Beautifully effective: How Dove turned cultural resonance into ROI

This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.

Beautifully Effective: How Dove turned cultural resonance into ROI

Principal author: Marie Maurer, Ogilvy & MatherContributing authors: Dove Team, Unilever; Jakob Kofoed, Data2Decisions; Sam Pierce, Ogilvy & Mather

Standing on the Shoulders of Genius

This author would like to acknowledge the extraordinary contributions of everyone who has helped build the Dove brand over the years. This paper would not exist without them.

Introduction

Dove has a vision.

A vision of a world where beauty is a source of confidence, and not anxiety.

And its mission?

"To invite all women...

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