Allie Jordan
Doves Campaign’s
Com 487
Professor Liz Kerns
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TABLE OF CONTENTS
Cover Page
Table of contents
Executive Summary
SWOT & History and Timeline of Company
History and Timeline of Company
Key dates for sleeveless campaign &objectives
Strategy and Execution for Sleeveless campaign
Results and outcome of Sleeveless campaign
Real Moments Campaign Key dates and objectives
Real Moments Campaign strategy and execution
Strategy and Execution continued
Results and outcome of Real Moments campaign
Strategy and execution for Real Beauty Campaign
Strategy and execution continued
Results and Outcome for Real Beauty campaign
Reflection
Sources
Sources
Sources
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EXECUTIVE SUMMARY
This document contains three campaign efforts made by the Company Dove.
It covers a SWOT analysis of the Company as an entirety, it then covers the
companies history. After the overview of the company is complete the three
campaigns are covered in depth.
The cases cover the key dates of the campaign, the objective of the campaign, the
strategy and execution of the campaign and then finally the result of each campaign.
The three campaigns that I covered with Dove were 1. The Go Sleeveless
campaign that encouraged woman to use their new deodorant line and helped
people who suffered from under arm discoloration and breakouts. The second
campaign that I covered was the Real Moments Campaign. This campaign was
geared towards men and their use of Dove Men+Care products. The campaign was
used to help re-shape the image of dad’s in commercials and the media. The last
campaign that I covered was Dove’s largest and longest running campaign the Real
Beauty Campaign. This Campaign started in 2004 and was implemented to help
reshape the definition of beauty and help woman feel beautiful in their skin.
Each campaign saw its speed bumps but overall Dove has become more
established in the industry for woman and making them feel beautiful.
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SWOT ANALYSIS
Strengths:
-Well Recognized
-Have established a great market with woman as caring for their needs and
helping to make them feel beautiful
-They have tried to help mold a new vision of what dads are in commercials
-Have been able to increase sales with certain campaigns such as the Real
Beauty campaign.
-They have several different lines including shampoo, deodorant, hand soap,
body wash, conditioners and lotions. *1(http://prezi.com/b7mmyest2qi/dove-presentation/ )
-Globally recognized *2Google.com
-Have been able to have longstanding success with campaigns- Real Beauty
Weaknesses:
-They have a very specific market; woman and could expand more to men.
-They focus mainly on body wash and soap; they could push harder on their
shampoos and conditioners.
-Harsh critiques for some of the Real Beauty Campaign
Opportunities
-Could branch to all natural products
-More men based advertising and products
-potentially tap into the woman’s fashion market 3*
Threats
-Poor image due to lack of credibility through Real Beauty Campaign.
-They do not focus heavily enough on men’s product sales
-Competitors in the industry
History and Background
TIMELINE
1885 -
Although Unilever wasn't formed until 1930, the companies that joined
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1899
forces to create the business we know today were already well established
before the start of the 20th century.
1900 Unilever's founding companies produced products made of oils and fats,
1909
principally soap and margarine. At the beginning of the 20th century their
expansion nearly outstrips the supply of raw materials.
1910 Tough economic conditions and the First World War make trading difficult
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for everyone, so many businesses form trade associations to protect their
shared interests.
1920 With businesses expanding fast, companies set up negotiations intending
1929
to stop others producing the same types of products. But instead they
agree to merge - and so Unilever is created.
1930 Unilever's first decade is no easy ride: it starts with the Great Depression
1939
and ends with the Second World War. But while the business rationalizes
operations, it also continues to diversify.
1940 Unilever's operations around the world begin to fragment, but the
1949
business continues to expand further into the foods market and increase
investment in research and development.
1950 Business booms as new technology and the European Economic
1959
Community lead to rising standards of living in the West, while new
markets open up in emerging economies around the globe.
1960 As the world economy expands, so does Unilever and it sets about
1969
developing new products, entering new markets and running a highly
ambitious acquisition programme.
1970 Hard economic conditions and high inflation make the 70s a tough time for
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everyone, but things are particularly difficult in the fast-moving consumer
goods (FMCG) sector as the big retailers start to flex their muscles.
1980 Unilever is now one of the world's biggest companies, but takes the
1989
decision to focus its portfolio, and rationalize its businesses to focus on
core products and brands.
1990 The business expands into Central and Eastern Europe and further
1999
sharpens its focus on fewer product categories, leading to the sale or
withdrawal of two-thirds of its brands.
2000 The 2000s start with the launch of Path to Growth, a five-year strategic
PRESENT plan, sharpened in 2004 with Unilever's Vitality mission focusing on the
needs of 21st century consumers. In 2009, Unilever announces a new
corporate vision - working to create a better future every day - and enters
the 2010s with a new strategy: The Compass. To support this strategy, the
Unilever Sustainable Living Plan launches in 2010.
Taken Directly from Unilever- Doves parent brands website and timeline of
company history. 1*( http://www.unilever.com/aboutus/ourhistory/)
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History and Background
Dove got it’s start in 1957 producing the first Dove Beauty Bar, the only other
alternative to the generic soap which Dove felt was drying to the skin. They wanted
to make sure that they were giving nutrients to their customers skin and not taking
it away. At Dove the mission is to listen to woman and make them feel beautiful,
what a coincidence, listening to your customers brings them back.
Key Dates for Go Sleeveless Campaign
Go Sleeveless Fashion Challenge April 4- April, 11, 2011. 7*(Drugstore
News, Antionette Alexander)
Go Sleeveless Commercial November 2012 *(You Tube)
Go Sleeveless Commercial t-shirt challenge 2013 8*(Ispot.tv)
Billboards in New Jersey taken Down March 2014 4* (Mail Online,
Annabel Fenwick Elliot, 2014)
Campaign objectives for DOVES GO SLEEVELESS CAMPAIGN
The objective of the Dove Ultimate Go Sleeveless campaign was to boost sales in
their deodorant area of Dove’s company, I mean come on isn’t that the goal for every
campaign. From a marketing aspect their goal was to help woman feel more
comfortable with their underarms. According to Unilever Doves parent company
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93% of woman consider there under arms unattractive and 62% of woman
surveyed said they suffer from underarm skin problems varying from breakouts to
itchiness. 1*(Unilever Tackles the Ugly Underarm by Ellen Byron, Wall Street
Journal). Once the research had been found Dove decided they would try to fix the
problem claiming with their new formula could give woman better looking under
arms in just five days using their new product. *1(Unilever Tackles the Ugly
Underarm by Ellen Byron, Wall Street Journal).
Strategy and Execution
Dove decided that one way to reach their target market of woman they
would use Gossip Girl’s Jessica Szohr quoted talking about her personal style tips in
a sleeveless shirt of course. The ad ran in style, health and beauty focused
magazines. 2* (Sales Fax.com http://www.salesfax.com/j/index.php/televisionadvertisers/851-dove ).
Dove also implemented a commercial similar to their Dove Beauty Commercials first
in 2012 with several woman doing different things with of course shirts or dresses
that showed off their under arms confidentially because they had used Dove’s new
deodorant. 3*(You Tube) In 2013 they featured 6 woman in their commercial who
were given two t-shirts and a new stick of Dove’s Deodorant. After day five the
woman came back and were given the choice to wear the sleeveless shirt or the
regular t-shirt. All the woman except one came back in the tank top. The girl laughed
and said I just like the t-shirt and lifted her arms up to show she was confident
about her under arms. 3*(You Tube) Dove also implemented billboards into their
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campaign and regrettably they poked major fun at New Jersey. The billboard said:
“Dear New Jersey, When people call you the Armpit of America, take it as a
compliment. Sincerely, Dove.” 4* (Mail Online, Annabel Fenwick Elliot, 2014)
Results and Outcome
According to 5* Statista in 2013 Dove only held 2.9% of the deodorant
market, but according to The Wall Street Journal they claimed 8.5% of the
deodorant market at the end of the 52 weeks that ended in February of 2011. .
1*(Unilever Tackles the Ugly Underarm by Ellen Byron, Wall Street Journal).
This article also states that their sales grew 3% and have 6% since 2007. The article
touches on how the price of deodorant has gone up in recent years and could be
some of the reason for the increase in sales for Dove’s Deodorant.
As for some of the billboards, the New Jersey billboard in particular, Dove was
forced to take the ad down due to angry and boycotting fans. According to Matthew
McCarthy, the senior marketing director of antiperspirant and deodorants for
Unilever, “consumers will understand”. 6* ( New York Times). The article
continues on quoting McCarthy about how people will understand the billboard and
not be upset. This was definitely not the case. Pulled directly from the article: Dove,
which declined to reveal expenditures for the campaign, spent $26.9 million on
deodorant advertising in the United States in 2012 and $33.3 million in the first nine
months of 2013, according to Kantar Media, a unit of WPP. 6*(New York Times).
That is a lot of money to spend and then have people start to boycott your product,
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even though it was most likely only New Jersey residents who only make up a small
portion of their sales.
Because Dove had established themselves as a brand that wanted to help woman
feel good about themselves and helped create a new definition of beauty with their
Beauty campaign for the last decade they had already established a great market
with woman. This campaign only reinforced their quest to help make woman feel
beautiful.
History and Background for Real Moments Campaign
Dove got it’s start in 1957 producing the first Dove Beauty Bar, the only other
alternative to the generic soap which Dove felt was drying to the skin. They wanted
to make sure that they were giving nutrients to their customers skin and not taking
it away. Men were starting to feel like they were getting a bad rap in the media and
commercials. Dove set out to change that with this Real Moments Campaign.
Key Dates For Real Moments Campaign
2013 March Madness Airs: Tuesday March 19-Monday April 8 (Google.com)
Campaign Objectives For Real Moments Campaign
Dove had done a campaign featuring Drew Brees in 2010 after he had won
the Super Bowl featuring him in the shower just like all the ads that woman had
using the product, very traditional way of doing a shampoo or body wash
commercial. The objective of the new campaign, Real Moments was to show how big
stars create Real Moments and also use Dove’s Men’s+ Care. The campaign gave a
sneak peak into what it meant to Dwyane Wade, superstar for the NBA team The
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Miami Heat. The Real Moment showed him playing basketball inside his home with
his children as well as playing in their pool. The campaign also featured college
sports analyst Jay Bilas. These commercials spoke more with consumers who say
that they are first and foremost dads. 2*(Jack Neff, Dove Give Guys a Break in
Men+Care Push, 2013)
Ultimately the campaign was to pull on the heartstrings in a way to make people
view Dove as something Superstars and dads alike can use. 1* (Marija Milosevic,
Men Care for What Matters in New Dove Men+ Care Campaign 2013)
According to VP of skin care marketing at Unilever 73% of men feel falsely
advertised or inaccurately depicted in ads. The goal for the Real Moments Campaign
was to change that stereotype as well. 2*(Jack Neff, Dove Give Guys a Break in
Men+Care Push, 2013)
Strategy and Execution
Dove planned on implementing its Real Moments Campaign during the 75th
Anniversary of March Madness in 2013 featuring a timeline and video’s on
NCAA.com. 2*(Jack Neff, Dove Give Guys a Break in Men+Care Push, 2013)
They also put on their own website a contest for March Matchup and pick your
favorite team in the tournament and a contender and match them up. (Dove
MenCare.com) They also created a Facebook page that seems to be no longer in
service for the big contest. They chose to use March Madness for a number of
different reasons. The first reason being that Wade and Bilas had both participated
in March Madness during their college days, so their audience could recognize them
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and feel more of a connection with the commercials. They also chose to March
Madness as their big platform because according to the NCAA 181 million viewers
tune into the tournament through television, online and out of home platforms and
much of their target audience 25-54 tune in. According to VP of Unilever Skincare
(Doves Men+Care parent company) men ages 25-54 are 57% more likely to tune
into the tournament than the average adult. 4* (Alicia Jessop, Forbes, 2013)
2*(Jack Neff, Dove Give Guys a Break in Men+Care Push, 2013), 3*(Barry
Janoff, March 2013; D-Wade Plays Defense, Gets In shape For Dove March
Madness Real Moments). Wade was featured in a commercial that went through
three “stages” of how to Stay In Shape. 1. “Gotta work on those arms” Wade says as
he is lifting his son above his head playing in their backyard. 2. “Keep those legs
strong” while he is playing in a bouncy house with his sons. 3. “How to play defense”
where he is playing basketball with his sons on a mini hoop inside their home. In the
commercials Bilas does he is featured in “How to Prepare for the Big Dance”-(The
Tournament is also known as the “Big Dance”) and “How to Master the Drive” (A
basketball term used for dribbling hard to the basket). In the first commercial Bilas
was shown getting his son ready for the big dance but it was a real dance his son
was going to. In the second commercial Bilas was teaching his daughter how to drive
a car. “This year during the Tournament, Dove Men+Care will showcase moments in men’s
lives that really matter,” Rob Candelino, VP of Unilever Skincare, said in a statement. “When
fans learn that playing ‘defense’ for Dwyane Wade means teaching his sons how to guard a
mini-hoop in his living room, instead of a fellow player during a professional game, it hits
home where men today place priority — caring for their family comes first.” Directly pulled
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from: 3*(Barry Janoff, March 2013; D-Wade Plays Defense, Gets In shape For
Dove March Madness Real Moments).
Results and Outcome
It was hard to come across information just about the results of this
particular campaign but I did find on YouTube that Wades commercials reached
53,000 and 79,000 views. I was a little bit surprised to see something less than a
million with his superstar status and Jay Bilas’s only had 53 views on his Big Dance
commercial! To boot I didn’t even see a video up of his commercial where he teaches
his daughter how to drive. Does this mean that the campaign was unsuccessful?
Lets look at their sales. According to Comcast’s best selling new products Dove
Men+Care sold $54.2 worth of product in 2011 5*(Jacquelyn Smith, Forbes Staff).
According to Unilever sales were up in 2013: Underlying sales growth 4.3% with
volume 2.5% and price 1.8% 6* (Unilever Media Center: Unilever.com)
History and Background
Dove got it’s start in 1957 producing the first Dove Beauty Bar, the only other
alternative to the generic soap which Dove felt was drying to the skin. They wanted
to make sure that they were giving nutrients to their customers skin and not taking
it away. At Dove the mission is to listen to woman and make them feel beautiful,
what a coincidence, listening to your customers brings them back.
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Campaign Objective
According to Dove nearly 98 percent of woman worldwide think that they
are not beautiful resulting in 70 percent of girls age 15-17 avoiding daily activities
because they are feeling poorly about themselves. These are activities like going to
school, going to the doctor and even speaking up and giving their opinion.
After Dove did this research and found that it was such a worldwide problem
for females with self esteem issues Dove felt the need to take action and try to
change the perception of beauty. They would do this by launching what is called the
Dove Beauty Campaign in 2004. This campaign was to help woman feel good about
themselves in their own skin regardless of race, size, eye color or hair color. They
really wanted to get past the stigma that there is a standard type of beautiful and
give woman back their confidence. The goal in 2004 was for Dove to reach five
million girls with this campaign by 2010 and widen the definition of beauty.
Strategy and Execution
In 2004 Dove launched it’s first series of the Dove Beauty Campaign using
their website to post pictures of various woman. Next to the woman you Dove
would put something like: wrinkled or wonderful and you could check a box
essentially next to their picture. Dove also had photos of woman that said: gray or
gorgeous, oversized or outstanding, fat or fit, babe or boy, flawed or flawless, ugly
spots or beauty spots and single eyelids or twice as nice? I am unsure as to who
picked what would be said next to each girl, my most educated guess would be
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whatever her biggest insecurity is with something “nice” next to or below it
countering those negative thoughts.
The second round of Doves Beauty Campaign came in June 2005 with their
Real Woman with real bodies commercials and advertisements. This featured
woman and even one group of men posing in their bras and panties showing of their
curves, tattoos pregnancy’s their “unfiltered”,“untouched” bodies. This campaign
really made a statement that it was ok to feel comfortable in your skin and
retouched on their message, beauty comes in all forms.
September 2006 Doves next move came when Europe banned overly thin
models from its fashion runways. Dove’s response was a short video about beauty
and the transformation one can take when you use excessive makeup and body
altering tools such as Photoshop for ads. This was not part of their original plan and
phases to implement but they felt that it was a good time to showcase the distorted
image we see in ad campaign vs. reality.
The third phase of the campaign came in 2007 with a pro age movement
focusing on aging woman. Woman ranging 50-64 felt it was time to change the
perception of aging woman in relation to beauty. They focused on woman who had
gray hair, sunspots, and promoted mainly “too old to be in an anti again ad?” This is
again re-enforcing their message that beauty is undefined and helping them reach
their goal to widen the definition of beauty.
In 2010 Dove created the Dove Movement for Self-Esteem. This is a fund is
primarily for girls ages 8-17. What Dove is trying to do with the Movement is teach
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young girls how to be confident and educate them on the true meaning of beauty.
They do this through online resources, youth groups, and workshops.
In 2014 Dove did a 10-year anniversary with a short film called Selfie. This
challenged girls and their mothers to take an honest selfi meaning no filters, no edits
and post it on a social media platform using the hashtag #Beautyis. Woman are
stilling posting their messages and selfies on Facebook and Twitter using the
hashtag #beautyis to this day.
Results and Outcome
The Dove Beauty Campaign was definitely a success for the company.
According to Brand Channel, Doves sales went from $2 billion dollars in 2004 to $4
billion dollars today. Dove also stated in a press release that nearly “62 percent of
woman in the U.S feel they are responsible for influencing their own definition of
beauty, nearly triple from the 23 percent ten years ago.” I would say that Doves
Beauty campaign did exactly what they had hoped it would do broadening the
definition of beauty and giving not only young girls but all girls and woman higher
self esteem. The fact that they boosted their sales $2 billion dollars doesn’t hurt any
either. On top of their sales with their #beautyis movement they will se more social
media interaction and followers strengthening their brand.
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REFELCTION
I thought that Dove was a little harder to gather information on that I had really
anticipated. The Real Beauty Campaign had a lot of information but for the other
two campaigns I thought it was harder to really nail down specifics and good facts.
The company website seemed like a nightmare to try and navigate through and I
personally think that they really make it difficult to maneuver through.
As for the campaigns themselves I thought that they were all either fairly or very
successful. The Real Beauty Campaign saw a lot of positive and negative feedback
but I think that ultimately the campaign increased their sales, which really is all they
want out of the end product.
As for the Real Moments campaign, obviously they want people to think they are
REAL that is why they like to name their campaigns Real this and Real that. I think
that they did a great job in the people they chose to be in the commercials along
with the content and the way the commercials were written. They aired them at the
perfect time as well, you can’t get any better than releasing a great new campaign to
a specific market better than having 181 million of them tuning in.
As for the Sleeveless campaign I found it to be the most bland and boring of the
campaigns and commercials. They did however cause a great stir with the New
Jersey armpit joke.
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Overall I think that Dove has done a good job of positioning themselves in their
market with woman and have done a decent job trying to get men’s attention as
well.
REFERENCES
SWOT:
1*(http://prezi.com/b-7mmyest2qi/dove-presentation/ )
2*
http://www.google.com/search?q=swot+analysis+of+dove&client=safari&rls=en&t
bm=isch&tbo=u&source=univ&sa=X&ei=QL2QU5CJJMm7oQSo9YH4DQ&ved=0CCo
QsAQ&biw=1033&bih=675#facrc=_&imgdii=_&imgrc=uqBGZh8Qa12JiM%253A%3
Bh2eHyyqkumaRbM%3Bhttp%253A%252F%252Fmohammedfikri.files.wordpress.
com%252F2010%252F02%252Fswot1.jpg%3Bhttp%253A%252F%252Fmohamm
edfikri.wordpress.com%252F2010%252F02%252F20%252Funilever%2525E2%2
52580%252599s-strategies-for-competing-in-foreignmarkets%252F%3B951%3B633
3* http://differentaxesofbeauty.blogspot.com/2013/11/dove-swot-analysis.html
DOVES REAL MOMENTS CAMPAIGN; MEN DOVE +CARE
4* http://www.forbes.com/sites/aliciajessop/2013/04/08/viewership-and-socialmedia-help-march-madness-beat-the-super-bowl-in-ad-revenue-generation/
2* http://adage.com/article/news/dove-guys-a-break-men-care-push/240257/
1* http://www.brandingmagazine.com/2013/03/14/dove-real-moments/
3* http://www.nysportsjournalism.com/d-wade-plays-defense-fordove/2013/3/13/d-wade-plays-defense-gets-in-shape-for-dove-march-madnessre.html
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5* http://www.forbes.com/2011/03/29/best-new-products-leadership-salesleadership-2010-non-food_slide_7.html
6*
http://www.unilever.com/mediacentre/pressreleases/2014/Unileverreportsgrowt
haheadofmarketsin2013.aspx
7* Google.com
DOVES REAL MOMENTS CAMPAIGN; MEN DOVE +CARE
4* http://www.forbes.com/sites/aliciajessop/2013/04/08/viewership-and-socialmedia-help-march-madness-beat-the-super-bowl-in-ad-revenue-generation/
2* http://adage.com/article/news/dove-guys-a-break-men-care-push/240257/
1* http://www.brandingmagazine.com/2013/03/14/dove-real-moments/
3* http://www.nysportsjournalism.com/d-wade-plays-defense-fordove/2013/3/13/d-wade-plays-defense-gets-in-shape-for-dove-march-madnessre.html
5* http://www.forbes.com/2011/03/29/best-new-products-leadership-salesleadership-2010-non-food_slide_7.html
6*
http://www.unilever.com/mediacentre/pressreleases/2014/Unileverreportsgrowt
haheadofmarketsin2013.aspx
http://adage.com/article/news/dove-guys-a-break-men-care-push/240257/
http://www.8bitdad.com/2013/03/26/good-dadvertising-dove-men-care-ncaadwayne-wade-jay-bilas-17112/
http://www.brandingmagazine.com/2013/03/14/dove-real-moments/
UNDERARM AREA
1*
http://online.wsj.com/news/articles/SB100014240527487036967045762231127
05412404?mg=reno64wsj&url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FSB100014240527487036
96704576223112705412404.html
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2* (Sales Fax.com http://www.salesfax.com/j/index.php/televisionadvertisers/851-dove ).
3* http://www.dailymail.co.uk/femail/article-2572303/We-dont-stink-Doveforced-cancel-new-deodorant-ad-calling-New-Jersey-Armpit-America-consumersboycott-brand.html
4*
5*http://www.statista.com/statistics/194811/share-of-us-deodorant-sales-in2010-and-2011-by-brand/
6* http://www.nytimes.com/2014/02/28/business/media/dove-tells-women-tolove-their-armpits.html?_r=0
7* http://drugstorenews.com/article/dove-encourages-women-go-sleeveless-newdeodorant
8* http://www.ispot.tv/ad/7dDK/dove-sleeveless-deodorant
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