Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Dove Real Beauty Campaign

An Analysis of Dove's IMC Real Beauty Campaign
by

Megan Baker

on 3 April 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Dove Real Beauty Campaign

Heting Li
Megan Baker
He Wang
Shijing Zhao
Dove's Real Beauty Campaign
Started in 2004
Still continuing today
Campaign has gone through 3 different phases
Result of a Global Study done by Dove called "The Real Truth About Beauty: A Global Report"
Introduction
Real Beauty Campaign
Started in 2004
Continues still today
Result of Global Study on Beauty
The Global Study found that only 2% of women in the world viewed themselves as beautiful
Out of all the numbers from the study, Dove felt this is the topic they wanted their campaign to focus on
Campaign started a global conversation on the widening of the definition of beauty
Started in September 2004 for Phase 1
2004: Phase 1
What do you think?
CAMPAIGN TIMELINE
Start of the campaign
Asked people what they thought
Could cast votes online
2005: Phase 2
Real Women
Most iconic part of campaign
Created to eliminate idea that only thin is beautiful
2006: Continue Phase 2
Spain models banned from being too thin
Dove felt it spoke true to their campaign
Created Evolution film to show the transformation models undergo
2007: Phase 3
Beauty Comes of Age
Phase 3 stems from another result of the Global Study
91% of women ages 50-64 believe its time for society to change views on beauty in aging women
Celebrated women 50+ with pictures from renowned photographer Annie Leibitz
In the same year they focused on younger girls and the messages they get bombarded with every day
2010: Phase 4
Movement for Self-Esteem
In 2008, Dove did another research that revealed self-esteem to be one of the largest factors affecting girls and women
Also revealed that the 2% from 2004 increased to 11% in 2008.
Dove felt they still had more to do so released commercial about "real beauty"
2011/2012 is a continuation of the Self-Esteem Movement
Mediums Used
Billboard
Online
Print
TV
Online Social Media including
Facebook, Twitter, & Youtube
Website Inititatives including the Self Esteem Fund
and the Campaign for Real Beauty Mission
Magazines
Newspapers
Analysis
SWOT
Web Advertisements
Criticism
The campaign staple of Unilever brand Axe contradict the sentiment of the Real Beauty campaign
Throughout the campaign,
Dove seemed to ignore the
importance of dad's and son's
Touched-up campaign ads received negative noise
Results
Overarching
View

Partners
http://v.youku.com/v_show/id_XODU0MzQ3OTI=.html
In Europe, sales of Dove’s firming products increased 700% in the first six months of the campaign.
In U.S, sales for the products increased 600 percent in the first two months of the campaign.
In 2004, the company achieved $1 billion in global sales
Results
Self-esteem Weekend
Self-esteem Workshop
Events
Love your curves, as long as they are tight and firm?
Awards
Dove and Ogilvy have won two Grand Prix Cannes Advertising Awards in 2007
Dove won a silver IPA for effectiveness, and in 2006 was awarded a Grand Effie.
Customers like to feel “loved” or at least “appreciated” by the brand they intend to purchase from.
Creating activities for both parents and their children could be highly effective.
Displaying real life testimonies of satisfied customers could attract potential customers.
Combining an effective chain of online social media tools and channels could draw more attention.
Adding an offline component to your campaign will result in positive reactions and outcomes.
Overarching View
Why
How
What
?
Full transcript