individual integrated marketing communication dove s imc activities during the pandemic

As a stalwart in the personal care industry, Dove hascapitalized on the shift in consumer behavior and demand brought aboutby the pandemic, leveraging its IMC activities to connect with

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INDIVIDUAL

[INTEGRATED MARKETING COMMUNICATION]

ASSIGNMENT

DOVE 'S IMC ACTIVITIES

DURING THE PANDEMIC

F A L L 2 0 2 4

[ I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N ]

Prepared by: Nguyên Thi Minh Tâm

Student ID: HS176280 Class: MKT1823

Lecturer: Tôn Thât Nh Nhaư  t

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I INTRODUCTION

The advertising landscape has undergone a profound transformation in the tumultuous years of 2021 to 2022, marked by global upheaval caused by the COVID-19 pandemic As the world grapples with unprecedented challenges, businesses across industries are forced to reassess their marketing strategies and adapt to rapidly evolving circumstances Integrated Marketing Communications (IMC) activities, which serve as the foundation of brand promotion and engagement, have been instrumental

in navigating this uncertain terrain

During this period of unprecedented disruption, one brand that stands out for its agile response and innovative approach to marketing amid adversity is Dove As a stalwart in the personal care industry, Dove has capitalized on the shift in consumer behavior and demand brought about

by the pandemic, leveraging its IMC activities to connect with audiences

in meaningful and impactful ways

II ANALYZE THE COMPANY'S

SITUATION

Brief overview

Dove is an American personal care brand owned by Unilever In just its short time in the market, Dove has gone beyond its traditional purpose of selling beauty and body care products to its customers

The company has now become a household name thanks to its successful marketing campaigns for women of different ages, sizes and ethnicities Dove products are marketed to help people find their inner beauty, something that ordinary soaps cannot help them with

Dove has created its own unique brand identity, creating a range of products that stand out from the crowd of beauty brands with a unique and effective marketing strategy

The company's goal is to build self-esteem with a positive attitude, while inspiring women and girls to reach their full potential

Dove's brand values are self-love, empowerment and beauty The brand always exploits new aspects and perspectives of true beauty through the

"Real Beauty" platform In 2005, Dove launched the "For Real Beauty" campaign, the brand challenged society's stereotypical notions of beauty such as "youthful, tall, thin is beautiful"

With the help of these marketing campaigns, they have managed to build their reputation and differentiate themselves from all their competitors through the use of campaigns as well as creating brand awareness According to Dove, the campaigns have started a global conversation about the need for a broader definition of beauty, after researching and proving the hypothesis that the definition of beauty has become limited and can not be achieved

During the period from 2021 to 2022, Dove has also faced many challenges due to the disastrous situation caused by the global pandemic Social distancing, movement restrictions and changes in consumer habits have had a strong impact on Dove's business and marketing activities

In this context, companies have come up with new marketing methods and emotional advertising campaigns Dove has also leveraged this in its marketing strategy to connect with the brand on a personal level

By showcasing campaigns and projects, companies have the opportunity

to create powerful videos and images based on research projects with the aim of making women feel good about themselves All brands should have

a story to tell or communicate the values within their brand, which can be tied to real life

III DOVE’S IMC ACTIVITIES DURING THE PANDEMIC

During 2021-2022, Dove launched a series of integrated marketing communications (IMC) activities to address growing consumer demand

amid the pandemic These activities span a variety of channels, including

digital advertising, social media engagement, influencer partnerships and

community initiatives

CAMPAIGN - COURAGE IS BEAUTIFUL

Communication goal: Increase the level of brand awareness (Brand

Awareness) and brand love (Brand Love) for Dove

Target

Creative Idea

The idea of the campaign was born and inspired by a series of photos by photographer Alberto Giuliani In March 2020, Italian photographer Alberto Giuliani posted the photo series "COVID-19|San Salvatore" Accordingly, the photo series captures the moment doctors and nurses at Italy's San Salvatore hospital removed their medical protective equipment after more than 12 hours of treating thousands of patients Those are faces covered in marks and red marks from wearing masks and medical masks continuously for many hours

Dove aimed to highlight the courage, sacrifice, and compassion of medical professionals during the pandemic Due to the lack of direct access to hospitals, the brand collected photos of white-shirted heroes on social networks and invited them to participate in a campaign The campaign featured faces with scars behind masks on billboards, TVCs, magazines, and newspapers to inspire and motivate people to join together in fighting the epidemic

Launching the campaign, Dove posted a 30-second TVC on the YouTube platform The video compiles images of doctors and medical staff at hospitals across states in the US such as New York, California, Washington D.C and includes photos previously posted by photographer Alberto Giuliani

Regardless of gender, age, or ethnicity, what these doctors and nurses have in common is messy hair, tired, exhausted faces with red marks, scratches, bruises due to wearing masks medical masks and masks for long periods of time Those rustic beauties have not been erased but have been realistically portrayed by the brand, to honor the beauty of courage and self-sacrifice from the frontline forces fighting the epidemic

The campaign was launched in April 2020 on two online and offline platforms in the US market

TVC

Images and music are two elements that Dove carefully invests in to fully convey the message In terms of images, the photos were taken with close-up, clear angles, capturing all the traces on the doctors' faces In terms of music, instrumental music with an orchestral feel is also a factor that contributes to touching and pushing viewers' emotions.In the left corner of each photo, the names of doctors and nurses are attached to help viewers clearly know the identities of those who have silently saved millions of patients and protected everyone's safety

At the end of the video, Dove conveys the message "Courage is Beautiful" with the meaning "Beauty does not only come from appearance, but also what doctors and nurses can do" and gives sincere thanks to the hero's White shirt

Out of Home

The outdoor billboards are simply designed, spreading images of doctors and nurses, accompanied by the message "Courage Is Beautiful" These advertising signs are placed in crowded locations such as bus stations, subway stations, and commercial buildings In particular, Dove also prioritizes placing advertising signs near hospitals and medical centers as a way to encourage the morale of doctors

Dove Fanpage : Campaign information is continuously updated by Dove on Twitter, Facebook, Instagram, and the content of posts revolves around encouraging people to stay home and take good care of their health

At the same time, the brand encourages doctors, medical staff and everyone to participate in sharing images of the beauty of labor during the pandemic, and everyday stories that take place during the anti-epidemic process with the hashtag #CourageIsBeautiful

Along with that, posts with the hashtag #IStayHomeFor are also actively shared on Instagram Through the above activity, Dove encourages people to practice social distancing and comply with government regulations as a way to share part of the burden with doctors and nurses

KOLs/Influencers

Contributing to spreading the message widely, Dove collaborated with KOLs/Influencers in many fields such as actress Elizabeth Banks, commentator Steven Crowder to express their feelings and thoughts about this meaningful campaign

Dove selected reputable television channels, news sites and electronic

newspapers in the US to report and share meaningful messages throughout the "Courage Is Beautiful" campaign such as CNN, CBS THIS MORNING, SABC NEWS, The New York Times, GRAZIA, GLAMOUR, TODAY…

CSR

In parallel with communication activities on online platforms, Dove also makes donations and supports organizations and frontliners fighting the epidemic Specifically:

Dove donates millions of personal care products and hand soap to

doctors working in hospitals, medical centers and health care centers

Dove cooperated with Vaseline to sponsor 2 million USD to the non-profit organization Direct Relief to provide medical protective equipment to frontline forces fighting the epidemic in the US

Dove donated 2.5 million USD to the non-profit organization Feeding America to provide food support to localities affected by the

COVID-19 pandemic

Video Case-study

Communication results

According to the Unilever Brandwatch dashboard, the “Courage Is Beautiful” campaign notes:

More than 2 billion impressions of advertising content (impressions) 360,000 hashtags related to the “Courage is Beautiful” campaign were mentioned in one day on Twitter platform

99% positive feedback on social media platforms

Prize

The campaign was honored to receive 11 prestigious awards at the 2021 Cannes Lions Festival of Creativity Including 2 Grand Prix awards for the Print & Publishing and Industry Craft categories

5 Silver awards in the Out of Home, Fashion & Beauty, Design Craft, Print & OOH Craft/Art Direction and Print & OOH Craft/Photography categories

at Clio Award 2021

Yellow Pencil Award in the Press & Outdoor category at D&AD Award 2021

Traditional Dove campaigns often focused on promoting product benefits and features, emphasizing aspects like moisturization and skin health However, during the pandemic, there was a noticeable shift towards a more empathetic and emotionally resonant messaging tone

Dove's IMC activities during this period prioritized themes of self-care, mental wellness, and community support, reflecting the heightened importance of these issues during times of crisis

Shift in Messaging

Tone

IV Differences Compared to Traditional Campaigns

Emphasis on Digital

Engagement

While Dove has historically utilized various marketing channels, including television, print, and outdoor advertising, the pandemic prompted a greater emphasis on digital engagement

Dove's IMC activities in 2021-2022 included a significant investment in digital platforms such

as social media, online video, and influencer partnerships, enabling the brand to reach and engage with consumers in their homes, where digital consumption surged during lockdowns

Innovative Content

Formats

Traditional Dove campaigns often featured polished and professionally produced advertisements, showcasing product efficacy through testimonials or demonstrations

While Dove has always championed values of inclusivity and empowerment in its marketing, the pandemic prompted the brand to intensify its focus on community-centric initiatives

Dove's IMC activities during this period included partnerships with nonprofit organizations, donation drives for frontline workers, and support for local businesses, reflecting the brand's commitment to social responsibility and making a positive impact beyond product promotion

Community-Centric

Initiatives

Adaptation to

Consumer Behavior

Changes

Traditional Dove campaigns were designed to appeal to consumers' pre-pandemic lifestyles and preferences, often featuring scenarios of social gatherings, outdoor activities, and personal interactions

Dove's IMC activities in 2021-2022 demonstrated a keen awareness of shifts in consumer behavior, acknowledging the realities of social distancing, remote work, and heightened hygiene concerns By aligning its messaging with these changes, Dove remained relevant and relatable to consumers amidst evolving circumstances

In summary, Dove's IMC activities during the pandemic era differed from its traditional campaigns in their messaging tone, emphasis on digital engagement, innovative content formats, community-centric initiatives, and adaptation to changes in consumer behavior These differences reflect Dove's ability to evolve its marketing strategies in response to external challenges while staying true to its core values and commitment to empowering individuals worldwide

The IMC concept utilized by Dove during the pandemic can be characterized by its integration of various communication channels to deliver a cohesive and impactful message By combining traditional media such as TV commercials and outdoor advertising with digital platforms like social media and influencer partnerships, Dove was able to reach a diverse audience and engage them on multiple levels

Moreover, the campaign's emphasis on authenticity, empathy, and social responsibility reflects Dove's commitment to aligning its marketing efforts with the prevailing sentiments of the time By showcasing real stories of courage and sacrifice, Dove demonstrated its understanding of the importance of connecting with consumers on an emotional level and fostering a sense of community solidarity during challenging times

V IMC Concept Utilized During the Pandemic