dove case study
TRANSCRIPT
PRESENTED BY-T.KRUSHI KUMAR-109M.KALYAN-110
DOVE REAL BEAUTY SKETCHES CAMPAIGN
INTRODUCTION
Dove developed-1957
Parent company-Unilever( Anglo-dutch MNC company)
the third largest consumer goods company in the world
annual revenue of nearly €50 billion and a net profit over €5 billion
• Investing more than $8 billion in advertising and promotion per year
• Skin smooth, soft and clean
• Made with mild cleansers and moisturizing cream
* The current Dove line of products includes a full range of body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products for both men and women
C O M P E T I T O R S
Direct Competitors Nivea, Aveeno and Neutrogena L’Oréal, Garnier and Pantene
Indirect Competitors Ivory and Burt’s Bees Arrid Curel and Glysomed
THE CAMPAIGN FOR REAL BEAUTY
2 % of women as beautiful
47 % women rate their body weight as “too high”
48 % women agreed, “When I feel less beautiful, I feel worse about myself in general”
59 %women agree “physically attractive women are more valued by men”
In 2010, Dove set a bold new vision for the brand with the Dove Movement for Self-Esteem.
the program’s establishment, over 8.5 million girls have been reached.
Target-15 million by 2015.
Dove has effectively shown that real people with real bodies and real flaws can be beautiful too.
DOVE REAL BEAUTY SKETCHES CAMPAIGN
Dove Real Beauty Sketches video-April 14, 2013
The video captures strong emotional reactions as the women discover they are overly critical of their own appearances
the video generated a strong reaction and went viral within days(114 million views )
uploaded in 25 different languages
viewed -110 countries worldwide
In May 2013, the film won the titanium Grand Prix
the Cannes Lions International Festival of Creativity’s highest honor
OUTCOMES Video success
Sales increased 6 %
attract positive attention from hundreds of media outlets too.
They came up with two more advertising techniques
The Selfie Documentary Dove would encourage mother-daughter
teams to submit a “selfie” to a photo exhibit
challenge girls to take an honest selfie with no filters or edits
the act of taking selfies was prominent in current social media and relationship of daughter and mother
this create further backlash about Unilever’s inconsistent bra
The Mirror Campaign
set up mirrors in various busy urban centers
the words “Dove knows you’re beautiful” printed across the top
The hash tags might also help create dialogue about the real beauty campaign
CONCLUSION
successful campaign would not only be crucial for the future of the Dove brand, but it would also benefit her career
best to continue with the current real beauty strategy
They creating the customers mind as dove means beauty itself.