Dove's big ideal - From real curves to growth curves  (2008)

Campaign: Dove's big ideal - From real curves to growth curves
Brand: Dove
Client: Unilever
Agencies: Ogilvy Advertising, MindShare Media UK
Authors: Nicolette Robinson, Ogilvy Advertising Haruna McWilliams, Ogilvy Advertising Felix Bullinger, MindShare Media UK Clay Schouest, MindShare Media UK

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This paper shows how Dove rejected the conventions of its category and popular cultural beliefs to forge a strong connection with its customers and increase sales. Evidence suggested that projecting images of perfect beauty had a negative impact on a woman’s self esteem. Dove broke its category norm to ‘make women feel beautiful everyday by inspiring them to take greater care of themselves.’ The ‘Big Ideal’ campaign engaged consumers by using women of all shapes, sizes, ages and races to project a more accessible notion of beauty primarily through TV, PR and sponsorships. It generated $38 million in sales revenue and payback of US$3 per every US$1 spent.

The Dove case showed the fantastic impact that marketing can have when you start with a great insight. This was sold into the business and enabled them to change the brand's position without changing the product, which is the essence of good marketing.
Jo Kenrick, Marketing & Customer Proposition Director, B&Q