Advertising and Dove

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Individual Hand-In Case
“Hips Feel Good” Dove’s Campaign for Real Beauty

TABLE OF CONTENTS

EXECUTIVE SUMMARY........................................................................................................1 INTRODUCTION ...................................................................................................................2 INTEGRATED MARKETING COMMUNICATIONS PLAN .............................................2 Objective .......................................................................................................................................................3 Strategy ..........................................................................................................................................................3 Target.............................................................................................................................................................3 Proposed Elements ....................................................................................................................................4 Advertising....................................................................................................................................................4 Website .........................................................................................................................................................5 Public Relations.............................................................................................................................................6 Integration of Campaign Elements.......................................................................................................7 Success in Meeting Objectives ...............................................................................................................7 RECOMMENDATIONS .........................................................................................................8 ENDNOTES .............................................................................................................................9

Appendix 1: Dove’s History Appendix 2: Campaign for Real Beauty’s Promotional Mix Appendix 3: Consumer Engagement and Image Integration Appendix 4: Competitor Websites

EXECUTIVE SUMMARY
With consumers bombarded each day by thousands of messages, the challenge for advertisers is not only to get their ads noticed, but to have consumers remember them as well. “When people are overwhelmed with information and develop immunity to traditional forms of communication, they turn instead to traditional forms of communication”i which includes the primitive, but highly effective, communication between one or more people. In order to break through the clutter, Dove not only used an eye-catching and discussion provoking message but provided consumers with the means to connect with other people as deeply involved in the issue as they were. The meeting of these people and the subsequent sharing of ideas, experiences and support is what made the Campaign for Real Beauty a true success. By taking an old idea, presenting it in a different way, and using traditional media in a unique way in order to engage consumers, Dove was able to break through the clutter and create a lasting message that resonated with its target market. Through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. By capitalizing on this information and doing something radically different from competitors, Dove was able to engage consumers in the brand and successfully differentiate itself. The campaign succeeded in delivering double digit growth for Dove and increasing its market share worldwide. In order to sustain this success, Dove must continue to foster the strong emotional bonds that consumers have developed with the brand. To do this, Dove needs to continue listening to consumers...
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