Dove created the Campaign for Real Beauty to address societal issues around beauty by expanding definitions. The campaign supported Dove's mission to make more women feel beautiful by challenging stereotypes. Dove used an integrated approach including interactive websites, videos, PR, print, TV, billboards and community events to build awareness of their message and introduce Dove products. The campaign was highly successful, returning $3 for every $1 spent, increasing sales 600% and gaining major media coverage with one video viewed over 15 million times. A case study of Listerhill Credit Union showed their integrated Young & Free Alabama campaign was also very successful, opening 2000 new accounts and adding 5000 new products/services in 2010.

1. Kate Davies
Integrated Campaigns

2. Best Practices – Integrated Campaigns:
Case Study
Dove created The Campaign for Real Beauty
to address a societal issue and create an
expansion of the definition and discussion
of beauty.

3. Best Practices – Integrated Campaigns:
Case Study
The campaign supports Dove’s mission
“To make more women feel
beautiful everyday by widening
stereotypical views of beauty.”

8. Best Practices – Integrated
Campaigns: Phased Approach
• Gain awareness of their premise of
“Real Beauty”
• Engage public in their campaign
• Build trust through community involvement
• Introduce Dove product connections

9. Best Practices – Integrated Campaigns:
Marketing Strategy
• Support corporate mission and values
• Interactive website, blog and videos
• Public relations, print, television, billboards
• Events and workshops
• Created Self-Esteem Fund

10. Best Practices – Integrated Campaigns:
Results
• Campaign returned $3 for every $1 spent
• Sales of advertised products increased 600%
• Major media coverage across N. America
• “Evolution” viewed over 15 million times
• Self-Esteem Fund reached 5 million
young people

11. Best Practices – Integrated Campaigns:
Y&F Alabama: High 5 from the Hill!
• Integrated campaign gets results!
• Young & Free Alabama powered by
Listerhill Credit Union

12. Best Practices – Integrated Campaigns:
Y&F Alabama: High 5 from the Hill!
• 2010 Account Membership campaign most
successful in Listerhill Credit Union history
• 2,000 new accounts opened
• 5,000 new products/services added

13. Best Practices – Integrated Campaigns:
Y&F Alabama: High 5 from the Hill!
• Great results attributed to:
• Satisfying market need with good rates
• Connecting with passion for helping schools
• Engaging employees
• Engaging schools

21. Best Practices – Integrated Campaigns:
Y&F Alabama: High 5 from the Hill!
• Integrated approach
• Corporate wide initiative
• Leveraged Young & Free program
• Multimedia: radio, TV, outdoor, print
• Event sponsorship
• Community donations
• Incentives and prizes
• Clever, consistent creative

22. Kate Davies
Integrated Campaigns