+

Dove Campaign For Real Beauty

Presented by Morgan Franke & Bailey Roach

+Research

Enacted a global study: The Real Truth About Beauty: A

Global Report, Dove.

Study revealed that only 2% of women around the world

genuinely found themselves beautiful.

Conducted a phone campaign where viewers of DOVE ads

could call in an report whether the models looked “fab” or

“fat”.

+Objectives

Inspire women and society to think differently about what is defined as beautiful.

Increase sales of Dove beauty products and new product lines.

Drive users to the website to share their thoughts and opinions about the campaign and beauty stereotypes.

Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for self-esteem awareness programs.

Public relations campaign.

Advertisements

Videos

Workshops

Sleepover Events

Book publication

Play write

+Reasoning Behind Objectives

68% of those surveyed believed media and

advertising created unrealistic standards of

beauty.

Declining sales

Needed brand positioning

+Programming

2005-started the

advertising campaign

using 6 real women

with real curves

2006-Dove came out

with the Evolution video

2006-Created the Dove

Self-Esteem Fund

2006-Dove released the

Little Girls commercial

during the Super Bowl

+Programming

Continued

2007-Dove launched a

campaign aimed at

women 50+.

2010-Dove Movement for

Self-Esteem

+Evaluation

2011-Dove released findings of its global study,

The Real Truth About Beauty: Revisited

Some of the Dove photo shoot pictures were

edited, which seemed contradictory to many

people.

Some people believed different components of

their product line to be contradictory.

Many wanted to see a male beauty campaign.

Were able to target a wide variety of ages.

+Evaluation Continued

PR Week’s Consumer Launch Campaign of the Year

2006

PRSA’s Silver Anvil ‘Best of’ Award 2006

Grand EFFIE Award 2006

In the first 6 months of the campaign, sales of the

products in the advertisements increased 600% in

the USA and Europe

Most importantly, they were working to make a

difference for the better!