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
