Company
- Vision: “We believe beauty should be a source of confidence and not anxiety.”
- Mission: “To encourage all women and girls to develop a positive relationship with beauty, helping to raise their self- esteem, and thereby enabling them to realize their full potential.”
Overview of the campaign (20Again)
Dove will introduce the 20Again campaign, "Twenties Don't Just Come 1 Time" as a tribute to all the Vietnamese mothers on Mother's Day 2023 The idea is inspired by the sacrifice of the mother, for the care of the family whose beauty fades over time Now, as they watch their twenty daughters, they dream to go back to that youthful time Knowing those feelings, Dove will launch a line of skin and hair care products to help mothers restore wrinkled skin parts and regenerate youthful hair in the past This set of products will be the thanks of the children to their mother Mothers have dedicated their 20s to their children, and now it's time for the children to return the 20s beauty to their mothers
The main audience of this campaign is none other than Vietnamese mothers Throughout the campaign Dove will tell inspiring stories of mothers with their children in their 20s
● Youtube (Dove will sponsor a concept song which will be produced and performed by Diva My Linh and her daughter My Anh)
● Tiktok (create a contest, videos, songs about mother, using the concept song as background music with the hashtag
- Increasing the brand image of willing to communicate to acquire a deeper understanding of customers' insight This goal could be achieved by short interviewing video uploading on Tiktok
- Encouraging the importance of showing love to the mothers and making them feel admired with all the beautiful things Using the collection gifts as the way to show how we treasure all her imperfections
- Promoting the version of new product testers to collect customers feedback and experience for product researching and development Also, speeding up the sale programs at retail stores, malls, supermarkets, …
Marketing environment analysis
Dove's unique advertising strategy differentiates it from competitors by featuring ordinary individuals rather than celebrities This relatable approach builds an emotional connection with consumers, fostering the idea that Unilever understands their experiences By avoiding celebrity endorsements, Dove significantly reduces marketing expenses, allowing them to allocate resources towards stronger promotional efforts across various channels.
Dove is renowned for its exceptional body care products, including shampoos, conditioners, shower gels, and moisturizers Each product line maintains the highest quality standards, ensuring customer satisfaction The brand's products are particularly acclaimed for their gentle and skin-friendly nature, prioritizing consumer safety Notably, Dove's unique blend of soap and cream imparts both softness and freshness, enhancing the user experience.
Strong brand value: Dove is one of the most commonly purchased brands in many countries, including Vietnam Its brand value is increasing over the past 5 years In 2021, its brand value is at approximately $5.1 billion (Statista, 202 1) Besides, Dove is also a subsidiary of Unilever - the world's largest FMCG (fast-moving consumer goods) brand owning more than
400 brands with a revenue of 51 billion euros in 2020 Therefore, Dove's brand receives great awareness in the markets
Targets primarily only the female segment: Dove shows that their main target market is women between the ages of 20 and
45 Almost the advertising and marketing campaign Dove is focused only on females but the men's range is not very popular Recently, the metrosexuals or men who love self-care consumer base is expanding
Price raising: Unilever announced recently that the prices of their products will increase in the coming months This is due to the price increase of commodities such as crude, palm, and soya bean oil, as well as higher transport and packaging costs
Unilever's CEO Alan Jope mentions that they are facing a material cost increase (The Guardian, 2021) So, the price of Unilever will be higher than competitors in the industry
Attention Towards Metros: Dove is primarily focused on metros because of its location and targeting, and the majority of its consumption comes from metros solely Because the product is expensive, it is difficult to sell in non-metro areas
Concentrate more on men products equivalent to women : It is a great opportunity for Dove because men are also becoming conscious of their looks and skin and due to the education imparted by advertising over the years, they know that taking care of skin is important for good looks So Dove can easily cover this market with its excellent product
Rural market penetration: Rural people are not aware of soft and hard shampoos and soaps But they could be potential customers because of their limited knowledge of cosmetics and brands They will not be inclined to consider and choose between brands Thus if the company has an aggressive marketing strategy to promote their products, Dove will have a great opportunity to be the first to enter this market
Competition is a major challenge for personal care companies, driving them to maintain their strengths and address weaknesses Dove faces stiff competition from Nivea, Olay, and other national and international brands These competitors engage in strategic acquisitions and product advancements to diversify their offerings and dominate market share.
Dove's successful marketing strategy, featuring real-life customers, has been emulated by Olay However, to maintain its competitive edge, Dove must continue to innovate and explore alternative marketing approaches, including diversifying its messaging to maintain consumer engagement and avoid message fatigue.
Stable political situation in Vietnam (opportunity)
Political stability is one of Vietnam's advantages compared to other countries in the region Stable political background contributes to promoting production of enterprises Dove will not be under political pressure which facilitates all Dove’ activities Therefore, 20Again campaign might go successfully without political obstacles
Dove has the opportunity to grow based on the increasing disposable income When people have a high income, not only they can pay for normal needs, but also they are willing to pay for extra needs like body-care, cosmetics…Unless people can afford to buy Dove’s product, they won’t give attention to Dove’s campaign On the other hand, the International Monetary Fund (IMF) forecasts that in 2022, countries around the world will face great inflationary pressure, including Vietnam When the inflation rate is high, consumers will shift their spending in response to rapidly rising prices Meaning that they will tend to buy less or trade down to cheaper store brands Thus high inflation rate is certainly a threat to Dove’s campaign because Dove’s price range is not a competitive advantage compared to its competitors like P&G, Johnson & Johnson or Vietnam local beauty-product brands like Cocoon, Nguyen Xuan…
Young people are attracted by humane and meaningful actions (opportunity)
Interested in body care is increasing, regardless of gender (threat)
In Vietnam, Millennials and Generation Z make up a large percentage of Dove's customer base in Vietnam Generation Z is a distinct generation, this generation is easy to understand and empathize with social issues and especially interested in receiving positive and meaningful energy instead of clichéd messages This factor will present a great opportunity for Dove's campaign because throughout its history, the company has run advertisements that almost meaningfully praise the presence of women in daily life Besides, across the globe, men’s adoption of beauty use is already starting to take off Just in 2021, men’s skin-care products alone saw a more than 7% jump in sales and with the category currently valued at $12 2 million, according to market researcher NPD Group Since almost all of Dove's advertising and campaign up to now has primarily targeted women rather than men, this factor will present some challenges for Dove and its campaign
Advertising trends through network platforms (opportunity)
Moderate R&D activity in the industry (opportunity)
Nowadays, according to Lunio data, up to 100 million people use the internet to watch online videos every day; 96% of shoppers find videos helpful when making purchase decisions online; 92% of mobile video viewers share videos with others; 16 minutes 49 seconds is the average amount of time users spend watching online videos per month according to comScore data These surprising numbers will definitely give a chance for the 20Again campaign to increase its popularity in the market because this campaign focuses on conveying the message through video Dove has the opportunity to increase its research and development investments to improve business effectiveness and efficiency The strategic goal is to achieve a high level of R&D activity in order to be a leading company in the industry, which Dove has the capability to do
Rising interest for corporate environmental programs (opportunity)
Increasing emphasis on sustainable business strategies (opportunity)
The rising interest in business environmentalism is an opportunity for Dove to improve its campaign to attract consumers concerned about the environment In addition, Dove’s overall perception is quite friendly to the environment The company is investing in renewable energy sources and sustainability programs They are using eco -friendly materials and packaging in some of their products In conclusion, with the brand image that Dove has successfully shaped in the mind of customers, all environmental factors are opportunities for Dove
Child labor and human right abuse (threat)
Increasing animal welfare regulations (opportunity)
Market segmentation
Since the company's mission is to inspire women and young girls to realize their potential and to develop positive self - esteem Therefore, the main target audience of Dove is women between the ages of 18 to 35 that value natural beauty This target audience is also highly engaged women who are active on digital and social media Based on that, this campaign would like to deliver the brand’s admiration to all the beautiful mothers out there through the full selection of the best quality body care products Moreover, the target audience would be everyone who desires to express their love and appreciation to the silent sacrifices of their amazing mothers
The income range would be from medium to high that will often have easier access to their products Not o nly that, women at the mature age often are those who have given birth or intend to have children so that they would get a notable change in their appearance, especially for skin and hair Therefore, the special collection in this campaign would be a meani ngful gift for them
Along with the advancement of digital technology, brands have now made every effort to develop their campaigns associated with digital technology platforms Especially in the FMCGs industry, when products are sold quickly with cheap prices and it is difficult to differentiate product characteristics, this requires brands to communicate meaningful and valuable messages to the community through their campaigns
P&G is one of the most formidable competitors of Unilever in the FMCG sector One of their memorable campaigns is
"Thank You Moms", which does an excellent job of bringing emotions into digital marketing “Thank You Moms” showed everything that moms did for their athletes, and just as Mom is an enabler, so is P&G to the Moms The way P&G is willing to communicate seems to have changed as a result of their new focus on unique customer insights rather than distinctive product feature differences The ads have shifted from pure product demonstrations to connecting with moments within the consumer’s life
Another example could show the development of digital marketing coming from Johnson & Johnson - also one of the strongest competitors of Unilever - developed a comprehensive campaign to raise awareness of HIV and issued the powerful call to action #MakeHIVHistory The company created a series of educational GIFs that were posted on Instagram Stories by its network of influencers, agency partners and employees The GIFs gained popularity among the public who began to share them among their own audiences The #MakeHIVHistory campaign from Johnson & Johnson has revived attention on HIV globally and pushed everyone all one step closer to putting an end to HIV permanently
The common characteristic of all the successful campaigns is their actual objective was towards making the surrounding community become better both physically & mentally Also, they fully utilize the digital platforms in marketing and spreading the campaign which is a component that is intimately tied to the consumers’ life these days Catching up with all the new updates and challenges in the digital marketing, this campaign would develop precisely the idea from top to bottom in order to bring to the sincerest value to both the company and the customers.
Marketing MIX strategy
Launching in May 2023, the "20Again" campaign features limited-edition products designed to revitalize women's youth The collection includes shampoo, conditioner, shower gel, body scrub, and moisturizer, carefully selected for their practical use and exceptional quality By using these products, mothers can rejuvenate their skin and hair, restoring the softness and smoothness they enjoyed in their youth.
In the "20Again" campaign, Dove will collaborate with famous mother and daughter My Linh & My Anh to produce a song dedicated to this campaign The song will be released on the Spotify platform and adopt a pay-per-view method Customers can enjoy the full song by instant download, plus, users can stream the song to increase the song's views This is a new approach for customers by listening to the music of this famous mother and daughter which will help the campaign to attract new customers Because with users who do not upgrade their account to premium plans, the campaign will introduce the song with a precise message on the advertising section
In line with its strategic expansion, Dove's entry into new markets and product categories aims to enhance customer accessibility and cater to diverse consumer needs This targeted campaign serves as a potent communication tool, effectively engaging and converting prospective buyers through compelling messaging and evocative storytelling.
Dove applies market-oriented pricing Premium pricing involves setting prices higher than competitors to reflect the Dove product's positioning as a high-quality item Compared to competitors' products, Dove’s products cost greater, but thanks to the quality of the products, the brand has been able to successfully implement its pricing policy Tapping into the psychology of customers to think of Dove as a high-end product, they are willing to spend some more money on personal care products that enhance their beauty, as well as give their mother the best things In this campaign, the brand still ensures to maintain high product quality and suitable packaging for its price Brand loyalists will definitely support the "20Again" campaign because of its quality and price
Besides, by creating a digital product that is a song through the Spotify platform, Dove can profit from this third party The more views and downloads for the theme song, the more revenue for the "20Again" campaign Dynamic pricing offers great opportunities in the current internet boom Customers in this campaign can automatically receive discounts on items on both online and offline platforms
With these pricing strategies, Dove firmly believes that it will attract a large number of customers, both old and new A meaningful campaign accompanied by a suitable pricing strategy will definitely be an explosion to help Dove continue to assert its position
In the "20Again" campaign, products will be available in supermarkets, general stores such as Medicare, Guardian, Winmart, and wholesalers This is a popular approach because it always attracts people to shop at stores and supermarkets With the new form of the product and a small billboard at the counter, buyers will easily notice the campaign, willing to pay to own a meaningful limited product line
With the surge in e-commerce platform usage, Dove has strategically established a presence on Lazada and Shopee to capitalize on this growing market Through these online marketplaces, Dove offers limited edition products exclusively on their official booths with attractive voucher discounts The influx of consumers exploring new products and seeking bargains on e-commerce platforms provides a substantial customer base for Dove This presence on Lazada and Shopee not only targets existing customers aware of Dove's campaign but also attracts new buyers who discover the brand through serendipitous browsing on these platforms.
So, Dove will maximize distribution reach to achieve wide product availability while minimizing inventory, transportation, and storage costs
Dove will develop and optimize search engines and targeted ads in social networks to establish higher traffic and open up better reach to a wider audience in the future throughout the course of the campaign
Dove partners with influencers (My Linh - My Anh) to create impressions and build trust with customers throughout the social media marketing process The company will apply a sponsorship strategy for the MV related to the campaign built on the youtube platform This will help the campaign's message reach the public in a more authentic, impressive and diverse way
Dove also applies a 5-10% discount strategy for all products within 5 days before Mother's Day at all online and offline sales channels When customers buy combo Shampoo + Conditioner or Body Scrub + Shower gel, they will get 1 mini size moisturizer In addition, for customers who do not buy combos, there is still a discount code applied separately for each order value during the implementation of the campaign on online e-commerce sites
Retail salespeople or sales people on other e-commerce platforms who handle calls, emails, and chat lines are an important part of the digital environment They are responsible for providing and sharing information, campaign messages and incentives for customers, helping customers decide the product that best suits their needs
Customer service representatives are vital for the success of contest rules and promotions due to their comprehensive knowledge of company products, services, and campaigns They are equipped to address customer inquiries and resolve product issues, leveraging their understanding of customer behavior and attitudes Ultimately, their expertise significantly influences the effectiveness of marketing initiatives.
Use digital tools throughout the campaign to control and ensure product availability at retail stores and on e-commerce channels to serve customer needs throughout the campaign Build and arrange a system of online and offline sales channels, highlighting product combos that represent the campaign for convenience in the customer's search and purchase proces s
There is an online delivery process where orders are received in a computer system and based on these orders the relevant product from the warehouse is sent to the delivery service provider, timely delivery to customers It also develops an understanding of customer needs through feedback collected in-store, helpline, or social media sites
The RACE planning framework for managing key activities
Dove in shampoo market share in Vietnam:
When it comes to the brand, Clear from Unilever came as the top brand for both of male and female For male, X-Men came as 2nd with 28% and followed by Romano with 12% While in the women's shampoo market, Unilever is still the main player with more than 45% with Clear, Sunsilk and Dove; then come Pantene and Head & Shoulders from P&G
Regionally, brand preferences vary significantly In Northern India, Sunsilk reigns supreme among women, capturing 20% of the market share Meanwhile, Central India favors Clear, which boasts a 26% share Clear also dominates in Southern India with a market share of 25%.
To enhance website visibility, standard SEO content marketing is an effective strategy It allows for targeting high-value keywords at a lower cost, resulting in increased traffic By providing valuable information, websites establish credibility with consumers, fostering trust and driving significant investment in products.
With the era of "everything is available on social networks", Dove flexibly uses different social networking sites to reach and interact directly with customers, thereby increasing brand awareness will continue to grow more effectively, such as Facebook, Instagram, Tiktok, and Youtube Brand promotion through the smooth coordination between social media channels is a useful vehicle to help Dove conquer a wide range of customers It maximizes reach over time to generate multiple interactions using different paid, owned, and earned media touchpoints
Affiliate marketing is used to promote new product campaigns such as music downloads or streaming on Spotify
Unique visitors (to website): achieve 1000 unique visitors per week
Followers & Viewers (on social media):
+ Increased to 1 million followers on Facebook, Instagram, Tiktok platforms
+ Reached 1 million impressions and 50,000 clicks on Facebook and Instagram
+ Reached 1 million streams on Spotify platform and 10 million views on Youtube “Dove Vietnam”
+ Spotify: They pay per stream with roughly $0.04 (~975 VND) per 10 streams And a decent wage if the song will have 300,000 streams per month (Spotify Royalty Calculator, 2021)
+ Youtube: We rely on how we calculate money per Youtube view in Vietnam Youtube channels in Vietnam will be paid from 0.3 to 0.5 USD (~7 000 - 12 000 VND) per 1000 views (1CPM)
+ Website: If the revenue in April is $20,000 ~ 488 million VND and the website receives 4,000 visitors (4 weeks), the RPV would be $20,000/4,000 or $5 per visitor (~121 000 VND)
To encourage customer engagement with the brand and increase lead rates across websites and social media over the course of the campaign, Dove will focus on:
For e-commerce sites, the company will highlight images related to product combos representing the campaign and run search ads to reach a large number of customers The percentage of customers accessing the product, pressing the favorite button or adding the product to the Cart will be counted, then the online sales force will send more promotional information about the campaign and answer their questions during the decision-making process Discount codes corresponding to each order value will be provided to customers every time they complete a review, thereby increasing the rate of customers returning to feedback and purchase the product
Dove's online presence emphasizes enhancing customer experiences through seamless information accessibility They engage customers with interactive advertisements, including videos, audios, and GIFs These campaigns foster customer interaction and participation by offering incentives like contests with rewards Additionally, automated response systems ensure prompt assistance when customers engage with advertisements, further enhancing their overall experience.
Number of leads: 1500 customers per week
Time on page/site: On average, each customer will spend 5-7 minutes on a visit
Facebook, Instagram and Tiktok: Get over 20,000 likes, 5,000 comments, and 3,000 shares for each ad/post
Understanding customer needs, collaborating with e-commerce, and conducting targeted campaigns effectively converted sales across both online and offline channels Pre-campaign product exhibition and online presence two months before Mother's Day ensured maximum visibility Conversion metrics, such as bounce rate and pages per visit, were closely monitored to gauge campaign performance and inform future strategies, ensuring a seamless and engaging experience for customers.
For those e-commerce sites, the measures will be sale transaction and average order value For sites with ecommerce tracking, Google Analytics will report revenue per visit, which enables similar analysis to that of goal value Also, since Spotify and Youtube are B2B sites, the measures will be a little bit different with calculating the total streams and views
And assigning different platforms means that the campaign will be able to compare how different visitor sources will contribute the value to it
Average order value: Each combo will be sold at 599,000 VND
+ Shopee, Lazada: Achieve 1,000 purchases per month The total revenue on the ecommerce platforms in 2 months will be estimated at 1.2 billion VND
+ Retail stores, malls: Achieve 2,000 purchases per month The total offline sales will be about 2.4 billion VND
+ Spotify: As the Reach KPIs indicated that the number of streams is 1 million, the estimated royalties would be nearly
+ Youtube: So if the video reaches 10 million views, the Dove Vietnam channel will earn an average of about 70 million VND
Encouraging customer loyalty and advocacy
Dove will focus on the actual experience of the customers after purchasing the product, this will be a way to make customers think it’s not just about the products, they also purchase the experience:
Dove will collect user-generated content (examples were often sentimental) by asking customers to send pictures of themselves and their mothers with meaningful stories about maternal love
The user-generated content will be featured in a gallery on the Dove website, and shared in their social channels
User-generated content poured in => creating opportunities for Dove to engage in conversations with their customers
+ Through involving family, Dove made an emotional connection with its audience User-generated content (examples above) shared on Dove’s social media channels were a smart customer engagement strategy because they encouraged Dove customers to openly interact with the brand This will gain the loyalty of the customers because it shows that Dove cares about what the customer thinks
Dove will also gather information by asking for feedback from customers to improve their products
Repeated purchases: between 50% and 60% (customers not only buy in a period of campaign, but also buy to use after the campaign, on daily basis)
+ Each post on FB page gains 200-300 likes, 50-100 comments and 50 shares => increase 60% engagement
Digital Marketing Plan
Time period: April 2023 - May 14th 2023
Platform Placement Ad Type Buying
- Revealing the “20Again” campaign through curious posts
- Communication articles (with campaign hashtags) about products, promotions, contests, in the campaign
All ages are using social networks, especially the GenZ - the generation that always absorbs new trends quickly
April 1st - May 14th (Frequency:
$0.06 (1CPC) For 1M impressions: 23 million VND For 50 000 clicks: 1,5 million VND -> 24.5 million VND
Bumper ads, Skippable video ads
CPM Launch the campaign and impress customers by the campaign message
250 million VND (The average cost of reaching 100,000 views =
Music Sponsoring Collaborating with Mỹ Increase the spread of the May 1st 300 million VND
Linh and Mỹ Anh to export a music video with the song on the Spotify campaign through collaborations with celebrities
CPM Raise people’s awareness about the Dove VN brand and promote “20Again” to young internet users looking for a Mother's Day gift
Providing free goods and services to influencers, who then use their Tik Tok videos to review and promote goods as well as to respond to questions from their followers
Gia dinh Cam Cam, Giang oi…
Encouraging Tik Tok users to join the challenge of sharing meaningful stories of their mothers and using the hashtag
#Dove #20Again Rewards will be given to users who have the most viral videos on the challenge
Increasing customer’s awareness about the brand and campaign Raising engagement with brand, creating connections that drive real impact
Spotify Audio Unskippabl e soundtrack ads
CPM A 15-second audio of the campaign soundtrack is played directly in the middle of the user's playlist On the screen, there is also a cover
The audio would communicate the campaign's message, and entice listeners to click on the cover for additional campaign details
60 million VND including the campaign's message
CPM Campaign posters will appear right when a user returns to Spotify, which is available on both desktop and mobile
Overlay has the effect of reaching the audience in terms of images and driving directly to Dove Vietnam's landing page
Banner Ads - SEO content marketing - Video clip
- All the phrases, hashtags related to the title or the message of the campaign will be optimized outside the website such as social media, blogs,
- Articles with brief content using keywords (Dove, 20Again,
Mothersday, ) that easily reach the top of Google's search to announce the
- By using the link or backlink from the outside, the website ranking would be improved quickly
- Push the campaign to the top of Google to reach loyal customers and new customers quickly and at the most cost-effective way
80 million VND campaign, discounts, and products in the campaign
Total budget for this campaign: 984.5 million VND
Conclusion
The 20 Again campaign - "Twenties Don't Just Come 1 Time" as a gratitude that Dove gives to its customers, especially all Vietnamese mothers The set of intensive care and recovery products is the key for the children and their mother to open the door to help their mother return to her beautiful youth With a meaningful message, upholding the sacrifice and appreciating the beauty of mothers at any age, the campaign is expected to be successful in attracting a group of young people to attend and spread the message of the campaign The meticulousness in the process of building and implementing the campaign will help Dove enhance the brand value, thereby building customer trust and loyalty.