案例简介：为了扩大 dove 在身体和淋浴护理方面的市场份额，设计了最高丝绸产品系列。新产品系列是通过一个单一的广告活动在欧洲传播的，基于两种明星变体德芙丝光身体乳液和德芙霜油淋浴。广告的想法很简单，但很强烈，因为它把丝绸的成分与女性消费者对丝绸般的皮肤的渴望联系在一起。目标群体通过转向鸽子的至尊丝绸产品来奖励该品牌及其广告，这导致鸽子在欧洲的营业额大幅上升。 上下文 活动目标 -由目前不使用鸽子的女性创造意识和试验。 -进一步建立鸽派的卓越护理能力。 目标受众 为了从竞争对手那里获得市场份额，Dove 需要与那些目前不使用 Dove 的人交谈，主要是 20 岁以下女性的大量用户这个群体认为鸽子是一个护理品牌，但感觉对他们来说每天都有点 “basic”。 活动期间 一个在 2003年4月爆发，另一个在 2004年初短暂爆发，这取决于国家。 哲学/解决方案 创意策略 对消费者来说，“柔滑的皮肤” 是黄金标准的皮肤状况。鸽子至尊丝绸含有纯丝。该运动利用这一特征作为司机脱颖而出，并被视为优质护理的提供者。 重点是关于丝绸的惊人事实: 丝绸在水中的重量是它自己的 30 倍。 丝绸反射每一道光线，产生柔和的金色光泽。 打破类别，广告活动没有模特或没有展示美丽的皮肤。尽管如此，消费者外卖是最终的好处 -- 柔滑的皮肤。 其他传播方案 为了进一步深入了解丝绸上的交流，制作了一个广告工具包。该工具包包含一系列可供选择的要素，以便考虑国家的具体情况。目标是在鸽子至尊丝绸推出的时候，让丝绸成为大主题，并通过谈论所有不同的丝绸产品及其各自的好处和成分来拓宽信息。 还实施了带有呼应该活动的视觉效果的销售点材料。 此外，还有一些较小的针对具体国家的方案，如德国健身工作室的促销活动。 媒体 -打印 -广播 -促销 -互动/在线 营销支出总额 在 1000 万和 2000 万之间。 媒体战略 部署了一个在所有媒体上具有一致信息的经典媒体战略。为了在指定的目标范围内快速构建鸽子至尊丝绸系列的意识和试验，电视和印刷被选为关键媒体。尽管在几个月内得到了持续的支持，但媒体战略包括两个沉重的广告阶段; 一个是在第一次发布期间，另一个是在几周后的回购阶段。 结果 -在身体类别中，与 2003年相比，2002年的市场份额和营业额显著增加。在同一时期，主要竞争对手失去了欧洲所有市场的市场份额。 (来源: ACNielsen 全球服务机构护理快速股份) -鸽子增加了整个欧洲市场淋浴类别的市场份额。 (资料来源: ACNielsen 全球服务 Total Shower Liquid Shares) -在整个市场，广告活动导致了燕窝最高丝绸系列的直接销售提升。 (资料来源: 杠杆法伯格©水世界发射后评估 11/2003) -来自德国、法国和英国的人口买家数据显示，鸽子至尊丝绸成功地在比鸽子标准买家年轻的指定目标群体中接触到非买家, 例如，在法国，这一部分的购买量增加了 64%。 (资料来源: 百分比 + 指数的 GFK 人口买家; MAT 9 2003)

案例简介：To expand Dove’s market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on the two star variants Dove Silkening Body Lotion and Dove Cream Oil Shower. The advertising idea was simple, yet strong as it romanced the ingredient of silk and related it to female consumers’ wish for silk-like skin. The target group rewarded the brand and its advertising by switching to Dove's Supreme silk products, resulting in an important uplift in turnover for Dove in Europe. Context CAMPAIGN OBJECTIVES - Create awareness and trial by women who currently don’t use Dove. - Further build Dove’s superior care competence. TARGET AUDIENCE In order to gain market share from competitors, Dove needed to talk to those who do not use Dove at the moment, mainly the substantial user segment of women in their end 20’s / early 30’s. This group sees Dove as a care brand but it feels it is a little everyday to them, somewhat “basic”. CAMPAIGN PERIOD One burst in April 2003 and another short burst in early 2004, depending on the country. Philosophy/Solution CREATIVE STRATEGY To consumers, 'silky skin' is the gold standard skin condition. Dove Supreme Silk contains pure silk. The campaign used this feature as a driver to stand out and to be perceived as a provider of superior care. The focus was on amazing facts about silk: - Silk can hold 30 times its own weight in water. - Silk reflects every ray of light to produce a soft golden sheen. Category breaking, the advertising campaign worked without a model or without showing beautiful skin. Despite this, consumer take-out was the end-benefit ‘silky skin’. OTHER COMMUNICATIONS PROGRAMMES To give further depth to the communication on silk, an advertorial toolkit was produced. The toolkit contained a range of elements to choose from so that country specifics could be taken into consideration. The objective was to make silk the big theme around the time of the launch of Dove Supreme Silk, and to broaden the messaging by talking about all the different silk products and their respective benefits and ingredients. Point-of-sale material with visuals that echoed the campaign was also implemented. Additionally, there were smaller country-specific programmes such as sales promotions in fitness-studios in Germany. MEDIA - Print - Broadcast - Sales Promotion - Interactive/On-line TOTAL MARKETING EXPENDITURE Between €10 million and €20 million. MEDIA STRATEGY A classic media strategy with a consistent message across all media was deployed. In order to drive quick build–up of awareness and trial of the Doves Supreme Silk range amongst the designated target, TV and print were chosen as the key media. Although given continuous support during several months, the media strategy included two heavy advertising phases; one during the first launch and the second during the repurchase phase a few weeks later. Results - In the body category, Dove’s market share and turnover significantly increased in 2003 compared to 2002. The key competitor lost market shares in all markets in Europe during the same time period. (Source: ACNielsen Global Services Body Care Fast Shares) - Dove increased market shares in the shower category in markets across Europe. (Source: ACNielsen Global Services Total Shower Liquid Fast Shares) - Across markets the advertising campaign resulted in a direct sales uplift of Dove’s Supreme Silk range. (Source: Lever Fabergé Waterworld Post Launch Evaluation 11/2003) - Demographic buyer data from Germany, France and the UK showed that Dove Supreme Silk successfully reached non-buyers within the designated target group of women younger than the Dove standard buyer, with purchases in this segment increasing by 64% in France for example. (Source: GFK Demographic Buyers in % + Index; MAT Sept. 2003)

多芬-丝的起源 1 | Dove - Origins of Silk 1

案例简介：为了扩大 dove 在身体和淋浴护理方面的市场份额，设计了最高丝绸产品系列。新产品系列是通过一个单一的广告活动在欧洲传播的，基于两种明星变体德芙丝光身体乳液和德芙霜油淋浴。广告的想法很简单，但很强烈，因为它把丝绸的成分与女性消费者对丝绸般的皮肤的渴望联系在一起。目标群体通过转向鸽子的至尊丝绸产品来奖励该品牌及其广告，这导致鸽子在欧洲的营业额大幅上升。 上下文 活动目标 -由目前不使用鸽子的女性创造意识和试验。 -进一步建立鸽派的卓越护理能力。 目标受众 为了从竞争对手那里获得市场份额，Dove 需要与那些目前不使用 Dove 的人交谈，主要是 20 岁以下女性的大量用户这个群体认为鸽子是一个护理品牌，但感觉对他们来说每天都有点 “basic”。 活动期间 一个在 2003年4月爆发，另一个在 2004年初短暂爆发，这取决于国家。 哲学/解决方案 创意策略 对消费者来说，“柔滑的皮肤” 是黄金标准的皮肤状况。鸽子至尊丝绸含有纯丝。该运动利用这一特征作为司机脱颖而出，并被视为优质护理的提供者。 重点是关于丝绸的惊人事实: 丝绸在水中的重量是它自己的 30 倍。 丝绸反射每一道光线，产生柔和的金色光泽。 打破类别，广告活动没有模特或没有展示美丽的皮肤。尽管如此，消费者外卖是最终的好处 -- 柔滑的皮肤。 其他传播方案 为了进一步深入了解丝绸上的交流，制作了一个广告工具包。该工具包包含一系列可供选择的要素，以便考虑国家的具体情况。目标是在鸽子至尊丝绸推出的时候，让丝绸成为大主题，并通过谈论所有不同的丝绸产品及其各自的好处和成分来拓宽信息。 还实施了带有呼应该活动的视觉效果的销售点材料。 此外，还有一些较小的针对具体国家的方案，如德国健身工作室的促销活动。 媒体 -打印 -广播 -促销 -互动/在线 营销支出总额 在 1000 万和 2000 万之间。 媒体战略 部署了一个在所有媒体上具有一致信息的经典媒体战略。为了在指定的目标范围内快速构建鸽子至尊丝绸系列的意识和试验，电视和印刷被选为关键媒体。尽管在几个月内得到了持续的支持，但媒体战略包括两个沉重的广告阶段; 一个是在第一次发布期间，另一个是在几周后的回购阶段。 结果 -在身体类别中，与 2003年相比，2002年的市场份额和营业额显著增加。在同一时期，主要竞争对手失去了欧洲所有市场的市场份额。 (来源: ACNielsen 全球服务机构护理快速股份) -鸽子增加了整个欧洲市场淋浴类别的市场份额。 (资料来源: ACNielsen 全球服务 Total Shower Liquid Shares) -在整个市场，广告活动导致了燕窝最高丝绸系列的直接销售提升。 (资料来源: 杠杆法伯格©水世界发射后评估 11/2003) -来自德国、法国和英国的人口买家数据显示，鸽子至尊丝绸成功地在比鸽子标准买家年轻的指定目标群体中接触到非买家, 例如，在法国，这一部分的购买量增加了 64%。 (资料来源: 百分比 + 指数的 GFK 人口买家; MAT 9 2003)

多芬-丝的起源 1 | Dove - Origins of Silk 1

案例简介：To expand Dove’s market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on the two star variants Dove Silkening Body Lotion and Dove Cream Oil Shower. The advertising idea was simple, yet strong as it romanced the ingredient of silk and related it to female consumers’ wish for silk-like skin. The target group rewarded the brand and its advertising by switching to Dove's Supreme silk products, resulting in an important uplift in turnover for Dove in Europe. Context CAMPAIGN OBJECTIVES - Create awareness and trial by women who currently don’t use Dove. - Further build Dove’s superior care competence. TARGET AUDIENCE In order to gain market share from competitors, Dove needed to talk to those who do not use Dove at the moment, mainly the substantial user segment of women in their end 20’s / early 30’s. This group sees Dove as a care brand but it feels it is a little everyday to them, somewhat “basic”. CAMPAIGN PERIOD One burst in April 2003 and another short burst in early 2004, depending on the country. Philosophy/Solution CREATIVE STRATEGY To consumers, 'silky skin' is the gold standard skin condition. Dove Supreme Silk contains pure silk. The campaign used this feature as a driver to stand out and to be perceived as a provider of superior care. The focus was on amazing facts about silk: - Silk can hold 30 times its own weight in water. - Silk reflects every ray of light to produce a soft golden sheen. Category breaking, the advertising campaign worked without a model or without showing beautiful skin. Despite this, consumer take-out was the end-benefit ‘silky skin’. OTHER COMMUNICATIONS PROGRAMMES To give further depth to the communication on silk, an advertorial toolkit was produced. The toolkit contained a range of elements to choose from so that country specifics could be taken into consideration. The objective was to make silk the big theme around the time of the launch of Dove Supreme Silk, and to broaden the messaging by talking about all the different silk products and their respective benefits and ingredients. Point-of-sale material with visuals that echoed the campaign was also implemented. Additionally, there were smaller country-specific programmes such as sales promotions in fitness-studios in Germany. MEDIA - Print - Broadcast - Sales Promotion - Interactive/On-line TOTAL MARKETING EXPENDITURE Between €10 million and €20 million. MEDIA STRATEGY A classic media strategy with a consistent message across all media was deployed. In order to drive quick build–up of awareness and trial of the Doves Supreme Silk range amongst the designated target, TV and print were chosen as the key media. Although given continuous support during several months, the media strategy included two heavy advertising phases; one during the first launch and the second during the repurchase phase a few weeks later. Results - In the body category, Dove’s market share and turnover significantly increased in 2003 compared to 2002. The key competitor lost market shares in all markets in Europe during the same time period. (Source: ACNielsen Global Services Body Care Fast Shares) - Dove increased market shares in the shower category in markets across Europe. (Source: ACNielsen Global Services Total Shower Liquid Fast Shares) - Across markets the advertising campaign resulted in a direct sales uplift of Dove’s Supreme Silk range. (Source: Lever Fabergé Waterworld Post Launch Evaluation 11/2003) - Demographic buyer data from Germany, France and the UK showed that Dove Supreme Silk successfully reached non-buyers within the designated target group of women younger than the Dove standard buyer, with purchases in this segment increasing by 64% in France for example. (Source: GFK Demographic Buyers in % + Index; MAT Sept. 2003)

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多芬-丝的起源 1 | Dove - Origins of Silk 1

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