a new way of interacting with consumers!

Dove Campaign for real beauty: a new wayy of interacting g with consumers ! Melanie M l i M Meskers, k U Unilever il BABM conference October 2007 Dov...
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Dove Campaign for real beauty: a new wayy of interacting g with consumers !

Melanie M l i M Meskers, k U Unilever il BABM conference October 2007 Dove Masterbrand

Agenda z

T d Trends

z

Do e brand Dove: brand, target & strateg strategy

z

Dove brand activation campaign last years

z

2007: new territories

z

Results

T d Trends

Dove Masterbrand

Declining trust in authority

76%

of consumers d ’ b don’t believe li that h companies tell the truth in advertising g Yankelovich

Same approach Too many advertisers are using the same mass media (TV, radio,  print, newspapers, billboards,…) to reach the same target group at  the same moment!

The clutter

MORE MORE MORE

a consumer gets t 3000 essages / day messages

The clutter becomes even bigger

z

“Alternative media” g going g mainstream 0

e.g. Blogs 12,000,000 US adults keep a blog

0

>100 000 Bloggers in Belgium >100,000

0

Multi-Tasking

z

Reading the newspaper while watching TV 0

z

Reading the mail while watching TV 0

z

65% 62%

….

It is becoming even more difficult ff to break through the clutter

Conclusion

Even if they can hear you through the noise and confusion, chances are that they won’t believe you

The solution

Invite the consumer to actively take part in your campaigns and try to make them share their experience with others

The brand

Dove Masterbrand

The brand Dove in Belgium z

A beauty Masterbrand, active in different categories 0

Bar soap (1992)

0

Shower & Bath (1994)

0

Deo (1998)

0

Skin care (1999)

0

Hair (2001)

Understanding the target

Dove Masterbrand

Understanding women z

z

z

A couple l off top t models; d l b butt 8.000.000 8 000 000 women are not! After 8 minutes of commercial breaks 75% of women is depressed, feels guilty 80% of women says that current “beauty stereotype stereotype” 0

lowers their self-confidence

0

has a negative impact on their self-esteem

Our strategy

Dove Masterbrand

The problem z

The narrow definition of beauty comes from a great number of stereotypes that society has accepted: 0 0 0 0 0 0 0 0 0

only young is beautiful only thin is beautiful only blonde straight hair is beautiful only tall is beautiful only physical features count only perfect physical features are beautiful must be perfect must be famous,, successful etc…….

Dove’s Brand Mission

To make more women feel beautiful everyday. By widening today’s stereotypical view of beauty and inspiring women to take great care of themselves.

Our Big Brand Idea - Dove Beauty theory

DIVERSITY Dove believes that beautyy comes in different shapes, sizes, ages and that real beauty can be g genuinely y stunning g

The Implementation

Dove Masterbrand

Year after yyear a consistent approach pp Debat Dove understands

Dove is active in challenging the status quo

Dove makes it big

WHITE PAPER

World wide Market research giving women’s view on beauty

Communication of the campaign to key opinion leaders

Engender the debate and take it everywhere - on our website - in-store - on the streets - in talk shows - etc..

Communication

2004 The kick off

Dove Masterbrand

Print campaign in female magazines

Traditional Media

Outdoor: reflection moment

Interactive website

2005

Dove Masterbrand

A campaign featuring real women

Real women shows real curves Debug stereotype : only thin is beautiful

Activation idea

The Dove campaign gives Belgian women the courage to show their curves !

Belgian women as stars ! z

Organisation of a local casting of real women with real curves 0

500 subscriptions of all ages & sizes

0

Selection of 10 women

0

Photography : Lieve Blancquaert

0

www.dovecasting.be

Firming lotion introduction 2005

Excellent PR coverage in recruitment phase !!

PR P.R.

2006

Dove Masterbrand

Activation idea

Every girl deserve to see how beautiful she really is We want to give concrete tools to improve p the self esteem of yyoung g g girls !

U1

Focus on y young gg girls Let's free ourselves and the next g generation from beauty stereotypes! Dove's analysis: y State the problem, also amongst girls and highlight solutions

ATL Campaign p g (Little Girls)

Dove Self-Esteem Fund

Move Dove from showing diverse beauty & from debunking stereotypes to actually offering solutions to women and girls

Slide 33 U1

dove little girls

Unilever; 28/09/2007

Dove Self-Esteem Fund Mission Too many girls develop low self-esteem from hang-ups about looks and, consequently, fail to reach their full potential in later life life. So,, we’ve created the Dove Self-Esteem Fund as an agent of change to educate and inspire girls on a wider definition of beauty.

Dove Self-Esteem Fund Activity 2006 z

L Launch h off Body B d Talk T lk 0

0

Workshop about self-esteem to be used in schools 0

What is self-esteem?

0

What is influencing our self esteem?

0

What is the role of the media?

0

What can we do to improve our self-esteem and the selfesteem of the people around you ?

Work book + DVD

With big success

z

About 30,000 young girls & boys will be trained in 2006 and 2007 P ti i ti off 160 schools Participation h l Training of 250 teachers

z

A lot of attendtion in the media

z

z

0

All Belgian newspaper covering the subject

0

Bi radio Big di shows h

Activation Mother & Daughter in POS

Activation Mother & Daughter in POS

2007

Dove Masterbrand

Campaign for Real Beauty

2004

Firming Fi i g Campaign

2005

Thick Thi k Box B Campaign

2006

2007

Dove Fund D F d Self Esteem

Dove ProD P Age

In 2007, Dove talks to a new t target t : the th Pro-age P women

M1

PR approach Belgium A lot of new news from Dove and Campaign for real beauty

¾

¾

White paper 3 study results

¾

Launch new cross category product range

¾

Activation: encourage Belgian 50+ women to prove that “Beauty has no age limit” by participating to the Dove naked Pro-Age calendar

Slide 42 M1

Dove pro age NL

Melanie.Meskers; 27/09/2007

STEP 1

PR coverage

The right on wrinkles

De Morgen31-01-07

STEP 2 Casting for the ProPro-age calendar Over 1000 women did subscribe to participate Press presence on casting & shooting day

La Meuse 17-03-07

STEP 3 The calendar release Coming g end October

Amplification in POS

E l i new tterritories Exploring it i in 2007

Dove Masterbrand

M2

What I see in the media is not real ...

Women are influenced by the “ideal ideal women women” images they see in media Dove wants to act as an agent of change to educate and inspire girls on a wider definition of beauty.

Slide 51 M2

dove evolution

Melanie.Meskers; 27/09/2007

M4

A Dove movie as big hit on the internet De standaard

Results: Bring the Dove message on a new, “viral” way Winning different “Grand Prix” in Cannes Over 7.000.000 views worldwide 23% of the Belgian online population have seen the movie A parody! z z z z z

Slide 53 M4

parodie

Melanie.Meskers; 27/09/2007

Get the message across in a different mass-market way z

Integrate the Dove brand in a TV show: Make more women feel beautiful everyday ! Dove TV sponsoring of ‘Mooi Bloot!’



Aim:

• • •

Strengthen the “Real Beauty” image of Dove Communicate Functional product benefit through bill boarding (‘hydratation’) Integrate Dove Pro Pro-age age Calendar campaign

‘Mooi Bloot’ sponsoring have strengthened the Dove brand z

Some results, e.g.: g 0

560.000 viewers

0

Research indicates strengthening of overall image + strong awareness creation f new Pro-Age for P A llaunch h Dove reflects beauty in a realistic manner in its communication 80%

Dove Pro-Age

50% 43%

Do you know Dove Pro Age?

34% 14% Have you already purchased Dove Pro Age?

70%

!

50% 40%

Billboard viewers (N= 110)

Total First test (N = 280)

Total Firs t test (N= 280)

13% 7% 4% 13% 7% 4%

0%

!

60%

Total Post test (N= 295)

Will you purchase Dove ProAge in the future? (certainly + probably)

68%

8% 4%

Are you satisfied with Dove Pro Age? (very satisfied + rather satisfied)

65%

79%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Post test (N = 295)

Billboard viewers (N = 110)

results: what we got back from consumers Dove Masterbrand

s

Interaction! A real dialogue with consumer Some examples: z

Number of subscribers to the Dove Newsletter grew from 10,000 , to 30,000 , last 6 months

z

85% of the respondents reads our newsletter

z

Strong presence in Belgian talkshows and Newspapers 0

z

z

z

Laatste show, Telefacts,…

1114 women wanting to participate to the Dove Calendar… Discussions in forum and blogs on the internet Daily supporting e e-mails mails and letters of enthusiastic women, telling us they love our message

Other results

Dove Masterbrand

Dove has very high unaided awareness for its media spend

2 Log Transformed = r0,37; r = 0,61

Dove Unaiided awareeness

60

50

40

Nivea Pantene Olay

30

20

10

Avon Neutrogena Vaseline 2000

L'Oreal

Boots B t (own) ( ) Garnier Sunsilk 4000

6000

GRPs

8000

10000

Dove has a clear positioning Real Beauty

versus

‘Perfect’ Perfect Beauty

Dove and Garnier/ L’Oreal represent contrasting views of Beauty You don't have to be model perfect Honest portrayal of beauty Show beauty comes in different shapes

Acceptance of myself

Recommended by beauty experts Especially for women Experts in beauty

Striving to be…

Dove is performing better than the market, and winning MS year on year

120 115 110 Value Index (Nielsen) 105 Total Dove evolution

100 95

Total Market evolution

90 MAT 2 years ago

MAT 1 year ago

Total Market evolution

MAT last

Total Dove evolution

Conclusions

Dove Masterbrand

Conclusions z

D Dove iis winning i i in i the th market k t because b we : 0

found a strong consumer insight

0

found new ways of communication

0

have set up a dialogue

0

are interacting with consumers

0

are consistent