Case Study - Dove

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Case Study – Dove’s “Hips Feel Good” Campaign Strategy Background Faced with continuing market share loss to competitors, Dove, part of Unilever’s consumer product company portfolio, needed to come up with a novel marketing campaign to recover its place in the market and to change the consumer opinion of its brand. The ‘Campaign for Real Beauty’ that was the result of much market research, was able to do so by a massive paradigm shift in the media portrayal of beauty through a creative advertising campaign. “The Dove mission is to widen the definition of beauty” stated Gabriel Verkade, the former assistant brand manager for Dove (Lichti, 2006). In conjunction with this advertising campaign, Dove also created a website and forums which created a large emotional response and lead to a very positive stickiness factor. This was critical for advancing the brand. By provoking the emotions of its prospective customers through their new ads and giving individuals the ability to take part in these forums, Dove was able to expand its brand and recover its market share by over 10% in several markets. Although the initial target segment was women ages 30-39, this is important as Tom Peter stated that the #1 economic opportunity in the 21st century is women, many of whom have self esteem issues, especially those who are younger. Marketing Campaign Market research performed by the Ernest Dichter Institute showed that consumers appreciated Dove for its natural and moisturizing ingredients; however they also felt the brand was outdated and old fashioned (Peter and Donnelly 2011). This made it imperative to try and change its image. The report from StrategyOne showed that there was a large discrepancy between the ideal of beauty in the media and how many women thought of themselves and showed that these consumers would instead prefer ads portraying a more diverse set

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