Dove | Uncontrolled women

BRAND: Dove

BRAND OWNER: Unilever

CATEGORIES:FMCG, Toiletries/Cosmetics

REGION: Argentina

DATE: May - May 2011

AGENCY: Initiative

MEDIA CHANNEL: Branded Content, Digital,Online, PR

Dove wanted to re-launch its hair care range in Argentina and earn credentials amongst consumers as an expert hair care brand that women would trust. Dove wanted to refresh the promise that women who chose the Dove Damage Therapy range could reclaim control of their hair.

This re-launch featured new product formulas, new packaging, a new brand positioning and a fresh new tone in Dove marketing messages. But to achieve a successful re-launch, Dove needed to develop and distribute content to help generate awareness of the new 'control or uncontrolled messaging.

A series of videos were created that explored the idea of 'control and uncontrolled'. Well known female comedians discussed the things in their lives that bring chaos and stress, in a series of comedy monologues that tackled issues of control for women at work, at home and in their relationships.

Dove wanted to get involved in the online conversations of its consumers by providing them with some entertaining content they would feel compelled to share. Viewers are more likely to share content that engages them, which meant that Dove had to take advantage of the earned media potential of relevant, shareable content by ensuring that it was distributed effectively.

The resulting video series 'Stand Up Descontroladas' was seeded across multiple online platforms. Dove enlisted the support of key opinion formers in the blog space and launched a robust PR campaign on Facebook, Twitter and fashion aspiration sites. The key opinion formers spread the videos by posting entries on their blogs and Twitter feeds that discussed the difference between '#stable women' and '#uncontrolled women'. By the end of the first day, '#uncontrolled' was a trending topic in Argentina. Most of the tweets were linked to one of the Dove branded videos. Videos were hosted on a branded YouTube channel.

Descontroladas - Maria Freytes from CSquared on Vimeo.

Results

'Stand Up Descontroladas' achieved more than 500,000 views during the nine week campaign. 30% of visitors came from Twitter, Facebook, Dove.com.ar and paid media initiatives. 70% of views were counted in Youtube, coming from YouTube search or related video suggestions.

The mix of earned and paid media investment was split 10 % earned + 90 % paid.

The campaign contributed to a 10% increase in Dove's market share. (Source: CCR)

This campaign was shortlisted at the 2011 Festival of Media Latam Awards in the 'Best Use of Digital Landscape' category.

External links

Dove Argentina Twitter

Dove Facebook

40 CREATIVE FACEBOOK TIMELINE DESIGNS

Recently at the F8 conference, Facebook CEO Mark Zuckerberg introduced a massive redesign to our favorite* social media website. Honestly The new updates are understandable and from their point of view provide a better experience for the end user. From personal point of view, each time they implement a change I get more confused while being forced to learn the new layout. When will they leave it alone? I have no idea. Twitter had a major redesign a couple of months ago, and that was easy to learn. Enough ranting, let’s talk about the new Timeline feature.

Wanna Create your own?

With the new update we think it give us, the users, a great opportunity to be creative! If you are indeed one of the few who have access to this beta feature, we have listed some useful dimensions. Now you can create your very own awesome Timeline design, and get a head start on your friends!

• Cover Photo – 850px* x 315px
• Profile Photo – Scaled 125px x 125px (180px x 180px is the minimum image upload size.
• Profile Photo Offsets – left 22px*, top 92px

To get your creativity juices flowing we have collected some great examples of Facebook Timeline designs. Please note that to respect the users privacy, we will not be linking to their Facebook Profiles.

1. Ekkapong Techawongthaworn

2. Mathew Barker

3. Maggie Lin

4. Andrew Grojean

5. Lawson Hembree V

6. Mohammad L. Azzam

7. Rodney Hess

8. Vinh Nguyen

9. Victor Zapanta

10. Ekkapong Techawongthaworn

11. Brian Sanders

12. Manuel Campos

13. Sven De Bruyne

14. Delphin Hauchard

15. Manoj Varghese Mathew

16. Eyal Shahar

17. Lauren Myers

18. Jennifer Taylor

19. Tom Lambie

20. Jeremy Bronson

21. Umair Latif

22. Travis Keith

23. Andy Hirsch

24. Mark Spangler

25. Herb Cloutier

26. Jasmine Star

27. Sune Adler Miltersen

28. Sune Adler Miltersen

29. Amy Mae Elliott

30. Tanner Ringerud

31. Arch John Philip Uy

32. Jeffrey Diana

33. Rob Harris

34. Yale Zhao

35. Paul Lau

Prototype Timeline Facebook Fan Page Designs

The following designs are from a New York agency called Skinny. They have created some gorgeous examples of what the newly revamped Facebook Fan Page designs might look like if having the Timeline feature enabled. From the looks of it I think the implementation will allow companies to express their own creativity. Also for small businesses, Facebook could serve as a dedicated online location for their operations.

Setting up a website might be overseen, and companies might focus their efforts on Facebook only. This statement is solely based on my opinion, and makes complete sense if you think about it. Currently on a fan-page you can view images/videos, purchase items, read the latest happenings on their wall, contact them, and much more. If you are a small local business, there is no need for a website. Monetizing Facebook fully, can save you time and help you reach your local fanbase.

36. Coca Cola

37. Burberry

38. Mercedes-Benz

39. Target

40. Redbull

Surprise Bonus

Wanna create your very own Facebook Timeline based website? If your answer was yes, then here is the WordPress theme that will help you achieve your goal. Timeline was designer by JuliusDesign and inspired by Timeline Facebook based on Twenty Eleven 1.2 proudly powered by WordPress. This theme is 100% free and available for download (link listed below).

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