Lahore School Of Economics

Brand Promotions And Advertising

Dr Shehla
Dove Sketches
Case Assignment
Group 10

Submitted By
Aqib Ateeq
Mariyam Liaqat
Mishal Tariq
Noor Usman

MBA II
Sec C
18th March 2016
1) Evaluate each option. (points only). What would you choose and why? One page only

The Selfie Documentary

The selfie documentary is a challenge for mothers and daughters to take an honest
selfie together with no filters or edits hence depicting real beauty. The purpose of this is to
show consumers the beauty of being natural and embracing oneself with whatever flaws, as
thats what makes one utterly beautiful. It is an attempt similar to previous campaigns to
boost self-esteem and confidence amongst the consumers and hence elaborating on the true
definition of real beauty.
The idea of this documentary was to capture everything on video and make a short
film and amore concise 3 minute advertisement similar to dove real beauty sketches which
have captured a huge amount of attention from the masses.
Choice of this option would help resonate with the target market that it would build a
relationship between the brand and the consumers. They are targeting their customers through
emotional appeal by targeting mothers and daughters. This way they would be targeting both
generations and that way the older as well as the younger generation would be using them.
The "Selfie" depicts how dove teaches a young women and their mothers how to take natural
beauty selfies in an empowering way that will help dove solve the problem and follow its
campaign of making boosting the self esteem of women followed by an emotional
attachment. Dove by this campaign has put the power in the hands of women. Dove aimed to
explore the relationship women have with beauty, determine how women define beauty, learn
the level of satisfaction with womens beauty and the impact beauty has on the well-being of
women. Thus passing the brand down generations.
For this very reason and from the evaluations done below we could pick the selfie
campaign and carry their aim of resonating with their customers through mother-daughter
relationships which depict purity, honesty and everything that Dove stands to represent.
The Mirror Campaign
The mirror campaign was a promotional event which was to set up in busy urban
canters. The campaign would consist if a large a mirror with words written " Dove Knows
you beautiful in top". At this event groups or individuals would be urged to take photographs
in front of the mirror and post them on social media to create hype. Since trends were

changing and more and more people were on social media dove used the idea of using hash
tags to post the photographs (#dovetruebeauty).
The campaign also included respond reflective posters throughout the city, this would
have increased the reach and engage the people in the conversation. In terms of convenience
it was restricted to certain geographic locations and since most people won't have the time to
participate considering the event that were set up in busy urban centres. The target market in
this campaign was not clearly defined as anybody could participate it would be effective in
only creating awareness rather than resonating with the target market. Even though it would
be attractive as it is different from previous campaigns it would not have as a big impact on
the consumer mind.
Dove portrays the message through this campaign that "Dove knows you are
beautiful", and to give women a confidence boost and see how their female relationships are
crucial to making it happen. And the image one puts forth does matter when it comes to how
others perceive them. The all-new Dove Mirrors campaign hopes to change the negative
relation of mirror and women by inviting women to recapture the elation they felt when they
looked at their reflection as young girls and pass that feeling on to the next generation. Dove
wants to creates a positive relation of women with beauty. Dove wanted to improve the self
esteem and confident of women by seeing themselves in front of the mirror and recognizing
their own beauty and their own strengths. Dove wanted to change the overall perception of
women by changing there view how they look at themselves and help them to love their
refection. Draw back being that it would be targeting everyone and they will move away from
the concept of empowering women. Moreover the impact of this campaign might not be as
great as their real beauty campaign.
Overhaul Dove Strategy
The overhaul dove strategy suggested that brand should rely on conventional method
that are similar to what the competitors are doing. If dove were to follow this strategy then it
would mean doing something completely different from what they previously did. However
would completely change the essence of their campaign and would mean that a new
positioning would be required. Moreover it would discredit the previous claims made by the
brand. The real beauty campaign worked perfectly well for dove despite a few glitches but
those can be fixed. As several mother companies have separate brands which at an individual
level stand and represent completely different things.

2) Write a creative brief on your above choice for the advertising team using the template
provided in class. Two pages only
1. Background
The competitors of Dove are LOREAL, Garnier and Pantene that focus on providing
confidence to women. All the competitors use models as spokesperson in their
advertisements. Dove focuses on that the women should be confident about what they look
like that is what made them come up with a beauty sketches campaign. In the campaign they
promoted esteem and confidence. The campaign targeted the emotions of the women and at
the end made them feel beautiful. The impact of the campaign is fading. Thus, needs need to
make another advertisement that challenges the social standards of beauty and redefines true
beauty with the help of the social media selfie trend and the mother-daughter relationship.
2. Objective
The goal is to create tactical, emotional advertising which will link consumers to the brand
strongly. It is to persuade audience to know that Dove cares about all type of women no
matter what the race, whether it be Caucasian etc, all women are beautiful. Also the selfie
documentary will give everyone an equal chance of participation and will be linked with the
previous beauty sketches campaign. It should use a slice of life execution by tapping into the
lives and insecurities of different real mother-daughter duos as they discover their true beauty.
3. Target Audience
The target audience is all women with low self esteem, all around the world, no matter
what their age. They will be targeted to promote confidence in them. At the end of the day
this audience should feel beautiful and should be able to trust the brand Dove not only to be
the only brand that sees their true selves but also takes care of their real beauty.

4. Focus
The most important things to show in the selfie documentary are that all women are
naturally beautiful; and the mother daughter relationship. Dove is a brand that knows what
true beauty is, as it lies with women no matter how old they are or what the color of their skin

is. The leverage point in this advertisement will be the selfie trend as both generations come
together to take self portraits and post them on the gallery show.
5. Reasons Why
Consumers should buy Dove because:

It leaves the skin smooth, soft and clean

It moisturizes the skin along with cleaning it
It does not adhere to unachievable standards of beauty and recognizes that every

woman is beautiful
It focuses on real women as it cares about them

6. What else might help the creative team?

Dove conducted a study in 10 countries among 3200 people where they found that

Only 2% women find themselves to be beautiful

68% women beloved that media and advertisement set unachievable
standards of beauty

Moreover, not being able to look as beautiful as social standards dictate has been the
cause of anxiety in most womens lives.
Thus, because Dove is targeting women with low self-esteems, it would do them good
to find out more about psychographics of these women, their thoughts about their own
experience and what they hope to see when they take a selfie.