An integrated marketing communications (IMC) campaign for Dove Beauty Bar

• Main Author: Angeles, Angeline Marie B.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18070
• Institution: De La Salle University

Introduced in 1957, the Dove Beauty Bar promises to moisturize skin, leaving it softer, smoother and more radiant, advocating natural, real beauty. With a different marketing entry point moisturizing the brand goes against the common notion that soap is simply for cleansing or germ kill. The major players in the industry are Safeguard and Palmolive with a combined market share of 70% while Dove owns a 5% share, aiming to have an increase of 2% through the proposed campaign. The campaign is a means to sustain Dove beauty bar's presence in the minds of the target market, to communicate that softer skin can better communicate emotions where no words are enough. It will communicate the importance of touch in people's relationships the experience made richer with Dove Beauty Bar. The campaign aims to reach at least 60% of the target audience, women ages 30 to 39 from the AB and Upper C socioeconomic classes. The campaign will run for four (4) months. The Big Idea of the campaign is beyond words, conveying the idea that there are emotions or feelings that are beyond the limits of words, only actions, human touch, can fully tell what is lost in translation. In order to maximize audience reach of the mandated Php 4 million budget, the media mix is fully non-traditional. Channels to be utilized are digital efforts, a photo contest, event, instore activations, public relations, ambient, transit and mobile advertising. A combination of continuous and pulsing methods will be employed for the media schedule. To measure the campaign's effectiveness, various means will be employed. Surveys, focus group discussions, even evaluation and brand share measurement will be implemented.