Dove pres

Real Beauty Day

The White Valentine

Real Beauty Day

The White Valentine The IDEA

The AD

The Future

The Idea & Inspiration

a Brand, an Emblem, a life The IDEA

12 million customers

How to shift the strong loyalty to become strong brand advocacy?

12 million customers

How to shift the strong loyalty to become strong brand advocacy? using existing Dove’s loyal customer to create the ripple effect

14 Febuary Real Beauty Day

The White Valentine

Real Beauty Day

The White Valentine The AD

Real Beauty Day

The White Valentine AWARENESS

INVOLVEMENT

ADVOCACY

Sharon Rooney (My Mad Fat Diary)

Adele (Award wining UK singer)

AWARENESS

Elisabeth Moss (Mad Men)

“Real Cosmetic” series Using aspiring role models to help inspired consumers, which was neglected from the previous effort, and materialized the brand in order to help them associate themselves with Dove more easily.

The HYPE

The series will encourage audience to find out more about the campaign using provided online portal and social network outlet which are preloaded with role models’s stories and point of view about Dove’s real beauty.

“A better way� series Using factual message based on scientific research, solid statistic data or challenging cultural norm to attract audience with surprise factor.

The DEBATE

Aim to create a debate and gain customer awareness of the campaign’s real message.

The series will encourage audience to find out more about the campaign using provided online portal and social network outlet which are preloaded with more factual message.

“A better way� series Using factual message based on scientific research, solid statistic data or challenging cultural norm to attract audience with surprise factor.

The DEBATE

Aim to create a debate and gain customer awareness of the campaign’s real message.

The series will encourage audience to find out more about the campaign using provided online portal and social network outlet which are preloaded with more factual message.

3AM Snow White Staring: Sharon Rooney You've tried your best to shine...

Days and Days, strolling through those shopping malls just to be looking down by a plastic model…

And yet you've tried so hard to put on your new dress just to pretend to be someone else.

And hours and hours that you spent to put on masks. with your finger crossed, that tonight it might be your time to shine, that tonight it might actually be your night.

HYPE DEBATE

But no one even care, it’s 3am in the morning and the the rain doesn't help either, with all the make up crumbled with your falling tear you sat down with good old mirror wiping away your mask just to realize that tonight is actually your night…

The night that someone else's mask won't put you down anymore.

The night that all those plastic models don't means a things to you anymore.

The night that you finally smile with your mirror on. the night that your beauty is the real beauty.

Join us, because we know you will care Join us if you are the real beauty.

Dove...beauty need to be real.

Real Beauty Day

The White Valentine INVOLVEMENT

ADVOCACY

“Save the date� series Provide information about consumer participation stages.

Using aspiring role models to help inform consumers, help improve credibility of the message.

The series will encourage audience to find out more about the campaign using provided online portal and social network outlet which are preloaded with more information about how to participate in the campaign.

“Save the date� series Provide information about consumer participation stages.

Using aspiring role models to help inform consumers, help improve credibility of the message.

The series will encourage audience to find out more about the campaign using provided online portal and social network outlet which are preloaded with more information about how to participate in the campaign.

“Real Love, Real Beauty” series

mandyUK

Adele Valentine is for the real beauty!!

Encourage consumer to engage in the campaign by using symbolic artifact and meaningful event.

Express collective power and spread the advocacy in social media.

Use key role model to encourage “Dove’s women” to express themselves.

It’s valentine’s day and my gf is the real beauty!!

mandyUK #RealBeauty #Dove #valentine

“White rose on Valentine’s Day” Real Beauty Day

The White Valentine

The Future

CLOSING NOTES Real Beauty Day

The White Valentine

RISKS

CHANCES

Relying heavily on consumer participation and consumer generated contents.

Risk to be perceived as faux cause.

GLOCAL Provide a platform for brand to create campaign on seasonal basis by linking a certain event/ activities that relevant and appeal to customer’s life together with the brand’s value to create brand advocacy and spread Dove’s message/value to the society both globally and locally.

Real Beauty Day

The White Valentine