Impact 4.21 Million shares Perceived value proposition enhanced significantly – leveraging of brand Be conscious of short campaign lifespan Consistency of key message Most viewed online video ad of all time More than 163 million views on YouTube Viewed in 110 countries Emotional Intended to make more women feel beautiful everyday. This campaign featured women outside of stereotypical norms without the use of photoshop or models, but rather, average,… This case is about Unilever's "Campaign for Real Beauty" (CFRB) marketing campaign for its leading personal care brand 'Dove'. Further, Dove wanted the study to assess whether it was possible to talk and think about female beauty in ways that … CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. The Dove Campaign For Real Beauty was developed globally by Ogilvy, with a number of agencies around the world responsible for the ongoing local adaptation and implementation of above- and below-the-line communications, media and PR. At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety. Dove case study 1. Dove’s mission, in commissioning The Real Truth About Beauty study, was to explore empirically what beauty means to women today and why that is. Dove’s mission, in commissioning The Real Truth About Beauty study, was to explore empirically what beauty means to women today and why that is. History of Dove TARGET AUDIENCE Who? The soap was based non-irritating cleaner and moisturizing component. The Dove Campaign for Real Beauty demonstrated that social-focused content can drive sales without product messaging. > Case Study: Dove’s Campaign for Real Beauty. Background and Introduction about the topic: The Dove for Real Beauty was a worldwide campaign that Dove launched in 2004 to have women embrace their bodies and who they are, instead of striving for unrealistic beauty standards. Case Study of Dove’s “Real Beauty” Campaign Most people, especially women, are familiar with the brand named Dove. Campaign objectives (consider informational, attitudinal and behavioral objectives): In 2011, Dove released the findings of its largest global study to date on women’s relationship with beauty—The Real Truth About Beauty: Revisited. Case Study: Dove’s Campaign for Real Beauty. Impact 4.21 Million shares Perceived value proposition enhanced significantly – leveraging of brand Be conscious of short campaign lifespan Consistency of key message Most viewed online video ad of all time More than 163 million views on YouTube Viewed in 110 countries Emotional The campaign utilized a statistic from the study which states that only two percent of women consider themselves beautiful (Dove). CAMPAIGN FOR REAL BEAUTY In September 29, 2004, Dove launched “Campaign for Real Beauty”. The study revealed that only 4% of women around the world consider themselves beautiful, and that anxiety MARCOMMS OBJECTIVES 1955 - The brand was created by Unilever 2005- Dove 'Real Beauty' for Women campaign began 2013- Real Beauty Sketches Campaign launched REMIND Increase Brand Awareness Females 20-40 year olds 'Real' women - 9-5 workers, In 2007, Unilever’s Dove was the world’s number-one “cleansing” brand in the health and beauty sector, with sales of over $2.5 billion a year in more than 80 countries. This case study was submitted by Alex Waldron of One Green Bean.To submit a case please email peter@marketingmag.com.au for the guidelines.. Background. I, myself, am a consumer of their products and have been for many years. The ad campaign was designed by Ogilvy & Mather The PR was handled by Edelman Raise Consciousness of the issues surrounding beauties Purpose was to challenge the stereotypes set by the beauty industry.