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Dove Campaign for Real Beauty

COM 439 Silver Anvil Case Presentation

Lindsay Lammert

on 15 November 2012

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Transcript of Dove Campaign for Real Beauty

Dove Campaign for Real Beauty How many of you know a female
who has issues with her body image? Silver Anvil Case England in 2004 When and How It All Began Dove's sales declined from being lost in a crowded market Unilever (Dove's parent company) had to take action Went to Edelman, its PR agency, for a solution Solution: To focus not on the product itself,
but on a way to make the women
who use it feel beautiful regardless
of their age and size CFRB Website states: Brought to the US and Canada the following summer “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” Goals: To change women's view of their bodies To change the perceptions in the beauty market To change the view of a "perfect" body size from a size 2 to a range of sizes from 6 to 14 Performed "The Real Truth About Beauty" study to explore what beauty means to women today Research StrategyOne research firm managed the study along with Dr. Nancy Etcoff and Massachusetts General Hospital-Harvard University and with the consultation of Dr. Susie Orbach of the London School of Economics Feb. 27 to Mar. 26, 2004 they collected data from 3,200 women between the ages of 18 to 64 Global Study: Interviews were done across these 10 countries:
USA, Canada, Great Britain, Italy, France, Portugal, Netherlands, Brazil, Argentina, and Japan "Dove wanted to understand how women define beauty; how satisfied they are with their beauty; how they feel about female beauty’s portrayal in society; and, how beauty affects their well-being." *1st comprehensive study of its kind* Only 2% of the women interviewed described themselves as "beautiful" Results from the study About 3/4 of them rated their beauty as "average" Almost 1/2 of them think their weight is "too high" Just 13% of all women say they are very satisfied with their beauty, 12% with their physical attractiveness, 17% with their facial attractiveness and 13% with their body weight and shape. Reason for the study: All women of all ages and all sizes Target Audience: Objectives Create dialogue, debate, and discussion about the true meaning of beauty Increase sales of Dove beauty products and new product lines Attract national TV and print media coverage Gain local press attention in the hometowns of models featured throughout the campaign Drive users to the CFRB Web site to share their thoughts and opinions about the campaign and beauty stereotypes Create a call to action for consumers to join the movement through a website pledge that activated a donation by Dove for self-esteem awareness programs Tactics Advertising TV commercials Website Billboards Panel discussions Interviews The Dove Self Esteem Fund Programs Each ad presented an image of a woman whose physical appearance differed from the stereotypical ideal, and asked the reader or viewer to judge the woman's looks by checking off a box Advertising Made many different commercials in order to reach all of their target audience TV Commercials Women could visit www.campaignforrealbeauty.com to cast their votes, post on discussion boards, and hear what other women had to say about beauty around the world Website Dove placed billboards in major cities, even an interactive one in Times Square keeping tallies of the votes for ads such as, "Wrinkled? Wonderful?" Billboards The Campaign for Real Beauty was launched on September 29th with a panel discussion located in New York City Panel discussions Hosted by various media and beauty leaders, such as Dr. Nancy Etcoff of Harvard University and Oxygen Media The campaign interviewed with many major TV shows: Interviews Good Morning America The Today Show The Early Show The Ellen DeGeneres Show The View Oprah Established to raise awareness among young girls between beauty and body-related self esteem Dove funds programs that raise self esteem in girls and young women Sponsors uniquely ME!, a partnership of Girl Scouts USA Supports BodyTalk, an educational program for schools in the UK and Canada Helped establish the Program for Aesthetics and Well-Being at Harvard University, through a grant from Dove, which will continue to study the way we view women in the media and culture and the effect that this has on women's well-being Programs Created a global touring photography exhibit, showcasing all the diverse images of female beauty and showing the beauty that exists beyond stereotypes Evaluation In the summer of 2005, the Dove campaign received nearly 4 hours of broadcast time, including more than 10 minutes on The Today Show. On that day alone, more than 60,000 people visited the CFRB Web site. During the summer of 2005, the campaign also secured coverage from 62 national television programs, securing more than four hours of broadcast time CFRB also received feature coverage in high-profile print outlets, landing the cover of People magazine. Coverage included USA Today, The New York Times Magazine and Allure. The campaign received more than 1,000 placements in print, Web, television and radio, far exceeding expectations The campaign generated more than 650 million impressions during the summer of 2005. Evaluation According to Dove, sales for the products featured in the ads increased 600 percent in the first two months of the campaign As of June 2005, more than 1 million visitors had logged onto www.campaignforrealbeauty.com and shared their thoughts about the campaign Awards won: PR Week’s Consumer Launch Campaign of the Year 2006 PRSA’s Silver Anvil ‘Best of’ Award 2006 Grand EFFIE Award 2006 Reasons for being successful in their campaign? Dove connected to its customers on an emotional and personal level through the Campaign for Real Beauty They became the trendsetter, innovator, and breath of fresh air in the beauty industry that was needed Dove challenged the beauty industry to see women in a new light: beautifully unique in their own way Love & Love Yourself how to Prezi
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