Case Study: Dove- “Tell Her She is Beautiful”

Digital Marketing

Since Unilever has been presenting in Iran’s market, it has started to advertise its products in Iran too. Dove as one of the most famous brand with a wide range of personal care products, belongs to Unilever. Dove always aims to deliver products which tangibly improve the condition of skin or hair and give a pleasurable experience of care, because when you look and feel beautiful, it makes you feel happier. Actually from 2004, Dove starts to launch marketing campaigns globally which each of them tells an inspirational story about beauty in order to raise self-esteem and self-confidence among people; as a result Dove shares its vision as bellows:

“We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.”

In point of fact, Dove partners for implementation of its stories and marketing campaigns are Ogilvy & Mather, Edelman Public Relation, and Harbinger Communications as well as some other specialized consultants.

As Unilever’s products are sold in more than eighty countries and it serves globally; consequently this time, Dove purposed to launch its marketing campaign in Iran which is a strategic country in Middle East specially after lifting sanction. Dove planned to create an affective story which is localized based on Iranian characteristics and also matched with Iranian culture. In contemplation of performing and localizing campaign, Unilever decided to choose a local consultant agency in Iran which could comprehensively cover all the economical, technological, legal and cultural requirements of Dove’s marketing campaign; accordingly Unilever has chosen Maat Advertising and Marketing Agency as its administrative agency in Iran.

Maat full service advertising agency is one of the paramount advertising agencies in Iran. Maat advertising agency is a media owner advertisement in Iran which providing services in different advertising fields that are included OOH ads, TVC, digital marketing, PR activities, BTL events, VAS, and production as well as creativity services. Years of experience in Iran’s advertising industry makes Maat Marcom as one of the best choices for companies looking for advertising in Iran.

Dove decided to develop its marketing campaign project in the context of encouraging Iranian mothers to appreciate their real beauty. Then with the help and consultations of Maat Advertising and Marketing Agency which has a forward thinking and specific predominance on Iran’s market; Dove determined to apply its marketing campaign through a viral video in social media which are famous, popular and most viewed by Iranian, results lead them to choose digital marketing rather than other Maat’s media. Therefore it was launched during the period of one month from March 2 – April 5 of 2016.

Indeed the origin of idea was created by Unilever and it should be localized with Iran’s culture and regulations. Maat full service advertising agency did the adaptation process in order to localize some parts of the scenario, such as actress’s hijab, location, actress’s selection and even studying the flexibility of different media for playing such a video. Finally based on Maat Marketing and Advertising agency’s studies, social media such as Telegram, Instagram, Facebook, Youtube, Aparat, and some other online media with less popularity had chosen for this project. This video also published through other advertising tools of Maat advertising agency to make greater frequency like OOH ads, PR celebrity, PR News, and even Maat arranged the whole process to show this video on a very famous Iranian TV show named “Khandevane”.

As a result, Dove viral video could get an impressive outcome in virtual spaces and of course consequently among public. In point of fact, Telegram gets 15,738,600 viewers, Instagram gets 456,218 viewers, Facebook gets 157,023 viewers, Youtube gets 515 viewers as well as other media viewers, and total viewers reached the exact number of 17,895,914. This video has an inspirational effect on Iranian minds and made them share the video within virtual media that they love the most and it gained two million viewers per four days. So now we can proudly confirm that Maat advertising agency was completely successful in transferring the message of Dove to all Iranian nations through a viral video.