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8/6/2019 Dove Case of Real Women
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DOVECase of Real Women
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SITUATION:
The Dove Campaign for Real Beauty (CFRB) began in England
in 2004 when Doves sales declined as a result of being lost
in a crowded market.
Unilever, Doves parent company, went to Edelman, its PR
agency, for a solution
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the BIG idea
Together, they conceived a campaign that focused not on the
product, but on a way to make
women feel beautiful regardless of theirage and size.
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In addition to changing womens view of their bodies, Dovealso aimed to change the beauty market.
In an industry where the standard of beauty is often a size twoblonde supermodel
Dove distinguished itself by using models that ranged from sizesix to fourteen. CRFB abandoned the conventional cynical
method of portraying perfect women as beauty rolemodels.
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Wrinkled?Wonderful? featured Irene
Sinclair, 95, of London, England with a
wrinkled face and asked: Will society
ever accept old can be beautiful?
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Grey?
Gorgeous? featured Merlin
Glozer, 45, of London, England with a
natural mane of gray hair and asks:
Why aren't women glad to be gray?
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Billboards:
Dove placed mobile billboards in major cities. Each billboard
challenged women's notions of beauty by encouraging them to
cast their votes online. A featured interactive billboard,
located in New York's Times Square highlighted and kept arunning tally of the votes submitted for the Wrinkled?
Wonderful? ad.
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viewers to phone 1-888-342-DOVE to vote on whether awoman on the billboard was "fat" or "fab". The results were
posted real-time on the board.
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Programs:
Establishment of the Program for Aesthetics and Well-Being
at Harvard University, through a grant from Dove, which will
continue to study the way we view women in the media and
culture and the effect that this has on women's well-being.
Creation of a global touring photography exhibit, Beyond
Compare, Women Photographers on Beauty, showcasing
diverse images of female beauty from 67 female
photographers, and showing beauty beyond stereotypes.
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In many of the articles written about CFRB, information and statistics on the
campaign came directly from Dove, including the Dove Global Study.
According to PR week, the publicity for CFRB generated more than 650
million imprints during the summer of 2005 alone.
Of the 22 articles collected for this project: 18 directly discussed some aspect of an ad made by Dove for the CFRB. 10 had a direct quote from someone representing Dove or Unilever. 17 used some element of a press release to add to their story. 7 mentioned the CFRB website
6 mentioned the Dove Global Study and/or used statistics from the study. 17 articles covered CFRB positively, praising the campaign. Only 5 articles criticized the campaign.
.
Press Vs. PR Message
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EVALUATION
The results of this campaign were overwhelming
from the consumers and the media.
The campaign returned $3 for every $1 spent.
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Cont
Dove did an excellent job of controlling how their
campaign was presented. Media coverage was inline with what was sent out as the message from
the organization.
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Thank You