Digital Brand Planning
jessica01
digitalbrandplanningexemplar.docx
Digital Communication Management (MKTG 2006)
Group Assignment
Digital Brand Planning
Table of Content:
Introduction …………………………………………………………………………………..3
Key Data Insight and Competitor Analysis ………………………………………………...3
Key Opportunities and Issues ……………………………………………………………….4
Content Plan ……………………………………………………………………………….....5
Reference List ………………………………………………………………………………...8
Appendix:
Appendix 1 ……………………………………………………………………………………9
Appendix 2 ……………………………………………………………………………………16
Appendix 3 ……………………………………………………………………………………17
Introduction
Our group have utilised the Radian6 software as the platform to monitor and analyse the key data insights of Dove and its competitors. Through the opportunities and threats identified, we have come up with recommendations for a new strategic content plan for the company.
Key Data Insights and Competitor Analysis
Dove specialises in a wide range of personal care, including cleansing products. Their vision is to increase the self-esteem of women through the real beauty campaign (Dove 2017), as they believe that beauty leads to confidence and not anxiety.
Since the initial launch of the Real Beauty campaign in 2004, Dove has been launching related sub-campaigns as part of their marketing strategy. In this report, we have analysed their My Beauty My Say campaign which was launched on 1st July 2016. The findings are as shown below:
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Figure 1 |
The videos Dove launched on Twitter for this campaign gained a total of 18K likes, 4.3K retweets, 207 Replies |
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Figure 2 |
Over a period of three months, 28 June 2016 to 27 September 2016, Dove accounted for only 4.5% of the posts in its industry, while 95.5% of the posts regarded its competitors |
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Figure 3 |
Among the 95.5% mentioned, they included Lux, Neutrogena, Olay and Nivea, with Lux having the highest number of mentions. |
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Figure 4 |
: Looking at the trends in this figure, the main tags was Real and Beauty. It should be noted that during this period, the sub-campaign was "My Beauty, My Say". However, it did not become one of the key trends |
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Figure 5 |
The river of news for Dove shows that these mentions of Real Beauty was used in a more general context and not associated with Dove. |
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Figure 6 |
The river of news suggested that the sudden boom in post for competitors was due to one person's post, which was not related to the competitor Lux, but since his Username matched with the brand name, the post was highlighted in Radian6 results |
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Figure 7 |
Among all the mentions, 90% of it were from Twitter conversations |
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Figure 8 |
Over the period of the three months we looked into, Dove averaged 30-40 posts. The highest peak for posts was on 13th September 2016. However, Dove did not launch any new campaigns in September. |
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Figure 9 |
The competitor posts were a total of around 400 posts over this period. The highest peak for competitors was in 26th September 2016. Similarly to dove, this increase was not due to competitor activities, but use of a related name |
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Figure 10 |
77% of respondents had positive sentiments towards Dove. However, insights showed that there were some people did not agree with the idea of being a Real Beauty |
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Figure 11 |
A Twitter user responded to Dove's Campaign for Real Beauty. She requested for Dove to stop telling her that she is beautiful as she knows she does not look good, and she has no issues not looking good. Her post caused a debate on Twitter, garnering many reactions over a period of two days. |
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Figure12 |
According to the Demographics, Dove's target audience is women. And their regional location was mainly Singapore, Malaysia and Australia |
Key Opportunities & Issues
Dove's "Real Beauty" campaign is an old campaign (since 2004). Over the years, the sub-campaigns has not been able to create an impact the way Dove intended it to have as the theme "Real Beauty" has always been the same. To make people talk about the campaigns, Dove needs to come up with new unique ideas that will attract people's attention and create excitement in them.
The findings through Radian 6 has proven that the campaigns that Dove had held have not been effective. The theme "Real Beauty" is made out of commonly used words, and is often used in general context. When "Real Beauty" is mentioned, most people do not relate it to Dove. Dove has thus failed its objective to associate Dove with Real Beauty. This failure is, however, an opportunity for Dove to create a new theme, one that is unique and is exclusive to Dove. At the same time, create opportunities to engage its consumers.
The campaign “My Beauty My Say”, that was launched in 2016, only gained likes and comments on Dove’s post, but people did not seem excited or talk about dove any further than the post. This means that the campaign that Dove has undergone is not effective to attract people, in particular among the social media users to share, talk, or even discuss in the social media platform itself.
On top of the ineffectiveness, there were some who were offended by the "Real Beauty" campaign. Shown in Figure 11, a respondent said, "Stop telling me I am beautiful, I am ugly". This particular response garnered around 100 comments, and it is negative publicity for Dove. It has made some of the consumers feel that Dove is not completely honest about everyone being beautiful. Despite that, Figure 10 still shows that 77% of the people had positive sentiments towards the campaign "My Beauty My Say". However, it did not correspond with the comment, reply, and retweet about the particular Dove campaign. This shows that people or social media users are already aware of Dove campaign, but the content of the campaign was not attractive enough to go viral. Therefore, it could be an opportunity for Dove as mentioned above, to engage its consumers through new ideas and campaigns.
Content Plan
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Planned Content |
Comment on relevance to Audience |
Scheduling date and time (content distribution) |
Responsibilities |
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Narrative 1: #DoveNaturalBeauty
Since many uses #RealBeauty in a general context, we would like to introduce a campaign using a unique hashtag that is directly associated with Dove, #DoveNaturalBeauty. This hashtag will be unique and solely identify Dove, making it more exclusive. This hashtag would be introduced through the campaign on Twitter, YouTube, Facebook and Instagram of Dove official accounts. Subsequently, we will be encouraging the public to use this hashtag as well. The introduction of #DoveNaturalBeauty would make it clear to people when the hashtag is being used, the individual post is specifically associated to Dove. |
Target Audience: Everyone who use social media
1. Introduce new unique hashtag.
2. Awareness and association with Dove.
3. Encourage people to use the hashtag.
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Post 1 July 2017 7am
Monitoring Once a week
7 July 2017 & 11 am 14 July 2017 & 11 am 21 July 2017 & 11 am 28 July 2017 & 11 am 4 August 2017 & 11 am 11 August 2017 & 11 am 18 August 2017 & 11 am 25 August 2017 & 11 am 1 September 2017 & 11 am 8 September 2017 & 11 am 15 September 2017 & 11 am 22 September 2017 & 11 am 29 September 2017 & 11 am |
Irving to source content
Zindh to post agreed content and headline
All member participate in headline, hashtag, and call to action decisions
Surya and Le Yuan to monitor conversations & report to group members
Rebecca to ensure conforms to style guidelines |
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Narrative 2: Unleash My Natural Beauty challenge.
The ambassadors of Dove would upload a selfie without makeup on their Instagram accounts using the hashtag, #DoveNaturalBeauty, challenging the public to do the same. As Instagram is usually used to share beautiful pictures, it is only during a challenge, people would dare to upload their bare faces. Natural is the real beauty. However, some consumers are not comfortable in their skin and would only feel confident with makeup on. We would like to change the perception of beauty standards, and this challenge is to show everyone how they can be beautiful in their own ways. We want everyone to learn to appreciate themselves and let them know they do not need to wear makeup to feel beautiful. At the same time, we associate the usage of Dove products would help unleash their natural beauty. When using Dove body products, there is no need to use other beauty products. |
Target Audience: Women who use social media
1. Be the first to take up the challenge
2. Confidence in their own appearance.
3. Looking good isn't just about wearing makeup.
4. Highlight who the influencers are
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Post 1 July 2017 7am
Monitoring Once a week
7 July 2017 & 11 am 14 July 2017 & 11 am 21 July 2017 & 11 am 28 July 2017 & 11 am 4 August 2017 & 11 am 11 August 2017 & 11 am 18 August 2017 & 11 am 25 August 2017 & 11 am 1 September 2017 & 11 am 8 September 2017 & 11 am 15 September 2017 & 11 am 22 September 2017 & 11 am 29 September 2017 & 11 am |
Le Yuan to source content
Surya to post agreed content and headline
All member participate in headline, hashtag, and call to action decisions
Zindh and Rebecca to monitor conversations & report to group members
Irving to ensure conforms to style guidelines |
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Narrative 3: “Cause without a cost” campaign
There are millions of people in other parts of the world who do not have the ability to spend on grooming or even basic hygiene products. We would like to raise awareness by sharing their stories and providing a solution to their needs. "A cause without a cost" campaign allows people to be able to help the needy without digging a hole in their pocket. Whenever someone uses the hashtag #DoveNaturalBeauty, Dove would donate a dollar worth of "Dove Body Care" products to UNICEF, a fund that provides humanitarian and developmental assistance to children and mothers in developing countries. By just sharing a post with the unique hashtag, which would cost consumers nothing at all, they would be able to help the needy with a dollar worth of products. This initiative would spread a message that Dove is not just any other profit-driven organisation, but also one that practices Corporate Social Responsibility (CSR), and believes in giving back to the society. Through this campaign, Dove improves not only its branding image but also raises awareness for the poor and needy. Most importantly, it gives many the satisfaction of helping those in need. |
Target Audience: Anyone who uses social media and would do a little extra to help those in need.
1. Highlight UNICEF as our partner in charity.
2. Sense of community involvement.
3. be part of a cause without any cost involved on their side. |
Post 1 July 2017 7am
Monitoring Once a week
7 July 2017 & 11 am 14 July 2017 & 11 am 21 July 2017 & 11 am 28 July 2017 & 11 am 4 August 2017 & 11 am 11 August 2017 & 11 am 18 August 2017 & 11 am 25 August 2017 & 11 am 1 September 2017 & 11 am 8 September 2017 & 11 am 15 September 2017 & 11 am 22 September 2017 & 11 am 29 September 2017 & 11 am |
Rebecca to source content
Surya to post agreed content and headline
All member participate in headline, hashtag, and call to action decisions
Irving and Le Yuan to monitor conversations & report to group members
Zindh to ensure conforms to style guidelines |
We integrated the new hashtag, #DoveNaturalBeauty, with the unleash My Natural Beauty Challenge, into A Cause Without A Cost campaign and a sample post could be found in Appendix 3.
Reference list
Dove. 2017. "About Dove". Dove US. Accessed June 1. https://www.dove.com/us/en/stories/about-dove.html.
Twitter. 2016. “Dove My Beauty My Say Campaign”. Dove . Accessed May 31. https://twitter.com/Dove
Appendix 1:
Figure 1:
Figure 2
Figure 3
Figure 4
Figure 5
Figure 6
Figure 7
Figure 8
Figure 9
Figure 10
Figure 11
Figure 12
Appendix 2:
Date: 27th May 2017
Venue: B1.2
Agenda: Radian 6 and doing part a and b
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Name |
Attendance |
Tasks |
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Present Present Present Present Present |
All : We tried to get the data from radian 6 and transfer the main points to the word document. Brainstorming. |
Date: 30th May 2017
Venue: B1.2
Agenda: Radian 6 and doing part c
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Name |
Attendance |
Tasks |
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Present Present Present Present Present |
All : Brainstorming about the content plan together. Completing part a and b |
Date: 31st May 2017
Venue: B1.2
Agenda: Consulting with lecturer
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Name |
Attendance |
Tasks |
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Present Present Present Present Present |
All:Making some changes of the content plan and organizing part a and b.
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Date: 1st June 2017
Venue: B1.4
Agenda: finalizing the report
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Name |
Attendance |
Tasks |
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Present Present Present Present Present |
All: Editing the sentences and adding some missing key points. Formatting the report
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Appendix 3
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