AMIT KUMAR (TEAM ID: 0383) , IIM BANGALORE

Need for Real Beauty Campaign

Value
proposition
be communicated
Value
proposition
of theto
campaign

It had to move away from functional benefits as

functionality meant different things in categories

Refuting existing beliefs of beauty by Attacking the

notions of beauty as young, white and blonde

HUL had to establish a new meaning for the brand

that could apply to and extend to different products

Our perception of beauty is distorted. Every girl is

special deserves to feel good about herself

Unilever wanted to create Dove as a master-brand.

A brand with a point of view

Women must feel happy, relaxed and secure. Real

beauty is often overlooked

Digital Ecosystem

Digital Innovation
The Dove Real Women app which allows for users
to create favourable ads and compliment other
users who put their pictures. It could work in
1. A notification that an ad story has been
published to be posted to participants timeline
2. Participant to choose keywords that describe
other women who should see the ad story
message is published throughout womens
Facebook experience
3. Participant can opt to send app to friend(s)
timeline

Performance metrics
Performance metrics
1.
2.
3.
4.
5.
6.
7.
8.

Number of unique visitors in the site

Click Through Rate
Cost per click
Cost per lead and comparing it to a PPC
campaign
Traffic generation (Mobile apps and
websites)
Average time spent by a consumer
Number of pages visited per customer
site visit
Cost per ratings point (CPRP)

AMIT KUMAR , ROLL- 1511306 IIM BANGALORE

Website: Develop a connection with customer and

would be central repository for content
Facebook/Instagram/Twitter: Distribute content and
generate awareness of the campaign within the social
space. Launch a contest in Facebook that allows
women to upload real photos without Photoshop or
makeup with the winner(s) getting Rs. 10,000 /month.
YouTube: A central hub for video content of the
campaign and creating awareness of the campaign.
Mobile: Connecting with customers at key events to
drive further engagement and connect with customers
Mobile App: #Realbeauty where customers are
encouraged to put natural pictures. The app could also
have a feature to revert any of the materialistic changes
made to a file back to its original. Dove blog: A
company-run blog devoted to all things real beauty
across Indian geographies through content marketing.
Tools deployment for digital ecosystem: Use A/B
testing, social listening, CRM and engagement models.
Search engine Marketing: Promote websites by
increasing their visibility in search engine results pages
(SERPs). Build one landing page across devices, diverse
quality content, frequent social sharing of pages.
Search Engine Optimization: This helps in adjusting or
rewriting website content and site architecture to
achieve a higher ranking in search engine results pages
to enhance pay per click (PPC) listings. Invest in PPC ads,
display ads and Targeted landing pages for high traffic.
Search analytics: Use services like Google trends and
AdWords to ensure #RealBeauty messages to the
targeted audience. Search terms like Plastic surgery,
I hate my body, Holiday, Bikini, Diet Gym.
And then we just overbid against these words so in
the time of the campaign, none of the negative ads but,
only positive #Realbeautyads will be shown to people.
Interactions:Promote the campaign extensively
through email promotions and have QR codes in
website, blogs, mobile to make experience more
interactive. Invest more in earned media than paid
media