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A Brand Comparison of Dove vs. Olay

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Dove- Brand Evolution
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A Brand Comparison of Dove vs. Olay

  1. 1. A Brand Comparison  By: Sarah Pond
  2. 2. Table of Contents Executive Summary ....................... 3 History ............................................. 4 Target Segment .............................. 6 Company Goals ............................... 7 Sentiment Analysis ........................ 8 Website ............................................ 11 Facebook ......................................... 13 Instagram ....................................... 16 Twitter ............................................ 19 Email .............................................. 22 Brand Evolution ............................ 24 Winner ........................................... 26 Olay Suggestions ........................... 27
  3. 3. Executive Summary Olay and Dove are two very well known and long standing competitors in the body care industry. This paper provides a current social media marketing analysis of these two competitors. Both of these companies have a unique and individual brand. They sell many similar products, but take a very different approach to their marketing.   Olay is owned by Proctor & Gamble, while Dove is owned by Unilever. Proctor & Gamble and Unilever have had a long standing competition in their industry. These two very popular skincare brands are just a small portion of their overall  competition and sales, but there is a clear and distinct brand winner, between the two companies, across social media platforms. 
  4. 4. History of Dove       Dove was created in 1957 by the Lever brothers. Their first product was the Dove beauty bar. The Dove beauty bar was a revolutionary new type of soap that was 1/4 moisturizing cream. This bar of soap is still, to this day, revolutionary. It is #1 dermatologist tested and can improve the quality of skin.         From the Dove beauty bar came an entire brand of beauty care products, including: Body Washes, Hand and Body Lotions, Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling products. This brand is tried and true and loved by consumers due to its one of a kind marketing efforts. These marketing efforts include a series of campaigns dealing with the issues women have with self-esteem and with loving themselves. Dove's slogan changes with each new campaign. 
  5. 5. History of Olay      Created in lab in South Africa, Olay began as a single product called "oil of olay." The inventor of this revolutionary anti-aging skin care product was Graham Wulff. He named this product by twisting up the name of the main ingredient "lanolin." Proctor & Gamble acquired Olay in 1985, and they expanded it into a full range skin care brand. Their current brand focus is proving that their products are top of the line. They are a brand that believes in research and results. This is why their current brand slogan is "Ageless."
  6. 6. Target Segments Dove's target market is extremely broad due to the wide rang of products that they sell. Their men care line Dove+Men targets men ages 18-34. The rest of their marketing efforts target women of all ages. Olay's target market is wide as well. For their best known products, anti aging products, they target aging Women. The rest of their skin products are targeted toward women ages 18 to 25. 
  7. 7. Company Goals  Dove's Social Mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them reach their full potential in life. Vision: We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential. Olay's Mission is to enhance all that is beautiful in women by providing simple to sophisticated skin care solutions to continually improve women’s skin and women’s lives. Another mission statement that I found for Olay is, "to help women look and feel beautiful. That’s a potent formula for success."
  8. 8. Sentiment Analysis Strength Passion Sentiment Reach 43% 5:1 33% 43% Strength is the likelihood that your brand is being discussed in social media. . Sentiment is the ratio of mentions that are generally positive to those that are generally negative. Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly.  Reach is a measure of the range of influence.  These statistics came from Social mention, which is a site that tracks these metrics in real time. These statistics are an average taken throughout the month of February. 
  9. 9. Sentiment Analysis 62% 5:1 33% 53% Strength Passion Reach Sentiment Strength is the likelihood that your brand is being discussed in social media. . Sentiment is the ratio of mentions that are generally positive to those that are generally negative. Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly.  Reach is a measure of the range of influence.  These statistics came from Social mention, which is a site that tracks these metrics in real time. These statistics are an average taken throughout the month of February. 
  10. 10. Sentiment Analysis These two brands are close in their ratings for sentiment analysis. Dove has the highest average strength. This is more than likely due to Dove's numerous successful campaigns and hashtags. Olay and Dove have the same sentiment ratio, on average, they have five positive comments to every one negative comment. Both of these brands have the same percentage of passion. Dove has a greater reach, or more unique individuals talking about the brand. Overall, Dove's sentiment analysis is better than Olay. Dove is being talked about more frequently and with more unique individuals than Olay.  WINNER
  11. 11. Website Olay Dove Olay's website is mainly product based and informs the consumer about the science and proof behind their products Olay's website has features such as: shop product type, shop skin concern, shop product lines, superior science, and offers and more. Underneath each of these features are even more menu options. Their website does not drive much attention to social media. Dove's website is aesthetically beautiful and interactive. Their homepage does not talk about their products until near the bottom of the page. They have eye catching hashtags on their homepage in order to direct the conversation to social. Dove's website has features such as: explore solution, products, men+care, and dove stories.
  12. 12. Website Winner WINNER Dove's website is far more superior than Olay's website in reference to content marketing. Dove does not push their product immediately on their home page, rather they talk about the heart behind the company. Olay's home page is cluttered with words and one of first pictures that your eye catches is a picture of their product. Olay has too many features and drop down menus, so much so, that it overwhelms the consumer. Dove's design keeps it simple and clean looking, while giving the consumer conversational hashtags and information about the company before it tries to sell their products.
  13. 13. Facebook Total Page Likes: 7,323,242 New Page Likes: 1,269 Comment Response Time: 1-3 hours
  14. 14. Facebook Total Page Likes: 26,781,086 New Page Likes: 2,442 Comment Response Time: Within the hour
  15. 15. Facebook Winner WINNER Both brands have a profile picture of their logo. This helps the customer easily recognize the brand when they use sponsored posts. Both brands have clean and enticing cover photos that change, on average, biannually. Dove has a much faster comment response time than Olay. Their Facebook responds to consumer comments within the hour. Olay's response time is close to that, but it is anywhere from 1 to 3 hours. Dove's Facebook profile has a much larger audience, beating Olay's by 19 million. Dove is also  gaining page likes at a much faster rate than Olay. This is more than likely due to the superior content that Dove posts on their Facebook page. 
  16. 16. Instagram Followers:                      25,400 Posts:                                21 Average # of Likes:  407 Average # of                30 Comments Areas of improvement Hashtags: increase frequency of posts less product pushing posts Summary #Ageless #Beauty #Science #Skin #Skincare
  17. 17. Instagram Followers:                     187,000 Posts:                                376 Average # of Likes:  1,103 Average # of                 40 Comments Areas of improvement:   Hashtags: Summary Increase aesthetic of pictures More posts that lead to website  #RealBeauty #LoveYourBody #WomenGetTold
  18. 18. Instagram Winner WINNER Dove has 160,000 plus more followers than Olay.  Dove  posts more frequently than Olay  A good bit of Dove's posts are selling product, but every few posts Dove features a #WomenGetTold post.  Olay only features product pushing posts Dove and Olay are seemingly on par with response times and the quality of responses on their Instagram account. Dove utilizes their hashtags on Instagram to spark conversation and listen to their customers' stories Olay frequently hashtags standard words and their slogan Once again, in the social media category, Dove seems to have a fair lead over Olay.
  19. 19. Twitter Followers:                         191,000 Tweets:                               151,000 Average # of Likes:      68 Average # of                    12 Retweets Areas of improvement:   Hashtags: Summary More campaign content Change up language in response to customers #RaiseTheBeautyBar #SpeakBeautiful -hard to find hashtags because mostly used for customer service
  20. 20. Twitter Followers:                       122,000 Tweets:                             9,180 Average # of Likes:    6  Average # of                  1        Retweets Areas of improvement:   Hashtags: Summary Increase customer interaction A lot of followers and no one seems to care about tweets #Ageless #TBAwards #clubolay #OlaySkin #LoveOlay
  21. 21. Twitter Winner WINNER Dove uses their twitter in a completely different way than Olay does. Dove's main goal for being on Twitter is for customer service. This is made clear through their numerous tweets responding to seemingly every customer who tweets at them. Olay's goal for being on twitter is to increase their sales and traffic to the company's website. Most all of their tweets share a picture of a product with a link to that product leading back to their website.            Dove does not use hashtags frequently on Twitter due to the fact that they use Twitter to respond to customer feedback. Olay utilizes many hashtags, but their most commonly used hashtag is #ageless. That is their companies slogan, which most people probably do not know. Because of the fact that Twitter should be used as a conduit for customer service, Dove wins again! 
  22. 22. Email Sign up email from Dove: "Welcome, Beautiful"       The "welcome, beautiful" introduction in Dove's sign up email encompasses the message behind Dove's brand. They want ever woman to feel beautiful. That introduction was wonderful.        Also, in the email, there were clickable      links to:           -See Dove products           -Dove Self-Esteem Project           -Article about the Dove Self-Esteem             Project
  23. 23. Email Winner I signed up for Dove's email list and Olay's email list on the same day. I received a welcome email from Dove immediately, but I still have yet to receive a single email from Olay. It is very surprising to me that they do not have an automated welcome emailer. They are losing the opportunity to connect with  their customer right off the bat. Most companies send out an automated email to their customers immediately after they sign up for their list. That being said, I have only received one email from Dove in the past month. Both companies can seriously improve on the frequency of their emails. Dove's welcome email did have a beautiful layout though, and it had clickable links back to their website and their website blog! That and the fact that I still have not gotten an email from Olay makes Dove the clear winner. WINNER
  24. 24. Brand Evolution Each brand should have: Website Blog Email Marketing Social Media Marketing Automation
  25. 25. Brand Evolution Website:      Dove's website is beautifully designed and easy to use. It has amazing features as well as catchy campaigns. It has a link to sign up for their "Dove insider" program, which prompts you to fill out customer information. Olay's website is fully developed and includes information about the products. It does not give information about the company, their mission, or their campaigns like Dove's website. Olay does have their own version of an inside program called "Club Olay." Clicking "Join Club Olay" takes you to a page, similar to the Dove Insider page, that prompts you to fill out personal information as well.  Blog:      Dove has a blog on their website that tells the consumer about each of their individual campaigns as well as tips and how to's for your skin and hair. They feature stories on their website blog about individual women and their journey with self- esteem and body issues. These stories are powerful and there is always a name and a face associated with each story. Most of these heartfelt stories are backed by a campaign and a hashtag. They also have a tips and how to's section of their blog that gives amazing advice on how to deal with body issues such as sweating, dry skin, frizzy hair, and more. Olay has a website blog as well. It is much harder to find than Dove's. It contains great content and gives how to advice similar to Dove's website blog. Their blog posts are sorted into these categories: Skin Care Tips and How To's, Skin Concerns, Skin and Aging, Ethnicity and Skin, Climate and Skin, and Lifestyle and Skin. Their blog posts were interesting and contained relevant information to their audience, but Dove's tips and how to's section was very similar.  Email Marketing:       As mentioned previously, both brands are lacking in their email marketing. Dove does seem to have a better automated system than Olay. Dove's template for the welcome email that I received was beautiful and had a clickable link to their website and a clickable link to their blog. In order to sign up for their email list a customer must join the Dove Insider Program. This is the same case with Olay.  Social Media:       Dove has a larger social media audience than Olay across every platform there is. Dove uses each platform in the best way to make connections with their customers and provide them with quality information. They post on social regularly and more frequently than Olay. They also listen and respond to their customers in a timely manner.  Marketing Automation:         These two strong competitors both use marketing automation to help ease the burden of social marketing. There is little information regarding which automation systems each company uses, but they both use one. 
  26. 26. The True Beauty Expert  WINNER Dove has mastered the art of content marketing. They give their consumers a reason to tune into their social media posts. They respond and interact with their consumers on the appropriate platforms. Their website is simple and pleasing to the eye. It has a website blog that tells stories of women with past image issues and how they overcame them and grew to love themselves. Dove has, across all platforms, more social media followers. By focusing their social media message through content marketing, they are keeping this brand top-of-mind to consumers. 
  27. 27. Olay Recommendations Olay is a well established brand with the possibility of great content marketing. They need to keep social media posts frequent and aesthetic, but focus on creating great content. In regards to Twitter, they should use their account to interact with consumers and respond to their feedback. They immediately need to improve their email marketing to send automatic emails a least twice a month. As far as their website goes, Olay should declutter the layout and make it easier to navigate. They also need to make their website blog easier to find on their website. Their blog contains interesting and relevant content and it could be utilized and promoted in a way to boost their branding. All of these improvements could help Olay build a true connection and relationship with their customers instead of just pushing product to them.  
  28. 28. https://www.unilever.com/brands/our-brands/dove.html https://en.wikipedia.org/wiki/ https://www.olay.com/en-us/skin-care-tips-and-articles https://twitter.com/OlaySkin https://twitter.com/Dove https://www.instagram.com/dove/ https://www.instagram.com/olay/ https://www.facebook.com/OlayUS/ https://www.facebook.com/DoveUS/ https://www.olay.com/en-us http://www.dove.com/us/en/home.html http://www.dove.com/us/en/stories.html Works Cited

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