MARKETING & COMMUNICATION STRATEGIES
The differentiation: In 2005, the company Dove launched
a new campaign of communication based on the “self-esteem” “for all beauties”.
This change in communication is a breaking point in the marketing strategy.
According to a survey showing that only 5% of women consider themselves
beautiful, Dove decided to differentiate clearly its communication from
the competitors. Beauty is too long put forward by narrow and fixed
stereotypes. The company has estimated that beauty could be represented by all
shapes, all sizes and all ages.
Emotions & elements of performance: With its new slogan “For all beauties” (“Pour toutes les beautés”) the brand clearly plays on emotions and feelings of its target. But the new aspect of this new strategy is to communicate about beauty without top models or fake perfect women because “real women have real curves”. Moreover they Dove denounces the dishonest advertisements which seek only to put down and demoralize women.
Dove clearly emphasizes its personality: the sincerity (J.Aacker, Aspects of Personality). Dove wants to go back to the basics: simplicity. Today there is an escalation of products that tend to perfection. Dove does not propose new magic products and does not promise the moon, only well-being.
Customer insights: A second survey by Harvard University & London School of Economics also showed that 68% of women think that the image of women given by the media has to be changed. The communication does not highlight a product but a consumer, it does not highlight beauty but well-being (the essence and roots of beauty).
BRAND & CONSUMER
Transformation of needs into brands benefits:
This new strategy was developed through a 360 communication. All media were involved: press, TV, internet, social media, posters and radio. It creates a real Marketing Buzz thanks to this 360 communication and the word of mouth. The benefits are numerous: many international advertising awards, a “media tsunami”, a better brand awareness (89% of women think that Dove makes thm feel beautiful) and it changed the standards of beauty.
Associations in place to create long durable brand awareness & knowledge: Thanks to this new message, Dove succeeded in emphasize the awareness of the brand: its identifier (a brand for all beauties), a signal of quality (moisturizing), a source of value (beauty with Dove is not superficial and only for models) and a though leader. The more the brand communicates, the more it sells and the more it is perceived as a leader.
Does the consumer engage with this brand easily? The consumer engages with Dove at a psychological level and also an emotional one. The impact of the 360 communication was huge. For the first time, a cosmetics brand has managed to convince its consumers differently : women can identify themselves with the brand image.
Emotions & elements of performance: With its new slogan “For all beauties” (“Pour toutes les beautés”) the brand clearly plays on emotions and feelings of its target. But the new aspect of this new strategy is to communicate about beauty without top models or fake perfect women because “real women have real curves”. Moreover they Dove denounces the dishonest advertisements which seek only to put down and demoralize women.
Dove clearly emphasizes its personality: the sincerity (J.Aacker, Aspects of Personality). Dove wants to go back to the basics: simplicity. Today there is an escalation of products that tend to perfection. Dove does not propose new magic products and does not promise the moon, only well-being.
Customer insights: A second survey by Harvard University & London School of Economics also showed that 68% of women think that the image of women given by the media has to be changed. The communication does not highlight a product but a consumer, it does not highlight beauty but well-being (the essence and roots of beauty).
BRAND & CONSUMER
Transformation of needs into brands benefits:
This new strategy was developed through a 360 communication. All media were involved: press, TV, internet, social media, posters and radio. It creates a real Marketing Buzz thanks to this 360 communication and the word of mouth. The benefits are numerous: many international advertising awards, a “media tsunami”, a better brand awareness (89% of women think that Dove makes thm feel beautiful) and it changed the standards of beauty.
Associations in place to create long durable brand awareness & knowledge: Thanks to this new message, Dove succeeded in emphasize the awareness of the brand: its identifier (a brand for all beauties), a signal of quality (moisturizing), a source of value (beauty with Dove is not superficial and only for models) and a though leader. The more the brand communicates, the more it sells and the more it is perceived as a leader.
Does the consumer engage with this brand easily? The consumer engages with Dove at a psychological level and also an emotional one. The impact of the 360 communication was huge. For the first time, a cosmetics brand has managed to convince its consumers differently : women can identify themselves with the brand image.
Have a good
shower!
Léonie
Sources:
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