Marketing Strategy - Dove

     Every brand needs to implement an effective marketing strategy that convert customers and make them successful.

In this post, I am writing briefly about Dove marketing strategy, and I am adding a marketing strategy which might aligns with their overall marketing strategy.

According to Mark Wakefield, Unilever Canada’s Marketing Director of skin care and deodorants, Dove was a bar of soap and was not a beauty brand. In 2003, Sylvia Lagnado, NYC-based global brand director, changed Dove from a bar of soap to an entirely beauty brand.

Dove’s Real Beauty campaign launched in 2004. In this campaign, dove dose not chose models to represent their products. They use normal women from different ages, body shapes and colors. The campaign’s strategy is focusing on the natural beauty of every woman and how they reveal it by using Dove’s products. It’s been 13 years since Dove launched “Real Beauty” campaign. One of the main marketing strategies of Dove is developing the campaign continuously. The campaign has expanded from billboards to online videos on YouTube and Television ads.

Lately, Dove is focusing on Pinterest where women are the main audience. This platform allows Dove to visualize tips and daily routine notes in a clear and very simple way. In addition, Dove presents on Pinterest great posts of Dove’s bar of soap , which was the starting point of Dove company, and it shows the old "non scented soap" ads and the new ads with the percentage of moisturizing and new scents. According to Jennifer Bremner, brand director of Skin Cleansing at Unilever:“Pinterest offers us the opportunity to demonstrate the power and ease of mentorship by making our self-esteem resources more accessible to moms, teachers, and other mentors.”

Snapchat marketing -- Snapchat is one of the latest platforms on social media, and it has approximately 100 million daily active users. Marketers can promote their brands on Snapchat by GeoFilters and/or other filters, and they can make simple ads. I suggest that Dove makes specific filter in specific occasions like mother's day, or teaser ads for products that will come soon. Snapchat is a huge field in social media which gives marketers a chance to target new audience.

To sum up, Dove is all about inner-beauty, and it helps to sustain that positive brand image of higher self-esteem and good body image.