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    UFLL 2014 Dove Challenge 1

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    Ân Trần
    Dove is committed to bringing happiness to Vietnamese women by improving hair condition and confidence through superior hair care products. They invite women to realize their personal beauty potential through engaging campaigns promoting their damage-repairing conditioner. The challenge is to develop an aspirational marketing campaign to get more Vietnamese women to use Dove conditioner for stronger, more beautiful hair that boosts confidence and happiness. The campaign idea should have wide reach, fulfill consumer desires and insights, strategically fit Dove's mission while meeting their sustainability goals.

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    UFLL 2014 Dove Challenge 1

    Uploaded by

    Ân Trần
    40 views3 pages
    Dove is committed to bringing happiness to Vietnamese women by improving hair condition and confidence through superior hair care products. They invite women to realize their personal beauty potential through engaging campaigns promoting their damage-repairing conditioner. The challenge is to develop an aspirational marketing campaign to get more Vietnamese women to use Dove conditioner for stronger, more beautiful hair that boosts confidence and happiness. The campaign idea should have wide reach, fulfill consumer desires and insights, strategically fit Dove's mission while meeting their sustainability goals.

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    Dove is committed to bringing happiness to Vietnamese women by improving hair condition and confidence through superior hair care products. They invite women to realize their personal beauty potential through engaging campaigns promoting their damage-repairing conditioner. The challenge is to develop an aspirational marketing campaign to get more Vietnamese women to use Dove conditioner for stronger, more beautiful hair that boosts confidence and happiness. The campaign idea should have wide reach, fulfill consumer desires and insights, strategically fit Dove's mission while meeting their sustainability goals.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    40 views3 pages

    UFLL 2014 Dove Challenge 1

    Uploaded by

    Ân Trần
    Dove is committed to bringing happiness to Vietnamese women by improving hair condition and confidence through superior hair care products. They invite women to realize their personal beauty potential through engaging campaigns promoting their damage-repairing conditioner. The challenge is to develop an aspirational marketing campaign to get more Vietnamese women to use Dove conditioner for stronger, more beautiful hair that boosts confidence and happiness. The campaign idea should have wide reach, fulfill consumer desires and insights, strategically fit Dove's mission while meeting their sustainability goals.

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    UNILEVER BUSINESS CHALLENGE

    BRING HAPPINESS TO
    VIETNAMESE WOMEN
    Hair plays a fundamental role in how women look, feel, communicate and
    think. It is an emotional crutch, a tool of attraction, a statement of intent. It
    says everything about her. However, being exposed to daily sun, pollution or
    styling (coloring, curving, straightening, blow-drying, etc.) does take a toll on
    her hair.

    8 OUT OF 10
    women say that
    they are suffering
    hair damage

    62%
    women feel less
    beautiful when their
    hair is damaged

    57% women say having blemished


    hair makes them less confident
    AS A COMPANY WHOSE PRODUCTS ARE BEING USED BY EVERY
    VIETNAMESE HOUSEHOLD, UNILEVER IS STRONGLY COMMITTED TO
    DRIVING RESPONSIBLE GROWTH AND IMPROVING VIETNAMESE LIVES.

    In 2010, Unilever Global CEO Paul Polman announced the Unilever Sustainable Living Plan (USLP)
    with three big goals – Improving Health & Well-being, Reducing Environmental Impact, and Enhancing
    Livelihoods – to be achieved by 2020. In line with these global goals, Unilever Vietnam is committed to
    supporting sustainability and providing our consumers with the products they need to look good, feel
    good and get more out of life. And, Dove - No 1 ‘Damage Care’ brand in Vietnam - is proud to share the
    goal of Improving Health & Well-being of Vietnamese people.

    Currently, less than 50% of Vietnamese women are using hair conditioners to take care of their hair.
    Majority have not realized that shampoo alone cannot provide sufficient nourishment to repair hair
    damages created by exposure to pollution, sun or hair styling habits. Hair needs constant
    nourishment & supplements from conditioners to be healthier and stronger. Hence, Dove is
    committed to bringing happiness to Vietnamese women by delivering Superior Care to tangibly
    improve their hair condition, enhancing their beauty and making them feel more confident.

    Dove invites all women to realize their

    Invitation
    personal potential for beauty by

    Promise
    engaging them with product that
    deliver Superior Care.

    Dove takes away the damage &


    bring to you a strong beautiful
    hair, leaving you the freedom to do
    whatever to be YOU.
    mission

    Belief
    Dove believes that beauty should be for everyone.
    Freely do whatever you want with your hair to make
    you look & feel at your best.
    DOVE CHALLENGE
    Develop an aspirational marketing campaign
    to get more consumers to use Dove hair
    conditioner for a stronger & more beautiful
    hair – making hair a constant source of their
    confidence & happiness in life.

    ANSWERS TO THIS CHALLENGE


    NEEDS BE CONSIDERED:

    THE IDEA (40% of total score)


    What is the big idea of this campaign?
    Does it have a big scale to execute across all channels
    (Digital, Social Media, Print, In-store, … )?

    MARKETING OBJECTIVES (15% of total score) REFERENCES


    What do you expect this campaign to achieve?
    Will it be engaging to get new users for Dove Hair Conditioner?
    Global USLP page:
    Will it be appealing to switch other brands’ Hair Conditioner to
    Dove Hair Conditioner? http://www.unilever.com.vn/sustainable
    -living-2014/unilever-sustainable-living
    -plan
    CONSUMER INSIGHTS (15% of total score)
    Dove facebook fan page
    What consumer insights does this campaign tap on & deliver?
    https://www.facebook.com/DoveVietnam
    Does it fulfill consumer desire, both functionality &
    emotionality? FLL page

    STRATEGIC FIT (15% of total score)


    How does it fit with Dove strategy & mission? Mix
    deployment
    Who will be your core target consumers?
    What is the key message you promise & talk to consumers?
    What will be advertising, promotion strategies & tactics that
    you will deploy that key message?

    USLP (15% of total score)


    How will your campaign to fit with Dove commitment as a
    brand standing for ‘Real care for real beauty’

    Note: This challenge doesn’t involve new product launch.

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