Dove Campaign For Real Beauty - Enacted a global study: The Real Truth About Beauty: A Global Report,

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  • +

    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 Weeks Consumer Launch Campaign of the Year

    2006

    PRSAs 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!