Dove Ultimate Clear Gets Women Sleeveless-Ready
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Dove Ultimate Clear Gets Women Sleeveless-Ready

Dove and Edelman used research, fresh ideas and strong media outreach to help greatly increase brand awareness and drive a 122% increase in sales of Dove Ultimate Clear deodorant for women.

Paul Holmes

Dove and Edelman used research, fresh ideas and strong media outreach to help greatly increase brand awareness and drive a 122% increase in sales of Dove Ultimate Clear deodorant for women.

 

Challenges and Opportunities

What do tank tops, bathing suits and strapless wedding gowns have in common? They all hit a sensitive spot for the nearly 60 percent of women who experience annoying underarm irritation, inflammation and red bumps. The reality is that many women do not feel confident, sexy or beautiful wearing sleeveless clothing.

 

With no new products to introduce in 2007 and a challenge to attract attention to a perceived mundane category, Dove and Edelman set out to elevate the importance of underarm care as a way to help increase sales and brand awareness for Dove Ultimate Clear AP/Deodorant. The Sleeveless-Ready campaign—which aligned with the Dove Campaign For Real Beauty—was designed to help women confront their fear of wearing sleeveless clothes, challenge them to think differently about their underarms, and inspire them to feel confident enough to go sleeveless. The program launched during the spring to help get women sleeveless ready just in time for summer.

 

Objectives

1.      Help drive sales of Dove Ultimate Clear

2.      Elevate awareness of Dove Ultimate Clear among women, ages 18 to 54, by finding a place for deodorant on the pages of beauty magazines and exceeding benchmark of 154 MM media impressions

­       Benchmarks developed through the standard Dove media measurements

3.      Make Dove Ultimate Clear synonymous with sleeveless-ready

 

Research/Planning

To add validity to its hypothesis that women are concerned about their underarms, Edelman developed a national study, conducted by Impulse Research, of more than 2,000 women. Results included:

·         Only eight percent of women report feeling beautiful while sleeveless

·         More than half of women feel uneasy about exposing their underarms due to red bumps or other skin irritations

Armed with these consumer insights, Edelman worked with interagency partners to create the Sleeveless-Ready campaign. The planning process consisted of the following steps:

·        Use category research and consumer focus group learnings to identify the consumer insight:

·        “I want to keep my underarms looking and feeling good, which gives me the freedom to wear what I want, whenever I want."

 

·        Build on consumer insight and key product claims (e.g., only deodorant to offer 1/4 moisturizer, Dove Ultimate Clear creates softer, smoother underarms), to create communication idea:

·        Sleeveless-Ready Underarms in Just 5-Days

·        Strategically identify a strong consumer call-to-action/ campaign activation idea:

·        Are You Sleeveless-Ready?

 

Strategies

·        Use research that revealed women are not confident going sleeveless

·        Capitalize on current Do-It-Yourself (DIY) fashion movement as a vehicle to provoke discussion about going sleeveless

·        Engage celebrities to deliver sleeveless-ready messaging and spark media interest

·        Connect campaign to the Dove Campaign For Real Beauty and the issues surrounding it, including self-esteem and confidence

·        Seed product and campaign messaging with fashion and beauty trend influencers

·        Enlist a relevant fashion expert to lend credibility to the sleeveless trend

·        Employ smart, targeted media relations outreach throughout the program

 

Execution/Tactics

Seeding the Sleeveless Ready Launch

·         Kicked off campaign by showing women how to cut the sleeves off shirts to create DIY sleeveless fashions

­        Introduced editors to Dove Ultimate Clear Sleeveless-Ready campaign with DIY activity at annual Dove long-lead press event

­        DIY sleeveless fashion allowed women to individualize their look, share their personal style and portray confidence in going sleeveless

·        Engaged fashion expert Chloe Dao, winner of Bravo’s “Project Runway,” to lend credibility and help deliver news

·        Distributed a trend guide to showcase how to go sleeveless, including a  DIY sleeveless fashion pattern, compliments of Dao

Sleeveless Ready Launch

·        Partnered with celebrities Queen Latifah, Jennifer Hudson, Felicity Huffman, and Elle Macpherson on the Dove Deodorant Sleeveless-Ready Celebrity Auction

­       Celebrities personalized and autographed sleeveless shirts for an online auction

­       Consumers bid on celebrity shirts to benefit the uniquely me! Girl Scouts/Dove Self-Esteem Fund program

­       For the first time, gave entertainment media (e.g., US Weekly) a reason to talk about Dove Ultimate Clear

·        Created a branded integration on “The Tyra Banks Show,” which aired over four episodes

­        Host Tyra Banks endorsed Dove Ultimate Clear on-air; promoted sleeveless-ready trend

­        The show, which encourages real beauty and self-esteem, was a natural partner for Dove

­        Used show partnership to enhance media relations efforts and celebrity auction

Media and Online Engagement

·        Distributed electronic press kit and matte release with tips on how to get sleeveless-ready from Dao

·        Conducted live satellite and radio media tours with Dao

·        Executed a online engagement program to seed beauty and fashion bloggers about Dove Ultimate Clear and sleeveless-ready messaging

·         Partnered with BlogHer, the #1 women’s blog network, to sponsor the Dove Ultimate Clear Sleeveless-Ready Cocktail Party at the 2007 BlogHer Conference

­        Provided avenue to build long-standing relationships with key bloggers

 

Evaluation of Success/Measurement

Objective: Help drive sales of Dove Ultimate Clear

Results:

·        122% growth in sales of Dove Ultimate Clear during month of campaign launch (Nielsen 5-Channel, 12 Week Ending April 21, 2007)

Objective: Elevate awareness of Dove Ultimate Clear among consumers by finding a place for deodorant on the pages of beauty magazines and exceeding benchmark of 154 MM media impressions

Results:

Garnered more than 1,000 placements for 248 MM media impressions

­        75% of print, online and TV placements include at least two key messages

­        55% of print and online placements included a product image

·        Twenty-six placements in top beauty magazines, including Allure, Glamour and Marie Claire

­        Placements up 325% from 2006

·        Thirty minutes of dedicated airtime on “The Tyra Banks Show,” reaching more than 15 MM viewers

·        Nineteen blog postings, exceeding program benchmarks

Objective: Make Dove Ultimate Clear synonymous with sleeveless-ready

Results:

·        94% of print, online, TV and radio placements included Dove Ultimate Clear and sleeveless-ready messaging

·        88% of blog postings included Dove Ultimate Clear and sleeveless-ready messaging

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