DOVE REAL BEAUTY CAMPAIGN.pptx

DOVE REAL BEAUTY CAMPAIGN.pptx

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  2 • In September29,2004 Dove launched Campaign for Real Beauty • They want to break the stereotypes and want to make the women feel beautiful everyday • They wanted to prove that beauty comes in all shapes, sizes and ages. • The analysis and research was done by Edelman. • Campaign video link – • https://youtu.be/JNYjRmNCu9o • https://youtu.be/R5Ynz3eje9s INTRODUCTION
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  CAMPAIGN GOAL • TheDove Campaign for Real Beauty's aim is to promote all women's natural physical diversity and to give them the confidence to be comfortable and satisfied with themselves. • This campaign has received a few (or two) advertising prizes and has sold a lot of product. Sales have risen to $4 billion from $2.5 billion in the first year of the campaign. YOUR COMPANY NAME 3
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  HOW THEY WANTEDTO BE UNIQUE YOUR COMPANY NAME 4 - Dove wanted to prove that every women should flaunt their beauty in their own way. They should be appreciated on how they are, especially in their physical appearance. - So, they decided to come up with something unique with this campaign, to let the people know that all women are beautiful. - They didn’t selected any actress of models, they decided to create the advertising with the real people and show their real beauty.
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  HOW THEY STARTTHE CAMPAIGN • Dove was looking for a strategy to revitalise its brand, so they conducted a survey with over 3,000 women from ten countries to learn about their priorities and interests. The executives of Dove saw a huge opportunity after the study revealed that only 2% of women consider themselves beautiful. • They thought they could start a dialogue about beauty because they were just starting to introduce beauty supplies other than soap into their product range. YOUR COMPANY NAME 5
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  ANALYSIS • Your companyname 6 • The numbers back up the claim: 171 million banners with negative contents were removed, and 5.5 million unique women were reached. • Over half of the ladies who visited Dove Ad Makeover created a message, and 82 percent of the ads shown were generated by the viewer's friends. • 71% of the women polled said that they felt more beautiful.
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  REAL BEAUTY • Yourcompany name 7
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  IT IS ASHIFT IN THE WAY WOMEN ARE EDUCATED AND INSPIRED ABOUT A BROADER CONCEPT OF BEAUTY, AS WELL AS HOW THEY FEEL ABOUT THEMSELVES. 8
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  POSITIVE RESULTS  Thiscampaign had a significant impact on the company's revenue generation.  When compared to the previous year, Dove's revenues climbed by roughly 10%.  After this campaign, its products are available in practically every country and have seen tremendous success in both foreign markets and domestic markets in Australia and New Zealand. 9
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  10 • Skene, K.(2017, November 30). A PR Case Study: Dove Real Beauty Campaign. News Generation, Inc. http://newsgeneration.com/2014/04/11/pr-case-study-dove-real-beauty/ • Harris, I. L. (2022, February 17). Dove Empowered Women And Found Success in 80+ Countries. ReferralCandy. https://www.referralcandy.com/blog/dove-marketing- strategy#:%7E:text=The%20statistics%20bear%20witness%20to,by%20friends%20of%20the%20viewer. • Ph, D. (2017, January 29). Dove #RealBeauty Is Universal | Celebrate all types of beauty. YouTube. https://www.youtube.com/watch?v=JNYjRmNCu9o&feature=youtu.be • Uk, O. (2009, April 7). “Campaign For real Beauty” - Dove film by Ogilvy. YouTube. https://www.youtube.com/watch?v=R5Ynz3eje9s&feature=youtu.be REFERENCES
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