Dove Campaign for Real Beauty

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Dove Campaign for Real Beauty
Franzannie Guiteau Leigh Ellen Laster Erika
Rockett
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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion
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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Ad hoc, contingency, STANDING
• Dove Self-Esteem Fund, in partnership with
  Seventeen magazine, conducted a survey that
  found
• The average person sees between 400 and 600
  advertisements per day - equivalent to more than
  one message for every waking minute.
• 93 percent of girls and young women report
  feeling anxiety or stress about some aspect of
  their looks when getting ready in the morning.
• 58 percent of girls describe themselves in
  negative terms, including words like "disgusting"
  and "ugly," when feeling badly about themselves.
• Nearly four out of 10 engage in unhealthy eating
  behaviors, such as anorexia or bulimia.

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Women
• Physicians

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Increase debate and raise questions about the
  concept of beauty in societys around the world
• Differentiate Dove from other beauty and skin
  care brands
• Message We believe real beauty comes in many
  shapes, sizes and ages. That is why Dove is
  launching the Campaign for Real Beauty. Dove
• Channels Print media, commercials, Web sites,
  workshops
• Questions they asked from their ads
• Wrinkled? Wonderful? Gray? Gorgeous?
  Oversized? Outstanding? Half empty? Half
  full? Flawed? Flawless?

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Increase sales of Dove beauty products and new
  product lines
• Create dialogue, debate, and discussion about the
  true meaning of beauty
• Attract national TV and print media coverage
• Gain local press attention in the hometowns of
  models featured throughout the campaign
• Drive users to the CFRB Web site to share their
  thoughts and opinions about the campaign and
  beauty stereotypes
• Create a call to action for consumers to join the
  movement through website pledge that activate a
  donation by Dove for self-esteem awareness
  programs

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Interactive websites
• Ogilvy Healthworld provided data to physicians of
  the value of using Dove and other Unilever brands
• Conducted interviews on television
• Created a forum for women
• Released a global, academic research study about
  women and beauty
• Advertising that inspires women and society to
  think differently about what is defined as
  beautiful
• Fundraising initiatives sponsored by the Dove
  Self-Esteem Fund, to help young girls with low
  body-related self esteem
• Self-esteem workshops with young girls in schools
  to help them foster a healthy relationship with
  and confidence in their bodies and their looks
• Establishment of the Program for Aesthetics and
  Well-Being at Harvard University, through a grant
  from Dove, to examine the way we think and talk
  about beauty in popular culture and the effect
  that this has on women's well-being
• Partnerships with uniquely ME! , StepUp Womens
  Networks
• Created a global touring photography exhibit
  showcasing diverse images of female beauty.
• Dove Website

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Agenda Setting
• Two-way symmetrical
• ELM Source
• Public Information Model

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Women account for 80 percent of consumer
  spending in the United States (GM p. 167)

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• According to PRweek, the publicity for the
  Campaign generated more than 650 million imprints
  during the summer of 2005 alone
• In the summer of 2005, the Dove campaign received
  nearly four hours of broadcast time, including
  more than 10 minutes on The Today Show, and time
  on 61 other national television shows. On that
  day alone, more than 60,000 people visited the
  CFRB Web site.
• According to Dove, sales for the products
  featured in the ads increased 600 percent in the
  first two months of the campaign.
• Featured in over 5 magazines
• Media coverage was overwhelmingly positive

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Issues Management Research Publics
Goals Objectives Tactics Theory
Consumer Relations Results
Discussion

• Do you think that controversy, such as this
  picture, was something that worked to their
  advantage?
• Can you think of any other publics Dove should
  have targeted?
• Do you think the Campaign is something that is
  working or will be successful in changing the
  perceptions of beauty across the world?