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Lucy Conlan

Assessment of the online impact of Campaign for Real Beauty by Dove

Business
1 of 22
Story Dove: empowering women Lucy Conlan Senior consultant, cScape Customer Engagement Unit
Case study rationale ,[object Object],[object Object],[object Object]
Dove from above ,[object Object]
Dove challenge ,[object Object],[object Object],[object Object],[object Object]
Dove response - Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Dove action ,[object Object],[object Object],[object Object],[object Object]
campaignforrealbeauty.co.uk Key segments Mothers Teenagers Site also appeals to: Fact finders, mentors to young people, cultural observers, fundraisers
Many layers to the site Views News and information Campaign Fundraising The Dove Fund Films, quotes, press reaction to campaign, survey quotes Objective – to boost the self esteem of 5M girls International body of experts User generated content, discussion boards Audience shown how advertising developed
More than an ad campaign: Asda staff featured
Campaign stars voted by shoppers Regional voting
Interactive teenage zone Many, many things to do
International survey In China, women have wider, more empowering views of beauty
Fundraising - dynamic content Number of women who have received support
International credibility Diverse range of experts endorse the fund’s mission
Dove rich media
Reach extended and causing debate ,[object Object],Yahoo answers “ ”
Results ,[object Object],[object Object],[object Object],[object Object],[object Object]
What surprised me ,[object Object],[object Object]
Strategic and practical next steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Anticipated result ,[object Object],[object Object],[object Object]
Thank you
Download book for free at www.winners-and-losers-in-a-troubled-economy.com

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Editor's Notes

  1. From charity sector the best appeals were always the most controversial.