Reference no: EM133540030

CASE STUDY:

"We're on a mission to help the next generation of women realise their full potential"

At Dove, we have a vision of a world where beauty is a source of confidence, not anxiety. Our mission is to ensure the next generation grow up enjoying a positive relationship with the way they look - helping girls to raise their self-esteem and realise their full potential. Did you know that 6 out of 10 girls are so concerned with the way they look that they opt out of important activities? From playing sports and swimming to visiting the doctor, going to school or just offering an opinion, anxiety about their looks can keep girls from living life to the full.

It's clear something needs to be done and that's where we can help. Together with leading experts from fields including psychology, health, and body image, we've created a programme of world-class resources, many of which have been scientifically proven to significantly develop and increase body confidence and self-esteem in young people. In the 11 years since we launched the Dove Self-Esteem Project, more than 625,000 teachers have delivered a Dove selfesteem workshop and more than 1.5 million parents have engaged with our online content.

Dove already helped 19.4 million young people in 138 countries. But we won't stop there. Our global mission is to reach 20 million more by 2020. Raising the self-esteem of the next generation is a vital part of this change but we can't do it alone. With help, we can connect with the lives of even more young people. So whether you're a parent, a mentor, or a friend, you'll find everything you need to support the girls in your life on our Self-Esteem Hub.

Dove incorporated the characters from Cartoon Network's popular show Steven Universe into their new series of body confidence and self-esteem videos. The videos offer language to both process and respond to the often complicated and troubling world of adolescence. Dove's products aren't featured in the series, and the brand is only mentioned in the title of the project ("Dove Self-Esteem Project), all of which reinforces the legitimacy of Dove's efforts to truly support kids in the development of healthy selfesteem.

In fact, the campaign offers more than witty videos-the project's homepage provides kids and their parents a database of useful guides that can help them cope with common issues surrounding confidence and body positivity.

With Dove's self-esteem project, the company lets its product take a back seat to an important message-a message that fits well with their core brand values. In doing so, Dove is able to engage their audience and build relationships built on substance, not profit.

Questions:

1. Explain how you see Dove approach in attempting to position their brand in the market. Do you think that their communication goals may be achieved through breading a new generation of more confident girls?

2. Could you recommend the most appropriate communication mix for Dove campaign and make sure to show how your recommended communication platforms are well integrated and may support Dove competitive strategies for delivering the required growth.