The sense of innocence is something that is very highly valued in America. The color white like freshly fallen snow, babies or new beings, virgins, and the bird the dove are all representations of this innocence. The Dove Find Your Scents of Confidence 2013 campaign wanted to highlight this light hearted innocence that Dove already exploits and take it a step further. Dove has $65,572,000 to make their campaign work for “Find Your Scents of Confidence”. They want to encourage women in particular to promote a more positive self image and confidence. The target audience for females is 18-34 and the secondary target audience is males of the same age. Targeting will most likely occur in the south and western regions because that is where this product sells the most.
The use of previous research was where they decided to begin new research. First of all they are promoting more communication between client and company. Dove came to fruition in 1955 and is now considered one of the leading cleansing brands. The “dove for True Beauty” 2004 campaign which first started to try to reverse issues of self esteem and body dysmorphic disorders, yet this was geared more towards women. In 2010 Dove released their first product meant specifically for men. They used surveys to see how the target audience perceives Dove as a product. They surveyed what their customers value in a body wash, in order they are scent, moisturizing, price, performance, and sensitivity. They also made a survey based on how ideal Dove is to what they want based on importance and they matched the ideal body wash quite nicely.
The main objectives of the campaign are Body Wash Awareness, Male Customer Awareness, Twitter Activity Increase, and Environmental Initiatives Awareness Stimulation. They would like to make all people in the target audience, males and females ages 18-34, more aware of the product and everything it offers. Along with that they would like to make men a main target, they now have a male line, yet men know very little about it. To measure the increases in twitter activity they are following certain hashtags, #LoveForDove and #DoveForAll; furthermore Twitter is a great forum for this kind of advertisement because the target audience is extremely active on this medium. The environmental initiatives awareness is meant to show the costumers, which of this time period are more health and environmentally conscious, that they use recycled materials.
The research they did was in a larger focus group of 58 participants, using both male and female. Then they mainly use Multi-Attribute Models to show off how this data applies to their campaign. They use a specific formula to interpret the Multi-Attribution Model in numbers and a more pattern driven way, the components being:
Pb = is the consumers overall percept of Brand b
n = number of attributes
Ii = importance of attribute i
Bib = belief that attribute I is delivered by Brand
They use this to show how this info applies to the company and its rank as compared to other companies of its kind. These models are in the forms of pie charts, bar graph, and comparative tables.
While examining their data there is a few clear points that show through. First being people rate scent higher than anything else when consuming products of this nature, in turn Dove added more scents to their previous line. Second most important thing to consumers is moisturizing aspects of a product, Dove already uses a lot of moisturizing they just have to promote it better. Third they are pricier than competitors so they want to improve the amount of promotions they make on websites such as facebook and twitter which will also make them branch out on these new advertising forums which is perfect for their demographic. Finally, fourth, they have to expand their mens line, they found that their next leading competitor stands a chance against them because of their extensive mens line. They choose to compare how much they will allocate for spending, based on other competitors, around $65 million has been set aside for spending.
Media forums are the main ways to get a consumers attention. TV, Internet, Radio, and print are the main media outlets they are choosing to allocate money too (33% print, 35% TV, 17% radio, 15% for internet). Internet is a newer forum to use, they claim:
Our internet advertisements will be featured on Hulu, Netflix, Youtube, and internet radio websites such as Pandora and Spotify where viewers have to listen to the advertisement in order to continue watching or listening. We will specifically promote Dove’s Men+Care line on websites geared towards men such as ESPN, videogame websites, and men’s health websites. (Cole, et al.)
For print they are well aware that Females enjoy magazines they most so they would like to use magazines such as Seventeen, OK Weekly, American Baby, Cosmo, Baby Talk, InTouch, Elle, US weekly, Marie Claire, and Parents. On Television they plan on targeting:
Channels with the high index numbers for viewership in our primary target audience are Bravo, Style, E Channel, TLC, and Oxygen. For our secondary target, we found high index numbers for Adult Swim, ESPN, Comedy Central, TBS, and G4. (Cole, et al.)
They went for a lighthearted, cheerful, confident approach for this campaign on all media.
Currently on the Dove website, the Real Beauty Campaign is still going strong and there is a lot of information about it. The target has changed throughout the years while also staying under the same principle, as shown through the timeline of events since Dove started their campaign in 2004. Throughout the years, Dove has focused their real beauty campaign to specifically target certain groups. Some of the issues tackled include challenging the stereotype of only thin women being beautiful, wanting to make the next generation of women happy about the way they look, exposing unrealistic expectations such as photoshopped models, spreading knowledge that age has no restriction and that women over 50 are still beautiful, and reminding women to not be camera shy and be innocent like they were when they were younger. The main focus of the campaign is for women to be “happy and confident,” and the one statistic that stuck out was that only 4% of women worldwide believe they are beautiful. Another statistic that stuck out was that 6 out of 10 girls are so concerned with physical looks, that they don’t participate in normal daily routines, such as sports or even school, because they are so self conscious. This is what Dove is trying to fix and change; they want all women to feel beautiful and make them realize that everyone is beautiful, and that our society sets unrealistic standards. The current 2014 campaign is to take selfies that portray women in their normal state, and how they are beautiful no matter what. The current goal is to reassure women that they are in fact beautiful and that they should always feel comfortable taking a selfie; self confidence is always going to be an issue, no matter what gender the person is, but Dove wants everyone to feel confident and comfortable with who they are. Dove also created a hashtag to use on social media that will connect everyone involved with the campaign together in unison. #BeautyIs is all over social media networks and can be used for women, and also men, to express what they believe real beauty is through Tweets, YouTube videos, blog posts, Facebook, and Instagram pictures.
As the PR Newswire article states, “Nearly half (45%) describe themselves as ‘average’ and ‘ordinary’ with a further 10% feeling ‘plain’, ‘unattractive’ and ‘ugly’” (Self-Esteem Issues Impact Women’s Future Success). This horrible statistic of how women view themselves affected Dove tremendously causing them to start the “Real Beauty” campaign to show women that they are beautiful even though they feel that they are not. In this campaign, Dove also started a study that showed, “‘92 percent of teen girls would like to change something about the way they look, with body weight ranking the highest’” (Self-esteem is a problem for many African-American girls). They created a documentary showing how women describe themselves as people much less beautiful than what they really are. An artist who cannot see the woman listens to her speak of what she looks like and later has a person who only saw the woman once describe what she looks like and the results are much different. The shortened version of this video is the most watched advertisement on Youtube with over 64 million views. They also started #BeautyIs which many women use on sites such as Twitter and Instagram with a photo of themselves that they believe that they are beautiful in. Dove has had a lot of success with their campaign and other companies are following their trail. Aerie, the lingerie line from American Eagle Outfitters, started the #AerieReal campaign where they do not airbrush any of their models promoting the fact that women do not need to be airbrushed to be beautiful. The difference between this campaign and Dove’s is that Dove actually use real women who represent the average American woman and Aerie uses models who are still an unrealistic version of average. Those models do not need to be airbrushed in the first place so choosing those girls not to airbrush almost defeats the purpose. They may be “real” in the advertisements, but they are still models who do not represent real women. These two companies do attempt to show women that the real them is beautiful, and that is a beautiful message. The feminine product company, Always, also has started a campaign to build up the self confidence of women. They have started the #LikeAGirl campaign which is trying to overcome the fact that people use “like a girl” as a derogatory expression. They say things like “You throw like a girl” or “You run like a girl” in order to offend someone. Always is trying to change the stigma of that phrase by having people upload photos of themselves doing some pretty awesome things on networking sites such as Twitter and Instagram using #LikeAGirl. Both Always and Dove are trying to build up self confidence with Always trying to make a woman feel strong and powerful instead of Dove’s approach of making them feel beautiful. All three of the companies have very good intentions in trying to raise awareness that women are pretty great.
Recent Comments