Dove. campaign for Real Beauty

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Text of Dove. campaign for Real Beauty

  • 1. Campaign for Real Beauty
  • 2.
    • 1956 -
    • Unilever
    • 40 80
    • :
  • 3. :
    • Dove 25%
    • Unilever :
    • Procter &Gamble
    • Estee Lauder
    • LOreal
    • Avon
  • 4. : , Procter & Gamble $ 10,80 LOreal $ 7,40 Estee Lauder $ 5,12 Avon $ 6,00
  • 5. SWOT - S Ogilvy & Mather Unilever PR- T ( ) Greenpeace W Unilever Dove O
  • 6.
    • , -
    • ,
    • 2 , , , .
  • 7. Campaign for Real Beauty
    • 2004 ,
    • 2005 , , , ,
    • 2006 , ,
    • 40
  • 8. Global research
    • 2004 , 3200 10 ( 15 64 ):
    • 12%
    • 2%
    • 68%
    • 75% ,
    • 5%
    • 9%
  • 9. Global research
    • :
    • 59%
    • 37%
    • 36%
    • 36%
    • 27%
    • 25%
    • ( 50 64 8 17 )
  • 10. 1 (2004)
    • , ( , .)
    • , - -
    • On-line
    • Dove Beauties
  • 11. Dove Beauties
  • 12. Dove Beauties
  • 13. Dove Beauties
  • 14. Dove Beauties
  • 15. Dove Beauties
  • 16. 2 (2005)
    • 6 , ,
  • 17. Dove beauties
  • 18. 3
    • 50
  • 19. Dove beauties
  • 20. Dove beauties
  • 21. 4
    • . , -, TV
    • http://www.youtube.com/watch?v=qe8nwpOq7pA
    • ( , 2 - ) http://www.youtube.com/watch?v=iYhCn0jf46U
    • http://www.youtube.com/watch?v=RWNYndqFTR4
    • http://www.youtube.com/watch?v=Ei6JvK0W60I&feature=related
  • 22. Self-esteem fund
  • 23.
    • :
    • Dove $3 $1
    • 6 700%
    • 2 600%
    • Dove $ 1 .
    • 19 26%.
  • 24.
    • :
    • PR- 25 800 ( ), .. ( )
    • Dove 618 139
    • , 30
    • Dove
    • Today Sow , CNN .
    • -
    • 15 -, 300
    • Ogilvy PR .