Beauty has no age limitDove Pro-age campaign in Latvia, Estonia and Lithuania

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Campaign in the Baltic countries• Campaign initiated by Unilever Baltic• Product: Dove cosmetics for women over 45 • Budget: very limited• Time: January - March, 2008• Resources: Dove concept of pro-age, international

research• Challenges:

– Adaptation of the Dove concept in all three Baltic countries

– Existing stereotypes– The topic of beauty and women-self confidence already

widely discussed in media, especially in Lithuania

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Our approach• Use of pro-age concept:

– Introduction of attitude change about ageing – from anti-age to pro-age - women of all ages are beautiful

– Through pro-age, Dove isn't promising to turn back the clock, but instead it seeks to inspire women

– Age is part of what makes women beautiful, ir is not an imperfection that needs to be corrected

• Research• Use of opinion leaders• Media relations

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Goals

• The goal of the campaign was to increase awareness, break stereotypes and promote the discussion in society and about Dove pro-age concept

• To accomplish Dove’s business goal on increased awareness and sale for their new product line for women over 45

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Message

• A woman at any age is beautiful in the broad sense of the meaning of the word and it is important for her, that the society around her reflects it

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Target audiences and media channels

• Audiences– The primary target audience was economically

active women after 45 – The secondary – men, families, children, opinion

leaders, society in general, media

• Channels– Lifestyle media (weekly and monthly), dailies,

internet media, social networks, TV and radio, regional media

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How we did it• Research

– International study carried out by research company GFK in all three Baltic countries in January, 2008.

– The study was used as the basis for further campaign activities

• Validation of the findings by popular local anthropologists– Reet Laja in Estonia, Aivita Putnina in Latvia and Raimundas Alkena in

Lithuania. – The findings and analysis of the experts were used to contact various

media and offer them different topics and themes to discuss– The research findings were popular not only because they revealed the

differences among Baltic countries, but also because they were placed in a global context and compared with Dove international research

• Media relations– Individual approach

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Campaign’s slogan “Beauty has no age limits” was eagerly picked up by the leading lifestyle media leading to further discussions regarding women’s beauty after age of 45. The leading lifestyle magazine IEVA agreed to publish a naked women in her 50ties on the cover of the magazine for the first time in the history of Latvia.

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Successful media relations secured new discussion sections of the leading papers and internet blogs discussing this highly interesting topic in all Baltic States – Estonia, Latvia, Lithuania. Although women’s beauty had been one of the most discussed topic even before, the agency managed to find angles/ stories, which would be interesting for the media to further develop stories and discuss the beauty after 45.

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Campaign’s slogan “Beauty has no age limits” was eagerly picked up by the leading lifestyle media leading to further discussions regarding women’s beauty after age of 45. The campaign not only achieved prolonged discussions and product awareness building, but also managed to increase business results by 85% for certain products of Dove Pro Age product line in 2008 compared to 2007.

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Despite limited budget, the campaign managed to give a serious boost to client’s (Unilever) sales ambition, giving solid foundations for the brand’s development in the future. Both traditional and internet media continued to write about the beauty after 45 long after the initial part of the campaign was over.

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Business results• Positive reflection in media helped make a positive impact on

Dove business goals • Dove pro-age PR campaign increased sales of all Dove

products in all categories – body care products, soaps, hair products, deodorants

• Pro-age deodorants received the highest sales results among all deodorants during the campaign time in February-March

• Hair product sales increased by 22% in comparison with the same time in previous year

• Dove pro-age cream oil became the top lotion in the 1st quarter of 2008 and the total lotion sales during this period increased by 85% in comparison with the same period in the previous year

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Thank you!