Beautifully Effective: How Dove turned cultural resonance into ROI

IPA Effectiveness Awards Case Study 2016


This case study shows how the Unilever brand, Dove, articulated a strong point of view that beauty should be a source of confidence and not anxiety for women. It argues that Dove’s marketing of this viewpoint and its product communications generated sales, with the combination yielding further rewards. Encompassing the ads, ‘Sketches’, ‘Patches’ and ‘Choose Beautiful’, this paper provides evidence that having a social purpose can pay back for a brand in both the long and short term. Econometrics shows the combined ROI of ‘Sketches’ and ‘Patches’ was US $4.42 for every US $1 invested, and that a masterbrand approach has had a multiplier benefit across Dove advertising.

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“Our experience has confirmed that brands with purpose are not just socially beneficial, but are the pathway to superior growth.”

Steve Miles, Global SVP, Dove
Unilever

Winners 2016

Silver Winner

President’s Prize: best Commercial Effectiveness for Good

Title

Beautifully Effective: How Dove turned cultural resonance into ROI

Brand

Dove

Client

Unilever

Agency

Ogilvy

Principal Authors

  • Marie Maurer - Ogilvy & Mather

Contributing Authors

  • Jakob Kofoed - Data2Decisions
  • Sam Pierce - Ogilvy & Mather
  • Dove Team - Unilever

Credited Companies

  • Ogilvy - Creative Agency
  • Data2Data Decisions - Research
  • Edelman - PR Agency
  • Havas - Digital Agency
  • Mavens - Social
  • Milward Brown - Research
  • Mindshare - Media Agency
  • Nielsen - Econometrics
  • PhD - Media

This is a very clear paper telling a great story not just about selling Dove products, but having true cultural resonance. With astounding earned media it accomplished its positive-impact objective. Jonathan Allan, Channel 4

Shortlist 2018

Silver Winner

President’s Prize: best Commercial Effectiveness for Good

Title

Beautifully Effective: How Dove turned cultural resonance into ROI

Brand

Dove

Client

Unilever

Agency

Ogilvy

Principal Authors

  • Marie Maurer - Ogilvy & Mather

Contributing Authors

  • Jakob Kofoed - Data2Decisions
  • Sam Pierce - Ogilvy & Mather
  • Dove Team - Unilever

Credited Companies

  • Ogilvy - Creative Agency
  • Data2Data Decisions - Research
  • Edelman - PR Agency
  • Havas - Digital Agency
  • Mavens - Social
  • Milward Brown - Research
  • Mindshare - Media Agency
  • Nielsen - Econometrics
  • PhD - Media

This is a very clear paper telling a great story not just about selling Dove products, but having true cultural resonance. With astounding earned media it accomplished its positive-impact objective. Jonathan Allan, Channel 4

Beautifully Effective: How Dove turned cultural resonance into ROI

IPA Effectiveness Awards Case Study 2016


This case study shows how the Unilever brand, Dove, articulated a strong point of view that beauty should be a source of confidence and not anxiety for women. It argues that Dove’s marketing of this viewpoint and its product communications generated sales, with the combination yielding further rewards. Encompassing the ads, ‘Sketches’, ‘Patches’ and ‘Choose Beautiful’, this paper provides evidence that having a social purpose can pay back for a brand in both the long and short term. Econometrics shows the combined ROI of ‘Sketches’ and ‘Patches’ was US $4.42 for every US $1 invested, and that a masterbrand approach has had a multiplier benefit across Dove advertising.

Click to purchase this case study >