IPA Effectiveness Awards 2008: Silver Award - Dove

SUMMARY

This paper shows how Dove rejected the conventions of its category and popular cultural beliefs to forge a strong connection with its customers and increase sales. Evidence suggested that projecting images of perfect beauty had a negative impact on a woman's self-esteem. Dove broke its category norm to 'make women feel beautiful everyday by inspiring them to take greater care of themselves'. The 'Big ideal' campaign engaged consumers by using women of all shapes, sizes, ages and races to project a more accessible notion of beauty primarily through TV, PR and sponsorships. It generated US$38 million in sales revenue and a payback of US$3 per every US$1 spent.

JUDGE'S COMMENT

The Dove case showed the fantastic impact that marketing can have when you start with a great insight. This was sold into the business and enabled it to change the brand's position without changing the product, which is the essence of good marketing.

- Jo Kenrick, marketing and customer proposition director, B&Q

DOVE
Title: Dove's big ideal - From real curves to growth curves
Client: Unilever
Entrants: Ogilvy Advertising, Mindshare
Authors: Nicolette Robinson, Haruna McWilliams, Ogilvy Advertising;
Felix Bullinger, Clay Schouest, Mindshare
Contributing author: Simeon Duckworth, Mindshare
Media used: TV, magazines, out of home, internet, PR, word of mouth,
viral

IN A NUTSHELL

Dove's 'Big ideal' campaign broke with the norms of its category to generate £38 million in sales revenue and payback of US$3 per every US$1 spent.