Dove Digital Campaign

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Dove Digital Campaign

• Cyber Boomerang Entry

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(No Transcript)
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The Brand
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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
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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.
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The Clients Brief
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The Brief

• Dove is a brand with a strong heritage, a clear
  identity, and a deeply established relationship
  with its consumers.
• The agency was challenged to build a
  website-centric digital campaign that would
• Showcase the brands product range
• Provide information about the Campaign for Real
  Beauty and the Dove Self-Esteem Fund
• Keep consumers updated with the latest brand
  events and news

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• Upscale (ABC1) women aged 20 and above who are
  modern, independent, and most importantly, REAL.

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The Execution
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The agency went beyond the brief by not just
building a brand website it created a community
of brand advocates, believers, and content
creators, all real women.
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At the center of the campaign was Dove.ph, the
brand website.
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Aside from the basic requirements of the brief ...
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... the site served as a hub for real women,
giving them a hub to express out their real
thoughts, views, and voices about womanhood,
work, family, love, and life in general.
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A section called Real Thoughts showcases 11 of
the top women bloggers in the Philippines. Each
of them writes about her own area of interest
all of them write about what it means to be a
woman. It utilizes RSS and Flash to display the
latest entries from each womans blog, allowing
users to view all their favorite bloggers all on
one page.
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Another section called Real Views invites women
to upload their own pictures and share their own
thoughts about the real definition of beauty.
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Real Voices - the sites discussion boards -
allows the sites users to talk with each other
regarding various issues and concerns that are
relevant to real women.
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The agency recognizes that a true online
community goes beyond a website, so it tapped
existing Dove users in different social networks
to strengthen its foothold in the digital space.
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A Brand Page was set up on Facebook to mobilize
users of the core Dove brand - site updates are
posted on this pages wall to drive traffic back
to the brand site.
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A bubbly persona was created on the popular
microblogging site Plurk for the launch of the
Dove Go Fresh! line, which caters to younger
women.
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Display ads were placed on portals like Yahoo!,
Multiply, Facebook, Female Network, and Stir.ph
to drive traffic to the site.
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To drive organic traffic to the site, the agency
also created several viral quizzes and
applications which were seeded via the Plurk and
Facebook communities.
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One notable viral application is the Dove Shower
Remixer, a Flash application which allows users
to create their customized shower tracks by
assembling their ideal bathroom.
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Results
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The agency was able to deliver the two-fold
promise of functionality and emotional connection
that the Dove brand is widely known for.
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Millions of impressions to women reached through
drive-to-site display advertising on portals and
social networking sites that they frequent
Almost 25,000 avid and vocal Dove users serving
as a viral seedbed on Facebook, generating over
200 wall posts, 1000 fan likes, and more than
600 comments on branded wall posts
Over 300 young and bubbly advocates of Dove Go
Fresh on Plurk
At least 1,000 users who have interacted with
viral quizzes, applications, and polls seeded via
social networks.
Almost 40,000 unique visitors to the brand
site, generating almost 80,000 page views.
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