Case Study Angulo, Katrisse Alexa C. PUBLISH
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Case StudyAngulo, Katrisse Alexa C.
PUBLISH
Products● Skin Care● Hair Care● Body Lotions● Hand Creams● Body Wash● Bar Soap● Deodorant
images.google.com
About the Campaign
About the CampaignThe Dove® Campaign for Real Beauty
● first launched in 2004● “was created to provoke discussion and encourage debate”● conducted a study to 3,000 women in 10 countries regarding
their priorities and interests● Results: only 2% of the surveyed women thought of themselves
as beautiful and with this, Dove took the opportunity● “aims to celebrate the natural physical differences personified
by all women and to encourage them to have the confidence to be comfortable and happy with themselves”
Ads
Social Media
Results● Sales jump to $4 billion from $2.5 billion since campaign started● Widened definition of beauty● 2005: Sales went up 20%● Dove’s competitors found a ‘hole’ in the company’s campaign
(Unilever product lines didn’t go with the campaign by featuring typically skinny models)
● 2007: Dove was reorganized and focused on selling new products
● 2010: branched out to "The Dove Movement for Self-Esteem”● Until now, Dove is still making award-winning videos to promote
their campaign on real beauty which is being uploaded on their YouTube channel
● Their videos get millions and millions of views and are always going viral
Resources
● http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx● http://www.unilever.com/brands-in-action/detail/Dove/292077/● http://www.in-mind.org/article/the-good-the-bad-and-the-ugly-of-the-dove-campaign-for-real-beauty● http://www.newsgeneration.com/2014/04/11/pr-case-study-dove-real-beauty/
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