Shopper Marketing - June 2017 - 79
purchase. With #SpeakBeautiful, Dove focused
its efforts on Target stores, looking to convert
shoppers across multiple categories and reverse the negativity in the aisle, too.
In-store displays included an endcap with
Dove-branded visuals that tied directly into
the digital and social efforts and had messaging like: "Remember to #speakbeautiful for you
and a girl in your life." The messaging directed
shoppers to take social action to spread positivity, especially for younger girls. Signage also
promoted that buying two Dove products exclusively at Target earned shoppers a free decal
sheet. The stickers were beautiful designs of
empowering words and messages that consumers could put on their mobile phones or
wherever they wanted to reinforce a positive
spirit and female strength.
The displays worked directly in concert with
digital banner ads on Target.com and other
sites, a print magazine ad, e-commerce pages, special events, retail events, social media
posts and activity, influencers and publicity in
the way of TV news segments. The campaign
brought a positive message and generated
nearly $5 million in incremental sales for the
Dove brand versus a year earlier.
The campaign focused on shoppers buying
Team Unilever Shopper;
more Dove master-brand products across the
category for each trip they made, according to
the Team Unilever Shopper agency. The social
effort also saw an increased percentage of positive sentiments posted about female image
and bodies in social conversations compared
to previous years.
The #SpeakBeautiful campaign at Target
worked to present a positive campaign that
contributed to a wider social change for women and young girls but also translated that
strong social message into Target aisles that
incented purchase across categories.
JUNE 2017 SHOPPER MARKETING y