MSPC3050 Monitoring Project:

Analyzing Dove Mae Beerman • 2.25.15

Introduction

● Personal care brand owned by Unilever

● Premiered in the U.S. in 1957 with the Dove Beauty Bar● "Patented blend of mild cleansers and ¼ moisturizing cream, [...] leaving

skin clean, soft and smooth" (Unilever Brands In Action)

● 1890s Victorian England: William Hesketh Lever conceptualized Sunlight Soap

● Dove Beauty Bars, Dove Body Wash, Dove Body Lotions, Dove Hand Cream, Dove Hair Care, Dove Deodorant, Dove Men+Care

Mission & Vision

● "At Dove, our vision is of a world where beauty is a source of confidence, and not anxiety. So, we are on a mission to help the next generation of women develop a positive relationship with the way they look - helping them raise their self-esteem and realize their full potential" (Dove Mission)

● "We work to create a better future every day, with brands and services that help people feel good, look good, and get more out of life" (Unilever Mission)

Online Presence: Website

● hashtags: #SpeakBeautiful #LoveYourCurls #RealStrength

● ratings & reviews● polls● games & quizzes● Facebook integration

Online Presence: Facebook

● Stats: 24,097,595 likes, reviews not enabled● diverse/unique content

○ product announcements○ shares from the Unilever Facebook Page○ new cover photos○ parent/baby related image posts○ positivity posts and quotes○ Monday Motivation posts○ Did You Know?s○ holiday-related posts○ self-love tips○ love/acceptance/diversity posts○ fill-in-the-blank posts○ question posts with corresponding hashtags○ product-related videos, ○ show-and-tell posts asking for photo submissions

● constant content● engagement

Online Presence: Twitter

● Stats: 36.8K Tweets, 150K Followers● unique content● Twitter partnership: #SpeakBeautiful● proactive engagement

Online Presence: Instagram

● Stats: 148 posts, 22.4K followers● unique content● mission-driven vs. sales driven

Past Trends & Campaign Analysis

● Aug 2005: Most likely due to the launch of the Campaign for Real Beauty "Real Curves" in June 2005

● Oct 2006: Dove released the short online film Evolution

● Feb 2007: Dove launches 3rd phase of Campaign of Real Beauty, on aging

2004

Aug 2005

Oct 2006

Why such Success?

● breaking stereotypical messages & myths in advertising about females

○ "ideal beauty" = thin, white, tall, model-esque, flowing hair, lots of sex appeal

○ new beauty ideal:■ beauty = within■ wrinkles, curves, freckles, aging, white hair, ethnic diversity,

etc.

● so used to feeling "not good enough"

Current Trends & Campaign Analysis

● Addictomatic:

○ Dove & Twitter Oscar Tweets (10 mentions)

○ #SpeakBeautiful (2 mentions)

○ Dove Mother & Daughter video ad (1 mention)

○ Dove's Super Bowl Ad (1 mention)

Current Trends & Campaign Analysis

● Social Mention:

Current Trends & Campaign Analysis

● IceRocket:

Conclusion & Recommendations

● one united marketed strategy, via mission● understanding of target audiences-/-● too polished

○ staff selfies○ event photos○ personal responses

● enable reviews on FB● redo website

Thank you!Questions?