Dove "Belleza Hecha Realidad"

Brand: DoveCompany: UnileverAgency: PMG Inc.Campaign Title: "Belleza Hecha Realidad" (Beauty Made Real)Product Category: Personal careTime Frame: July 2006Award Category: Multi-cultural/Ethnic Promotion (with no budgetary parameters) Marketing OverviewThe 'Belleza Hecha Realidad' (Beauty Made Real) campaign launched the full line of Dove products -- beauty bar, body wash, hand & body lotion, hair care and deodorant -- to the U.S. Latina.At 50 years old, the $1 billion Dove beauty brand remains fresh and relevant, growing exponentially throughout the world. The brand is so trusted and has such a strong heritage that consumers are positively predisposed to trying new Dove products in new categories.With a marketing budget the envy of any small country, Dove conducts huge campaigns for its various product categories. Its "Campaign for Real Beauty" seeks to broaden the definition of beauty.Dove has a rich heritage and strong marketing support in Latin America and Mexico. But once in the U.S., unacculturated Hispanic females remained untapped. They were aware of the Dove beauty bar and body wash from their homeland, but not familiar with newer U.S. categories like hair care and deodorant. The challenge was to create the same credibility, significance and relevance with a modest budget.Objectives Building upon the established equity of Dove's beauty bar and personal wash, launch the full five-category Dove product line to the U.S. Hispanic market. Introduce Dove's "Campaign for Real Beauty" to the Hispanic market in a relevant way. Strategy & TacticsThe promotion consisted of a fully integrated six-month campaign positioning Dove as a credible source for beauty care across multiple categories.The campaign theme was reinterpreted for relevance to address Latina consumers' attitudes toward beauty and celebrate its diversity. The communication umbrella of the campaign was "Belleza Hecha Realidad" (Beauty Made Real).Since purchase decisions among Latinas are strongly influenced by celebrities, Giselle Blondet, who embodies Dove's values, was leveraged as spokesperson to introduce the new categories and creatively link all campaign elements. Considered the Katie Couric of Hispanic TV and a mom herself, Blondet also highlighted the important role Hispanic moms have in building self-esteem.TV Campaign: Starting with consumer insights into each category and a promotional call-to-action, six 30-second promotional vignettes were developed featuring Blondet sharing Dove product solutions and directing consumers to Univision.com (keyword: Dove) for free samples and sweepstakes. The six-month campaign (one month per category) spanned Univision's family of networks (Univision, Galavision and Telefutura), reaching 98% of U.S. Hispanic households. Value-added product integration segments drove awareness during such top national programs as Despierta America, Sabado Gigante, Objectivo Fama, Vida Total and Escondalo.Interactive: TV vignettes and ad banners on the Univision.com home page drove consumers to Dove's Spanish-language microsite with offers for free product samples, monthly prize drawings and a sweepstakes. With Univision.com (The No. 1 Spanish-language website) as its host, the microsite served as the campaign's information hub, engaging consumers with live chats with Giselle, e-cards, links to TV vignettes, a mother/daughter photo gallery and more. Like the TV vignettes, the site featured different products each month. Monthly e-mail blasts and newsletters drove additional consumers to the site.Door-to-Door: Door drops to two million Hispanic households in eight top Hispanic markets drove trial via bilingual mini-magazines featuring Blondet and her daughter and containing product information, live product samples and $4.50 worth of coupons.Public Relations: A national public relations effort focused media attention on key innovations for each product category via ANRs, press releases and media relations. Blondet and her daughter conducted a Satellite Media Tour promoting the findings of a global study highlighting how attitudes about beauty affect a female's sense of worth and the importance moms play in building self-esteem.Retail Marketing: "Belleza Hecha Realidad" helped gain merchandising support and trial in stores with bilingual P-O-P and merchandising featuring Blondet in Hispanic-dominant Wal-Mart, H-E-B, Kmart, Costco, and BJ's stores. Trained bilingual beauty ambassadors engaged Latinas with product attributes, offering samples, branded brochures and coupons. Live custom TV segments and local-market radio spots with promotional tags drove listeners to retail events.Results Significant market share and double-digit sales increases over the prior year in every participating Dove product category. More than five million product samples delivered. Public Relations exceeded objectives by gaining 144 million impressions. All key retail accounts provided incremental merchandising. Online activity exceeded Univision.com benchmarks. Smart negotiations provided $1 million in added value to the program budget.

Dove "Belleza Hecha Realidad"

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