Find Your Scents of Confidence

Research by: Lauren Cole Michael DeGothseir Ariel Grodofsky Ashlee Mercogliano Ashley Smyth

April 2013

1.1 Table of Contents

Section Page Number

1.1 Table of Contents.2 2.1 Executive Summary 5 3.1 Situation Analysis.6 3.2 Brand History.6 3.3 Dove Products.....7 3.4 Brand Image and Positioning..8 3.5 Brand & Product Life Cycle..9 3.6 Creative History10 3.7 Product Class..12 3.8 External Market Factors....13 3.9 Competition...14 3.10 External Environment...19 4.1 Target Group...22 4.2 Geographic Factors .....24 5.1 SWOT Analysis...26 5.2 Purpose and Application......26 5.3 Definition.....26 5.4 Ranking Score...27 5.5 Actionable Set.....28 5.6 SWOT Chart...28
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6.1 Campaign Objectives...31 7.1 Campaign Timeline.33 7.2 Implementation..33 7.3 Campaign Quarters, by Months..33 7.4 Competitive and Environmental Surveillance...35 7.5 Contingency Plans....35 8.1 Multi-Attribute Model (MAM)..36 8.2 Message Design and Positioning Guidelines..36 8.2.1 Importance Scale....38 8.2.2 Belief Scale39 8.2.3 Iconic Scale...41 8.3 Graphs of MAM Results.....42 8.4 MAM Results....44 8.5 Line by Line Analysis.45 8.6 Message Points.47 9.1 Budget Allocation.......48 10.1 Media Selection.......49 10.2 Internet........50 10.3 Print........50 10.4 Television........51 10.5 Radio.......52 10.6 Female Promotions ......53
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10.7 Male Promotions......53 10.8 Environmental Initiative.53 11.1 Final Message Design......54 12.1 Creative Execution........55 12.2 Print Women....55 12.3 Print Men.......56 12.4 Radio......57 12.5 Television.......58 12.6 Digital.......64 13.1 Media Plan......65 13.2 Media Budget Allocation Chart....65 13.3 Year At A Glance Summary.....65 13.4 Media Strategy.......66 14.1 Campaign Evaluation....68 15.1 References......70 16.1 Media Appendix......74 17.1 Creative Appendix......82

2.1 Executive Summary

Dove is committed to building positive self-esteem and inspiring women to reach their full potential. L.A.S. Communications is dedicated to that philosophy in both our attitude and work ethic. It is the responsibility of this advertising agency to take that strong brand image and protect it in addition to expanding and maintaining current consumers. The recommendations we have set for this campaign have a foundation based on Doves previous campaigns and careful research. Our S.W.O.T. analysis provided the most important parts of the advertising situation, especially that women see Dove as a symbol of confidence and the weakness of perceived low male consumer awareness. Our Multi-Attribute Model is a direct representation of what the consumer believes is important and how those attributes rank against our primary competitors. Consumers see scent as the most important attribute in body wash. Dove ranked 1st in comparison to its primary competitors, and we plan on maintaining that perception. Our objectives concerning both female and male consumer awareness, environmental initiatives and social media integration are the most important aspects of this campaign. The campaign timeline provided shows how dedicated we are to maintaining these high standards of commitment and responsibility to the work we provide. We have a primary target audience of women ages 18-34 and secondary target of males ages 18-34. Based on the information and research that we have conducted, we feel that this would be a prime target for our campaign efforts. The recommended budget for this campaign of $65,572,000 is guided by previous spending and the current spending of our primary competitors. In terms of allocation, the monthly and yearly spending has been carefully analyzed with our media choices to provide the most accurate and efficient spending for our proposed campaign, Find Your Scents of Confidence. The media distribution for print, internet, radio, and television recommended is a result of research showing the quintile distributions of each and every medium and timeframe of consumer behavior. The creative execution examples provided are a true representation of what we will be able to provide Dove throughout this year-long campaign. Find Your Scents of Confidence is a slogan we believe meets Doves current brand image that can also be expanded upon depending on the type of consumer and seasonal scent changes. Due to the fact that Dove has such a strong connection with real women of all ages, shapes and sizes, we know that the variety of scents will speak to their individuality and confidence. Our agency strives to accomplish all goals with constant and honest communication between ourselves and our clients. Most importantly, we are here to provide Dove with the most accurate research and analyses concerning the current situation and the best options for the future. Lets open a world of possibilities for men and women everywhere, together.
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3.1 Situation Analysis

3.2 Brand History Unilever Unilever, the parent company of Dove has more than 400 brands, 12 of which generate sales that exceed $1.3 billion a year. More than 171,000 people are employed at Unilever, and their company mission stresses sustainability, responsibility, innovation, and minimizing waste (Unilever 2013). Environmental responsibility is a huge aspect of what this advertising strategy will emphasize. One of our four primary objectives is to increase the awareness of what Unilevers products have achieved in terms of environmental initiatives. The Unilever Foundation is currently partnered with Oxfam, PSI, Save the Children, UNICEF, and the World Food Programme. Their objective is to improve hygiene, sanitation, access to clean drinking water, basic nutrition, and enhance self-esteem. Their overall goal is to help more than one billion people improve their health and well-being. Their mission is to create a better future every day, with brands and services that help people feel good, look good, and get more out of life (Unilever 2013). The mission of Unilever is what guided us to create this advertising campaign. Keeping in mind a better future, trustworthy products and strong relationships with consumers is what we believe will make our campaign successful. Social media is a major part of how Unilever interacts with both consumers and partners, which encompasses two of our primary objectives in this campaign. Dove The Dove personal care brand is owned by Unilever and was first launched in 1955. Their creative strategy and sales have been consistent since the original launch. Dove is considered the worlds top cleansing brand (Dove Social Mission). Dove offers a product line that ranges from skin care, hair care, body lotions, hand creams, body wash, bar soap and deodorants
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for both women and men. Since its inception, the Dove brand has been ultimately positioned towards a female demographic, which is an aspect that will be emphasized during this campaign. Our campaign will target both men and women who use Dove body wash and encourage new consumers try Dove during our campaign. The Dove for True Beauty campaign in 2004 made an effort to combat the issues of self esteem and body image for women of many ages and sizes. This campaign set the stage for future campaigns that emphasize self-image and encouraging women to be proud of themselves no matter what they look like (Dove.Us.SocialMission 2013). In 2010, Dove expanded their product line to include Dove Men + Care. This new product line reaches out to the male demographic. This is one of the most important aspects of Dove that we will emphasize in our advertising campaign. Due to the fact that Dove is just starting to target the male audience, we want to capitalize on that opportunity and expand on the male demographic. Our campaign is in line with the values and attributes provided in previous Dove advertising campaigns. We plan to build off of the self-esteem aspect of the brand and focus on the quality of Dove body wash. Each of Doves products is equally important, and our ad vertising strategy for Dove body wash addresses skin care, confidence, and happiness. 3.3 Dove Products Dove is known for their variety of products, which range from antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove recognizes that all skin types are different and require different treatment. The company prides itself in having a multitude of products for all different skin types during the changing seasons. Below is a list of the 18 types of body wash (13 for women, 5 for men) that Dove offers. Each body wash encompasses a different trait, ranging from exfoliating care, Winter Care, Sensitive Skin, and Go Fresh (Dove.com 2013). Womens Body Wash Deep Moisture Body Wash with NutriumMoisture VisibleCare Softening Creme Body Wash VisibleCare Replenishing Creme Body Wash VisibleCare Toning Creme Body Wash Gentle Exfoliating Body Wash with NutriumMoisture Go Fresh Rebalance Body Wash with NutriumMoisture
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Go Fresh Revive Body wash with NutriumMoisture Go Fresh Cool Moisture Body Wash with NutriumMoisture Sensitive Skin Body Wash with NutriumMoisture Winter Care Body Wash with NutriumMoisture Purely Pampering Body Wash Shea Butter with Warm Vanilla Purely Pampering Body Wash Coconut Milk with Jasmine Petals Purely Pampering Body Wash Almond Cream with Hibiscus

Men+Care Body Wash Men+Care Fresh Awake Body & Face Wash Men+Care Clean Defence Body and Face Wash Men+Care Aqua Impact Aqua Body Wash Men+Care Extra Fresh Body and Face Wash Men+Care Odor Guard Body Wash

3.4 Brand Image and Positioning Dove and Unilever alike remain dedicated to providing their consumers with the highest quality products for themselves and their loved ones. Dove provides women and, more recently, men with products that will enhance their health and well being. Doves products are known for their soft and cleansing qualities. Their iconic brand image of the golden dove is one that embodies the importance of natural beauty and self-acceptance. With the launch of the Real Beauty campaign in 2004, Dove interacts with its consumers and encourages women of all ages to participate in a global discussion on the real definition of beauty. With the creation of the Self-Esteem Movement and the Self-Esteem Fund, Dove brings the issues facing women in regards to body image and self-acceptance to the forefront (Dove Campaign for Real Beauty, 2012). Dove is trying to give women the opportunity to speak out against these unrealistic views of beauty and to create a more open discussion around these issues for women of all ages. By providing tools relating to self-esteem and body image, Dove is proactive in their efforts to combat these negative perceptions and understandings of how
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beauty is being defined. Dove has encouraged consumers of all ages to embrace their own selfworth by using products that can make them feel their best. This image is the core of Dove as a brand, and we plan on positioning our campaign around this image. Dove currently positions itself as a brand that listens to their consumers wants and needs while providing them with a reliable product. Dove has employed the use of real women in their previous advertising campaigns in hopes of relating to women who are interested in redefining those standards of true beauty. Dove has positioned its brand as being one that cares about the prosperity and care of their consumers while breaking the mold of a false sense of reality. 3.5 Brand & Product Life Cycle Doves lotion was introduced in 1950s and the product grew extremely quickly into one of the top brands in the country, as well as internationally. Their products have been in the market for over five decades. With this in mind, the product is in the maturity stage. It continues to thrive each year in the market and is now a stable part of the health and beauty industry. The Dove products are used to clean and enhance the body and well being. Each product is not meant to be used for an extended period of time, so the product life cycle is relatively short. Over 50% of our survey respondents reported that they purchase their body wash products less than once a month. Seasonally, different types of body wash address summer and winter skin problems and are purchased more often in their designated seasons. Most bottles of body wash are finished within just a few weeks to a few months and the bottles are approximately 12 fl. oz. The product life cycle for the womens body wash would be considered to be in the mature stage of the cycle. As a whole, Dove is trying to maintain the status and maturity of the brands body wash. However, the mens body wash, is considered to be in the growth phase. Because of its recent launch a few years ago, the mens care line within Doves brand has much more room for growth due to the fact that their market share is much lower than other womens brands. Outside of the offers tab on their website, Dove realizes how important the health of their consumers skin is and takes pride in the quality of its products. Dove has t he option for loyal customers to become a Dove Insider, which includes first-looks at products and exclusive savings. Doves mission says that Dove is committed to building positive self -esteem and inspiring all women and girls to reach their full potentialbut we need your help (Dove.com). We're building a movement in which women everywhere have the tools to take action and
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inspire each other and the girls in their lives. It could be as simple as sending a word of encouragement to a girl in your life or supporting self- esteem education in your town. From mentoring the next generation to celebrating real beauty in ourselves and others, we can open a world of possibilities for women and girls everywhere. (Dove.com) 3.6 Creative History Starting in 1955, Dove joined with Ogilvy and Mather in what would become a long lasting and prosperous relationship. At the launch of Doves iconic beauty bar, Ogilvy & Mather soon introduced Dove to a whole new market, in which they have remained one of the leaders in their category. In the late 1950s, determined to differentiate the Dove brand from the rest of the beauty care market, David Ogilvy capitalized on the Dove beauty bars new moisturizing ingredient, creating a new product that people had never seen before (Media Bistro). Moving into the 1960s, as Doves presence continued to increase. Dove soon became known as a staple in modern culture and seen as a credible product. From this point on, Ogilvy then moved into various case studies that encouraged consumers to directly interact with Doves products and then share their personal experiences after consumption (Media Bistro). Through these various consumer driven experiments, Dove took advantage of using real women to inspire other women to switch to Dove products. Because this form of advertising seemed to attract women considered to be in their target audience, Dove has continued to use real consumers testing their products to continue an open discussion about how their products can work for all kinds of consumers. Moving into the 1980s and 1990s, Dove began to expand its global reach by launching its products in over 55 countries worldwide (Media Bistro). With their previous campaigns such as the Litmus Test and the Conviction of Real Users, Dove visually portrayed physical evidence of how their products compared to those in the marketplace and how it could affect consumers skin in a more positive way than its competitors. These campaigns continued to encourage women to make the switch by hearing personal testimonials and reactions from other women who used Dove and what it could do for their bodies. As Dove moved into the new millennium, Dove has envisioned a new campaign that had to deal with this issue of real beauty and how it was affecting their consumers. Within the last decade, Dove has maintained a steady presence in the marketplace with their current and past advertising efforts. The Dove for Real Beauty campaign was launched in 2004 by Ogilvy & Mather in an effort to promote selfesteem and pride, in addition to encouraging women of all shapes and sizes to feel comfortable and confident in their own skin and helping to define what true beauty really is. The advertisements are comprised of visuals featuring real women that challenged the stereotyped models. These visuals encouraged women to join in a
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discussion about the reality of beauty and how women are portrayed through the media. Along with print and outdoor ads, Dove also released a short video named Evolution, which shows the fast transformation of a woman into a supermodel by depicting the idealistic image of what a woman should look like (Dove Evolution, 2010). The campaign also included research and funding efforts to bring the topics of self-esteem and personal beauty to the forefront of issues facing women of all ages. Dove created the Dove Self-Esteem Fund in 2006 in order to encourage and inspire girls to learn a new meaning of beauty. Continuing into 2010, Dove launched their Dove Movement for Self Esteem, which is a program that was developed to give women a chance to teach and mentor others about the celebration of real beauty (Dove.com). With partnered organizations such as Girl Scouts and Boys and Girls Club of America, this movement has reached over 7 million girls through educational programs and activities (Dove.com/socialmovement). In 2011, Dove released its findings after looking at the span of the campaign. Some of the important statistics that were found stated that only 4% of women around the world consider themselves truly beautiful. In a study of 1,200 girls aged 10 to 17, 72 % of them admitted to feeling social pressures to look beautiful (Dove Campaign for Real Beauty). With these staggering statistics, Dove has made its primary mission to uncover the true meaning of meaning of beauty compared to the unrealistic standards that we see today. As recently as 2012, Dove released another phase of their Real Beauty campaign in the form of The Ad Makeover. This social media push allows users to send encouraging messages to their friends and loved ones through Facebook that combat the negative messaging that girls are surrounded by in the media. The purpose of this social media campaign is to encourage and inspire girls to not only accept their natural beauty but to take pride in their own individuality and body image. The ads are designed to make women feel less anxious about their bodies and encourage them to believe their own self-esteem. In April of 2012, Dove launched their Show Us Your Skin campaign designed to encourage women to participate in their latest online and outdoor advertisements. In an effort to promote the quality of their body soaps and body washes, Dove is giving women of all ages the chance to upload a picture of themselves in order to show off their beautiful skin to the rest of the world. This aspect of the Real Beauty campaign is meant to give the women who use Dove products the ability to share their stories and how Dove has helped them to become aware of their self-esteem. Through the various stages of the campaign, Dove Real Beauty has strived to break the stereotypical views of beauty by introducing the world to real women and bringing their attention to the issues of natural beauty, aging, and body image. Dove has remained committed to listening to the needs of women and ensuring that their products can give them the highest quality of care for the

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wellbeing of their bodies. We plan to build upon this foundation that Dove has created in order to foster and uphold a strong relationship with our consumers. 3.7 Product Class Dove products include antiperspirants/deodorants, body washes, beauty bars, lotions and moisturizers, hair care, and facial care products. Dove is comprised to be pH neutral, typically between 6.5 and 7.5, making Dove the optimal brand for people with sensitive skin. Their bottles typically are plastic and weigh 24 fl oz. (Dove.us.Products 2013). According to Market Share Reporter in 2011, Dove bar soap leads the market with a 40.5% market share. Dial trails them with a 13.6% market share and Ivory has a 4.1% market share. For liquid body wash, Axe leads the market with an 8.04% market share in 2010 and Dove Nutrium Moisture falls second in the market with a 6.68% market share. Market Share Top Liquid Body Wash Brands, 2010 Market shares are based on drug store sales for a year, ending on February 21, 2010. Body Wash Axe Dove Nutrium Moisture Softsoap Irish Spring Old Spice High Endurance Suave Naturals White Rain Dial Neutrogena Body Clean Private label Other Inc.
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Market Share (%) 8.04 6.68 2.93 2.75 2.70 2.33 2.15 1.95 1.85 8.04 60.58

Source: DrugStore Management, Annual 2010-2011, p. 109 from SymphonyIRI Group

3.8 External Market Factors Recently, the economy has been one of the primary market factors that influences consumers buying habits. Currently, the financial crisis of 2008 and its repercussions has greatly affected the average consumers purchasing decisions. The results have shown to be both positive and negative for Dove. The product category of lotions and other body care products overall have decreased. Body wash currently leads the market in the category of shower products. The U.S. market for soap, bath, and shower products experienced only 2.1% growth in estimated 2011 after declining 1.5% in 2010. Body wash is the leading segment in the market, with $1.9 billion in sales in estimated 2011, up 2% from 2010. Body washes have steadily usurped bar soaps in recent years, due to the convenient nature of the products and the extra benefits, such as scent and moisturization that body washes provide (Mintel). Non-deodorant soap fall behind body wash in in the market in 2011 with sales at $1.2 billion. Deodorant bar soap sold only $347 million, a decline of 8.7% over 2010 sales of $380 million (Mintel). According to Mintel liquid body wash is increasingly challenging the use of bar soap, especially because it provides the multiple benefits of fragrance, cleansing, and moisturization in one convenient bottle. Within the past few years, private labels and store brand body washes have made an impact on the market and may affect the sales of other brands in the market. Private label body wash sales were 54.3 million in 2011, growing the private label by 12.2% (Mintel). This increase in sales shows that consumers are opting to buy cheaper, more affordable private labels and store brand products because they feel that their quality is equal to national brands. The slow economic rebound has made the growth the body wash market to grow slower than expected. Since unemployment is still at a high (8.3%), consumers are spending less on body products and making their existing products last longer. Even with the slow economic recovery, according the mintel database, sales are still expected to grow between now and 2016 as the economy continues to rebound (Mintel). A factor that is helping to drive the sales the body wash market are the special attributes associated with body washes. Mintel database surveys discovered that extra moisturization, scent, and antibacterial attributes are important when people shop for shower products (Mintel). More people are becoming aware of the benefits of moisturizers to keep skin hydrated and youthful, which will help brands that offer extra moisturizing qualities to their body washes (Mintel). This market factor is beneficial for Dove body wash and soap, because they contain extra moisturizing and nourishing qualities.
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Men have had an increasing interest in personal care for their body, which has become a significant driver of body wash product sales (Mintel). Men are becoming more comfortable using a wider range of body wash products, which is causing brands to develop product lines geared specifically towards men. The first successful brands to do this we're Ave and Old Spice. Dove has recognized this need and launched the Dove Men + Care line to target men specifically (Mintel). Doves Men + Care line had 38 million in sales, which is up 27.9% from the previous year (Mintel). 3.9 Competition Due to Doves wide array of products, there are many competitors. Theoretically, any company who produces lotions, soaps, body washes, deodorants, or any other similar body care products could be seen as competition to the brand. However, based on product category info as well as data collected from Simmons, Market Share Reporter, Mintel, Ad$pender, and surveys, the primary competitor for Doves body wash is Nivea. Secondary competitors include: Dial, Irish Spring, Ivory, Old Spice, and Softsoap. Below is a brief history of these competing brands, followed by any perceived strengths and weaknesses, demographic information, creative history, and advertising spending. Primary Competition: Nivea Nivea, owned by the German company Beiersdorf, was launched in 1911. It quickly became an international success, with 42% of its 1914 sales coming from outside of Germany. While at first only producing skin creams for women, the brand is now home to a wide array of health products for women as well as men, including lotions, lip products, body wash, etc. ("Beiersdorf - history," ). In terms of brand weaknesses, Nivea has been criticized for its advertising a number of times. For example, in 2011, Nivea was fined by the FTC for claiming that consumers could lose weight by applying a certain cream to their skin ("United states of," 2011). Additionally, Nivea has had issues with consumers picking up hints of racism and other offensive things within its promotional material (Ortiz, 2011). Since the brands inception, Niveas advertising has focused on the products role in keeping skin healthy and beautiful. Early campaigns included Skin needs Nivea, which focused on the weather and how Nivea can help your skin in extreme weather conditions like sun, snow, rain, etc. ("11 june. daily," 2011). Recent creative executions have not strayed far from the brands
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original path. Print advertisements and TV spots use the slogan For Visibly Smooth and Touchable Soft Skin. Other similar themes have appeared, touching upon Niveas smoothness and moisturizing ability. Celebrating its 100th year of business, Nivea launched its 100 Years of Skincare campaign, which featured singer/actress Rihanna (and her beauty). Corresponding with this campaign, Nivea spent $32.7 million on advertising between December of 2011 and November of 2012. The brands advertising budget breaks down as such: Magazines - $16.9 million, Network TV - $9.1 million, Cable TV - $3.2 million, Syndication - $1.8 million, Internet $1.1 million (AdSpender). There is a high perceived quality related to Nivea, partly due to its price and partly due to its aforementioned origin. Similar to Dove, Nivea is well-known amongst consumers, and it possesses an extensive product line. The brand has a strong variety of mens products, therefore it would be in our best interest to continue research pertaining to Niveas mens products, and try to emulate and build upon what they have done. Additionally, Nivea spends a respectable amount of money on advertising, second only to Dove. Secondary Competition: Dial Dial was introduced in 1948 as a bar soap. When developing its soap, the companys researchers not only focused on cleanliness, but deodorizing agents as well. In terms of dollar volume, Dial was the top soap as early as 1953. Since then, the brand has created a number of new products, including liquid hand soap, liquid hand sanitizer, foam hand soap, and body wash ("Dial - about,"). The aforementioned products fall within Dials strengths, with each respectively being one the first in its product category. However, when looking at body wash market share, Dial had only a 1.95% hold on the market in 2010 (Market Share Reporter). In terms of demographics, purchasing of Dials body wash is split fairly even among women (52.8%) and men (4 7.2%). Out of roughly 108,000 men, 6.1% regularly purchased Dials body washes, as compared to 6.4% of roughly 115,000 women. Similarly, there is little to no difference within different age ranges (Simmons). Shortly after its inception, Dial constructed the slogan "Aren't you glad you use Dial? (sometimes paired with Dont you wish everybody did?), which appeared in numerous print, radio, and TV advertisements. This slogan lasted well into the 1990s ("History of the,"). At first, print and TV promotions were centered on the soaps odor-blocking power. Eventually they branched out to other strategies, sometimes focusing on product benefits such as skin complexion, and sometimes attempting to use humor. More recently, the brands advertising
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efforts have all but disappeared. Between December of 2011 and November of 2012, Dial spent $2.1 million on advertising. This budget was dominated by magazine spending, accounting for $1.8 million (AdSpender). Irish Spring Irish Spring, a subsidiary of the Colgate-Palmolive Company, hit the US market in 1972. It began strictly as bar soap, but the brand eventually branched into deodorants, antiperspirants, and body wash ("Colgate-palmolive company history," ). Irish Spring currently produces 8 different body wash varieties. The brand solely produces mens body products. Along with one of the highest body wash market shares (2.75% in 2010 - according to Market Share Reporter), one of Irish Springs strengths is its wide target audience, amassing an essentially even distribution for users within all age ranges (Simmons). Additionally, when the brand expanded into body washes, they kept a number of the same scents, allowing consumers to transition from bar soap without sacrificing their preference. Although Irish Spring is geared towards men, Simmons data suggests that women use the brands products just as much, if not more than men. On one hand, this unexpected consumer group could be considered a strength, but the lack of appeal to and use by men could definitely be seen as a brand weakness given the target. In terms of advertising, Irish Spring has always marketed towards men, emphasizing manliness. Original television spots were normally set outdoors, and included taglines such as Fresh and clean as a whistle (Videoarcheology, 2010). Both traditional and more modern print advertisements encompass this strategy as well. Recently, the brand has drifted away from the manly approach. However, most advertisements still take place outdoors, still have Irish actors/narrators, and still target men (by focusing on how Irish Spring appeals to women - a common practice among mens body care products). In 2010, Irish Spring adopted the slogan Legendary Freshness when marketing its body wash (Colgatepalmolive, 2010). However, it seems as though Irish Springs advertising efforts have declined - the brand spent about $450,000 between December of 2011 and November of 2012, with 75% of the budget going towards magazine advertising (AdSpender). Ivory Procter & Gamble introduced Ivory soaps (one of the companys first products) in 1879. After its induction into the market, it was discovered that Ivorys bars of soap floated, which propelled the brands popularity due to the apparent convenience while bathing. Today, Ivory produces body wash, bar soaps, and liquid hand soaps ("Ivory soap history," 2005).
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An obvious strength of Ivory is the brands age, existing in the market for well over 100 years, which could lead to high brand recognition and loyalty. While Ivory holds the third position for market share among bar soaps (4.1% - 2010), it has no significant position within the body wash market (Market Share Reporter). Inherently, only a small percentage of men and women state they use Ivorys body wash (2.2% and 3.4%, respectively). Additionally, 62.2% of Ivorys purchasers are women, leaving 37.8% of users being men (Simmons). Interestingly, as of February 2013, Ivory has chosen to forego its website (Ivory.com) and redirect users to its Facebook page with the web copy After holding out for 125 years, Ivorys finally on Facebook. Brand history, specific product information, and other brand info is available on Ivorys Facebook. However, consumers who are unfamiliar with Facebook may have trouble navigating the page; this is especially important given the Simmons data that suggests Ivory usership is positively related to an increase in age. As a result, information accessibility is a brand weakness. Coined in 1891, Ivorys first slogan was It Floats!. Shortly after, Ivory also started using 99 and 44/100% Pure. One of these two themes - and sometimes both - appeared in all of the brands early print executions, regardless of the copy, visual, or target. The two original slogans lasted until at least 1961 ("ivory_0207910086," 1961). In the 1970s, Ivory launched the Ivory Girls campaign. Throughout this campaign, print and television advertisements used women to portray how Ivory creates healthy skin and complexion (Durham, 2010). In the 1980s and 1990s, Ivory used celebrity testimonials, and I want my clean as real as ivory was commonly seen/heard. Spanning from December 2011 to November 2012, Ivory spent $1.2 million on advertising. Similar to Irish Spring, a large majority of Ivorys budget was allotted towards magazines (roughly 95%) (AdSpender). Old Spice Old Spice was established in 1937 and purchased by Procter & Gamble in 1990. Although Old Spice only produces mens soaps, body wash, deodorant, and cologne, the brand actually began as a womens deodorant company. The brand continues to produce many original Old Spice products, while simultaneously introducing new products in hopes of enhancing the Old Spice line ("History of old," ). The brand has a solid position within the market, holding a 2.70% market share as of 2010 (Market Share Reporter). Also, Old Spices recent advertising efforts should not be overlooked as an advantage. Similar to Irish Spring, the brand reaches out to women as a secondary target group fairly well, with Simmons reporting that roughly 42% of users are women. While

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Simmons data shows almost no difference in usership across different age ranges, it is important to note that for consumers between 18-24, the Index number is 195. Old Spices founders wanted the brand to encompass a sense of tradition and colonialism, so they chose a ship as the logo. Today, the ship remains incorporated in the brands advertising efforts (History of old,). In addition to the logo, a long-lasting theme in Old Spices advertising has been, unsurprisingly, its targeting of men and their presence in creative executions. Throughout the 1960s and 1970s, Old Spice presented men doing manly things in their ads. More recently, Old Spice has taken a humorous (and at times off-the-wall) approach, with slogans like Smell Like a Man, Man (McCrea, 2012). Throughout these successful campaigns, the brand has used recognizable figures (former NFL players, actors, etc.) in ridiculous situations and scenarios. Between December of 2011 and November of 2012, which partially includes Smell Like a Man, Man, Old Spices advertising spending reached $27.1 million. Unsurprisingly, most of this money was spent on the aforementioned TV commercials (Network: $10.9 million, Cable: $9.4 million). Most of the remaining money was spent on magazines and internet (AdSpender). Softsoap Softsoap, now owned by Colgate-Palmolive, was conceived by William Sheppard in 1865. He discovered that mixing soap and other ingredients created a honey-like (in terms of thickness) soapy substance (Tharakan). He patented this concoction, legally birthing the first liquid soap. Close to 150 years later, Softsoap now produces a variety of liquid hand soaps, foam hand soaps, bar soaps, and body wash. In terms of brand strengths, the fact that Softsoap introduced the first liquid soap is definitely an advantage. Product variety plays a role as well; there are currently 9 options within Softsoaps body wash line. Additionally, as of 2010, Softsoap help the third highest position in the body wash market, with a 2.93% market share (Market Share Reporter). As far as disadvantages, Softsoap has struggled in the past to keep up with and fight off large corporations trying to enter the market ("Softsoap liquid soap," ). When looking at Softsoaps past advertising efforts, most of the brands energy has been expended towards TV. Similar to other soap products, Softsoap tends to focus on how their product affects (improves) consumers beauty and health. It appears the brand tends to stay away from gimmicky advertising and gear itself more towards the product benefits, as is evident within the late 1990s body wash campaign Wash away the germs, not the softness (Banez, 2011). More recent campaigns are centered around consumer testimonials, product attributes, and new products. Softsoaps ad budget between December 2011 and November 2012 stretched just above $700,000 (AdSpender).

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Total Brand Share of Voice Brand Dove Dial Irish Spring Ivory Nivea Old Spice Softsoap Share of Voice 78% .007% .002% .004% 11% 9% .002% TOTAL: 296,150,000 (Original Chart, based on AdSpender data) Other Competitors Apart from the six competitors listed above, other notable brands exist within the market. Axe who controlled the market in 2010 with 8.04% market share - absolutely poses a threat (Market Share Reporter). However, since the vast majority of Axes users are male, they could be seen as a secondary competitor in conjunction with Doves overall identity and target group. Other popular body wash brands include Suave, Neutrogena, Aveeno, Caress, and Olay. 3.10 External Environment While gathering information for the S.W.O.T analysis, we researched both internal and external factors that could potentially affect the strategic campaign. Internal refers to those that exist within the brands company or marketing firm. In short, the company normally has the ability to control these factors. Some examples include upper management, finance and accounting, research and development, company image and brand equity. Likewise, external factors are beyond control. Some examples of external factors include consumers, economy, competition, social, political and technology industries. A thorough analysis was conducted by researching potential external factors that could ultimately affect our product and campaign plan. We researched possible social, legal, political, and economic factors that could influence or hinder Doves success. Although these factors are
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out of our direct control, it is essential that these trends are considered and analyzed within the overall planning process of the campaign. Social Factors Dove has recently addressed certain social issues that are especially prominent among women including the issues of beauty and body image. Although women are usually the focus of body image issues, these problems are also faced by men. In Western society, there are certain social pressures that put stress on people to uphold a certain physical appearance. Both women and men spend a significant amount of time and money focusing on their physical appearance and how they present themselves to others around them. In recent news, women of all ages (but especially young adults and pre-teens) admit to having a distorted image of what real beauty is by comparing themselves to models found in various media outlets (Lain). Advertisers have been criticized for attempting to create a standard of what women should look like and what they believe consumers will find appealing. Because of these distorted images, many women suffer from self-image disorders including but not limited to anorexia, bulimia, body dysmorphic disorder, social phobia and anxiety disorders. There has also been recent discussion from various medical specialists and lawmakers on the use of Photoshop and digital enhancement in the creation of advertisements and how these unrealistic images are affecting the consumers who follow these brands (Davis). Medical specialists believe that these false images have a negative effect on the perceptions of young girls and how they come to understand their own body image. By featuring ads that glorify the idealistic woman with slim and slender body type, women are striving to have a similar body image in order to comply with the standards of beauty set forth by these ads. Although these issues are primarily focused towards women, men also have admitted to feeling the social pressures to look like the ideal male model portrayed through the media. Males have admitted to wanting to look stronger and more masculine and do not want t o risk looking too sensitive, ultimately resembling the men who are glorified through advertising (Ricciardelli). Dove has recently addressed this issue and has encouraged their consumers to engage in a global conversation regarding these topics. Unilever has also recently embraced the issue of gender issues in the workforce. With their recent efforts to maintain a balance of gender in the workforce, Unilever has strived to incorporate a more gender based and culturally diverse workforce around their global offices. Through Unilevers Global Reach with Local Roots: Creating a Gender-Balanced Workforce in Different Cultural Contexts, they are striving to offer women positions that they can feel they have the opportunity to reach their full potential in the workplace (Unilever Wins). By exploring
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potential social factors that could influence the success of our campaign, we aim to consider the emotional and social needs of our consumers in our campaign efforts. We feel that these are important issues that should be reflected in the use of our creative strategies. Legal Factors Both Unilever and Dove are subject to comply with the guidelines and regulations that are set forth by the government agencies, especially the US Food and Drug Administration and the Federal Trade Commission. These regulations span from the ingredients in the products themselves to the manufacturing of the product packaging and distribution methods. With the United States government turning its focus towards bringing manufacturing back within domestic borders of country, this could create a huge shift in where products for large corporations are being made. With Unilevers global manufacturing and distribution plants, these new goals set by the Administration could ultimately affect where and how Unilever and Doves products are distributed. There is also a strong push for large global corporations to reform their manufacturing processes to include more eco-friendly processes in order to decrease the overall affect these companies are making on the environment. Unilever is currently modifying their manufacturing processes by reducing the CO2 emissions, decreasing water consumption levels, and creating a new plan for waste management (Unilever EcoFriendly). While these trends may not directly affect the campaign plan directly, both Dove and its competitors should remain aware of the potential impacts that these issues could have on their brands. Political Factors In todays society, there have been recent trends that have urged consumer s to think about the affect they have on the environment around them. With the new push of becoming eco and animal friendly, there have been many attempts to create products and services that are made with the wellbeing of not only the consumer but the environment in mind. One issue that has surfaced affecting the body and beauty care industry is the issue of product testing on animals. While many brands, including Dove, still participate in animal testing procedures, many companies are finding alternative ways to test the effects of their products before consumer use. With the recent efforts of Cruelty Free International and The Body Shop, the European Union has decided to ban the use of cosmetic animal testing as well as the import of any cosmetic product that has been tested on animals (EU). As part of their Plan for Sustainable Living, Unilever has addressed the issue of animal testing and is currently considering nonanimal testing approaches (Developing Alternatives). Until a new method of product testing is chosen however, this new European ban could affect potential sales in these European nations.
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Because this is an issue that has been on the mind of consumers recently, our campaign will aim to address these issues and Unilevers efforts in becoming more eco-friendly and environmentally conscious. Economic Factors Due to the recent economic recession in the past few years, many consumers have changed their purchasing habits due to a lack of disposable income. As a result of this decreased spending, many consumers have turned towards substituting name brand products for their generic alternatives (Consumer Reports). As consumers begin to consider a less expensive alternative to the products that they usually purchase, there is a decrease in brand preference and brand loyalty. These changes in purchasing habits can allow the competitive market to use marketing strategies that will entice consumers to try their products relative to the competition. In light of this recent recession, it is vital to understand exactly which attributes draw consumers to certain brands and what they would be willing to substitute in when faced with other alternatives. Although Dove may be considered pricier than its competitors, Dove has remained committed to conveying its high quality and level of care for their consumers. With the threat of losing consumers to the generic or store name brands, Dove will continue to portray these attributes through our campaign plan.

4.1 Target Group

Target Market Index Males Females Our target market was developed Dove 100 87 112 by looking at Simmons data, as well as considering geographic, demographic, and psychographic data. After analyzing this information, primary and secondary targets were realized and defined. Age & Demographics For our Dove campaign, our primary and secondary target audience is comprised of males and females between the ages of 18 and 34. Many members of our target audience are considered to be young professionals meaning that they have established a steady job and have already graduated college. Many of them may have children and have an average annual income over $50,000. Consumers are relatively similar when it comes to purchasing habits in terms of race, although the majority of Dove users are Caucasian. Many other trends and psychographic information was analyzed in order to gain a broader understanding of the target audience.

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Male vs. Female Users Geographic Distribution of Current Users Index Northeast Dove 100 105

Midwest 89

South 109

West 92

Although 57% of Dove users are women, males also take up a large portion of the market. Here are some statistics about Dove users that we believe are the most pertinent to our campaign.

61% live in the West and South of the United States 57% are female, this trend existed with nearly all of our competitors, with the majority of users being women 33% are between the ages of 18 to 34 66% are white 35% of users have graduated college or more (be the best you can be) Dove users are equally likely to be married or not married 50% have children 25% of users have an annual household income of between $75,000 and &250,000

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4.2 Geographic Factors For our yearlong campaign we are going to advertise nationally within in the top 14 Designated Marketing Areas (DMA), and spot heavy in the South and West regions. According to Simmons, 21% of Dove users live in the Western United States and 40% of Dove users live in the Southern region. The aforementioned 14 DMAs include: New York (NY), Los Angeles (CA), Chicago (IL), Philadelphia (PA), San Francisco (CA), Boston (MA), Washington DC, Dallas (TX), Detroit (MI), Atlanta (GA), Houston (TX), Seattle (WA), Cleveland (OH), and Minneapolis (MN).

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Psychographics Our target audience is very aware of their health both physically and emotionally. They are 10% more likely than the average consumer to eat a very healthy diet. They exercise regularly and prepare their meals before leaving the house. They are also very 22% more likely to spend whatever they have to make themselves look younger. A prominent statistic found in Simmons said that people who use dove are 27% more likely to buy products that use recycled paper in their packaging. This target is very aware of the environment. In terms of personality, the target audience rates themselves as friendly and outgoing. These consumers have friends that come to them for advice before buying new things and they are always looking out for special offers. Target Market Primary Target: Females ages 18-34 Our primary target for this campaign is females ages 18-34. We plan to use a defensive strategy in regards to our primary target. Due to the fact that women in this age category make up so much of our market share, we want to defend the current strategy and expand upon it. Maintaining and keeping these users is of the utmost importance and we want to continue what Dove has already started and maintain satisfaction with current consumers. Secondary Target: Males ages 18-34 Our secondary target for this campaign is males 18-34 to try and saturate that market more thoroughly. To reach our secondary target audience, we will employ an offensive strategy. The end goal here is to increase usage and awareness among men, which is described in more detail within the Objectives section.

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5.1 SWOT ANALYSIS

5.2 Purpose and Application The S.W.O.T. Analysis is a data organization and reduction tool used to organize and evaluate the marketing strategy for Dove. It is a guide for strategic planning, competitor evaluation, product development, and the design of our advertising communications campaign. To see the final chart version of the evaluation, please refer to the S.W.O.T. chart provided. This S.W.O.T. Analysis begins with collecting data, evaluating it, and sorting each piece of data into Strengths, Weaknesses, Opportunities and Threats. In order to prioritize the data, we used a mutually exclusive and exhaustive categorization method. The S.W.O.T. chart provided below is divided into four separate (but equally important) sections. Each piece of data - known as a component - is categorized into the appropriate category. Additionally, based on the mutually exclusive approach/guideline, each component is only allowed to be placed in one category. When sorting components, two dimensions are included: Internal influences and External influences. Internal influences are determined and controlled by Dove, like image, market position, company culture and strength. External influences are factors that cannot be controlled but are still very important in evaluating the communications plan. For external influences, we used a PEST analysis, which includes Political, Economic, Social, and Technological Factors that affect Dove. Essentially, this breaks down the overall environment in which Dove exists. 5.3 Definition For the Strengths section, all characteristics of Dove that give them an advantage over other brands and services were included. As shown in the chart, social media presence, a wide consumer base, and being recognized as the worlds top consumer brand were some of the most important aspects. The Weaknesses section encompassed all factors that we believe are potentially putting Dove at a disadvantage compared to the competition. Women buy Dove more frequently than men, and consumers have little awareness of the rewards program. There has also recently been much attention focused on the controversy of a recent advertising campaign. The Opportunities section includes factors or characteristics of Dove that could potentially be improved with additional attention. These aspects of the company have the opportunity to
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expand and develop. Some important opportunities are expanding on the mens body care line and adding more environmentally-friendly initiatives. The Threat section addresses parts of the environment that threaten Dove or could cause problems for future endeavors. Current threats to Dove include the economic crisis, false beauty in advertising, and the provocative problems created in the recent advertising critics. After categorizing all of these components, we determined which issues were the most important based on a number of scales. These characteristics consist of all the parts of Dove that require any sort of attention. We rated all components based on a specific list of criteria that we deemed the most pertinent to this campaign. Each component was ranked on a scale of 1 to 3 based on its accordance to Dove. The scales we chose to use were: Damage if not addressed (3 = most damaging) Window of Time (3 = doable within the given time frame) Cost of addressing or leveraging (3 = the cost is manageable) Benefit if addressed and used to full potential (3 = highly beneficial) Impact on brand image (3 = high impact) 5.4 Ranking Score After each attribute is ranked, the score is determined by adding all the points from each scale together for each attribute. You can see the final sum in the Total Column in the S.W.O.T. chart. The attributes with the most points (10 or higher) are considered critical issues that could be addressed throughout our campaign for Dove. There are certain sections of the S.W.O.T. that are not given a numerical value (notated with an x). For components within both Strengths and Opportunities, Damage if not addressed is not applicable. Similarly, Benefit if addressed is only used for Weaknesses and Threats. All of the components that have a total score of 10 or higher reach our numerical criteria. Although these are all important aspects of Dove, it is unrealistic to try to address every single component in this campaign alone. In order to create a feasible and representative view of what will be achieved with this campaign; we are choosing a specific actionable set to address and focus on based on the component rankings. These specific attributes guide the objectives of our campaign. Each is specifically based on the information gained from our S.W.O.T. analysis so that the most important aspects of Dove are identified, evaluated, and assessed in accordance with our objective.

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The chart below shows the results in their entirety. The components are listed along the lefthand side. All of the rankings are placed under five categorization columns. The last column to the right shows the total sum of the parts of each component. The most important components are highlighted in color, while less-important attributes remain white. 5.5 SWOT Actionable Set After we sorted the situation analysis components into one of the 4 SWOT categories we then reduce the important attributes to actionable sets. For each component we applied the following rankings on a scale of 1 to 3 according to importance based on our campaign. We then selectively picked the XXX components that had a ranking of 10 or higher to be featured in our campaign. These components were then finalized into objectives. See pg. XXX We found all of these components to be extremely important, however we decided to primary focus on these XX key objectives. 5.6 SWOT Charts Strengths Beauty should be for everyone Strong social media presence Weaknesses Males do not buy Dove as much as women Low awareness in the Men + Care line Opportunities Threats

Mens participation in the body care increase from 2011-12 Environmental initiatives

Economy Variety of products in the market category and parity products

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6.1 Campaign Objectives The following four objectives are the plans for what our agency will strive to accomplish beginning on January 1, 2014 until December 31, 2015. These objectives are specifically tailored to the research found concerning all aspects of Dove. Body Wash Awareness To maintain awareness level and perception of Dove Body Wash at 73% as measured by T.O.M.A. for men and women, 18 to 34 years of age, during the campaign time frame beginning on January 1, 2014 through December 31, 2015. Rationale: Doves current brand awareness level is strong among the female audience with a 73% awareness level. One of the main purposes of this campaign is to maintain this high level of awareness among our female target market by promoting the benefits of Dove body wash. When our consumers are purchasing body wash, ideally, we would like Doves image to be at the top of mind. This advertising objective will promote the brands image and positioning to our primary target audience. Information provided on this document in the S.W.O.T. page indicates that Dove has the highest awareness level of all competitors, and we plan to maintain that. Male Consumer Awareness To increase male consumer awareness of Dove body wash from 14.6% to 64.8% as measured by T.O.M.A among men ages 18-34 living during the campaign timeline beginning on January 1, 2014 through December 31, 2015. . Rationale: According to Simmons Data 14.6% of males use Dove body wash. While the Dove has a strong female presence, there is a tremendous opportunity to increase awareness of Dove body wash among the male audience. With the recent launch of the Dove Men+ Care line in 2010, many male consumers remain unaware of this product line. This could potentially increase market share for men ranging from 18-34. According to research, males are slightly less aware of Dove than women by 1%.

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Twitter Activity Increase Increase overall number of followers on Twitter by 38% from 72,000 to 100,000 to promote overall brand awareness by increasing the number of daily posts, re-tweeting and starring posts using the hashtags #LoveForDove and #DoveForAll during the campaign time frame beginning on January 1, 2014 through December 31, 2015. Rationale: Social media has become an extremely popular medium within our target audience. Dove has a strong social media presence with over 13 million Facebook fans and 72,000 followers on twitter. To stay ahead of the competition increasing the number of followers on twitter would be the best source of action to reach both men and women. Our campaign is going to target men and women aged 18-34, being that, the majority of our target audience is active on twitter. The hashtag #LoveForDove will be targeted towards current and potential users of Dove body wash.

Environmental Initiatives Awareness Stimulation Introduce Doves environmental initiatives on Facebook, Twitter and Instagram regarding general environmental impact by increasing the number of daily posts, re-tweeting and starring posts that will target men and women aged 18-34 beginning on January 1, 2014 through December 31, 2015. Rationale: Our research found that the majority of our target audience is health-conscious and the overall goal of Unilever is to improve their consumers health and well-being. According to Simmons Data, 15% of Dove users buy products that use recycled paper in their packaging.

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7.1 Campaign Timeline

7.2 Implementation The timeline is an important tool used within an advertising marketing campaign because it provides the client with a clear business plan, which is strategically though tout to provide optimal results. The timeline is used to reduce ambiguity. Our campaign will run nationally from September 2013 until August 2014 and spot heavy in the South and West regions. T0-T5 are benchmarks throughout the campaign to see how the campaign is doing compared to the timeline and goals. For each quarter there are specific attribute levels the campaign is trying to reach. Provided are cut off values for each quarter. We plan to use successive approximation throughout the campaign to maintain Doves brand image. The cutoff values are typically +/5% of the target value. If the target value for the quarter is not reached we will then consider a contingency plan to take corrective action. 7.3 Campaign Quarters, by Months: 2014-2015 Q1: January, February, March Q2: April, May, June Q3: July, August, September Q4: October, November, December Body Wash Awareness Quarter 1 Goal: 73% brand Level: 73% awareness among Cutoff: +/- 5% target audience Min: 69.3% Max: 76.6% Quarter 2 Level: 73% Cutoff: +/- 5% Min: 69.3% Max: 76.6% Quarter 3 Level: 73% Cutoff: +/- 5% Min: 69.3% Max: 76.6% Quarter 4 Level: 73% Cutoff: +/- 5% Min: 69.3% Max: 76.6%

T0

T1

T2

T3

T4

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Male Consumer Awareness Quarter 1 Goal: 14.6% consumer Level: 27.1% awareness among Cutoff: +/- 5% males 18-34 Min: 25.8% Max: 28.4% Quarter 2 Level: 39.7% Cutoff: +/- 5% Min: 37.8% Max: 41.6% Quarter 3 Level: 52.3% Cutoff: +/- 5% Min: 49.7% Max: 54.9% Quarter 4 Level: 64.8% Cutoff: +/- 5% Min: 61.6% Max: 68%

T0

T1

T2

T3

T4

Twitter Activity Increase Quarter 1 Goal: Increase overall number of followers on Twitter by 38% from 72,000 to 110,000 Level: 81,500 (followers) Cutoff: +/- 5% Min: 77,425 Max: 85,575 Quarter 2 Level: 91,000 Cutoff: +/- 5% Min: 86,450 Max: 95,550 Quarter 3 Level: 100,500 Cutoff: +/- 5% Min: 95,475 Max: 105,525 Quarter 4 Level: 110,000 Cutoff: +/5% Min: 104,500 Max: 115,500

T0

T1

T2

T3

T4

Environmental Initiatives Awareness Stimulation Goal: Introduce Doves environmental initiatives on social media regarding general environmental impact T0 Quarter 1 Level: 336 (posts) Cutoff: +/- 5% Min: 319.2 Max: 352.8 Quarter 2 Level: 672 Cutoff: +/- 5% Min: 638.4 Max: 705.6 Quarter 3 Level: 1,008 Cutoff: +/- 5% Min: 957.6 Max: 1,058.4 Quarter 4 Level: 1,344 Cutoff: +/- 5% Min: 1,276.8 Max: 1,411.2

T1

T2
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T3

T4

Below is the formula used to calculate the drop off ratio:.

Awareness Trial purchase XX Floor XX (people already using it) Preference EST. end value 7.4 Competitive and Environmental Surveillance When looking at possible issues throughout a campaign, certain things are beyond the firms control. These could include new competitive products entering the market, competitors promotions, or environmental factors described in the Environment section of the Situation Analysis. In order to ensure that objectives have the greatest chance of keeping up with timeline benchmarks, these outside factors will be monitored. 7.5 Contingency Plans As previously described, although the entire advertising campaign is mapped out in advance, certain issues may arise that we cannot account for. Issues could be based on competitive and environmental factors, or they could be internal, such as not realizing a timeline benchmark cut-off. In order to prepare for those situations, a contingency plan is put into place. The most desirable reaction to a problem is one that will affect the campaign in the least invasive way possible, in hopes that the campaign can stay on course and other quarters will not be disrupted. Each campaign response is based upon the situation presented, but a typical first step might be to evaluate the situation and adjust our GRPs in order to continue to reach the audience necessary. Hypothetically, we could also add a promotion or evaluate the media mix in order to address certain problems. The typical contingency budget is 15% of the overall campaign budget.

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8.1 Multi-Attribute Model (MAM)

8.2 Message Design and Positioning Guidelines Using Qualtrics, we conducted a survey to understand how our target group perceives Dove body wash. In order to gage the responses we used the Multi- Attribute Model which is a tool used to develop a better understanding of how target audiences perceives and evaluates a product or brand compared its competitors and an iconic product. Using MAM as a positioning tool provides suggestions and message strategies that reflect the target groups understanding of the product. Our goal was to find the overall perception of Dove body wash based on specific attributes that will help us develop our creative process. Our first step in conducting MAM was to create the attribute survey, which is a survey of open ended and unaided questions that determines the attributes that are most important to your target audience when they purchase a specific product, in our case, body wash. For our attribute survey we asked a series of open ended questions about body wash including; what brand they use, what characteristics are important to them when they go to purchase body wash, what characteristics do they dislike about body wash that deters them from purchasing a product, and what brands come to mind when they think of body wash. We also asked some basic questions about how often they purchase body wash, their age and their gender. After distributing our survey on various social media sites, our survey was completed 51 times. 18 of our respondents were born in 1991, which was the majority. 10 were born in 1990 and 1992, 6 in 1993, 4 in 1994 and 1 in 1959, 1960 and 1988. For our gender distribution, 29% were males and 71% were females. Through our survey, we found that the majority of the respondents use Dove body wash, with 39% of them saying that they currently use dove soap. The majority of the other respondents used Bath and Body Works, Suave, Caress, Olay and Old Spice. The graph of the variety of different body washes used by our respondents is shown below.

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Based on the results of the attribute survey, the majority of our respondents find scent, moisturizing quality, price, performance (how well it cleans your skin), and sensitivity to be the most important characteristics that they consider when they go to purchase body wash. Other responses mention the quality, brand name and the texture of the body wash. The graph of the responses is shown below.

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The five key attributes that were found through the attribute survey are the attributes that we focus on in the second part of MAM, the comparison survey. This is conducted through three components; the belief scale, the importance scale, and the iconic scale. These three scales provide the final results allowing us to compare Dove to its competitors and an ideal product. For the importance scale, we asked people to rate each of our five attributes (scent, moisturizing, price, performance, and sensitivity) according to its importance when purchasing body wash on a scale of 1 to 10 (1 being the least important and 10 being the most important). For the belief scale, we found the easiest way to create the scale was to break it up by different attribute. We created five different questions for each of the five attributes and asked people to rate how well Dove and its competitors performed in the attribute area on a scale of 1 to 10 (1 being it performs poorly and 10 being it performs well). We used Dial, Ivory, Irish Spring, Softsoap, Nivea and Old Spice as Doves competitors. The last part of our comparison survey was the iconic scale. For this scale, we asked people to rate how their ideal or best of breed product would perform in each of the five attribute categories on a scale of 1-10 (1 being poorly and 10 being well). We had a total of 49 responses to the comparison survey after distributing it on various social media sites. The age distribution was similar to the attribute survey, with 90% of the respondents being in their 20s. For the gender distribution of the comparison survey, 24% were male and 76% were female. 8.2.1 Importance Scale The average results of the importance scale showed that scent was most important attribute in their selection of body wash, with an average of 8.00 on a scale of 1 to 10. Performance had the second highest average of 7.71. The moisturizing factor had an average of 7.02, price had an average of 6.80 and sensitivity had the lowest results, with an average rating of 6.45. The graph of the distribution is shown below. # 1 2 3 4 Answer Scent Moisturizing Price Performance (how well it cleans your skin) Sensitivity Min Value 3.00 1.00 0.00 2.00 Max Value 10.00 10.00 10.00 10.00 Average Value 8.00 7.02 6.80 7.71 Standard Deviation 1.80 2.37 2.72 2.24 Responses 49 49 49 49

1.00

10.00
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6.45

2.59

49

8.2.2 Belief Scale When respondents were asked to rate each of the following brands on a scale of 1 to 10 according to how well the scent of their body wash appeals to the respondent, Dove had the highest average compared to its competitors with a rating of 8.23. The graph of the results is shown below. # 1 2 3 4 5 6 7 Answer Dove Dial Ivory Irish Spring Softsoap Nivea Old Spice Min Value 4.00 0.00 0.00 0.00 1.00 0.00 0.00 Max Value 10.00 10.00 8.00 10.00 10.00 10.00 10.00 Average Value 8.23 4.77 4.31 4.79 4.75 5.77 5.76 Standard Deviation 1.72 2.62 2.58 3.17 2.40 3.14 3.25 Responses 47 39 36 34 28 31 38

When respondents were asked to rate each of the following brands on a scale of 1 to 10 based on how well their body wash moisturizes skin, Dove also had the highest average with a rating of 8.66. The graph of the results is shown below. # 1 2 3 4 5 6 7 Answer Dove Dial Ivory Irish Spring Softsoap Nivea Old Spice Min Value 2.00 0.00 0.00 0.00 1.00 0.00 0.00 Max Value 10.00 9.00 9.00 10.00 10.00 10.00 10.00 Average Value 8.66 4.50 4.78 4.54 5.26 6.87 4.62 Standard Deviation 1.61 2.95 2.59 2.82 2.47 2.43 2.77 Responses 47 38 32 28 23 31 29

When respondents were asked to rate the following brands on a scale of 1 to 10 based on how affordable they thought the brands body wash was (1 being not affordable and 10 being very affordable), Dove was rated fourth most affordable compared to its competitors. Dial was rated the most affordable, with an average of 6.95. Softsoap was rated second most affordable with an average rating of 6.55. Irish Spring was third with an average rating of 6.34, which is only one point higher than Doves average which was 6.33. The complete graph of the results is shown below.
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# 1 2 3 4 5 6 7

Answer Dove Dial Ivory Irish Spring Softsoap Nivea Old Spice

Min Value 1.00 0.00 0.00 0.00 1.00 0.00 0.00

Max Value 10.00 10.00 10.00 10.00 10.00 10.00 10.00

Average Value 6.33 6.95 6.19 6.34 6.55 5.53 5.09

Standard Deviation 2.16 2.79 2.86 2.44 2.60 2.82 2.49

Responses 45 39 32 29 22 32 35

When respondents were asked to rate the following brands on a scale of 1 to 10 based on how well their body wash cleans skin, Dove had the highest rating of 8.45. The graph of the results is shown below. # 1 2 3 4 5 6 7 Answer Dove Dial Ivory Irish Spring Softsoap Nivea Old Spice Min Value 5.00 0.00 0.00 0.00 1.00 0.00 0.00 Max Value 10.00 10.00 10.00 10.00 10.00 10.00 10.00 Average Value 8.45 7.08 6.84 6.50 6.74 7.52 6.56 Standard Deviation 1.46 2.94 2.90 3.08 2.65 2.39 3.14 Responses 47 39 31 30 27 33 32

When respondents were asked to rate the following brands on a scale of 1 to 10 based on well their body wash treats sensitive skin, Dove also had the highest rating in this attribute area with an average of 8.57. The graph of the results is shown below. # 1 2 3 4 5 6 7 Answer Dove Dial Ivory Irish Spring Softsoap Nivea Old Spice Min Value 5.00 0.00 0.00 0.00 1.00 1.00 0.00 Max Value 10.00 10.00 10.00 10.00 10.00 10.00 10.00 Average Value 8.57 5.41 5.52 5.00 5.26 7.36 5.23 Standard Deviation 1.55 2.75 2.67 3.16 2.43 2.20 2.62 Responses 44 34 27 28 23 28 31

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8.2.3 Iconic scale The last part of the comparison survey was the iconic scale, where we asked respondents how their ideal product would rate in each of the five attribute categories. The average results are show below. # 1 2 3 4 Answer Scent Moisturizing Price Performance (how well it cleans your skin) Sensitivity Min Value 5.00 4.00 3.00 5.00 Max Value 10.00 10.00 10.00 10.00 Average Value 8.82 8.55 7.92 8.90 Standard Deviation 1.38 1.57 2.26 1.29 Responses 49 49 49 49

2.00

10.00

8.10

1.92

49

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8.3 Graphs of MAM Results

Dove vs. Ideal

10 9 8 7
Rating

6 5 4 3 2 1 0 Scent Moisturizing Price Attribute Performance Sensitivity

Dove Ideal

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Dove vs. Competition

10 9

8
7 6
Rating
Dove Dial Ivory Irish Spring Softsoap Nivea Old Spice

5 4 3 2 1 0 Scent Moisturizing Price Attribute Performance Sensitivity

Dove vs. Ideal vs. Competition

10
9 8 7
Rating
Dove Ideal Dial Ivory Irish Spring Softsoap Nivea Old Spice

6 5 4 3 2 1 0 Scent Moisturizing Price Attribute Performance Sensitivity

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8.4 Mam Results Our MAM results indicate that scent is the most important attribute when people go to purchase body wash. The second most important attribute is performance, followed by moisturizing factor, price and sensitivity. This is good for Dove, since Dove was rated significantly higher than its competitors in four out of the five attribute areas. Doves lowest average rating was in the affordability category, which indicates that people view Dove as more expensive than some of their competitors. Although people view Dove body washes as a more expensive product, this is not an immediate problem for the company since the MAM results shows that people recognize that Dove performs high in the other attribute categories. Below is the basic MAM formula we used to calculate data. n Pb = i=1 ___________________________ Where: Pb = is the consumers overall percept of Brand b n = number of attributes Ii = importance of attribute i Bib = belief that attribute I is delivered by Brand (Ii Bib )

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8.5 Line-by-Line analysis The Line by Line chart uses the results from the MAM surveys and details how Dove body wash is ranked next to its competitors and an ideal best of breed body wash product for each of five key attributes. The analysis shows that for most of the attribute categories, Dove were ranked highest compared to its competitors and was ranked similarly to peoples ideal body wash. The analysis also showed the Doves primary competitor in the each of the five attribute categories was Nivea. In the scent attribute category, the ideal body wash was ranked the highest with an average rating of 8.82, Dove was ranked second highest with an average of 8.23, and Nivea was ranked third with an average of 5.76. This is good for Dove since scent was rated as the most important attribute for body wash. In the performance attribute category (how well the body wash cleans your skin), the ideal body wash was also ranked the highest with an average of 8.9, Dove was ranked second highest with an average of 8.45 and Nivea was ranked third with an average of 7.52. In the moisturizing quality attribute category, Dove was ranked highest with an average of 8.66, the ideal body wash was ranked second with an average of 8.55, and Nivea was ranked third with an average of 6.87. In the affordability attribute category, the idea body wash was ranked highest with an average of 7.92. Dove was ranked fourth in this category compared to its competitors with an average of 6.33, and Nivea was ranked sixth with an average of 5.53. In the sensitivity attribute category, Dove was ranked highest with an average of 8.57, the ideal body wash was ranked second highest with an average of 8.10 and Nivea was ranked third with an average of 7.36. The Line By Line analysis shows very positive results for Dove body wash and shows that people view Dove as a product that is almost on par with their ideal body wash.

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8.6 MAM Message points Since scent was rated the highest based on importance when purchasing body wash, our first message recommendation is to promote the variety of different scents that Dove body wash offers. Based on our MAM results, Dove rated higher than its competitors in this attribute category, which will be beneficial for Dove. Dove was also rated very high based on how well respondents believe it moisturizes their skin. Since Dove body wash contains their patented NutriumMoisture, which combines a blend of natural ingredients found in your skin, our second message point is for Dove to further promote the moisturizing benefits of their body wash. To combat Doves high price compared to its competitors, our third message point is to offer promotions in store and online using various social media outlets such as Facebook and Twitter. This is will also help increase our digital and social media presence which has become an important aspect of advertising. Since MAM and our competitive analysis indicate that Nivea (which sells body wash for both men and women) is the number one competitor, we therefore want to increase awareness for Doves Men+Care line of body wash. Nivea currently has an extensive line of products for men so in order to compete with them we want to further promote Doves Men+Care body wash through promotions and advertising.

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9.1 Budget Allocation

Based off of previous advertising spending we determined our budget for this campaign to be $65,572,000 with a $3,500,00 contingency plan. We are going to mainly advertise nationally but with a higher emphases the following 14 spot markets; Atlanta, Boston, Chicago, Cleveland, Dallas-Ft. Worth, Detroit, Houston, Los Angeles, Minneapolis-St., New York, Philadelphia, San Francisco, Seattle-Tacoma, and Washington DC. Our campaign will begin in January with moderate advertising that will begin to increase in March. Our highest advertising months will be during the months of May, June, July and August, during our summer promotion and then will begin to decrease again in September. Since Dove already has a high awareness, we will be focusing on heavy frequency, especially during the summer months. According to the media flight plan we created, we will spend a total of $61,868,200 on advertising for the year in Television, Internet, Radio and Print advertising. The breakdown of our advertising spending per month is demonstrated in the chart below.

Month January February March April May June July August September October November December

Amount Spent 3647.7 3647.7 3928.2 6277.6 6716.4 6716.4 6716.4 6716.4 6277.6 3928.2 3647.7 3647.7

Percent of Budget 5.9% 5.9% 6.3% 10.1% 10.9% 10.9% 10.9% 10.9% 10.1% 6.3% 5.9% 5.9%

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Our primary mediums for advertising will be through Television and Print advertisements with 35 percent of the budget spent on TV and 33 percent spent on print. We will spend 17 percent on radio and 15 percent on internet advertising.

Media Distributions

33%

35%

TV Radio Internet Print

15%

17%

10.1 Media Selections

Our target groups primary choices of media, including magazine use, television, Internet, and radio was analyzed by Simmons OneView Analysis. A quintile analysis was performed on all types of media use and compiled to show which types of media were used most by our consumers each year. A quintile analysis gives us an accurate idea of how our target group receives their information and how they can most easily be reached. For the purposes of this campaign, we took the first two quintiles into consideration when looking at the different media uses among our target audience. The first two quintiles for each medium that showed to have the highest index numbers were considered to be practical mediums to effectively reach our target because these are the mediums they prefer to use. The quintiles that had an index number over 100 were considered to be effective choices in reaching our selected target group. Although our main focus was on the first two quintiles, it was also important to consider the lower quintiles as well. If there was a higher index number in the lower quintiles for each medium, this was an indication that this target group was above average for not using that select medium. These high indexes in the lower quintiles also impacted our media selection. After looking at the quintile analysis and evaluating the quantitative data, we also evaluated the media usage qualitatively as well. Along with the
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information that we found through the quintile analysis, we also took into consideration the selected media that our main competitors are utilizing. By doing a competitive analysis, we are looking for opportunities to reach our target without getting lost among our competitors. If there is a medium that our competitors tend no to focus on, we could have an opportunity to reach our target without getting lost in the clutter. We provide a clear rationale for why we have chosen the media vehicles and how they will be integrated into our overall campaign. According to our research, we made the following choices based on the analysis and our target groups media use. 10.2 Internet Our Simmons OneView data analysis shows that our target audience used Internet at home/work the most. For quintile 1, which represents the users with the highest usage, women aged 18-34 had an index of 136. They also had a high index in quintile 2, with an index of 127. Based on this information we want to focus a large part of our advertising on Internet advertising. This will be through interactive advertisements on websites and internet radio sites, as well as social media sites. Our internet advertisements will be featured on Hulu, Netflicks, Youtube, and internet radio websites such as Pandora and Spotify where viewers have to listen to the advertisement in order to continue watching or listening. We will specifically promote Doves Men+Care line on websites geared towards men such as ESPN, videogame websites, and mens health websites. We will utilize social media websites to advertise Dove through promotions since our research shows that many people view Dove as an expensive so promotions will help combat this setback.

10.3 Print For our creative strategy we decided to heavily promote Doves greatest strength and what our consumers ranked highest on the importance scale: scent. Throughout the entire campaign the slogan Find Your Scents of Confidence will emphasize Doves core values of expressing your true beauty. The print ads will focus solely on Doves scented body wash with a QR code leading consumers right to our promotion, Day of Dove. Day of Dove is a promotion that will take place in the peak of summer, asking consumers to vote for their favorite Dove scent on www.dove.us for a chance to win an all-inclusive Spa day sponsored by Dove and their premier products. Our research shows that a lot of our consumers are working mothers and providing a day of relaxation is exactly what our target needs. According to Simmons, of the users females ranging from 18-34 had an index of 97 in the amount of total magazines read. The top 10 magazines read by our target audience is as follows. Putting 1-page color print ads in all of these magazines will be a vital part of our integrated marketing campaign with Dove. Magazines that attract prosperous parties are typically filled with ads from luxury brands. With that being said, the amount of effort that a magazine brand puts into Internet and mobile could potentially have a greater affect on consumers.
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Magazine Seventeen OK Weekly American Baby Cosmo Baby Talk InTouch Elle US Weekly Marie Claire Parents 10.4 Television

Index Number 391 354 331 308 329 287 285 277 268 259

According to the Simmons OneView data, we found that the index numbers for television all day, television early & late fringe, and television prime time, seemed highest in the lower quintiles. For television all day, quintiles 1 and 2 had an index of 98 and 76. The lower quintiles, both 4 and 5 had higher index numbers, 117 and 124, indicating that our target audience does not often watch tv all day. For television early and late night fringe, the index numbers in quintiles 1 and 2 also seemed to be below average at 98 and 76. In quintiles 4 and 5 we see higher indexes in the lower quintiles of 127 and 110. In the case of TV prime time, the index number in the higher quintiles was 89 for both 1 and 2. Quintiles 4 and 5 have a higher index of 105 and 119. This shows that because there were higher numbers in these quintiles, our target age group was above average for not using this medium as frequently. Although the Simmons OneView data has showed that television is not a preferred media among our target, we feel that it would be an efficient media to use as way to reach a wide audience. Because our target group is made up of women and men ages 18-34, we can expect that many of them may be young professionals or parents. Having time to watch TV may be scarce in their busy lifestyles. In order to reach our target audience through this medium, we have done some initial research on potential channels that we could run our broadcast advertisements on based on information that we found through Simmons OneView. Channels with the high index numbers for viewership in our primary target audience are Bravo, Style, E Channel, TLC, and Oxygen. For our secondary target, we found high index numbers for Adult Swim, ESPN, Comedy Central, TBS, and G4. Although the data tells us that television is not a preferred media among our target group, we feel that it is essential to our integrated campaign. Many of our main competitors also utilize broadcast to reach their target audiences and we feel that using broadcast in our campaign would provide an opportunity to spread our message to a large audience. Television will be
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included in our campaign but will not comprise the majority of our overall campaign budget. Television Channels for Women Television Channels for Men Television Channels Bravo E Channel MTV Oxygen Style TBS VH1 *Simmons Index Number 159 208 283 165 214 154 274 Television Channels Adult Swim Comedy Central ESPN G4 NFL Network MTV Spike *Simmons Index Number 279 189 151 223 141 179 174

10.5 Radio In lieu of public transportation, driving is necessary for nearly every consumer. Consequently, radio provides brands with an opportunity to reach drivers while commuting to work, running errands, etc. Since women between the ages of 18 and 34 tend to drive throughout the day, Dove radio ads will help connect with both consumers within the primary target and others. In general, radio is popular during rush hours (or drive times). However, Simmons data suggests advertising throughout the day would be just as, if not more effective than advertising strictly during drive times. For all-day radio, the index numbers for all five quintiles fall between 95 and 107, whereas for heavy driving periods, the middle quintile is significantly higher than the other four. In simple terms, this means that an all-day strategy will reach more people within our target audience. Advertisements will be focused primarily on regular radio and Internet radio. We also found that many of our potential consumers listen to the radio on the Internet, so we have decided to utilize Internet radio sites such as Spotify and Pandora.

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10.6 Female Promotions Dove will be featuring a summer promotion called Day of Dove to further promote their different scents of body wash. In order to partake in the promotion, contenders must like Dove on Facebook or follow them on Twitter with the hash tag #DayofDove and then they will be eligible to vote for their favorite scent of body wash that will make them feel the most confident this summer. Once people vote they will be entered to win an all-inclusive Spa day sponsored by Dove. Our goal for the promotion is to further promote our campaign, Find Your Scents of Confidence, as well sho w the variety of different scents that Dove offers and stimulate Doves social media activity. We will begin advertising for the promotion in April through radio advertising on broadcast radio and Internet radio as well as social media advertising on Facebook and Twitter. We will also be running a series of print advertisements with a QR code that will take people to the Dove website that explains the details of the promotion. 10.7 Male Promotions To coincide with the womens promotion, Dove will also be launching the Dove Madness promotion for the Men + Care body wash line to boost awareness of the mens line. In the past, Dove has advertised during the Mens NCAA Basketball Tournament (March Madness). Keeping with that trend, we are looking to give away four tickets to the Championship Game through Dove Men + Care advertisements. Consumers can enter into the contest through multiple platforms, such as through Doves website, Facebook, Twitter, and QR codes present on print ads. We will advertise this promotion throughout television, radio, and print ads starting in January. 10.8 Environmental Initiative Dove is an extremely environmentally friendly brand that cares about providing the consumers with quality products all year long. The promotion, Make Scents of Your City will encourage
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volunteers to clean their city and keep it smelling fresh through give-a-ways. Throughout the promotion, volunteers will have to opportunity to plant trees and pick up trash. The promotion will start in our 14 spot markets during the summer months and expand nationally should it have a positive return. Our QR codes, in our print ads will lead our target audience right to dove.com where they can sign up for the Make Scents of Your City promotion. All of our social media will be integrated to provide details about the promotion and we plan to advertise this promotion throughout television, radio, and print ads starting in the beginning of our campaign.

11.1 Final Message Designs

Based off our MAM results, our target audience ranked scent, moisturizer and price as the highest on the importance scale. Our creative executions will emphasize and promote Doves most important strength of scent all year long. During the summer months, our campaign will focus on the fresh variety of scents. In the winter months when it is harder to maintain soft skin, the campaign will focus primarily on ways to keep your skin moisturized during the winter months with a large variety of scents. Dove was ranked one of the highest priced brands compared to our competitors. To compensate for that, during the months that the Day of Dove will not run, our print ads will contain a QR code that provides our consumers with coupons to cut the cost down. During the months from April to September, the QR code will direct consumers directly to our Day of Dove promotion on the Dove homepage. Our slogan Find Your Scents of Confidence will encourage both men and women alike to find it within themselves to be bold and confident. The play on words with scent will engage our audience and promote the variety of body wash scents that Dove provides. Because scent was ranked as the top attribute of the Dove brand by members of our target audience, we wanted the overall campaign tagline to promote Doves wide variety of scents along with continuing Doves message of encouraging users to feel confident. The tone of the campaign will be lighthearted, cheerful and confident.

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12.1 Creative Executions

12.2 Print Women
The print ads will feature the body wash bottle. The bottle will be placed in the center of the ads to draw the consumers attention. The bottles will be placed against a subtle background. Since our campaign is promoting the different scents of body wash Dove has, our background will feature a picture relating to the scent of the body wash in the ad. Our headline uses the Dove blue color and the word scents is the same color as the Dove bird. We placed the QR in the bottom right so it is easy to scan on a smartphone.

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12.3 Print Men

The print ad for men is more in line with the masculine, outdoorsy man that purchases Dove products. This is an example of a two-page spread complete with a QR code, and a clear image of three mens care body wash bottles. We decided to feature the image of the mountain climber in black and white to go along with the theme of current color schemes of Dove Men+Care advertising.

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12. 4 Radio This radio script is an example of a promotion of the Day of Dove that will be primarily advertised through the radio.

Dove, Unilever Find your Scents of Confidence Campaign :30 sec Produced spot Find your Scents of Confidence Copywriters: Ashley Smyth, Ariel Grodofsky, Michael DeGothseir Ashlee Mercogliano, Lauren Cole

PRODUCTION NOTES: ONE VOICE: ANNOUNCER: ROUND, RESONANT VOICE, WOMAN. SFX:UPBEAT STUDIO BACKGROUND MUSIC STARTS THE AD: WOMAN INTRODUCES THE PROMOTION, SHE LISTS THE SCENTS AND HOW TO WIN. OVERALL TONE IS FRIENDLY, UPBEAT , AND POSITIVE

SFX (:02) Announcer (:09)

SOFT MUSIC, I.E. SOFT ROCK, UPBEAT FRIENDLY MUSIC. STUDIO BACKGROUND Keeping your skin moisturized and clean during the summer heat is tough. But, Dove is here to give real women the opportunity to choose their favorite body wash of the summer. WOMAN HAPPILY SHOUTING YEA Log on to Facebook or Twitter to choose your favorite scent of body wash. Cucumber, pomegranate and plum blossom are just a few of the many fresh and clean scents that Dove has this year. When you vote on your favorite, you will be entered for a chance to win an allinclusive Spa day sponsored by dove. Dove, find your scents of confidence.

SFX (:01) Announcer (:18)

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12.5 Television Writers Notes The 30 spot will be comprised of two cameras following two real women throughout their typical day. The same concept will be provided for an advertisement geared towards the male demographic, where we will follow two men doing similar activities. The screen will be split for the entirety of the spot so to show each woman at the same time. The spot will feature the regular routines of these women including their morning activities, their time at work, getting ready for the night, and their nightly activities. When the spot first opens, both women will be shown getting out of bed. Woman 1 will look at her alarm clock while Woman 2 will be stretching. Their rooms will be decorated with light decorations and pale colors, going along with Doves fresh and white image. The camera will then cut to visuals of both women getting ready for the day in front of their mirrors. Women 1 will be brushing her long hair and Woman 2 will be brushing her teeth in the mirror. The camera should have a side angle with both women looking as though they are facing each other. The camera will then cut to two different scenarios featuring both women in their work environments. Woman 1 will be working at a desk with a computer in front of her and papers on her desk. She will be dressed in business causal attire and her office will look to be in smaller building with brick background. Woman 2 will be featured in a conference room with her colleagues looking over a business plan. The office will have a view of the city in the background and will be placed in a high-rise building. The camera will then cut to the women leaving the office. Both women will take different methods of transportation home. Woman 1 will be shown getting into yellow a taxicab and then driving off. The street around her will be busy with other cars and taxicabs, as well as people shown walking on the sidewalk. Woman 2 will be shown getting onto a subway train and riding from the stop. The subway will be busy with many people. The camera will then cut to both women entering the front doors of their homes. Woman 1 will be shown walking into her apartment that has a large wooden door. Woman 2 will walk into an apartment with a large white door.

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The camera will then make a quick cut to both women in the shower. The camera will just show the shower running behind the curtain. The camera will then show both women reaching for their Dove Body Wash. The camera will just see their hands reaching for the bottle. Woman 1 will grab for the Cucumber & Green Tea body wash while Woman 2 will reach for the Pomegranate & Lemon Verbena body wash. This will emphasize that the women are using different scents. The camera will then cut to the women then leaving their apartments. The camera will show the front door of their apartment open and both women will appear dressed for the night. The camera will then cut to both women doing their evening activities. Woman 1 will be featured singing on stage with a band. The environment will be classy and not too wild. Woman 2 will be featured disc-jockeying at a nightclub. The end titles will appear with the Dove logo showing the body wash bottle. There will be a call to action that appears on the lower side of the screen. The twitter hash tag #lovefordove that is a part of our integrated campaign will appear. The overall theme of the ad is designed to show how two real women have busy schedules and different scents of Dove body wash depending on who they are. Every woman is unique and their scent helps make them feel beautiful and confident. The social media references shown during the last few seconds of the ad will give people the opportunity to talk about the ad on the Internet. They can also tell other people what their favorite scent is.

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Dove Find Your Scents of Confidence Campaign :30 TV Spot What Scent Defines You? Writers Notes: The 60 second television spot will feature the daily activities of two real women who use Dove body wash. Throughout the entirety of this spot, the screen will be split in the middle and the activities of each woman will be happening at the same time. We will refer to the actress as Woman 1 and Woman 2. Woman 1 will be a 25-27 year old Caucasian woman with long red hair. Woman 2 will be a 29-30 year old Asian woman with short dark hair. The voiceover is of a young, upbeat, friendly man who will describe each womans day and her activities.

Video: (:08) Open on split screen of Woman 1 on left side of screen and Woman 2 on the right getting out bed in the morning to start their day. VO: Dove followed two real women throughout their typical day morning until night. SFX: Soft music, i.e. soft rock, upbeat studio background.

Video: (:05) Cut to split screen of Woman 1 brushing her hair and Woman 2 brushing her teeth. Both are in front of a mirror. VO: Getting out of bed. SFX: Soft music, i.e. soft rock, upbeat studio background.

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Video: (:05) Cut to split screen visuals of both women at work; Women 1 is busy talking on her phone at her desk while Women 2 is talking with her colleagues in a meeting. VO: Busy day at work. SFX: Soft music, i.e. soft rock, upbeat studio background.

Video: (:06) Cut to both women leaving working heading to their homes; Woman 1 gets into a taxicab while Women 2 is shown riding on the subway. VO: The long commute home. SFX: Soft music, i.e. soft rock, upbeat studio background.

Video: (:05) Cut to both women walking through the doors to their separate homes. The door opens and they both walk inside. SFX: Soft music, i.e. soft rock, upbeat studio background.

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Video: (:06) Quick cut to visual of two shower curtains implying that both women are taking a shower. SFX: Sound of shower water running. Soft background music stops.

Video: (:06) Both Women are shown reaching for their Dove body wash from their shelf, Women 1 reaches for Dove Cucumber & Green Tea body wash, while Women 2 reaches for Dove Pomegranate and Lemon Verbena body wash. VO: Getting ready for the night. SFX: Sound of shower water running. Soft background music stops.

Video: (:05) Cut to both women ready for their night and leaving their homes to go out. Woman 1 walks out of apartment building door and Woman 2 leaves door of townhouse. SFX: Soft music, i.e. soft rock, upbeat studio background.

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Video: (:08) Women 1 is singing on stage at open mic night while Women 2 is shown disc jockeying at a nightclub having fun. VO: Dove gives women the confidence they need to be who they are. SFX: Soft music, i.e. soft rock, upbeat studio background.

Video: (:06) Quick cut to white screen with Dove logo appearing and image of the body wash bottle. There will be a call to action at the bottom of the screen for our Facebook page and twitter hashtag. VO: What scent represents you? Find your scents of confidence with Dove Body Wash. SFX: Soft music, i.e. soft rock, upbeat studio background.

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12.6 Digital The advertisement below is an example of how we would emphasize the scent aspect of o ur campaign with a banner ad. When the mouse goes over the ad, it will blow up to be larger and take up a large portion of the screen. By clicking on the ad, it will bring you directly to our website with the promotion details.

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13.1 Media Plan

13.2 Media Budget Allocation Chart

13.3 Year at a Glance Summary In order to determine the most effective frequency for this campaign, we used the Ostrow Model of Effective Frequency. This model helps us to determine our frequency levels based on marketing, copy, and media considerations. Based on the Ostrow Model we determined our average frequency to be 3.2. Since Dove is already a very established brand, we decided to focus more on frequency rather than reach in order to increase the number of times people see an advertisement at one time. We established goals for our advertising campaign that will best optimize the Dove brand. Our goal is to start our campaign in January with a moderate reach of 60.0 and a frequency of 4.0. In quarters 2 and 3 we will increase our reach to 80.0 and a frequency of 5.5 to coincide with our summer promotions. In quarter 4 we will begin to decrease our reach and frequency back down to a reach of 60.0 and frequency of 4.0. After creating our media plan, we were able to exceed our total reach and frequency goals while still remaining under budget. Our estimated goal for GRPs was 4,065 and our estimated performance is 5,026. Our complete year at a glance of our media flight plan is shown below.
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January February March April May June July August September October November December Total

Reach Goal Est 60 86.7 60 86.7 65 87.6 75 91.4 80 91.8 80 91.8 80 91.8 80 91.8 75 91.4 65 87.6 60 86.7 60 86.7

Avg Freq Goal Est 4 3.9 4 3.9 4 4.1 5.5 5.2 5.5 5.5 5.5 5.5 5.5 5.5 5.5 5.5 5.5 5.2 4 4.1 4 3.9 4 3.9

Goal 240 240 260 413 440 440 440 440 413 260 240 240 4065

GRPS $(000) Est Balance Goal Est Balance 334 -94 3664.8 3647.7 17 334 -94 3664.8 3647.7 17 360 -100 3970.2 3928.2 41.9 477 -64 6298.8 6277.6 21.2 504 -64 6718.7 6716.4 2.3 504 -64 6718.7 6716.4 2.3 504 -64 6718.7 6716.4 2.3 504 -64 6718.7 6716.4 2.3 477 -64 6298.8 6277.6 21.2 360 -100 3970.2 3928.2 41.9 334 -94 3664.8 3647.7 17 334 -94 3664.8 3647.7 17 5026 0 62072 61868.22 203.784 National Contingency $(000): 2,000 Spot Contingency $(000): 1,500

13.4 Media Strategy We used our Simmons data to determine specifically what mediums to advertise in. For television advertising we chose to advertise in Net TV-Prime, Net TV Late Night/Late News, Net Cable- Early Fringe, and Net Cable-Late Fringe. Our budget distribution for Television is shown below.

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For radio we chose to advertise in Net Radio- Morning Drive, Net Radio-Daytime, Net RadioEvening Drive and Net Radio-Nighttime. Our budget distribution for radio is shown below.

For our print advertising we decided to focus on Mens Magazines, Womens Magazines and General Interest Magazines. Our budget distribution for print is shown below.

For Internet advertising we decided to focus on Keyword Searches and Internet Targeted Sites such as Pandora and Spotify, as well as social media sites. Our budget distribution is shown below.
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14.1 Campaign Evaluation

In order to effectively measure the success of these proposed campaign strategies, we have created evaluative methods that we will use to compare the campaign objectives that were initially determined in the beginning of this campaign. These campaign evaluative strategies will also be compared to the to the benchmark and cutoff values that were previously laid out in the timeline. We will measure each objective individually against based on the goal in which we hope to achieve. Body Wash Awareness In order to measure the level of Dove body wash top of mind awareness, we feel that follow up surveys should be distributed among our target market, especially focusing on our top 14 spot markets in order to measure top of mind awareness after our consumers have been exposed to the ads. Male Consumer Awareness In order to successfully measure the awareness levels among our secondary target, we feel that we should be having quarterly client/agency reviews to measure increases in male sales as well as distributing surveys to males in target audience to measure their top of mind awareness concerning the Dove Men+ Care ads.

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Twitter Activity Increase Maintaining a high social media presence is essential to the success of this campaign. We propose to monitor daily/weekly Twitter and Facebook activity. This ranges from the amount of new users that our sites attract, how we are interacting with our consumers on daily basis, and how much our consumers are discussing our campaign and promotions. we will measure the amount of users that we have gained from beginning to end of campaign, which is a total goal of getting over 100,000 followers. Environmental Initiatives By introducing Doves environmental initiatives, we plan to measure the success of this effort by measuring the number of volunteers who sign up and participate in our Make Scents of Your City event that will be held in our top 14 spot markets. We will also monitor weekly any discussion and buzz that is created on social media sites, including our Twitter and Facebook pages.

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15.1 References
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Dial - about us. (n.d.). Retrieved from http://www.dialsoap.com/about.html Developing Aternatives to Animal Testing. (2013) . Retrieved from http://www.unilever.com/sustainable-living/Respondingtostakeholderconcerns/testing/ Dove Bar/Body Wash. (2012) Retrieved from http://www.dove.us/Products/Bar-Body-Wash/default.aspx Dove Campaign for Real Beauty. (2012). Retrieved from http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx Durham, B. (Uploader). (2010). ivory soap commercial - 1970's. [Web Video]. Retrieved from http://www.youtube.com/watch?v=0JU9yQReGgk Eco-efficiency in Manufacturing. (2013). Retrieved from http://www.unilever.com/sustainable-living/ourapproach/eco-efficiencyinmanufacturing/index.aspx EU Set to Ban Animal Testing for Cosmetics Forever. (n.d.) Retrieved from http://www.reuters.com/article/2013/02/21/idUSnPreyt9lha 100 PRN20130221 History of the Dial Corp. (n.d.). Retrieved from http://www.fundinguniverse.com/company-histories/the-dial-corp-history History of Old Spice. (n.d.). Retrieved from http://oldspice.newshq.businesswire.com/about/history_timeline Introduction to Unilever. (2013). Retrieved from http://unilever.com/aboutus/introductiontounilever/ It Pays to Buy Store Brands. (2009, October). Retrieved from http://www.consumerreports.org/cro/magazine-archive/october-2009/shopping/buying-storebrands/overview/buying-store-brands-ov.htm Ivory Soap History - Invention of Ivory Soap. (2005, February). Retrieved from http://www.ideafinder.com/history/inventions/ivory.htm Kantar Media. Dial. (2012) Ad$pender. Retrieved from http://products.kantarmediana.com

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Kantar Media. Ivory. (2012) Ad$pender. Retrieved from http://products.kantarmediana.com Kantar Media. Nivea. (2012) Ad$pender. Retrieved from http://products.kantarmediana.com Kantar Media. Old Spice. (2012) Ad$pender. Retrieved from http://products.kantarmediana.com Kantar Media. Softsoap. (2012) Ad$pender. Retrieved from http://products.kantarmediana.com Lain. (2007, December 14). Societal Pressures Drive Young Women to Eating Disorders. Retrieved from http://voices.yahoo.com/societal-pressures-drive-young-women-eating-disorders-697219.html?cat=5 Lopez, K. (2010, May 6). Dove Evolution [Web log message]. Retrieved from http://advertisingfinal.wordpress.com/2010/05/06/dove-evolution-2/ McCrea, L. (2012, September 26). 5 clever social media campaigns targeting men. Retrieved from http://www.ignitesocialmedia.com/social-media-examples/social-media-campaignstargeting-men Mintel. (2012). Soap, Bath, and Shower Products- US- April 2012. Retrieved Feb 6 2013 from Mintel Reports database. http://academic.mintel.com/display/618071/. Ortiz, J. (2011, August 19). Nivea Pulls Racist "Re-Civilize Yourself" Ad After Sparking Outrage. Retrieved from http://articles.businessinsider.com/2011-08-19/entertainment/30068212_1_adnivea-facebook-page Ricciardelli, L. (2012, February 08). Boys Arent Immune to Body Image Pressures and Never Have Been. Retrieved from https://theconversation.edu.au/boys-arent-immune-to-body-imagepressures-and-never-have-been-3801 Softsoap Liquid Soap. (n.d.). Retrieved from http://www.mbs.edu/home/jgans/mecon/value/Popups/pop_up_softsoap_liquid_soap.htm

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16.1 Media Appendix Ostrow Model

Marketing Factors That Affect Frequency Established brands High market share Dominant brand in mkt. High brand loyalty Long purchase cycle Product used occasionally Low Share of Voice Target other groups -0.2 -0.2 -0.2 -0.2 -0.2 -0.2 -0.2 -0.2 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.2 +0.2 +0.2 +0.2 +0.2 +0.2 +0.2 +0.2 New brands Low market share Smaller, less known brand Low brand loyalty Short purchase cycle Product used daily High Share of Voice Older consumers / children

Copy Factors That Affect Frequency Simple copy More unique copy Continuing campaign Product sell copy Single message Larger ad units Older messages -0.2 -0.2 -0.2 -0.2 -0.2 -0.2 -0.2 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.2 +0.2 +0.2 +0.2 +0.2 +0.2 +0.2 Complex copy Less unique copy New copy campaign Image copy More difficult messages Smaller ad units New messages

Media Factors That Affect Frequency Lower ad clutter Compatible editorial env. High media attentiveness Continuity scheduling Limited media mix Opportunities for repetition Total: 0.2+3= 3.2 Effective Frequency Level of 3.2 _____________________ Adapted from: Joseph W. Ostrow, Setting Frequency Levels, Effective Frequency (New York: Advertising Research Foundation, 1982). -0.2 -0.2 -0.2 -0.2 -0.2 -0.2 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.1 +0.2 +0.2 +0.2 +0.2 +0.2 +0.2 Higher ad clutter Non-compatible environment Low media attentiveness Pulsing / flighting Many media in mix Fewer opportunities

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