Dove MKTG 338-002

Dove MKTG 338-002

• 1.
  Please tweet yourdefinition of beauty using the #BeautyIs and #SUMKTG
• 2.
  Dove Campaign for Real Beauty Devon Clark, Katie Gutoskey, Kate Smith, Kelsey King, Molly Adams
• 3.
  SWOT
• 4.
  Objectives  Broadenthe definition of Beauty  Improve the way women see themselves
• 5.
  Target Audience 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)
• 6.
  Survey
• 7.
  Social Media Strategyand IMC  “Rooted in listening to women”
• 8.
  Who speaks forDove?  11 advisory board members  2 most important are: Dr. Susie Orbach & Dr. Phillipea Diedrichs  All women except for one male (Martin Staniforth)
• 9.
  Tone of Communication  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”
• 10.
  Because of Dove’sinspiring tone they make their campaigns very interactive.  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”
• 11.
  Posting Strategy What Happened?  Engagement  Social Community Zone  Social Publishing Zone  Videos and Photos  Twitter and Facebook
• 12.
  Engagement & Listening  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
• 13.
  Results  Interactionwith fans and followers  #FeelBeautifulFor, #BeautyIs  Titanium Grand Prix Award  Beauty Sketches  “Dove’s Real Beauty Hits A Rough Patch”
• 16.
  Works Cited "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%2Fblue-sea-697d.quartiers047.workers.dev%3A443%2Fhttps%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.