Dove Hair Care on Yahoo!

Yahoo! Confidential
 Background

 Dove was launching its hair-care product in India with an ambition to deliver
the most beautiful hair. Dove believed real beautiful hair is when its damage
free.

 Key thought: Beauty is fragile…you constantly need to protect it. In most

women’s minds especially in India, there is an almost inevitable tension
between beautiful hair and doing damage to it, though the damage is not self-
inflicted. Dove wanted to tell the truth to women that “really beautiful hair
is hair without damage. The only real way to get beautiful hair is to deal
with the damage that life meats out.”

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 Objectives

 Core communication - Zero Damage (functional benefits) hair with Dove hair
care

 Emotional Connect – Generate buzz for the brand around the thought of “real
women real hair”.

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 Strategic Insights
 Our perception about beauty is based on the standards set artificially by
someone else. Dove’s philosophy is to celebrate each woman the way she is,
each woman to feel beautiful and nurture herself as she is unique. Who says
peahen is ugly & peacock is beautiful. May be in their species peahen is
considered beautiful & peacock ugly

 Women should begin to question what exactly is real beauty

 Create disruption in the category which is currently governed by the norm of

straight black hair doctored in the ads as the ultimate symbol of beautiful
hair

 Get responses/ reactions from women on their idea of real beauty

 Instances in life when they have chased someone else's idea of beauty

 What would they do to create a damage free world

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 Execution

 Yahoo! created a space for like-minded Dove women who live in the real
world. She has a busy life, passions, interests, moments of joy and moments of
frustration
 Created a forum wherein she could involve herself into activities, and thoughts
she would like to ponder on
 Platform for women to interact with women who think alike. They could share
their ideas with the world
 The campaign was designed to make more women feel beautiful everyday, by
questioning today’s stereotypical view of beauty and inspiring them to take
great care of themselves
 Helped them lead life the Dove way – create your own idea of beauty !!! I am
beautiful in my own unique way

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 Other media used

 On-ground video shoot

 Pre-decided questions related to hair care were asked at malls & market
places

 The videos were uploaded on to the Dove Yahoo! India Answers microsite

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 Campaign Elements

Yahoo! India Answers

Ask. Answer. Discover.

We call it the collective intelligence.

Yahoo! Answers enables people to easily

resolve everyday questions by sharing their
knowledge, experience and opinions with
their community.

Even better: Yahoo! archives and indexes this

information into Search so future visitors can
quickly tap our rich knowledge repository.

Yahoo! Answers is the #1 Q&A web site with 96% marketshare

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 Campaign Elements

To achieve the set goal of matching the consumer mind set with the communication of Dove
hair care we had to make both of them meet personally. That meant Yahoo! Answers had to
reach beyond it’s pure online territory and initiate this conversation.

Thus, came the idea of capturing the answers from relevant consumers on the street and a
big innovation - Video Answers was born.

Videos on Yahoo! India Answers

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 Campaign Elements

 Flow of activity -

 Stage 1: On Ground Activation.

 Stage 2: Posting of Responses on Yahoo!

 Stage 3: Promoting it across Yahoo!

 Stage 4: Invite users to give their views and ask questions related to the topic.

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 Campaign Elements
 On-ground - What happened on the Street?

 We visited 3 cities Mumbai, Delhi and Bangalore

 Event was conducted for three days in each of the cities at prominent locations
asking questions to women about their hair care

Mumbai : 4th,5th and 6th May 2007

Delhi : 11th,12th and 13th May 2007
Bangalore : 15th,16th and 17th May 2007

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 Campaign Elements

 We asked each respondent five questions that were provided by Dove.

 We captured each these answers on video

Particulars Targeted Achieved

No of Videos taken, individual 100 252

respondents
Each had all 5 answers so the total 500 1260
responses were

• We beat the target by achieving double the numbers of target respondents!!

• From a total pool of 1260 responses the best 50 videos for five questions were selected

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 Campaign Elements

 Posting of responses on Yahoo!

 The layout of the page was identical to Yahoo! Answers with DOVE Branding
 The page featured 10 questions along with a dove promotional video
 Users could watch the video responses posted on the site or answer the questions
themselves
 Video Upload Pattern:

City Date when Uploaded No of Videos

Mumbai 19th May 2007 18
Delhi 22nd May 2007 14
Bangalore 28th May 2007 6
Bangalore 29th May 2007 7
Delhi/Bangalore 1st June 2007 5

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 Yahoo! Answers page

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 Users could ask questions through Promo Site

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 Videos Answers on Promo site

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 Campaign Elements

 Presence on Yahoo! Answers

 All the ten question were posted on Yahoo! India Answers as well
 Total Answers :-

Total answers received on Yahoo! Answers 2,658

First question received the highest response 816
Total Page Views on Answers (pages with Dove Presence) 525,261

The responses translate to one answer every 12 minutes for the promo – the highest
ever!!

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 Presence on discover unit

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 Sponsored Question
Exclusive Presence on Beauty & Style Categories

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 Answers to Sponsored Question

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Exclusive presence on beauty
& style categories

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 Campaign Elements

 Other Creatives

Homepage
- Promotion of Dove Launch: Dates:- 16th, 17th and 18th of May 2007
- Promotion of Dove Video Answers:- 29th May and 2nd June 2007.

 Properties Covered
- In Mail
- Messenger
- Groups
- Yahoo! Answers

All Creatives were conceived and executed by Yahoo! India

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 Floating banner1 on
Yahoo! Homepage

Frame 1

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 Frame 2

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 Frame 3

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Floating banner 2
on Yahoo! Homepage

Frame 1

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 Frame 2

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 Frame 3

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 Video banner on
the homepage
Frame 1

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 Frame 2

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 Yahoo! Mail
Innovation

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 Yahoo! Mail
Innovation

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 Yahoo! Astrology

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 Yahoo! Astrology

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 Yahoo! Movies

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 Yahoo! Movies

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 Campaign URL

 http://in.promos.yahoo.com/answers/dove/index.html

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 Campaign Dates

 May `07 – June`07

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 Results

•Ad Campaign Stats

•Total Page Views Delivered : 942, 567

• Total Ad Impressions Served : 15,013,191

• Total Clicks : 225,671

• Average CTR : 1.5%

• Total Ad Interactions : 472,392

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Yahoo! Confidential
 Results

•Total Time Spent on the Dove Special : 842,600 mins

(that’s almost 2 years in user mindspace!)

• Total Time Spent on Dove Videos : 68,703 mins

(that’s a month plus in user mindspace!)

• Total PVs on the Dove Special : 387,924

• Total PVs on the Dove Special Videos : 39,610

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 Summary

Campaign Highlights

• The Product launch amplified on Internet by tapping the Beat on the Streets –
Getting Video Answers on Yahoo! India Answers (first time in the world)

• Promoted through innovative media (Co-branded ADTV Banners, Standard Ads, Rich
Media & Homepage Ads) on Yahoo!

• The Promo received 1300 video answers on the street

• Total 2658 answers from Yahoo! India users – making it the most successful branded
promo on Y! Answers!!!

• The first question “What damages your hair the most?” received over 800 answers!

• Advertising Highlights:
Average CTR – 1.86%
VREC : 6.34%
Home Page Ad: 4.52%
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Yahoo! Confidential
 Client’s Testimonial

 Rahul Welde
General Manager - Media Services
Hindustan Unilever Limited

"The Dove campaign is a fine

example of what Internet can
deliver to the brand. The exclusive
initiative with Yahoo! India also
shows how the power of the
Internet medium can be harnessed.
Yahoo! India developed and
executed a compelling solution in
response to what was a very open
ended brief. We are very excited
with the idea and the results and
are looking forward to many
initiatives with Yahoo! India."

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