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Ôy Ôy Ôy Ôy Ôy Ôy Ôy Ôy Ôy

The document discusses the results and research from Dove's campaign promoting its Pro-Age line of skin and hair products for women over 50. Some key results of the campaign included an over 800% increase in sales in the first 4 months and creating debate about the realistic portrayal of older women. Research found that 91% of women believe media needs to do better representing women over 50, and 97% feel society is less accepting of appearances of women over 50. The campaign had strengths in its unconventional strategy and emotional messaging but weaknesses in possibly objectifying or using idealized images of women.

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14 views

Ôy Ôy Ôy Ôy Ôy Ôy Ôy Ôy Ôy

The document discusses the results and research from Dove's campaign promoting its Pro-Age line of skin and hair products for women over 50. Some key results of the campaign included an over 800% increase in sales in the first 4 months and creating debate about the realistic portrayal of older women. Research found that 91% of women believe media needs to do better representing women over 50, and 97% feel society is less accepting of appearances of women over 50. The campaign had strengths in its unconventional strategy and emotional messaging but weaknesses in possibly objectifying or using idealized images of women.

Uploaded by

divishajain
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Results !

y y y y y y y y y y Over 800 700% increase in sales in first 4months Created debate about an important topic Awards for best campaign

DOVE IS PROAge AEmbrace the best years of your life withdove prodove pro--age and new line of products forage and new line of products forskin and hair created to let women in theirskin and hair created to let women in theirbest years realize the beautiful potentialbest years realize the beautiful potentialthat lies withinthat lies within

Research 91 percent of the women surveyed believe the91 percent of the women surveyed believe themedia and advertising need to do a better job of media and advertising need to do a better job of representing realistic images of women overrepresenting realistic images of women over50.50. 79% said the wish a woman could be considered79% said the wish a woman could be consideredbeautiful even if she is not physically perfect.beautiful even if she is not physically perfect. 97% believe society is less accepting97% believe society is less acceptingof appearance considerations forof appearance considerations forwomen over 50 than their youngerwomen over 50 than their youngercounterparts, with showcasing onescounterparts, with showcasing onesbody the least acceptable.body the least acceptable. SRENGTHS o Unconventional strategy

o Effective advertising, Free publicity o Continuously evolving the campaign o Strong emotional touch o Cross-selling Possibilities WEAKNESS y Contradictory in nature y Objec tifica tion of wome n y W o me n fe a t u re d w e re c o mp a ra t i v e l y s l i m y U s e o f i d e a l i z e d i ma ge s i n o t he r b ra n d s under the same flagship y C o nt ra d ic t o r y J a p a ne s e c a mp a i g n OPPORTUNITY/ y Target male customers y M a i n t a i n b e t t e r s t a n d a rd s o f q u a l i t y y U n i fi e d a d v e rt is i n g t h ro u g h o u t t h e globe y Continuous innovation THREATS y Risk of being a brand for fat girls y I n v o l v e d ma rk e t i n g r i s k y C o p y b y t h e c o mp e t i t o rs y U nd e r mi n i n g t h e a s p i ra t io n o f consumers y Sustainability of campaign in long run

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