Hips Feel Good

Dove's Campaign for Real Beauty

Durian, Inc. Syndicate

La Ode Arief Akbar - Ryan Koesuma - Wahyu Kumoro 
Brand Strategy
Unilever Then 
Brand Strategy Now
• World’s largest producer but lacked a • Reduce portfolio to 400 “core” brands
unified global identity.
• Path to growth Initiative (brand building
• Brands managed in a decentralized and brand development – separate
fashion functions)

• Years of slow performance • Concentrate on product innovation to

fuel internal growth
• Lack of sound corporate strategy
• An initiative to create an overall
• Numerous low-volume brands umbrella brand across all Unilever’s
brands
• Small global presence compared to
competition

• Mediocre performance in emerging

markets
Unilever Brand Strategy

Problems

• Global decentralization brought problems of control.

• Unilever lacked a global identity.
• Product categories had checkered identities.

Embarked on a 5 year strategic initiative “Path to Growth”:

• Narrowing from 1600 brands down to 400.

• Selected “Masterbrands”, mandate to serve as umbrella
identities over a range of product forms.
• Global brand unit for each “Masterbrand”.
Unilever Brand Strategy
Objective: Bring top of the mind awareness

Strategy: Use advertising that connects with consumer needs

• Let the consumer know more about the product’s uses

• Shifted from an out-and-out house of brands to endorsing all its products
linked to its corporate logo.
• Converged the marketing of disparate arms due of the lack of brand
recognition.
• Dove's extension into deodorant - long-term strategy built to set global
"master" brands.
• In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up
develop their social missions.
• Since 2002, became more visible to shoppers, with corporate logo
appearing on the back of all our product packs.
Masterbrand: Dove
“If you are not crystal clear what the brand’s mission is, you cannot control what
happens when people amplify it.  Everyone working on Dove knows these words
by heart.  They know that the mission statement does not say Dove is about
women feeling more beautiful, but that Dove is about more women feeling
beautiful.  Our notion of beauty is not elitist.  It is celebratory, inclusive, and
democratic.” 

- Philippe Harousseau, Unilever VP Brand Development

“For too long, beauty has been defined by narrow, stifling stereotypes. Women
have told us it's time to change all that. Dove agrees. We believe real beauty
comes in many shapes, sizes and ages. That is why Dove is launching the
Campaign for Real Beauty.”
- campaignforrealbeauty.com
 Masterbrand: Dove
History of Dove:

• 1940’s – Formula for Dove Bar (Mild Soap)

• 1950’s – Refined to original Dove Beauty Bar

• 1960’s – Launched in the market

• 1970’s – Popularity Increased as a milder soap

• 1980’s – Leading brand recommended by Physicians

• 1990’s – Dove beauty wash successfully launched

• 1995 - 2001 – Extension of Dove’s range of products

Masterbrand: Dove
Problems
• Declining Sales, lost in crowded market

• Increased competition (L'oreal, Olay, P&G, Nivea,

Johnson & Johnson)

• Resulting advertising clutter

• Stagnation in one or two categories, In spite of increase in

product range

• Need for Brand Positioning, evolve brand image without

losing their existing customer base
Market Research:
Consumer Insight
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)

Only 2% described themselves as beautiful

Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)

47% said they were overweight, trend increases with age 

Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
68% believed that the unrealistic standard of
beauty set by the media would never be achieved
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
75% wished that media would portray more
diverse measure of physical attractiveness
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
79% said that beauty could be achieved
through non-physical apperance
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
48% strongly agree with: "When I feel less
beautiful, I feel worse about myself in general." 
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)
45% believed that beautiful women have greater
opportunities in life
Research Study - 
"The Real Truth about Beauty: A Global Report" (2004)

26% have considered plastic surgery (54% in Brazil)

 Brand Values, Positioning, 
and Communication Objectives 
Dove's Brand & Communication Strategy

Importance of situational influences, emphasis from product-related

variables to consumer-related variables
 
Brand Audit in 2003:
Product benefit: natural ingredients, moisturizing performance
Emotional benefit: dated and old-fashioned

Focus: Self-Esteem, Feel Good

Objectives:
• Increase market share through improvement of the brand image
• Develop an outstanding marketing campaign
• Retain the functional strengths of the brand
• Engage customers and differentiate from other competitors
 
Dove's Target Market

• Target group was women aged 30-39

• These women had not yet used skin-firming products but

were starting to reach the age where wrinkles and cellulite

• This group also likely has young daughters, for whom self-
esteem issues are a real concern for their mothers

• Dove also incorporated self-esteem building tools for

young girls
Dove's Brand Equity & Development

Much affliation and attachment, creates

patronage 
(Dove Self-esteem Fund)

Women love and trust the dove brand,

use the brand to develop self-esteem

Mild, moisturizing, 1/4 cleansing cream

World No. 1 Cleasing Brand. Has depth

and breath in the market
Dove's PoP & PoD

"Beauty. It's not about glamour or fame. It's about every woman
and the beauty in each of us. That's what Dove is all about.
And that's why more women trust their skin to Dove."

PoP: 
Cleanses, Mild Soap, Moisturizer

PoD: 
"It's not about glamour of fame", "True beauty could be found in
many forms, sizes and ages", "real" women for ads, emphasis
on the ethical aspect of beauty, "self-confidence" moral aspect,
emotional ties
Dove Brand Positioning
Why? For Whom?
Won't dry out skin like soap Women aged 30-39
Would emphasis on the ethical  Had not yet used skin-firming
aspect of beauty products with wrinkles and cellulite
problems

Competitors
What? L'Oreal
Hair care: Shampoo, Spray and Gel Oil of Olay
Skin Care: Soap and Moisturizer Johnson and Johnson
Deodorants The Body Shop
Nivea
Dove's Positioning in 1950s
Product
• First Dove product at Beauty Bar - Launched in 1957
• It claimed not to dry out the skin the way soap did
• Technically not soap at all, formula came from military research
• Feature: 1/4 Cleansing Cream
• Benefit: Won't dry out skin like soap
 
Marketing and Advertising
• Blend of marketing communication tools: TV, print media and billboards
• "Dove soap doesn't dry your skin because it is one quarter cleansing cream"
• Used natural looking women to convey the benefits of the product
 
Outcome
• As a result of Dove positioning itself as being in the beauty Industry and
focusing on functional benefits as well as a successful marketing mix 
• Dove became one of the America’s most recognizable brand icons
Dove's Early Print Ads

1960s
1970s
1980s
Dove's Positioning in 2006
Product
• Hair care: Shampoo, Spray and Gel
• Skin Care: Soap and Moisturizer
• Deodorants
 
Real Beauty and Self Esteem Campaign
• Appealed to aesthetic needs of the consumers
• Did not focus on functional benefits, but on need to feel good
• Used oversized models, elderly women to convey the message
 
Outcome
• Shift from broadcast media to digital media, YouTube & Blogs
• Film “evolution” viewed by 3 million visitors in 3 months
• Marketing communications gave Dove a wide exposure
Brand Communication Campaign,
Modes, Implementation and
Measurement
Dove's Communication Campaign
• April 2004 launched “DOVE FIRMING LOTION”
o Ads named as  “LETS CELEBRATE CURVES”

• Sept 2004 launched "GLOBAL CAMPAIGN"

o It was renamed as “CAMPAIGN FOR REAL BEAUTY” (CFRB)

"[...] to make more women feel beautiful every day, by widening today's stereotypical view of
beauty and inspiring women to take great care of themselves."

Core Message: "No models -- but firm curves"

CFRB - ATL: Billboard

source: http://www.nytimes.com/imagepages/2008/07/07/business/07doveA.ready.html
CFRB - ATL: Magazine

source: www.thirdwayblog.com
CFRB - ATL: TV Commercial
CFRB - ATL: Web Ads
CFRB - ATL Results: Newspaper

source: www.uncivilsociety.org
CFRB - ATL: Dove Super Bowl Video
Ad
• Target: 8-17 years old girls
• Reason: Address eating disorder in target age, directly
linked to low self-esteem
• Objective: How to make a difference in how girls felt about
themselves
• Campaign Association: Dove Self-Esteem Fund

Video source: http://www.stupidvideos.com/video/superbowl_xl/Superbowl_06_Dove_Self_Esteem/

CFRB - PR: The Dove Self-Esteem Fund
CFRB - PR: Uniquely ME! Program
• Target: 8-14 years old girls
• Objective: Help build self-confidence
• Partner: U.S. Girl Scout troops
• Campaign Association: Dove Self-Esteem Fund
CFRB - BTL: Interactive Website
OBJECTIVE: Amplify Engagement & PR

Views:
• User-generated content, discussion boards

News and Information:

• Films, quotes, press reaction to campaign, survey quotes

Campaign:
• Audience shown how advertising developed

Fund raising / The Dove Self-Esteem Fund:

• Objective: to boost esteem of 5M females
• International body of experts

No products were featured

Results
• Genuine debate and participation
• 700% uplift in sales following initial campaign
• Good PR
CFRB - BTL: Interactive Website

Market Segment:
• Young mother
• Teenagers
CFRB - BTL: Interactive Website

Vote Models for 

Local Billboards
CFRB - BTL: Interactive Website

Building Knowledge on Self-esteem

CFRB - BTL: Interactive Website

The Dove Self-Esteem Fund

CFRB - BTL: Interactive Website

The Dove Self-Esteem Fund

Measurements & Result
Milward Brown's Brand Audit (2005):
• Attributes: "Open", "Active", "Self-Confident", "Fun", "Energetic", "Confident"

Results:
• Reached premium segment
• 800 newspaper and magazine articles
• Market share increased in six European core markets from 7.4% (2003) to
13.5% (2004)
• 4000 visitors to website everyday
• Sales of firming lotion in UK rose by 700%
• Sales in the US went up by 11.4%
• Total Sales for the Dove Brand rose 6%
• Number of visitors to website increased by 200%
• Grand EFFIE award for advertising effectiveness
• Positive response from the masses
CFRB - Activation: Dove 'Evolution' movie

Video source: http://www.vimeo.com/15858539

CFRB - Activation: Dove 'Evolution' movie

The ‘Evolution’ movie was created on demand of Unilever Canada and posted on
YouTube by its creator Ogilvy & Mather Toronto 6th of October 2006. 

Target Market
Primary: Women 30-39
Secondary: Girls & Teenagers

Objective
• Further engagement and differentiation with competitors
• Touch the lives of 70,000 girls in Canada towards the global objective of touching over
1,000,000 girls by 2008 over the world (achieved in 2 months)
• To do so in a meaningful way by providing tools, resources, educational materials that
can make a real and lasting difference
• Drive mass awareness of the workshops and available materials, reaching Canadian
women through viral email blasts, word of mouth, on-line advertising and PR.

Modes
Social Media (Youtube) and WoM
CFRB - Activation: Dove 'Evolution' movie

Implementation:
• Besides being posted on YouTube, an e-mail with a link to the movie was sent to
460,000 people in Canada, 
• Followed by targeted e-mails to 15,000 women who attended a DSEF workshop. 
• An online media plan focusing on woman’s websites supported the launch of the
movie.
• A targeted PR and Media campaign was developed to coincide with LA Fashion Week
to maximize share of conversation for the campaign.
• Press releases, a DVD with the ‘Evolution’ movie as part of the goodie bag ...
generated mass PR coverage (e.g. publication in several talk shows, television
programmes, newspapers and magazines)

Results:
• 7,990,801 views on YouTube upload, more than 30,000 testimonials about ‘real
beauty’ on the campaign website 
• 68,905 search results for “Dove Evolution” on blogsearch.google.com
• The movie is launched in more than 40 countries
• The winner of two Grand Prix and one Epica D'Or awards - Cannes Lions
International Advertising Festival
• Sat of a “evolution-frenzy” online, including numerous videos
CFRB - Activation: Dove 'Evolution' movie

• The movie shows a sequenced photo shoot of a female

average-looking model done by professionals, this including
the styling, make-up, the shoot itself, and the additional
retouching done by computer.

• The goal of the film was to show the truth about the
advertising media, and how they distort our perception
of natural beauty.

• Uses the existing social networks as distribution base.

• Relies on the word-of-mouth principle, where the

receiving audience will either distribute the message by
conversation, or social media networking.
CFRB - Activation: Dove 'Evolution' movie
 CFRB - Activation:
Dove 'Evolution' movie - Measurement

Source: InSites Consulting

 CFRB - Activation:
Dove 'Evolution' movie - Measurement

Source: InSites Consulting

 CFRB - Activation:
Dove 'Evolution' movie - Measurement

Source: InSites Consulting

CFRB - Activation:
Dove 'Evolution' movie - Measurement

Source: InSites Consulting

 Web Site Views and Demographics

Evolution Movie

Superbowl 2006 Ad

source: www.alexa.com
Google Searches
Adjustment Input:
Dove's Campaign
Strength
SWOT Analysis
Weakness

Unconventional strategy& effective Women featured are comparatively slim

advertising 
Use of idealized images in other brands
High Level of Emotional Engagement  under the same flagship/Contradictory in
nature (with Unilever's Axe)

Opportunities
Threat
Target male customers
Risk of being a brand for “fat girls”
Cross-culture advertising throughout the Copied by the competitors / PoP
globe
thanks for attention