Johan von Gersdorff
Credit at FCB Hamburg
Hamburg, 德国
标题Spindle
广告公司
广告战役 Dove. Origins of Silk - Lever Fabergé
广告主 Unilever
品牌 Dove
Posted5月 2005
行业领域 沐浴乳,浴液
剧情简介 SUMMARY

To expand Dove’s market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on the two star variants Dove Silkening Body Lotion and Dove Cream Oil Shower. The advertising idea was simple, yet strong as it romanced the ingredient of silk and related it to female consumers’ wish for silk-like skin. The target group rewarded the brand and its advertising by switching to Dove's Supreme silk products, resulting in an important uplift in turnover for Dove in Europe.
哲学 CREATIVE STRATEGY

To consumers, 'silky skin' is the gold standard skin condition. Dove Supreme Silk contains pure silk. The campaign used this feature as a driver to stand out and to be perceived as a provider of superior care.

The focus was on amazing facts about silk:

- Silk can hold 30 times its own weight in water.

- Silk reflects every ray of light to produce a soft golden sheen.


Category breaking, the advertising campaign worked without a model or without showing beautiful skin. Despite this, consumer take-out was the end-benefit ‘silky skin’.


OTHER COMMUNICATIONS PROGRAMMES

To give further depth to the communication on silk, an advertorial toolkit was produced. The toolkit contained a range of elements to choose from so that country specifics could be taken into consideration. The objective was to make silk the big theme around the time of the launch of Dove Supreme Silk, and to broaden the messaging by talking about all the different silk products and their respective benefits and ingredients.


Point-of-sale material with visuals that echoed the campaign was also implemented.


Additionally, there were smaller country-specific programmes such as sales promotions in fitness-studios in Germany.


MEDIA

- Print

- Broadcast

- Sales Promotion

- Interactive/On-line


TOTAL MARKETING EXPENDITURE

Between €10 million and €20 million.


MEDIA STRATEGY

A classic media strategy with a consistent message across all media was deployed. In order to drive quick build–up of awareness and trial of the Doves Supreme Silk range amongst the designated target, TV and print were chosen as the key media. Although given continuous support during several months, the media strategy included two heavy advertising phases; one during the first launch and the second during the repurchase phase a few weeks later.
问题 CAMPAIGN OBJECTIVES

- Create awareness and trial by women who currently don’t use Dove.

- Further build Dove’s superior care competence.


TARGET AUDIENCE

In order to gain market share from competitors, Dove needed to talk to those who do not use Dove at the moment, mainly the substantial user segment of women in their end 20’s / early 30’s. This group sees Dove as a care brand but it feels it is a little everyday to them, somewhat “basic”.


CAMPAIGN PERIOD

One burst in April 2003 and another short burst in early 2004, depending on the country.
结果 - In the body category, Dove’s market share and turnover significantly increased in 2003 compared to 2002. The key competitor lost market shares in all markets in Europe during the same time period.

(Source: ACNielsen Global Services Body Care Fast Shares)

- Dove increased market shares in the shower category in markets across Europe.

(Source: ACNielsen Global Services Total Shower Liquid Fast Shares)

- Across markets the advertising campaign resulted in a direct sales uplift of Dove’s Supreme Silk range.

(Source: Lever Fabergé Waterworld Post Launch Evaluation 11/2003)

- Demographic buyer data from Germany, France and the UK showed that Dove Supreme Silk successfully reached non-buyers within the designated target group of women younger than the Dove standard buyer, with purchases in this segment increasing by 64% in France for example.

(Source: GFK Demographic Buyers in % + Index; MAT Sept. 2003)
媒体类别 影视
长度
市场 法国, 德国, 荷兰, 英国
Regional Management Supervisor
创意总监
客户总监
美术指导
文案
客户企划
Euro Planner
Euro Creative Director
Euro Account Director
广告经理
Marketing Director Europe
广告经理
Euro Brand Manager Body
广告经理
Marketing Manager Europe
广告经理
Marketing Manager Europe

People related to this work

相关作品

More Work

SEE ALL
9038 Sponsoring

Sponsoring

品牌:
NIVEA
广告公司:
FCB Hamburg
12172 POS Display

POS Display

品牌:
NIVEA
广告公司:
FCB Hamburg
10486 Flyer

Flyer

品牌:
NIVEA
广告公司:
FCB Hamburg
10280 Banner 3

Banner 3

品牌:
NIVEA
广告公司:
FCB Hamburg
11758 Banner 2

Banner 2

品牌:
NIVEA
广告公司:
FCB Hamburg
8842 Banner 1

Banner 1

品牌:
NIVEA
广告公司:
FCB Hamburg
11187 Neckhangers

Neckhangers

品牌:
NIVEA
广告公司:
FCB Hamburg
8855 Teaser Men

Teaser Men

品牌:
NIVEA
广告公司:
FCB Hamburg

Trending

Create a free Talent profile and become a member of AdForum

Get Started