本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
鸽子原创
案例简介：自 1950 代推出以来，Dove 通过其独特的保湿面霜配方，为许多个人护理类别带来了卓越的皮肤护理。Dove 现在还经营面部护理、手部和身体护理以及头发等类别。 直到 2003年重新推出德芙除臭剂，只有两个关键的市场驱动力: 功效和香味。护肤是为那些有特殊需求的人保留的利基驱动力，如临床敏感皮肤。鸽子除臭剂的临床试验表明，一种保湿霜配方提供了明显的改善腋下皮肤状况，对气味和潮湿保护没有负面影响。 鸽子除臭剂的目标受众与鸽子系列中其他类别的目标明显重叠。事实上，发布的起点只是针对现有的 Dove 用户。 每年使用电视和印刷作为主要的沟通渠道，提高了人们的意识，这通常是在欧洲温暖的几个月前。自 2003年发起这一运动以来，这一战略一直在演变。 Dove 已经提前四年在三个关键市场中的两个市场超额实现了其主要业务目标。一个主要目标是到 2012年在核心 citadels 的除臭剂市场中至少占有 10% 的价值份额。另一个目标是将护肤品除臭剂的规模扩大到目前为止实现的市场总量之上。通信对利润的边际贡献相当于 3.5-2004 期间在媒体上投资金额的 2008 倍。鸽子通过专注于改善腋下皮肤的外观，已经成为除臭剂市场上的美容偶像。
鸽子原创
案例简介：Since its launch in the 1950s, Dove has brought superior skin care to a number of personal care categories through its unique ¼ moisturising cream formula. Dove now also operates in categories such as face care, hand and body care and hair. Up until the re-launch of Dove deodorant in 2003, there were only two key market drivers: efficacy and fragrance. Skincare was a niche driver reserved for those with particular needs, such as clinically sensitive skin. Clinical trials of Dove deodorant showed that a ¼ moisturising cream formulation offered tangible improvements in underarm skin condition with no negative effects on odour and wetness protection. The target audience for Dove deodorant overlaps significantly with the target of other categories within the Dove franchise. In fact, the start point at launch was to simply target existing Dove users. The use of TV and print each year as the primary channels for communication drove high levels of awareness, typically in the run up to the warmer months in Europe. This strategy evolved over time since the launch of the campaign in 2003. Dove has already over-achieved on its primary business objective in two out of the three key markets four years ahead of schedule. One primary goal was to achieve at least 10% value share of the total deodorant market in core citadels by 2012. Another goal was to grow the size of the skincare deodorant segment above the total market which was achieved by far. The marginal contribution of communications to profit was equivalent to a factor 3.5 times the amount invested in media over the period 2004-2008. Dove has become the beauty icon in the deodorant market through focusing on improving the look of underarm skin.
Dove Original
案例简介：自 1950 代推出以来，Dove 通过其独特的保湿面霜配方，为许多个人护理类别带来了卓越的皮肤护理。Dove 现在还经营面部护理、手部和身体护理以及头发等类别。 直到 2003年重新推出德芙除臭剂，只有两个关键的市场驱动力: 功效和香味。护肤是为那些有特殊需求的人保留的利基驱动力，如临床敏感皮肤。鸽子除臭剂的临床试验表明，一种保湿霜配方提供了明显的改善腋下皮肤状况，对气味和潮湿保护没有负面影响。 鸽子除臭剂的目标受众与鸽子系列中其他类别的目标明显重叠。事实上，发布的起点只是针对现有的 Dove 用户。 每年使用电视和印刷作为主要的沟通渠道，提高了人们的意识，这通常是在欧洲温暖的几个月前。自 2003年发起这一运动以来，这一战略一直在演变。 Dove 已经提前四年在三个关键市场中的两个市场超额实现了其主要业务目标。一个主要目标是到 2012年在核心 citadels 的除臭剂市场中至少占有 10% 的价值份额。另一个目标是将护肤品除臭剂的规模扩大到目前为止实现的市场总量之上。通信对利润的边际贡献相当于 3.5-2004 期间在媒体上投资金额的 2008 倍。鸽子通过专注于改善腋下皮肤的外观，已经成为除臭剂市场上的美容偶像。
Dove Original
案例简介：Since its launch in the 1950s, Dove has brought superior skin care to a number of personal care categories through its unique ¼ moisturising cream formula. Dove now also operates in categories such as face care, hand and body care and hair. Up until the re-launch of Dove deodorant in 2003, there were only two key market drivers: efficacy and fragrance. Skincare was a niche driver reserved for those with particular needs, such as clinically sensitive skin. Clinical trials of Dove deodorant showed that a ¼ moisturising cream formulation offered tangible improvements in underarm skin condition with no negative effects on odour and wetness protection. The target audience for Dove deodorant overlaps significantly with the target of other categories within the Dove franchise. In fact, the start point at launch was to simply target existing Dove users. The use of TV and print each year as the primary channels for communication drove high levels of awareness, typically in the run up to the warmer months in Europe. This strategy evolved over time since the launch of the campaign in 2003. Dove has already over-achieved on its primary business objective in two out of the three key markets four years ahead of schedule. One primary goal was to achieve at least 10% value share of the total deodorant market in core citadels by 2012. Another goal was to grow the size of the skincare deodorant segment above the total market which was achieved by far. The marginal contribution of communications to profit was equivalent to a factor 3.5 times the amount invested in media over the period 2004-2008. Dove has become the beauty icon in the deodorant market through focusing on improving the look of underarm skin.
鸽子原创
暂无简介
Dove Original
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
