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Similar a Dove 'Real Beauty' Campaign.pptx
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Dove 'Real Beauty' Campaign.pptx
- 1. Dove 'Real Beauty' Campaign By: Alice Fatula, Amelia Starcher, Ana Bautista Bernard, Brianna Matthews, Emma Kiefer, Jinwook Hur, and Mikinze Collins
- 2. Company Description Dove is a beauty brand that sells various cleansing products. Their brand goal is to help all women realize their personal beauty potential by creating products that deliver real care 1957- Cleansing Bar They revolutionized the combination of cleansing and moisturizing in one cleansing bar. 1960- Expansion Internationally and in Advertising methods. From the beginning Dove based their advertising campaigns on the needs of women in that time. 2004- Dove Self Esteem Project Launches. This is the start of the Real Beauty Campaign . 1980- Products Lines Added Dove created specialized hair treatment in addition to their cleansing products. They became a global leader.
- 3. Products DOVE PRODUCTS PROMOTED ● Skin Cleansing ● Skin Care ● Deodorants ● Hair Care PRICING ● Competitive Pricing ● Cleansing Products are under $10 FEATURES ● Made for Sensitive Skin ● Advanced Care for dry skin ● Tailored to individual needs ● #1 dermatologist-recommended bar brand
- 4. Dove’s Marketing Mishaps Though Dove has had a multitude of bad ads and strategies, we are focusing on these two for this project.
- 5. Their Marketing Strategy Women who struggle with self confidence related to their appearances. Intended Customers A greater appreciation for their bodies and an increase in self confidence. Needing a new perspective on their beauty. Perceived Needs Target segment comprised of women who did not consider themselves beautiful. Segmentation
- 6. Value Proposition Dove’s vision We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential. Confidence Believe Beauty
- 7. Campaign Highlight DOVE REAL BEAUTY CAMPAIGN
- 8. Why it Failed Ad deemed as racist, tone deaf, and problematic Lacked the ability to express the real meaning of the campaigns: Real Beauty Lack of attention to racial sensitivities Dove ruined body image for women of all shapes, sizes, and color *Note: Still on website
- 9. Customer Response "I don't question their intent, but I do question their approval process, their execution, and general common sense" "When your ad is being called 'racist' by people across social media, you've done a lot more than 'miss the mark, It just goes to show that in reality there is a long way from Cannes to Main Street. Maybe they should have 'real people' create the ads rather than just starring in them." #BoycottDove was created by consumers to show their disapproval of the brand.
- 10. DOVE BEAUTY PR Response “For a company that has professed to embrace 'real beauty' by showcasing everyday women, this misstep is unconscionable." - Chris Allieri, principal of Mulberry & Astor (PR Agency) ➔ Dove removed the clip & apologized ➔ Apology was unsuccessful ➔ Media outlets seized on the story
- 11. Competition Olay sells similar products with a brand image centering beauty and age. This brand is often linked with anti-aging images with taglines like ageless and your best beauty. While Olay did have a campaign entitled “love the skin your in” in 2001 with the same objectives, they still used a conventional attractive white model and continued to retouch their photos til 2021.
- 12. Actually show REAL representation in ‘Real Beauty’ Campaign photos. Better Diversity Time Travel Strategy Implementation and analyzation On the back of every bottle there would be a woman’s story of how she learned to be proud of herself Story Telling Show commercials and ads with mothers, career women, female artist, etc. to show there is beauty in us all Show Women of ALL Kinds
- 13. Our Strategy Today ➔ Dove will continue to focus on their promise to women around the world, by actually listening to the voices of their customers and incorporating it into their campaigns ➔ There will be diversity training to all employees throughout the company ➔ More focus will go on properly showing diversity in campaigns and the true meaning of real beauty ➔ The Self-Esteem Project will be integrated into projects for the main marketing strategy
- 14. ● Education for parents ● Bring positive Influence ● Proud to be me
- 15. Thank you!
Notas del editor
- I found a dif pic feel free to delete it if you like the other better
- Companies Description and history- Emma
- Also, describe the product you are highlighting, its features, how it works, why it was special at the time, pricing, profitability, importance to company, etc.- Emma
- Companies Description and history- Emma
- Put yourself in the seat of the marketing managers at the time. Describe the marketing strategy they conceived. Who were the intended customers? Where were they to be found? Were there multiple market segments? What were their perceived needs? Why would they buy the product? Dove wanted to create a campaign to promote to women to celebrate their bodies and not be ashamed of them. They saw that women surveyed did not consider themselves beautiful. They saw the need that women needed a better perception of their beauty and approached their appearance out of self consciousness rather than confidence. Dove hoped they would increase sales by encouraging women’s general attitudes. The women would be found through any marketing platform, TV, ads, social media. Amelia https://www.in-mind.org/article/the-good-the-bad-and-the-ugly-of-the-dove-campaign-for-real-beauty
- Value proposition? Differentiation? Communication? Pricing? Service? Delivery? Channels of distribution? Other observations? - Jinwook Beauty, confidence and believe are doves main values Dove focuses on women of all ages that beauty should be a source of confidence as a woman. Dove wants to help raise self esteem of the women around us to show their beauty they were born with. Dove invests their time in researching to deliver the most value to their customers, below shows what dove global research has found Our global research shows: Only 4% of women around the world consider themselves beautiful, and anxiety about appearance begins at an early age. We want women and girls of all ages to see beauty as a source of confidence, not anxiety. So we’re on a mission to help the next generation of women develop a positive relationship with the way they look - helping them raise their self-esteem and realise their full potential. They have also created their self esteem project based on their value.
- Also, describe the product you are highlighting, its features, how it works, why it was special at the time, pricing, profitability, importance to company, etc.
- Analyze and critique the strategy and the implementation. Why do you think it failed? Where was it lacking? What was the response in the market and in the media? How did the company recover? - Brianna Failed: started with a woman of color as before and ended with a white women as after…to be “more cleanly” and have “more beautiful skin” Lacking: ability to use AND keep women of color to depict the campaign as they wanted to. Could still show “more beautiful skin” by end of commercial with the same person, but in a different way Media and Market response: consumers used #BoycottDove to share what happened and why they do not and should no longer purchase from the brand. Wants the company to stop talking the talk and actually walk the walk How’d the company recover: encouraged women to share their story, It makes sense that Dove would cast models of different ethnic backgrounds in their ads. They are, of course, a company that prides themselves on inclusion. But central to the failed execution of this campaign is the order in which they chose to introduce each woman combined with the product they were selling. This lack of attention to detail led to public outcry of Dove being racially insensitive. The ad was criticized because many people interpreted a black woman ‘changing’ into a white woman to be an inappropriate message – especially for a beauty company. It’s important to note that the reaction to this ad was swift and clear, with almost no one coming to the more positive conclusions that Dove intended https://www.businessinsider.com/doves-racist-ad-10-9-2017-10
- Ana The popularity of social media allowed this controversy to exceed the control of Dove with many twitter users outraged. The hashtag Boycott Dove was created by consumers to voice their disapproval from the brand. Customers believed that Dove’s absence of inclusion in the boardroom was evident by their blatant lack of common sense. Many voiced how Dove should have 'real people' create the ads rather than just starring in them.
- Alice - Dove received plenty of criticism from PR professionals. Many individuals working in the industry did not question their intent, but did question their approval process, their execution, and general common sense. Dove took down the video and apologized on Twitter, saying the post "missed the point in thoughtfully depicting people of color." However, the apology failed to stop a storm of online criticism, with some users asking for a boycott of Dove goods on social media, while traditional media outlets in the United States and Europe developed stories on the subject.
- Ana Olay is an American skin care brand owned by Procter & Gamble. They offer soaps focused on moisture and complexion. They fall right behind dove for the bar and liquid soap industry with Dove taking 24% of market share. While they did have a campaign entitled “love the skin your in” in 2001 with the same objectives, they still used a conventional attractive white model and continued to retouch their photos til 2021. Had Dove’s marketing campaigns been more successful, Olay might have been forced to include more body positive branding to keep up. Instead the Real Beauty campaign’s failure allowed Olay to continue their lack of inclusion. Continuing to view the market from the seat of the marketing managers at the time, describe the competition and their products. Where were they strong? Where were they vulnerable? How did they respond?
- If you were doing it again BACK THEN, what would your strategy be? What would you have done differently? If you were doing it again TODAY, what would you change? - Mikinze If you couldn’t tell, in a roundabout way, we just took you through a SWOT analysis. What this showed is that we are severely lacking is dove’s ability to actually listen to their customers, and also learn about diversity. This is not only bad from the brand but also great for our competitors. after this analysis, its clear to see that we needed to actually look deeper at what women wanted to see. then go into the new strategy.
- If you were doing it again TODAY, what would you change?- Jinwook Having a diverse set of people working with us to help better our vision to people from all walks of life Using their unique experiences to help catch issues that could be seen as insensitive and better understand the broad audience we serve.
- What is The Dove Self-Esteem Project The Dove Self-Esteem Project was founded in 2004 to help the next generation of women grow up feeling happy and confident about the way they look. The project delivers self-esteem education to young people (primarily girls) aged 8-17 years through lessons in schools, workshops for youth groups, and online resources for parents. Reaching 20 million young people with self-esteem education ove has body confidence conversation guides to help parents speak with their kids about body image As well as videos and activities to go along with this Another part of the work Dove is doing is the Proud To Be Me project, focusing on lgbtq youth and building their confidence especially for LGBTQ+ youth as well. Curating a positive social media feed can boost young peoples self-esteem and body confidence. Help your child overcome unrealistic beauty standards Dove is using their platform to help educate people about the struggles women face Helping educate parents about what their kid may be struggling with at this moment Helping to improve their body image and self esteem All of our self-esteem resources are developed in consultation with experts: global authorities on the issue of girls’ body confidence as well as those with a very real, practical understanding of girls. Since 2005, our Dove Self-Esteem Project has reached around 82 million young people, and grown to become the world's biggest provider of self-esteem education. Focus more on this venture that has already been a success and expand this project to bigger audience of all ages Continue to inspire and run a successful campaign