories, Dove were

ranked highest compared to its competitors and was ranked similarly to people’s ideal body

wash. The analysis also showed the Dove’s primary competitor in the each of the five attribute

categories was Nivea. In the scent attribute category, the ideal body wash was ranked the

highest with an average rating of 8.82, Dove was ranked second highest with an average of

8.23, and Nivea was ranked third with an average of 5.76. This is good for Dove since scent was

rated as the most important attribute for body wash.

In the performance attribute category (how well the body wash cleans your skin), the ideal

body wash was also ranked the highest with an average of 8.9, Dove was ranked second highest

with an average of 8.45 and Nivea was ranked third with an average of 7.52.

In the moisturizing quality attribute category, Dove was ranked highest with an average of 8.66,

the ideal body wash was ranked second with an average of 8.55, and Nivea was ranked third

with an average of 6.87. In the affordability attribute category, the idea body wash was ranked

highest with an average of 7.92. Dove was ranked fourth in this category compared to its

competitors with an average of 6.33, and Nivea was ranked sixth with an average of 5.53.

In the sensitivity attribute category, Dove was ranked highest with an average of 8.57, the ideal

body wash was ranked second highest with an average of 8.10 and Nivea was ranked third with

an average of 7.36.

The Line By Line analysis shows very positive results for Dove body wash and shows that people

view Dove as a product that is almost on par with their ideal body wash.

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8.6 MAM Message points

Since scent was rated the highest based on importance when purchasing body wash,

our first message recommendation is to promote the variety of different scents that

Dove body wash offers. Based on our MAM results, Dove rated higher than its

competitors in this attribute category, which will be beneficial for Dove.

Dove was also rated very high based on how well respondents believe it moisturizes

their skin. Since Dove body wash contains their patented NutriumMoisture, which

combines a blend of natural ingredients found in your skin, our second message point is

for Dove to further promote the moisturizing benefits of their body wash.

To combat Dove’s high price compared to its competitors, our third message point is to

offer promotions in store and online using various social media outlets such as Facebook

and Twitter. This is will also help increase our digital and social media presence which

has become an important aspect of advertising.

Since MAM and our competitive analysis indicate that Nivea (which sells body wash for

both men and women) is the number one competitor, we therefore want to increase

awareness for Dove’s Men+Care line of body wash. Nivea currently has an extensive line

of products for men so in order to compete with them we want to further promote

Dove’s Men+Care body wash through promotions and advertising.

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9.1 Budget Allocation Based off of previous advertising spending we determined our budget for this campaign to be

$65,572,000 with a $3,500,00 contingency plan. We are going to mainly advertise nationally but

with a higher emphases the following 14 spot markets; Atlanta, Boston, Chicago, Cleveland,

Dallas-Ft. Worth, Detroit, Houston, Los Angeles, Minneapolis-St., New York, Philadelphia, San

Francisco, Seattle-Tacoma, and Washington DC. Our campaign will begin in January with

moderate advertising that will begin to increase in March. Our highest advertising months will

be during the months of May, June, July and August, during our summer promotion and then

will begin to decrease again in September. Since Dove already has a high awareness, we will be

focusing on heavy frequency, especially during the summer months.

According to the media flight plan we created, we will spend a total of $61,868,200 on

advertising for the year in Television, Internet, Radio and Print advertising. The breakdown of

our advertising spending per month is demonstrated in the chart below.

Month Amount Spent Percent of Budget

January 3647.7 5.9%

February 3647.7 5.9%

March 3928.2 6.3%

April 6277.6 10.1%

May 6716.4 10.9%

June 6716.4 10.9%

July 6716.4 10.9%

August 6716.4 10.9%

September 6277.6 10.1%

October 3928.2 6.3%

November 3647.7 5.9%

December 3647.7 5.9%

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Our primary mediums for advertising will be through Television and Print advertisements with 35 percent of the budget spent on TV and 33 percent spent on print. We will spend 17 percent on radio and 15 percent on internet advertising.

10.1 Media Selections Our target group’s primary choices of media, including magazine use, television, Internet, and radio was analyzed by Simmons OneView Analysis. A quintile analysis was performed on all types of media use and compiled to show which types of media were used most by our consumers each year. A quintile analysis gives us an accurate idea of how our target group receives their information and how they can most easily be reached. For the purposes of this campaign, we took the first two quintiles into consideration when looking at the different media uses among our target audience. The first two quintiles for each medium that showed to have the highest index numbers were considered to be practical mediums to effectively reach our target because these are the mediums they prefer to use. The quintiles that had an index number over 100 were considered to be effective choices in reaching our selected target group. Although our main focus was on the first two quintiles, it was also important to consider the lower quintiles as well. If there was a higher index number in the lower quintiles for each medium, this was an indication that this target group was above average for not using that select medium. These high indexes in the lower quintiles also impacted our media selection. After looking at the quintile analysis and evaluating the quantitative data, we also evaluated the media usage qualitatively as well. Along with the

35%

17% 15%

33%

Media Distributions

TV

Radio

Internet

Print

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information that we found through the quintile analysis, we also took into consideration the selected media that our main competitors are utilizing. By doing a competitive analysis, we are looking for opportunities to reach our target without getting lost among our competitors. If there is a medium that our competitors tend no to focus on, we could have an opportunity to reach our target without getting lost in the clutter. We provide a clear rationale for why we have chosen the media vehicles and how they will be integrated into our overall campaign. According to our research, we made the following choices based on the analysis and our target group’s media use. 10.2 Internet Our Simmons OneView data analysis shows that our target audience used Internet at home/work the most. For quintile 1, which represents the users with the highest usage, women aged 18-34 had an index of 136. They also had a high index in quintile 2, with an index of 127. Based on this information we want to focus a large part of our advertising on Internet advertising. This will be through interactive advertisements on websites and internet radio sites, as well as social media sites. Our internet advertisements will be featured on Hulu, Netflicks, Youtube, and internet radio websites such as Pandora and Spotify where viewers have to listen to the advertisement in order to continue watching or listening. We will specifically promote Dove’s Men+Care line on websites geared towards men such as ESPN, videogame websites, and men’s health websites. We will utilize social media websites to advertise Dove through promotions since our research shows that many people view Dove as an expensive so promotions will help combat this setback. 10.3 Print For our creative strategy we decided to heavily promote Dove’s greatest strength and what our consumers ranked highest on the importance scale: scent. Throughout the entire campaign the slogan ‘Find Your Scents of Confidence’ will emphasize Dove’s core values of expressing your true beauty. The print ads will focus solely on Dove’s scented body wash with a QR code leading consumers right to our promotion, Day of Dove. Day of Dove is a promotion that will take place in the peak of summer, asking consumers to vote for their favorite Dove scent on www.dove.us for a chance to win an all-inclusive Spa day sponsored by Dove and their premier products. Our research shows that a lot of our consumers are working mothers and providing a day of relaxation is exactly what our target needs. According to Simmons, of the users females ranging from 18-34 had an index of 97 in the amount of total magazines read. The top 10 magazines read by our target audience is as follows. Putting 1-page color print ads in all of these magazines will be a vital part of our integrated marketing campaign with Dove. Magazines that attract prosperous parties are typically filled with ads from luxury brands. With that being said, the amount of effort that a magazine brand puts into Internet and mobile could potentially have a greater affect on consumers.

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10.4 Television According to the Simmons OneView data, we found that the index numbers for television all day, television early & late fringe, and television prime time, seemed highest in the lower quintiles. For television all day, quintiles 1 and 2 had an index of 98 and 76. The lower quintiles, both 4 and 5 had higher index numbers, 117 and 124, indicating that our target audience does not often watch tv all day. For television early and late night fringe, the index numbers in quintiles 1 and 2 also seemed to be below average at 98 and 76. In quintiles 4 and 5 we see higher indexes in the lower quintiles of 127 and 110. In the case of TV prime time, the index number in the higher quintiles was 89 for both 1 and 2. Quintiles 4 and 5 have a higher index of 105 and 119. This shows that because there were higher numbers in these quintiles, our target age group was above average for not using this medium as frequently. Although the Simmons OneView data has showed that television is not a preferred media among our target, we feel that it would be an efficient media to use as way to reach a wide audience. Because our target group is made up of women and men ages 18-34, we can expect that many of them may be young professionals or parents. Having time to watch TV may be scarce in their busy lifestyles. In order to reach our target audience through this medium, we have done some initial research on potential channels that we could run our broadcast advertisements on based on information that we found through Simmons OneView. Channels with the high index numbers for viewership in our primary target audience are Bravo, Style, E Channel, TLC, and Oxygen. For our secondary target, we found high index numbers for Adult Swim, ESPN, Comedy Central, TBS, and G4. Although the data tells us that television is not a preferred media among our target group, we feel that it is essential to our integrated campaign. Many of our main competitors also utilize broadcast to reach their target audiences and we feel that using broadcast in our campaign would provide an opportunity to spread our message to a large audience. Television will be

Magazine Index Number

Seventeen 391

OK Weekly 354

American Baby 331

Cosmo 308

Baby Talk 329

InTouch 287

Elle 285

US Weekly 277

Marie Claire 268

Parents 259

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included in our campaign but will not comprise the majority of our overall campaign budget. Television Channels for Women Television Channels for Men

Television Channels

Index Number

Bravo 159

E Channel 208

MTV 283

Oxygen 165

Style 214

TBS 154

VH1 274

*Simmons *Simmons 10.5 Radio

In lieu of public transportation, driving is necessary for nearly every consumer. Consequently,

radio provides brands with an opportunity to reach drivers while commuting to work, running

errands, etc. Since women between the ages of 18 and 34 tend to drive throughout the day,

Dove radio ads will help connect with both consumers within the primary target and others.

In general, radio is popular during rush hours (or “drive times”). However, Simmons data

suggests advertising throughout the day would be just as, if not more effective than advertising

strictly during drive times. For all-day radio, the index numbers for all five quintiles fall between

95 and 107, whereas for heavy driving periods, the middle quintile is significantly higher than

the other four. In simple terms, this means that an all-day strategy will reach more people

within our target audience.

Advertisements will be focused primarily on regular radio and Internet radio. We also found that many of our potential consumers listen to the radio on the Internet, so we have decided to utilize Internet radio sites such as Spotify and Pandora.

Television Channels

Index Number

Adult Swim 279

Comedy Central 189

ESPN 151

G4 223

NFL Network 141

MTV 179

Spike 174

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10.6 Female Promotions Dove will be featuring a summer promotion called “Day of Dove” to further promote their different scents of body wash. In order to partake in the promotion, contenders must like Dove on Facebook or follow them on Twitter with the hash tag #DayofDove and then they will be eligible to vote for their favorite scent of body wash that will make them feel the most confident this summer. Once people vote they will be entered to win an all-inclusive Spa day sponsored by Dove. Our goal for the promotion is to further promote our campaign, “Find Your Scents of Confidence,” as well show the variety of different scents that Dove offers and stimulate Dove’s social media activity. We will begin advertising for the promotion in April through radio advertising on broadcast radio and Internet radio as well as social media advertising on Facebook and Twitter. We will also be running a series of print advertisements with a QR code that will take people to the Dove website that explains the details of the promotion. 10.7 Male Promotions To coincide with the women’s promotion,

Dove will also be launching the “Dove

Madness” promotion for the Men + Care

body wash line to boost awareness of the

men’s line. In the past, Dove has advertised

during the Men’s NCAA Basketball

Tournament (March Madness). Keeping with

that trend, we are looking to give away four tickets to the Championship Game through Dove

Men + Care advertisements. Consumers can enter into the contest through multiple platforms,

such as through Dove’s website, Facebook, Twitter, and QR codes present on print ads. We will

advertise this promotion throughout television, radio, and print ads starting in January.

10.8 Environmental Initiative

Dove is an extremely environmentally friendly brand that cares about providing the consumers

with quality products all year long. The promotion, “Make Scents of Your City” will encourage

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volunteers to clean their city and keep it smelling fresh through give-a-ways. Throughout the

promotion, volunteers will have to opportunity to plant trees and pick up trash. The promotion

will start in our 14 spot markets during the summer months and expand nationally should it

have a positive return. Our QR codes, in our print ads will lead our target audience right to

dove.com where they can sign up for the “Make Scents of Your City” promotion. All of our

social media will be integrated to provide details about the promotion and we plan to advertise

this promotion throughout television, radio, and print ads starting in the beginning of our

campaign.

11.1 Final Message Designs Based off our MAM results, our target audience ranked scent, moisturizer and price as the highest on the importance scale. Our creative executions will emphasize and promote Dove’s most important strength of scent all year long. During the summer months, our campaign will focus on the fresh variety of scents. In the winter months when it is harder to maintain soft skin, the campaign will focus primarily on ways to keep your skin moisturized during the winter months with a large variety of scents. Dove was ranked one of the highest priced brands compared to our competitors. To compensate for that, during the months that the Day of Dove will not run, our print ads will contain a QR code that provides our consumers with coupons to cut the cost down. During the months from April to September, the QR code will direct consumers directly to our Day of Dove promotion on the Dove homepage. Our slogan Find Your Scents of Confidence will encourage both men and women alike to find it within themselves to be bold and confident. The play on words with scent will engage our audience and promote the variety of body wash scents that Dove provides. Because scent was ranked as the top attribute of the Dove brand by members of our target audience, we wanted the overall campaign tagline to promote Dove’s wide variety of scents along with continuing Dove’s message of encouraging users to feel confident. The tone of the campaign will be light-hearted, cheerful and confident.

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12.1 Creative Executions

12.2 Print – Women

The print ads will feature the body wash bottle. The bottle will be placed in the center of the ads to draw

the consumer’s attention. The bottles will be placed against a subtle background. Since our campaign is

promoting the different scents of body wash Dove has, our background will feature a picture relating to

the scent of the body wash in the ad. Our headline uses the Dove blue color and the word “scents” is the

same color as the Dove bird. We placed the QR in the bottom right so it is easy to scan on a

smartphone.

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12.3 Print – Men

The print ad for men is more in line with the masculine, outdoorsy man that purchases Dove products.

This is an example of a two-page spread complete with a QR code, and a clear image of three men’s care

body wash bottles. We decided to feature the image of the mountain climber in black and white to go

along with the theme of current color schemes of Dove Men+Care advertising.

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12. 4 Radio

This radio script is an example of a promotion of the Day of Dove that will be primarily

advertised through the radio.

Dove, Unilever

“Find your Scents of Confidence” Campaign

:30 sec Produced spot

“Find your Scents of Confidence”

Copywriters: Ashley Smyth, Ariel Grodofsky, Michael DeGothseir

Ashlee Mercogliano, Lauren Cole

PRODUCTION NOTES: ONE VOICE: ANNOUNCER: ROUND, RESONANT VOICE, WOMAN. SFX:-

UPBEAT STUDIO BACKGROUND MUSIC STARTS THE AD: WOMAN INTRODUCES THE

PROMOTION, SHE LISTS THE SCENTS AND HOW TO WIN. OVERALL TONE IS FRIENDLY, UPBEAT ,

AND POSITIVE

SFX (:02) SOFT MUSIC, I.E. SOFT ROCK, UPBEAT FRIENDLY MUSIC. STUDIO BACKGROUND

Announcer (:09) Keeping your skin moisturized and clean during the summer heat is tough. But,

Dove is here to give real women the opportunity to choose their favorite body

wash of the summer.

SFX (:01) WOMAN HAPPILY SHOUTING “YEA”

Announcer (:18) Log on to Facebook or Twitter to choose your favorite scent of body wash.

Cucumber, pomegranate and plum blossom are just a few of the many fresh and

clean scents that Dove has this year.

When you vote on your favorite, you will be entered for a chance to win an all-

inclusive Spa day sponsored by dove.

Dove, find your scents of confidence.

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12.5 Television

Writers Notes

The 30 spot will be comprised of two cameras following two real women throughout their

typical day. The same concept will be provided for an advertisement geared towards the male

demographic, where we will follow two men doing similar activities.

The screen will be split for the entirety of the spot so to show each woman at the same time.

The spot will feature the regular routines of these women including their morning activities,

their time at work, getting ready for the night, and their nightly activities.

When the spot first opens, both women will be shown getting out of bed. Woman 1 will look at

her alarm clock while Woman 2 will be stretching. Their rooms will be decorated with light

decorations and pale colors, going along with Dove’s fresh and white image.

The camera will then cut to visuals of both women getting ready for the day in front of their

mirrors. Women 1 will be brushing her long hair and Woman 2 will be brushing her teeth in the

mirror. The camera should have a side angle with both women looking as though they are

facing each other.

The camera will then cut to two different scenarios featuring both women in their work

environments. Woman 1 will be working at a desk with a computer in front of her and papers

on her desk. She will be dressed in business causal attire and her office will look to be in smaller

building with brick background. Woman 2 will be featured in a conference room with her

colleagues looking over a business plan. The office will have a view of the city in the background

and will be placed in a high-rise building.

The camera will then cut to the women leaving the office. Both women will take different

methods of transportation home. Woman 1 will be shown getting into yellow a taxicab and

then driving off. The street around her will be busy with other cars and taxicabs, as well as

people shown walking on the sidewalk. Woman 2 will be shown getting onto a subway train

and riding from the stop. The subway will be busy with many people.

The camera will then cut to both women entering the front doors of their homes. Woman 1 will

be shown walking into her apartment that has a large wooden door. Woman 2 will walk into an

apartment with a large white door.

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The camera will then make a quick cut to both women in the shower. The camera will just show

the shower running behind the curtain. The camera will then show both women reaching for

their Dove Body Wash. The camera will just see their hands reaching for the bottle. Woman 1

will grab for the Cucumber & Green Tea body wash while Woman 2 will reach for the

Pomegranate & Lemon Verbena body wash. This will emphasize that the women are using

different scents.

The camera will then cut to the women then leaving their apartments. The camera will show

the front door of their apartment open and both women will appear dressed for the night.

The camera will then cut to both women doing their evening activities. Woman 1 will be

featured singing on stage with a band. The environment will be classy and not too wild. Woman

2 will be featured disc-jockeying at a nightclub.

The end titles will appear with the Dove logo showing the body wash bottle. There will be a call

to action that appears on the lower side of the screen. The twitter hash tag #lovefordove that is

a part of our integrated campaign will appear.

The overall theme of the ad is designed to show how two real women have busy schedules and

different scents of Dove body wash depending on who they are. Every woman is unique and

their ‘scent’ helps make them feel beautiful and confident. The social media references shown

during the last few seconds of the ad will give people the opportunity to talk about the ad on

the Internet. They can also tell other people what their favorite scent is.

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Dove “Find Your Scents of Confidence” Campaign

:30 TV Spot

“What Scent Defines You?”

Writer’s Notes:

The 60 second television spot will feature the daily activities of two real women who use Dove

body wash. Throughout the entirety of this spot, the screen will be split in the middle and the

activities of each woman will be happening at the same time. We will refer to the actress’ as

Woman 1 and Woman 2. Woman 1 will be a 25-27 year old Caucasian woman with long red

hair. Woman 2 will be a 29-30 year old Asian woman with short dark hair. The voiceover is of a

young, upbeat, friendly man who will describe each woman’s day and her activities.

Video: (:08)

Open on split screen of Woman 1 on left side of screen

and Woman 2 on the right getting out bed in the

morning to start their day.

VO: Dove followed two real women throughout their

typical day morning until night.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

Video: (:05)

Cut to split screen of Woman 1 brushing her hair and

Woman 2 brushing her teeth. Both are in front of a

mirror.

VO: Getting out of bed.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

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Video: (:05)

Cut to split screen visuals of both women at work;

Women 1 is busy talking on her phone at her desk

while Women 2 is talking with her colleagues in a

meeting.

VO: Busy day at work.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

Video: (:06)

Cut to both women leaving working heading to their

homes; Woman 1 gets into a taxicab while Women 2

is shown riding on the subway.

VO: The long commute home.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

Video: (:05)

Cut to both women walking through the doors to their

separate homes. The door opens and they both walk

inside.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

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Video: (:06)

Quick cut to visual of two shower curtains implying

that both women are taking a shower.

SFX: Sound of shower water running. Soft

background music stops.

Video: (:06)

Both Women are shown reaching for their Dove body

wash from their shelf, Women 1 reaches for Dove

Cucumber & Green Tea body wash, while Women 2

reaches for Dove Pomegranate and Lemon Verbena

body wash.

VO: Getting ready for the night.

SFX: Sound of shower water running. Soft

background music stops.

Video: (:05)

Cut to both women ready for their night and leaving

their homes to go out. Woman 1 walks out of

apartment building door and Woman 2 leaves door of

townhouse.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

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Video: (:08)

Women 1 is singing on stage at open mic night while

Women 2 is shown disc jockeying at a nightclub

having fun.

VO: Dove gives women the confidence they need to

be who they are.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

Video: (:06)

Quick cut to white screen with Dove logo appearing

and image of the body wash bottle. There will be a call

to action at the bottom of the screen for our Facebook

page and twitter hashtag.

VO: What scent represents you? Find your scents of

confidence with Dove Body Wash.

SFX: Soft music, i.e. soft rock, upbeat studio

background.

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12.6 Digital

The advertisement below is an example of how we would emphasize the “scent” aspect of our

campaign with a banner ad. When the mouse goes over the ad, it will blow up to be larger and

take up a large portion of the screen. By clicking on the ad, it will bring you directly to our

website with the promotion details.

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13.1 Media Plan

13.2 Media Budget Allocation Chart

13.3 Year at a Glance Summary

In order to determine the most effective frequency for this campaign, we used the Ostrow

Model of Effective Frequency. This model helps us to determine our frequency levels based on

marketing, copy, and media considerations. Based on the Ostrow Model we determined our

average frequency to be 3.2. Since Dove is already a very established brand, we decided to

focus more on frequency rather than reach in order to increase the number of times people see

an advertisement at one time. We established goals for our advertising campaign that will best

optimize the Dove brand.

Our goal is to start our campaign in January with a moderate reach of 60.0 and a frequency of

4.0. In quarters 2 and 3 we will increase our reach to 80.0 and a frequency of 5.5 to coincide

with our summer promotions. In quarter 4 we will begin to decrease our reach and frequency

back down to a reach of 60.0 and frequency of 4.0. After creating our media plan, we were able

to exceed our total reach and frequency goals while still remaining under budget. Our

estimated goal for GRPs was 4,065 and our estimated performance is 5,026. Our complete year

at a glance of our media flight plan is shown below.

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Reach Avg Freq GRPS $(000)

Goal Est Goal Est Goal Est Balance Goal Est Balance

January 60 86.7 4 3.9 240 334 -94 3664.8 3647.7 17

February 60 86.7 4 3.9 240 334 -94 3664.8 3647.7 17

March 65 87.6 4 4.1 260 360 -100 3970.2 3928.2 41.9

April 75 91.4 5.5 5.2 413 477 -64 6298.8 6277.6 21.2

May 80 91.8 5.5 5.5 440 504 -64 6718.7 6716.4 2.3

June 80 91.8 5.5 5.5 440 504 -64 6718.7 6716.4 2.3

July 80 91.8 5.5 5.5 440 504 -64 6718.7 6716.4 2.3

August 80 91.8 5.5 5.5 440 504 -64 6718.7 6716.4 2.3

September 75 91.4 5.5 5.2 413 477 -64 6298.8 6277.6 21.2

October 65 87.6 4 4.1 260 360 -100 3970.2 3928.2 41.9

November 60 86.7 4 3.9 240 334 -94 3664.8 3647.7 17

December 60 86.7 4 3.9 240 334 -94 3664.8 3647.7 17

Total 4065 5026 0 62072 61868.22 203.784

National Contingency $(000): 2,000

Spot Contingency $(000): 1,500

13.4 Media Strategy

We used our Simmons data to determine specifically what mediums to advertise in. For

television advertising we chose to advertise in Net TV-Prime, Net TV Late Night/Late News, Net

Cable- Early Fringe, and Net Cable-Late Fringe. Our budget distribution for Television is shown

below.

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For radio we chose to advertise in Net Radio- Morning Drive, Net Radio-Daytime, Net Radio-

Evening Drive and Net Radio-Nighttime. Our budget distribution for radio is shown below.

For our print advertising we decided to focus on Men’s Magazines, Women’s Magazines and

General Interest Magazines. Our budget distribution for print is shown below.

For Internet advertising we decided to focus on Keyword Searches and Internet Targeted Sites

such as Pandora and Spotify, as well as social media sites. Our budget distribution is shown

below.

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14.1 Campaign Evaluation

In order to effectively measure the success of these proposed campaign strategies, we have

created evaluative methods that we will use to compare the campaign objectives that were

initially determined in the beginning of this campaign. These campaign evaluative strategies will

also be compared to the to the benchmark and cutoff values that were previously laid out in

the timeline. We will measure each objective individually against based on the goal in which we

hope to achieve.

Body Wash Awareness

In order to measure the level of Dove body wash top of mind awareness, we feel that

follow up surveys should be distributed among our target market, especially focusing on our

top 14 spot markets in order to measure top of mind awareness after our consumers have been

exposed to the ads.

Male Consumer Awareness

In order to successfully measure the awareness levels among our secondary target, we

feel that we should be having quarterly client/agency reviews to measure increases in male

sales as well as distributing surveys to males in target audience to measure their top of mind

awareness concerning the Dove Men+ Care ads.

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Twitter Activity Increase

Maintaining a high social media presence is essential to the success of this campaign.

We propose to monitor daily/weekly Twitter and Facebook activity. This ranges from the

amount of new users that our sites attract, how we are interacting with our consumers on daily

basis, and how much our consumers are discussing our campaign and promotions. we will

measure the amount of users that we have gained from beginning to end of campaign, which is

a total goal of getting over 100,000 followers.

Environmental Initiatives

By introducing Dove’s environmental initiatives, we plan to measure the success of this

effort by measuring the number of volunteers who sign up and participate in our Make Scents

of Your City event that will be held in our top 14 spot markets. We will also monitor weekly any

discussion and buzz that is created on social media sites, including our Twitter and Facebook

pages.

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Misrepresentation? Retrieved from http://www.forbes.com/sites/meghancasserly/2012/11/14/are-men-

the-latest-victims-of-media-misrepresentation/

Clifford, S. (2009, November 21). Best soup ever? Suits Over

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Colgatepalmolive. (Producer). (2010). Irish spring intensify body wash. [Web

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Davis, L. (2011, June 29). Faking Beauty: Photoshopping Sends Unhealthy Message to

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Dove Bar/Body Wash. (2012) Retrieved from

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16.1 Media Appendix

Ostrow Model

Marketing Factors That Affect Frequency

Established brands -0.2 -0.1 +0.1 +0.2 New brands

High market share -0.2 -0.1 +0.1 +0.2 Low market share

Dominant brand in mkt. -0.2 -0.1 +0.1 +0.2 Smaller, less known brand

High brand loyalty -0.2 -0.1 +0.1 +0.2 Low brand loyalty

Long purchase cycle -0.2 -0.1 +0.1 +0.2 Short purchase cycle

Product used occasionally -0.2 -0.1 +0.1 +0.2 Product used daily

Low Share of Voice -0.2 -0.1 +0.1 +0.2 High Share of Voice

Target other groups -0.2 -0.1 +0.1 +0.2 Older consumers / children

Copy Factors That Affect Frequency

Simple copy -0.2 -0.1 +0.1 +0.2 Complex copy

More unique copy -0.2 -0.1 +0.1 +0.2 Less unique copy

Continuing campaign -0.2 -0.1 +0.1 +0.2 New copy campaign

Product sell copy -0.2 -0.1 +0.1 +0.2 Image copy

Single message -0.2 -0.1 +0.1 +0.2 More difficult messages

Larger ad units -0.2 -0.1 +0.1 +0.2 Smaller ad units

Older messages -0.2 -0.1 +0.1 +0.2 New messages

Media Factors That Affect Frequency

Lower ad clutter -0.2 -0.1 +0.1 +0.2 Higher ad clutter

Compatible editorial env. -0.2 -0.1 +0.1 +0.2 Non-compatible environment

High media attentiveness -0.2 -0.1 +0.1 +0.2 Low media attentiveness

Continuity scheduling -0.2 -0.1 +0.1 +0.2 Pulsing / flighting

Limited media mix -0.2 -0.1 +0.1 +0.2 Many media in mix

Opportunities for repetition -0.2 -0.1 +0.1 +0.2 Fewer opportunities

Total: 0.2+3= 3.2

Effective Frequency Level of 3.2

_____________________

Adapted from: Joseph W. Ostrow, “Setting Frequency Levels,” Effective Frequency (New York:

Advertising Research Foundation, 1982).

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82

17.1 Creative Appendix

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