Dove: Facebook Branded Page

1
Dove Facebook Branded Page

• Best Innovative Boomerang Entry

2
2
3
The Brand
4
Firmly rooted in the real world of women
Gives women a genuinely personal, uplifting
feeling about their own beauty.
Builds a foundation of trust in its relationship
with consumers
Strives to provide more than just the functional
promise of beautiful skin
Draws its strength from the experiences and
emotions of real women
4
5
Over time, Dove has developed a wide fan base
composed of real women sharing real thoughts and
real views regarding their value of real
beauty. It launched its award-winning,
globally-recognized Campaign for Real Beauty in
2004, an advocacy that aims to effect societal
change by challenging stereotypical views of
beauty.
6
The Situation
7
Doves core market online are upscale (ABC1)
women aged 20-39.The Yahoo-Nielsen Net Index
2009 reveals that these women compose roughly 2
percent of the total Philippine Internet
population.
8

• Data shows that upscale (ABC1) Females aged 20-39
  indicate that Dove is their preferred soap brand
  (32.8) as compared to the rest of the Internet
  population (5.91).

Sources Yahoo-Nielsen Net Index 2009
9

• Data also indicates that Dove gains even more
  market share among the older members of the
  target market.

Sources Yahoo-Nielsen Net Index 2009
10
The Opportunity
11
There is a chance to tap these online Dove users
and transform them into vocal advocates and
ambassadors in the digital space.
12
The Challenge
13

• To create an online hub in the digital space to
  activate these untapped Dove users, where
• They can act as brand ambassadors by voicing out
  their testimonies, experiences, and thoughts
• The brand can share the latest content from the
  brand site, Dove.ph, effectively increasing
  traffic from a targeted audience without spending
  on media
• The brand can engage in real conversations with
  its consumers, communicating with them in a way
  that no other media can

14
The Innovation
15

• The agency created a Facebook Branded Page for
  Dove - essentially a customizable presence which
  allows a brand to have conversations with
  Facebook users.
• These conversations are focused on the stream of
  content (videos, links, polls, photos) that the
  brand makes available.

16
Why Facebook?
17
Facebook is growing at more than 13 per week in
the Philippines - thats almost 500,000 new users
a week.
Currently, there are almost 1.3 million members
of the target market on Facebook.
Facebook users are also generally early adopters
and trendsetters people who the agency feels are
inclined to be vocal advocates of the brand.
Sources CheckFacebook.com Philippines
Statistics Facebook Advertising Console
18
The Execution
19
(No Transcript)
20
(No Transcript)
21
The Dove Facebook Page is used to
22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
Interaction Virability

• Facebooks innovative platform ensures that all
  content shared by the brand is comment-able,
  like-able and sharable by Facebook users these
  actions are visible on their own Wall feeds,
  allowing their friends to see their interaction
  with the Dove Page.

27
Results
28
Users are actively online and enthusiastically
post their opinions, their feelings, feedback,
and stories about the brand for the whole of
Facebook to see.
Facebook Brand Page showed exponential growth
from a few hundred when it was put up, to over
20,000 fans in less than 6 weeks.
23,000 fans
200 wall posts
631 comments
1,009 likes
Average Cost per Lead Less than P1 per fan
29
(No Transcript)
30

• Innovation was exemplified in the way the agency
  was able to combine several campaign assets in
  one very cost-effective solution a database of
  leads, a user-generated collection of
  testimonials, a ready seedbed of consumers for
  viral marketing, and a very quick-replying
  resource for consumer marketing research.