Transcript Dove - Dustin Covey

The Task
 Examine
Dove’s Campaign for Real
Beauty
 Critique the campaign, then create your
own modified campaign
Dove
The Campaign for Real
Beauty
Redefining the definition of beauty one woman at a time
Dove’s Current Campaign
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Targets young girls between the ages of 8-14
Their goal is to create a healthier body image
and increase the self esteem among young girls
Inspiring advertisements to change the current
definition of beauty
Self esteem workshops in schools to help young
girls feel better about themselves.
Current commercial
Current Billboard
What we think?
First Impressions
 We
thought the campaign was positive.
 We felt that the products were being left
out of the campaign.
 The campaign makes them stand out as a
company
 Emotional appeal
 Gets your attention
 Direct marketing needs to be improved,
we ranked it as 5/10
Strengths
The campaign has created a “buzz” potential,
having people everywhere talking about Dove’s
campaign—been talked about on CNN, Oprah,
etc. (very good for advertising)
 Very inspiring advertisements (emotional
appeal)
 They will become well known through this
creative and brave marketing approach.
 Because they use real people and not models, it
is easy for people to relate with.
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Weaknesses
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With the campaign, Dove should emphasize the
goodness of their products and how they make
you feel better.
 Dove doesn’t promote their products as they
should. It seems like they are only focusing on
the real beauty aspect.
 Women who buy products to become more
attractive look for more attractive models within
the advertising also known as the lifestyle
appeal.
Weaknesses
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Against competitors,
they stand out
company wise, but
not product wise.
 Dove’s website does
not include prices of
products and you are
unable to order
products online.
Recommended
Campaign
Market Segment
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Focusing on Junior
High students because
this age group seems
to be the most
influential ages, that is
12-15 years old.
We also recognize that
children and teenagers
influence their parent’s
buying decisions.
Marketing Recommendations
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Incorporate their products
within their advertising
(more product
involvement).
Use colors such as pink
and blue to appeal to the
target market.
Pre-teen and teen models,
so young girls will be able
to better identify with them.
Promotional Ideas
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Create more direct
marketing through a
brochure.
Go to schools, promote
self esteem fund and
inform girls they can sign
up for free promotions
thru the website.
Presentations at schools
would include personal
stories of self-esteem
directed towards junior
high girls.
Media Selection
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Advertising through
billboards, the Dove
Club, magazines, etc.
Focus mostly on teen
magazines, since this
is where our target
market will see them.
A new web page
especially for Dove
Club members.
Website
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A website will be directed towards the Dove Club
members.
 Features of the website:
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Self-esteem counseling
Online chatting among Dove Club members
New product information
Upcoming events
Video/ commercial updates
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Dove Club Website
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School Presentation
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The impact of computers on models...it's not
REAL beauty
What retouching can do
Workshops with girls to make them feel beautiful
Having girls compliment on what they think is
beautiful about one another much like the
website blog will do
A contest will also be held during the
presentation where a gift basket will be awarded
with Dove products and information on selfesteem
Self Esteem Month
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September will be
the official month of
self-esteem.
 Our motto is a new
year is a good time
for change.
 Dove related events
will take place
through out
September.
Direct Mail
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A brochure will be mailed through the Halifax
Regional Municipality targeting the parents of
young girls
 The brochure is similar to an invitation and it will
invite the parents and girls to the Dove Party
hosted at local Shopper’s Drug Mart within their
area
 It will provide directions and information about
the campaign we have created
Direct Mail cont’d…
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There is also no response necessary, so it is not
a hassle to reply. Instead you can either just
attend the event or simply go to the website to
find out more information.
 We will be notify customers through addressed
ad mail as our list will be generated from the
website after people enter their personal
information.
Direct Mail Brochure
Billboards/Ads
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Billboards and advertisements will be directed
towards teenage girls.
 Billboards will be placed at Metro Transit bus
stops where the girls can see them as they pass
by. Adults will also be exposed to them and can
pass the message along to their daughters,
nieces, grand-daughters, etc.
 Advertisements will be placed in common
magazines that teenage girls frequently read
such as Seventeen, Teen and Girl’s Life.
Billboards/Ads
 Advertising
will take place in August and
September, so we can promote selfesteem month and the events within it.
 We will use horizontal billboards placed on
busy streets of the city where they will be
easily spotted.
Examples of Billboards
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Examples of Magazine Ads
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Dove Club
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The Dove Club is part
of the website we have
created. It gives girl’s a
chance to go online
and write positive
things about other girls
and the way they look.
 They can sign up for
Dove Parties online,
which is the event that
will be hosted hosted
at Shopper’s Drug
Mart.
Dove Club
 A chance
to model for Dove’s campaign
(which will help to increase self-esteem
among young girls).
 Free samples of their products
 A t-shirt promoting real beauty for every
girl who is part of the club
 Newsletters with inspiring stories of selfesteem
 Coupons and promotions
The Dove Party
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Dove parties are a chance for young girls and
women coming together to celebrate beauty.
 There would be free refreshments available,
games to be played, and the chance to get to
know other club members.
 Free makeover would be available thru
Shopper’s Drug Mart (co-operative advertising).
 Dove club will allow you to go online and chat
with other members.
Dove Party
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Being part of Dove
club you will also be
able to receive expert
beauty advice
whenever.
 Names will be
entered for various
contests, etc.
Dove T-shirts
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T-shirts would also be available in light yellow and
white.
Anticipated Response
Lifetime Value of New Customers (Dove Campaign)
60000.00
50000.00
Lifetime Value of
New Customers
(Dove Campaign)
Value
40000.00
30000.00
20000.00
10000.00
0.00
0
10
20
30
40
Years
Dove Anticipated Response
50
A.J. Smeltzer Junior High
Armbrae Academy
Astral Drive Junior High
Bedford Junior High
Caledonia Junior High
Clayton Park Junior High
Cornwallis Junior High
Cunard Junior High
Eastern Passage Education
Centre Junior High
Ellenvale Junior High
Eric Graves Memorial Junior
High
Fairview Junior High
Five Bridges Junior High
Gaetz Brook Junior High
Georges P. Vanier Junior High
Gorsebrook Junior High
Graham Creighton Junior High
Harold T. Barrett Junior High
Herring Cove Junior High
Highland Park Junior High
John Martin Junior High
Leslie Thomas Junior High
Prince Arthur Junior High
Sackville Heights Junior High
Sir Robert Borden Junior High
St. Agnes Junior High
Total students in Junior High
/2 (50% being female)
estimated response rate
(0.02)
# of students
386
117
628
407
392
294
237
245
543
415
262
442
494
565
438
244
467
172
293
179
237
345
475
645
318
274
9514
4757
95.14
How we
determined out
target market
Financial Analysis
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T- shirts for Dove Campaign:
-1000 t-shirts at $6.99 each $6,990
 Advertisements in magazines:
-Seventeen Magazine, full page  $21, 980
-Girl’s Life Magazine, full page,  $19, 536
-CosmoGIRL! Magazine  $20,000
 Horizontal Billboard, 12 faces, 2 months, 50 GRP -->
$22,800
 Transit Advertising, 8 locations, 2 months --> $15,252
Financial Analysis
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Printing costs for brochures $1,702
(3 pages, 2 colours, 10,000 copies)
 Website prices would be free through
bravenet.com which allows:
- 5 Hosted Domains
-1.5GB Bandwidth
-50MB Disk Space
-Easy Website Builders
-FTP Account
Expenses for Campaign
Cost of campaign
T-shirts
$
Billboard ads
$
Bus stop ads
$
Printing
$
Mailout
$
Magazine ads
$
Total costs
$
6,990
22,800
15,252
1,702
518
61,516
108,778
References
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(2005). 2007 Advertising Rates. Retrieved March 1,
2007, from http://www.girlslife.com/filea
dmin/templates/girlslife/Files/GL2007AdvertisingRat
es.pdf.
(2007). Custom T-shirts. Retrieved February 20,
2007, from http://www.printfection.com /customer/.
(2007). Shopper’s Drug Mart- Beauty. Retrieved
February 12, 2007, from http://www.shopper
sdrugmart.ca /english/beauty/index.html.
Seventeen Advertising Rates. Retrieved from March 1,
2007, from http://www.seventeen.co.za/docs/17
RATECARD.pdf
References cont’d…
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Rebecca Traister. (2005). "Real beauty" -- or
reallysmart marketing? Retrieved February
14,
2007, from http://archive.salon.com
/mwt/feature/2005/07/22/dove/index_np.html.
(2006). You Tube: Dove-Campaign for Real Beauty.
Retreived February 26, 2007, from
http://youtube.com/watch?v=RADYaTvTGts.
(2006). You Tube: Dove Real Beauty Workshop
for
Girls. Retrieved February 26, 2007 from
http://youtube.com/watch?v=L_aDpmfAzxI.
(2006). Enrollment, Staffing and Pupil/Teacher Ratio
(PTR) Report 2006-200. Retrieved February 26,
2007
from http://www.hrsb.ns.ca/files/Downloads/
pdf/reports/2006-2007/nov/06-10-986.pdf.
References cont’d..
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Words and Pictures. Retrieved February 14, 2007 from
http://www.wordpix.ca/.
(2007). FreeFoto.com-Free Pictures. Retrieved March 1,
2007 from http://www.freefoto.com/index.jsp.
(2007). Archive: People. Retrieved February 19, 2007
from http://www.morguefile.com/archive/index.
php?display=1169&MORGUEFILE=hdjoed6ugv
unkmpnnipd718v56.
(2007). Market with Direct Mail. Retrieved March 2, 2007
from http://www.canadapost.ca/business/prodserv
mdm/default-e.asp.
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(2006). Why the campaign for real beauty? Retrieved
February 1, 2007 from http://www.campaignforr
ealbeauty.com/supports.asp?id=94&length=short&s
ection=campaign&src=InsideCampaign_whythecam
pain.