DOVE REAL BEAUTY

Digital Case Study

Unilever IT Reboot

THE CONTEXT
Dove launched the Campaign for Real Beauty in 2004.
The campaign triggered a global conversation about the
need for a wider definition of beauty. Today, it stands as
one of the biggest conceptual ad campaigns of the recent
decade and Dove continues to push the boundaries.
You can get to see a glimpse of the recent India activation at
https://www.youtube.com/watch?v=yqorn7q3cz4. There is
enough & more literature for your reference across the public
Domain. Brand websites & Media articles could help you with
more details on the work done over the last 12 years

THE DIGITAL CHALLENGE

Interestingly, the Dove #RealBeauty campaign grew out of a photography exhibit in a retail
building in Toronto back in 2004. Since then, Dove has continued to evolve the campaign while
embracing technology to good effect. Technology has helped Dove not only reach wider set of
consumers across the globe but also drive deeper engagements with its consumers.
The Digital challenge, in this context, is on how well can Dove leverage the new age Digital
Ecosystem to champion the cause of Real Beauty among Women in India.

Could you partner Dove to drive the next big leap on #realbeauty through Digital?

SCOPE & SUBMISSION

Since this is NOT a Marketing / Advertising case study, you are not required to
create any campaign content. Make a safe assumption that you will have a Brand
Website, a Video & any other basic content that you need. Campaign duration would
be 3 months & the campaign would be run only for India
Your final submission should include the following aspects
1. What should be the Digital eco system (Technology tools, Engagement medium
etc.) that Dove should have for its next #RealBeauty campaign
2. How should it deploy the Digital eco-system to better target & engage consumers
3. What is the Digital innovation that would make Digital campaign a path breaking
one and not just another incremental one
4. How would you measure the campaign performance across the campaign duration

EVALUATION CRITERIA
Criteria

Weightage

Understanding the core challenge and

comprehensiveness of approach

20%

Practicality of the solution

20%

Measurement and Benchmarks

20%

Innovation through Digital Technology

40%

PRIZES
1. Campus Winners
75,000 per team of campus winners
2. Finale Winners
1,50,000 to the winning team
3. Finale Teams
5,000 per person