2011 marketer meet-up integrated campaigns

Kate DaviesIntegrated Campaigns

Dove created The Campaign for Real Beauty to address a societal issue and create an expansion of the definition and discussion of beauty.

Best Practices – Integrated Campaigns: Case Study

Best Practices – Integrated Campaigns: Case Study

The campaign supports Dove’s mission

“To make more women feel beautiful everyday by widening stereotypical views of beauty.”

Best Practices – Integrated Campaigns: Phased Approach

• Gain awareness of their premise of “Real Beauty”

• Engage public in their campaign

• Build trust through community involvement

• Introduce Dove product connections

• Support corporate mission and values

• Interactive website, blog and videos

• Public relations, print, television, billboards

• Events and workshops

• Created Self-Esteem Fund

Best Practices – Integrated Campaigns: Marketing Strategy

• Campaign returned $3 for every $1 spent

• Sales of advertised products increased 600%

• Major media coverage across N. America

• “Evolution” viewed over 15 million times

• Self-Esteem Fund reached 5 million young people

Best Practices – Integrated Campaigns: Results

• Integrated campaign gets results!

• Young & Free Alabama powered by Listerhill Credit Union

Best Practices – Integrated Campaigns: Y&F Alabama: High 5 from the Hill!

• 2010 Account Membership campaign most successful in Listerhill Credit Union history

• 2,000 new accounts opened

• 5,000 new products/services added


• Great results attributed to:

• Satisfying market need with good rates

• Connecting with passion for helping schools

• Engaging employees

• Engaging schools


• Integrated approach• Corporate wide initiative• Leveraged Young & Free program• Multimedia: radio, TV, outdoor, print• Event sponsorship• Community donations• Incentives and prizes• Clever, consistent creative


Kate DaviesIntegrated Campaigns

2011 marketer meet-up integrated campaigns

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