The Task Examine Doves Campaign for Real Beauty Examine Doves Campaign for Real Beauty Critique the campaign, then create your own modified campaign Critique the campaign, then create your own modified campaign

Dove The Campaign for Real Beauty

Redefining the definition of beauty one woman at a time

Doves Current Campaign Targets young girls between the ages of 8-14 Targets young girls between the ages of 8-14 Their goal is to create a healthier body image and increase the self esteem among young girls Their goal is to create a healthier body image and increase the self esteem among young girls Inspiring advertisements to change the current definition of beauty Inspiring advertisements to change the current definition of beauty Self esteem workshops in schools to help young girls feel better about themselves. Self esteem workshops in schools to help young girls feel better about themselves. Current commercial Current commercial Current commercial Current commercial

Current Billboard

What we think?

First Impressions We thought the campaign was positive. We thought the campaign was positive. We felt that the products were being left out of the campaign. We felt that the products were being left out of the campaign. The campaign makes them stand out as a company The campaign makes them stand out as a company Emotional appeal Emotional appeal Gets your attention Gets your attention Direct marketing needs to be improved, we ranked it as 5/10 Direct marketing needs to be improved, we ranked it as 5/10

Strengths The campaign has created a buzz potential, having people everywhere talking about Doves campaignbeen talked about on CNN, Oprah, etc. (very good for advertising) The campaign has created a buzz potential, having people everywhere talking about Doves campaignbeen talked about on CNN, Oprah, etc. (very good for advertising) Very inspiring advertisements (emotional appeal) Very inspiring advertisements (emotional appeal) They will become well known through this creative and brave marketing approach. They will become well known through this creative and brave marketing approach. Because they use real people and not models, it is easy for people to relate with. Because they use real people and not models, it is easy for people to relate with.

Weaknesses With the campaign, Dove should emphasize the goodness of their products and how they make you feel better. With the campaign, Dove should emphasize the goodness of their products and how they make you feel better. Dove doesnt promote their products as they should. It seems like they are only focusing on the real beauty aspect. Dove doesnt promote their products as they should. It seems like they are only focusing on the real beauty aspect. Women who buy products to become more attractive look for more attractive models within the advertising also known as the lifestyle appeal. Women who buy products to become more attractive look for more attractive models within the advertising also known as the lifestyle appeal.

Weaknesses Against competitors, they stand out company wise, but not product wise. Against competitors, they stand out company wise, but not product wise. Doves website does not include prices of products and you are unable to order products online. Doves website does not include prices of products and you are unable to order products online.

Recommended Campaign

Market Segment Focusing on Junior High students because this age group seems to be the most influential ages, that is years old. Focusing on Junior High students because this age group seems to be the most influential ages, that is years old. We also recognize that children and teenagers influence their parents buying decisions. We also recognize that children and teenagers influence their parents buying decisions.

Marketing Recommendations Incorporate their products within their advertising (more product involvement). Incorporate their products within their advertising (more product involvement). Use colors such as pink and blue to appeal to the target market. Use colors such as pink and blue to appeal to the target market. Pre-teen and teen models, so young girls will be able to better identify with them. Pre-teen and teen models, so young girls will be able to better identify with them.

Promotional Ideas Create more direct marketing through a brochure. Create more direct marketing through a brochure. Go to schools, promote self esteem fund and inform girls they can sign up for free promotions thru the website. Go to schools, promote self esteem fund and inform girls they can sign up for free promotions thru the website. Presentations at schools would include personal stories of self-esteem directed towards junior high girls. Presentations at schools would include personal stories of self-esteem directed towards junior high girls.

Media Selection Advertising through billboards, the Dove Club, magazines, etc. Advertising through billboards, the Dove Club, magazines, etc. Focus mostly on teen magazines, since this is where our target market will see them. Focus mostly on teen magazines, since this is where our target market will see them. A new web page especially for Dove Club members. A new web page especially for Dove Club members.

Website A website will be directed towards the Dove Club members. A website will be directed towards the Dove Club members. Features of the website: Features of the website: Self-esteem counseling Self-esteem counseling Online chatting among Dove Club members Online chatting among Dove Club members New product information New product information Upcoming events Upcoming events Video/ commercial updates Video/ commercial updates Dove Club Website Dove Club Website Dove Club Website Dove Club Website

School Presentation The impact of computers on models...it's not REAL beauty The impact of computers on models...it's not REAL beauty The impact of computers on models...it's not REAL beauty The impact of computers on models...it's not REAL beauty What retouching can do What retouching can do What retouching can do What retouching can do Workshops with girls to make them feel beautiful Workshops with girls to make them feel beautiful Having girls compliment on what they think is beautiful about one another much like the website blog will do Having girls compliment on what they think is beautiful about one another much like the website blog will do A contest will also be held during the presentation where a gift basket will be awarded with Dove products and information on self- esteem A contest will also be held during the presentation where a gift basket will be awarded with Dove products and information on self- esteem

Self Esteem Month September will be the official month of self-esteem. September will be the official month of self-esteem. Our motto is a new year is a good time for change. Our motto is a new year is a good time for change. Dove related events will take place through out September. Dove related events will take place through out September.

Direct Mail A brochure will be mailed through the Halifax Regional Municipality targeting the parents of young girls A brochure will be mailed through the Halifax Regional Municipality targeting the parents of young girls The brochure is similar to an invitation and it will invite the parents and girls to the Dove Party hosted at local Shoppers Drug Mart within their area The brochure is similar to an invitation and it will invite the parents and girls to the Dove Party hosted at local Shoppers Drug Mart within their area It will provide directions and information about the campaign we have created It will provide directions and information about the campaign we have created

Direct Mail contd… There is also no response necessary, so it is not a hassle to reply. Instead you can either just attend the event or simply go to the website to find out more information. There is also no response necessary, so it is not a hassle to reply. Instead you can either just attend the event or simply go to the website to find out more information. We will be notify customers through addressed ad mail as our list will be generated from the website after people enter their personal information. We will be notify customers through addressed ad mail as our list will be generated from the website after people enter their personal information.

Direct Mail Brochure

Billboards/Ads Billboards and advertisements will be directed towards teenage girls. Billboards and advertisements will be directed towards teenage girls. Billboards will be placed at Metro Transit bus stops where the girls can see them as they pass by. Adults will also be exposed to them and can pass the message along to their daughters, nieces, grand-daughters, etc. Billboards will be placed at Metro Transit bus stops where the girls can see them as they pass by. Adults will also be exposed to them and can pass the message along to their daughters, nieces, grand-daughters, etc. Advertisements will be placed in common magazines that teenage girls frequently read such as Seventeen, Teen and Girls Life. Advertisements will be placed in common magazines that teenage girls frequently read such as Seventeen, Teen and Girls Life.

Billboards/Ads Advertising will take place in August and September, so we can promote self- esteem month and the events within it. Advertising will take place in August and September, so we can promote self- esteem month and the events within it. We will use horizontal billboards placed on busy streets of the city where they will be easily spotted. We will use horizontal billboards placed on busy streets of the city where they will be easily spotted.

Examples of Billboards

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Examples of Magazine Ads

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Dove Club The Dove Club is part of the website we have created. It gives girls a chance to go online and write positive things about other girls and the way they look. The Dove Club is part of the website we have created. It gives girls a chance to go online and write positive things about other girls and the way they look. They can sign up for Dove Parties online, which is the event that will be hosted hosted at Shoppers Drug Mart. They can sign up for Dove Parties online, which is the event that will be hosted hosted at Shoppers Drug Mart.

Dove Club A chance to model for Doves campaign (which will help to increase self-esteem among young girls). A chance to model for Doves campaign (which will help to increase self-esteem among young girls). Free samples of their products Free samples of their products A t-shirt promoting real beauty for every girl who is part of the club A t-shirt promoting real beauty for every girl who is part of the club Newsletters with inspiring stories of self- esteem Newsletters with inspiring stories of self- esteem Coupons and promotions Coupons and promotions

The Dove Party Dove parties are a chance for young girls and women coming together to celebrate beauty. Dove parties are a chance for young girls and women coming together to celebrate beauty. There would be free refreshments available, games to be played, and the chance to get to know other club members. There would be free refreshments available, games to be played, and the chance to get to know other club members. Free makeover would be available thru Shoppers Drug Mart (co-operative advertising). Free makeover would be available thru Shoppers Drug Mart (co-operative advertising). Dove club will allow you to go online and chat with other members. Dove club will allow you to go online and chat with other members.

Dove Party Being part of Dove club you will also be able to receive expert beauty advice whenever. Being part of Dove club you will also be able to receive expert beauty advice whenever. Names will be entered for various contests, etc. Names will be entered for various contests, etc.

Dove T-shirts T-shirts would also be available in light yellow and white. T-shirts would also be available in light yellow and white.

Anticipated Response Dove Anticipated Response

How we determined out target market

Financial Analysis T- shirts for Dove Campaign: T- shirts for Dove Campaign: t-shirts at $6.99 each $6,990 Advertisements in magazines: Advertisements in magazines: -Seventeen Magazine, full page $21, 980 -Girls Life Magazine, full page, $19, 536 -CosmoGIRL! Magazine $20,000 Horizontal Billboard, 12 faces, 2 months, 50 GRP --> $22,800 Horizontal Billboard, 12 faces, 2 months, 50 GRP --> $22,800 Transit Advertising, 8 locations, 2 months --> $15,252 Transit Advertising, 8 locations, 2 months --> $15,252

Printing costs for brochures $1,702 Printing costs for brochures $1,702 (3 pages, 2 colours, 10,000 copies) Website prices would be free through bravenet.com which allows: Website prices would be free through bravenet.com which allows: - 5 Hosted Domains -1.5GB Bandwidth -50MB Disk Space -Easy Website Builders -FTP Account Financial Analysis

Expenses for Campaign

References (2005) Advertising Rates. Retrieved March 1, 2007, from dmin/templates/girlslife/Files/GL2007AdvertisingRat es.pdf. (2005) Advertising Rates. Retrieved March 1, 2007, from dmin/templates/girlslife/Files/GL2007AdvertisingRat es.pdf. (2007). Custom T-shirts. Retrieved February 20, 2007, from /customer/. (2007). Custom T-shirts. Retrieved February 20, 2007, from /customer/. (2007). Shoppers Drug Mart- Beauty. Retrieved February 12, 2007, from sdrugmart.ca /english/beauty/index.html. (2007). Shoppers Drug Mart- Beauty. Retrieved February 12, 2007, from sdrugmart.ca /english/beauty/index.html. Seventeen Advertising Rates. Retrieved from March 1, 2007, from RATECARD.pdf Seventeen Advertising Rates. Retrieved from March 1, 2007, from RATECARD.pdf

References contd… Rebecca Traister. (2005). "Real beauty" -- or reallysmart marketing? Retrieved February 14, 2007, from /mwt/feature/2005/07/22/dove/index_np.html. Rebecca Traister. (2005). "Real beauty" -- or reallysmart marketing? Retrieved February 14, 2007, from /mwt/feature/2005/07/22/dove/index_np.html. (2006). You Tube: Dove-Campaign for Real Beauty. Retreived February 26, 2007, from (2006). You Tube: Dove-Campaign for Real Beauty. Retreived February 26, 2007, from (2006). You Tube: Dove Real Beauty Workshop for Girls. Retrieved February 26, 2007 from (2006). You Tube: Dove Real Beauty Workshop for Girls. Retrieved February 26, 2007 from (2006). Enrollment, Staffing and Pupil/Teacher Ratio (PTR) Report Retrieved February 26, 2007 from pdf/reports/ /nov/ pdf. (2006). Enrollment, Staffing and Pupil/Teacher Ratio (PTR) Report Retrieved February 26, 2007 from pdf/reports/ /nov/ pdf.

References contd.. Words and Pictures. Retrieved February 14, 2007 from Words and Pictures. Retrieved February 14, 2007 from (2007). FreeFoto.com-Free Pictures. Retrieved March 1, 2007 from (2007). FreeFoto.com-Free Pictures. Retrieved March 1, 2007 from (2007). Archive: People. Retrieved February 19, 2007 from php?display=1169&MORGUEFILE=hdjoed6ugv unkmpnnipd718v56. (2007). Archive: People. Retrieved February 19, 2007 from php?display=1169&MORGUEFILE=hdjoed6ugv unkmpnnipd718v56. (2007). Market with Direct Mail. Retrieved March 2, 2007 from mdm/default-e.asp. (2007). Market with Direct Mail. Retrieved March 2, 2007 from mdm/default-e.asp.

(2006). Why the campaign for real beauty? Retrieved February 1, 2007 from ealbeauty.com/supports.asp?id=94&length=short&s ection=campaign&src=InsideCampaign_whythecam pain. (2006). Why the campaign for real beauty? Retrieved February 1, 2007 from ealbeauty.com/supports.asp?id=94&length=short&s ection=campaign&src=InsideCampaign_whythecam pain.