Problem Statement

Dove is not considered a leading personal care brand and does not have enough exposure. The brand is not relevant and does not stand out to consumers. The accumulated research anticipates conversation about sexist media sports coverage this summer. The media defines and judges female athletes by appearance rather than performance. The ideal advertisement would bring awareness to media sexism and paint Dove as a socially responsible brand.

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Target Audience Profile

The target audience includes American women between 19 and 34 years old who enjoy watching sports and care about equality and body positivity. These women are frequently active on social media and are not afraid to speak up about social justice issues. They are college students, recent graduates, and young people within the workforce. They may label themselves as feminists.

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Abby is a caucasian 21-year-old college student who is confident that she has chosen the correct major: Sociology. She values a healthy lifestyle and pays close attention to her body and the way she treats her skin. She tries her best to eat well-balanced meals but does not adhere to strict diets, because she is busy juggling school and a part-time job. Abby used to play competitive soccer in high school. She spends at least 4 hours browsing social media each day and stays up-to-date with local, national, and global news through Twitter. Her weekends are spent getting drinks with her friends and socializing.

 

Consumer & Research Insights

The target audience currently shops drugstore brands because they are affordable. They try several personal care brands until they find a particular brand that works best for them. They are then loyal to that particular brand. Many of them prefer competing brands such as Neutrogena.

They do not have a distaste for Dove; they are simply apathetic towards the brand. Dove’s advertising has not made a lasting impression on the consumers. They gravitate towards Neutrogena because of the brand’s recent female-empowerment efforts.

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Communication Objectives

We want the target audience to think of Dove as a noteworthy brand, associate Dove with empowerment and body positivity, and include Dove in conversations regarding body positivity and activism.

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These objectives should be accomplished after consumers view the released advertisement and engage with Dove on a personal level through social media. Success will be measured by new social media followers, twitter mentions, amount of press coverage, and the percent increase in sales.

 

Strategy

Dove will bring light to the issue of sexism within sports media. This will be facilitated through machine learning technology. During large sporting events, Dove will identify sexist digital, print, and broadcasted media real-time. The offensive media and Dove’s subsequent twitter response to such media will be broadcasted on billboards within the stadium and in large cities. Outraged civilians may then directly take a stand against the media by tweeting the quotes that Dove discovered with the accompanying hashtag #MyBeautyMySay. This action will allow Dove’s movement to trend globally.

 

Brand Personality: Dove is confident, edgy, and candid. Dove redefines true beauty.

 

Tone: The tone of this campaign is assertive, mindful, and critical. Dove will express solidarity with those who have been wronged by the media.

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Positioning Statement: To all women ages 19-34, Dove is the personal care brand that gives you the confidence to help you realize your true beauty, because it promises softness and improvement of the skin.

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Big Idea:  Dove confronts media sexism head-on.

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Media & Brand Imperatives

The official Dove logo must be shown for at least 5 seconds. The hashtag, #MyBeautyMySay must be shown in large, bold text at least once. The deadline for the campaign is the summer Olympics.

 

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