Dove MKTG 338-002
-
Upload
salisbury-university-social-media-marketing-class -
Category
Marketing
-
view
213 -
download
1
Transcript of Dove MKTG 338-002
![Page 1: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/1.jpg)
Please tweet your definition of beauty using the #BeautyIs and
#SUMKTG
![Page 2: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/2.jpg)
Dove Campaign for Real Beauty
Devon Clark, Katie Gutoskey, Kate Smith, Kelsey King, Molly Adams
![Page 3: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/3.jpg)
SWOT
![Page 4: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/4.jpg)
Broaden the definition of Beauty
Improve the way women see themselves
Objectives
![Page 5: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/5.jpg)
Women of all ages, shapes, sizes, and ethnicities
Empowerment to women
Raise the self esteem of women worldwide
Television and print advertisements, Billboards, and YouTube videos
Primary Research- survey
Secondary Research- The Real Truth About Beauty (2004)
Target Audience
![Page 6: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/6.jpg)
Survey
![Page 7: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/7.jpg)
Social Media Strategy and IMC
“Rooted in listening to women”
![Page 8: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/8.jpg)
11 advisory board members
2 most important are: Dr. Susie Orbach & Dr. PhillipeaDiedrichs
All women except for one male (Martin Staniforth)
Who speaks for Dove?
![Page 9: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/9.jpg)
Dove’s main goal is to inspire women of all ages and races to be themselves and feel beautiful about it.
Dove wants to prove that the women we see in magazines are not how they appear in real life: “Evolution”
Tone of Communication
![Page 10: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/10.jpg)
Moms, dads, teachers, mentors, and youth leaders are able to go on Dove’s Self-Esteem website to look at tips to help young girls increase their self-esteem.
Interactive campaign: “Real Beauty Sketches”
Because of Dove’s inspiring tone they make their campaigns very interactive.
![Page 11: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/11.jpg)
What Happened?
Engagement
Social Community Zone
Social Publishing Zone
Videos and Photos
Twitter and Facebook
Posting Strategy
![Page 12: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/12.jpg)
No benchmarks Our recommendations- every 2 years
Good at implementing changes New takes on the campaign
#DoveBeautyPatch, #DoveRealBeauty, #RealBeautySketches, #DoveRealBeautySketches, @Dove, #BeautyPatch, #MyDove, #FeelBeautifulFor, #Dove, #BeautyIs
Interactive Facebook Page https://apps.facebook.com/dovecfrb/?fb_source=search&ref=
br_tf
Engagement & Listening
![Page 13: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/13.jpg)
Interaction with fans and followers
#FeelBeautifulFor, #BeautyIs
Titanium Grand Prix Award
Beauty Sketches
“Dove’s Real Beauty Hits A Rough Patch”
Results
![Page 14: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/14.jpg)
![Page 15: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/15.jpg)
![Page 16: Dove MKTG 338-002](https://reader033.fdocuments.in/reader033/viewer/2022052912/55a110481a28ab5a508b47c2/html5/thumbnails/16.jpg)
"A PR Case Study: Dove Real Beauty Campaign." News Generation Radio and TV Media Relations A PR Case Study Dove Real Beauty Campaign Comments. Web. 18 Nov. 2014. <http://www.newsgeneration.com/2014/04/11/pr-case-study-dove-real-beauty/>.
Bahadur, N. (2014, January 21). Dove 'Real Beauty' Campaign Turns 10: How A Brand Tried To Change The Conversation About Female Beauty. Retrieved November 24, 2014, from http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html
Brodbeck, M., & Evans, E. (2007, March 5). Dove Campaign for Real Beauty Case Study. Retrieved November 19, 2014, from http://psucomm473.blogspot.com/2007/03/dove-campaign-for-real-beauty-case.html
Dove® Campaign For Real Beauty on Facebook | Facebook. (n.d.). Retrieved November 24, 2014, from https://apps.facebook.com/dovecfrb/?fb_source=search&ref=br_tf
"Dove's Global Advisory Board - Dove Self-Esteem Project." Doveselfesteem. Web. 18 Nov. 2014. <http://selfesteem.dove.us/Articles/Written/Our_Advisory_Board.aspx>.
Dove. (n.d.). Retrieved November 24, 2014, from https://www.facebook.com/DoveUS?ref=br_tf
"Dove's 'Real Beauty' Hits a Rough Patch | News - Advertising Age." Advertising Age News RSS. Web. 18 Nov. 2014. <http://adage.com/article/news/dove-s-real-beauty-hits-a-rough-patch/292632/>. N.p., n.d. Web. <https%3A%2F%2Ftwitter.com%2FDove>.
"Our Mission - The Dove Self-Esteem Project." Doveselfesteem. Web. 18 Nov. 2014. <http://selfesteem.dove.us/Articles/Written/Our_Mission.aspx>.
"Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube – Think with Google." Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube – Think with Google. Web. 18 Nov. 2014. <https://www.thinkwithgoogle.com/case-studies/dove-real-beauty-sketches.html>.
"The Dove® Campaign for Real Beauty." The Dove® Campaign for Real Beauty. Web. 18 Nov. 2014. <http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx>.
Tuten, Tracy L., and Michael R. Solomon. Social Media Marketing. Boston: Pearson, 2013. Print.
Works Cited