Paper Summary:

This paper explains that, because consumers are bombarded each day by thousands of messages, the challenge for advertisers is not only to get their advertisements noticed but also to have consumers remember them. The author points out that, through global market research, Dove was able to identify an emotional issue amongst its target market that, surprisingly, was very consistent both globally and culturally. The paper discusses the way that Dove's Campaign for Real Beauty used an eye-catching and discussion provoking message plus promoted the sharing of ideas among consumers with similar interests. The author stresses that this interactive meeting of real people and the subsequent exchanging of ideas, experiences and support is what made the campaign a true marketing success. The paper includes many color illustration and charts.

Table of Contents:
Executive Summary
Introduction
Integrated Marketing Communications Plan
Objective
Strategy
Target
Proposed Elements
Advertising
Website
Public Relations
Integration of Campaign Elements
Success in Meeting Objectives
Recommendations
Appendix 1: Dove History
Appendix 2: Promotional Mix
Appendix 3: Dove Websites
Appendix 4: Competitor Websites

From the Paper:

"Since the inception of the campaign in 2004, Dove has seen double digit growth in a category that typically grows at 2-3% per year . The campaign for real beauty has won countless awards and the campaign website has received more than 2.5 million visitors . The brand has significantly increased its emotional appeal amongst its target market with associations such as "confident", "fun" and "energetic". The high-risk bet that Unilever made paid off; Dove was able to increase market share, create an exceptional marketing campaign, and all while preserving the practical strengths of the brand."

Sample of Sources Used:

• Gladwell, Malcolm. (2000). The Tipping Point. New York, NY: Little, Brown and Company. Page 275
• Martin, K. & Johnson, J. (2008). A Framework for Ethical Conformity in Marketing. Journal of Business Ethics, page 106
• Case Study - Dove: Beneath the Skin. (2008, May). Brand Strategy, London, page 20
• Lichti, Shirley. (2006, June). Dove campaign reflects a beautiful strategy. The Record.
• Dove "Real Beauty" Campaign Women May Have Been Retouched. (2008, May). Cleveland Leader.

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