dove case of real women

8/6/2019 Dove Case of Real Women

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DOVECase of Real Women


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SITUATION:

The Dove Campaign for Real Beauty (CFRB) began in England

in 2004 when Doves sales declined as a result of being lost

in a crowded market.

Unilever, Doves parent company, went to Edelman, its PR

agency, for a solution


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the BIG idea

Together, they conceived a campaign that focused not on the

product, but on a way to make

women feel beautiful regardless of theirage and size.


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In addition to changing womens view of their bodies, Dovealso aimed to change the beauty market.

In an industry where the standard of beauty is often a size twoblonde supermodel

Dove distinguished itself by using models that ranged from sizesix to fourteen. CRFB abandoned the conventional cynical

method of portraying perfect women as beauty rolemodels.


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Wrinkled?Wonderful? featured Irene

Sinclair, 95, of London, England with a

wrinkled face and asked: Will society

ever accept old can be beautiful?


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Grey?

Gorgeous? featured Merlin

Glozer, 45, of London, England with a

natural mane of gray hair and asks:

Why aren't women glad to be gray?


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Billboards:

Dove placed mobile billboards in major cities. Each billboard

challenged women's notions of beauty by encouraging them to

cast their votes online. A featured interactive billboard,

located in New York's Times Square highlighted and kept arunning tally of the votes submitted for the Wrinkled?

Wonderful? ad.


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viewers to phone 1-888-342-DOVE to vote on whether awoman on the billboard was "fat" or "fab". The results were

posted real-time on the board.


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Programs:

Establishment of the Program for Aesthetics and Well-Being

at Harvard University, through a grant from Dove, which will

continue to study the way we view women in the media and

culture and the effect that this has on women's well-being.

Creation of a global touring photography exhibit, Beyond

Compare, Women Photographers on Beauty, showcasing

diverse images of female beauty from 67 female

photographers, and showing beauty beyond stereotypes.


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In many of the articles written about CFRB, information and statistics on the

campaign came directly from Dove, including the Dove Global Study.

According to PR week, the publicity for CFRB generated more than 650

million imprints during the summer of 2005 alone.

Of the 22 articles collected for this project: 18 directly discussed some aspect of an ad made by Dove for the CFRB. 10 had a direct quote from someone representing Dove or Unilever. 17 used some element of a press release to add to their story. 7 mentioned the CFRB website

6 mentioned the Dove Global Study and/or used statistics from the study. 17 articles covered CFRB positively, praising the campaign. Only 5 articles criticized the campaign.

.

Press Vs. PR Message


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EVALUATION

The results of this campaign were overwhelming

from the consumers and the media.

The campaign returned $3 for every $1 spent.


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Cont

Dove did an excellent job of controlling how their

campaign was presented. Media coverage was inline with what was sent out as the message from

the organization.


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Thank You

dove case of real women

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