Dove case study

dove real beauty campaign

1. PRESENTED BY- T.KRUSHI KUMAR-109 M.KALYAN-110 DOVE REAL BEAUTY SKETCHES CAMPAIGN

2. INTRODUCTION Dove developed-1957 Parent company-Unilever( Anglo- dutch MNC company) the third largest consumer goods company in the world annual revenue of nearly €50 billion and a net profit over €5 billion

3. Investing more than $8 billion in advertising and promotion per year Skin smooth, soft and clean Made with mild cleansers and moisturizing cream * The current Dove line of products includes a full range of body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling products for both men and women

4. C O M P E T I T O R S Direct Competitors Nivea , Aveeno and Neutrogena L’Oréal , Garnier and Pantene Indirect Competitors Ivory and Burt’s Bees Arrid Curel and Glysomed

5. THE CAMPAIGN FOR REAL BEAUTY 2 % of women as beautiful 47 % women rate their body weight as “too high ” 48 % women agreed, “When I feel less beautiful, I feel worse about myself in general” 59 %women agree “ physically attractive women are more valued by men”

6. In 2010, Dove set a bold new vision for the brand with the Dove Movement for Self-Esteem. the program’s establishment, over 8.5 million girls have been reached. Target-15 million by 2015. Dove has effectively shown that real people with real bodies and real flaws can be beautiful too.

7. DOVE REAL BEAUTY SKETCHES CAMPAIGN Dove Real Beauty Sketches video- April 14, 2013 The video captures strong emotional reactions as the women discover they are overly critical of their own appearances the video generated a strong reaction and went viral within days(114 million views ) uploaded in 25 different languages viewed - 110 countries worldwide

8. In May 2013, the film won the titanium Grand Prix the Cannes Lions International Festival of Creativity’s highest honor

9. OUTCOMES Video success Sales increased 6 % attract positive attention from hundreds of media outlets too. They came up with two more advertising techniques

10. The Selfie Documentary Dove would encourage mother-daughter teams to submit a “ selfie ” to a photo exhibit challenge girls to take an honest selfie with no filters or edits the act of taking selfies was prominent in current social media and relationship of daughter and mother this create further backlash about Unilever’s inconsistent bra

11. The Mirror Campaign set up mirrors in various busy urban centers the words “Dove knows you’re beautiful” printed across the top The hash tags might also help create dialogue about the real beauty campaign

12. CONCLUSION successful campaign would not only be crucial for the future of the Dove brand, but it would also benefit her career best to continue with the current real beauty strategy They creating the customers mind as dove means beauty itself.