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Dove Hair Care on Yahoo!

Yahoo! Confidential

Background


Dove was launching its hair-care product in India with an ambition to deliver the most beautiful hair. Dove believed real beautiful hair is when its damage free. Key thought: Beauty is fragile…you constantly need to protect it. In most women’s minds especially in India, there is an almost inevitable tension between beautiful hair and doing damage to it, though the damage is not selfinflicted. Dove wanted to tell the truth to women that “really beautiful hair is hair without damage. The only real way to get beautiful hair is to deal with the damage that life meats out.”



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Objectives


Core communication - Zero Damage (functional benefits) hair with Dove hair care Emotional Connect – Generate buzz for the brand around the thought of “real women real hair”.



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Strategic Insights


Our perception about beauty is based on the standards set artificially by someone else. Dove’s philosophy is to celebrate each woman the way she is, each woman to feel beautiful and nurture herself as she is unique. Who says peahen is ugly & peacock is beautiful. May be in their species peahen is considered beautiful & peacock ugly Women should begin to question what exactly is real beauty Create disruption in the category which is currently governed by the norm of straight black hair doctored in the ads as the ultimate symbol of beautiful hair Get responses/ reactions from women on their idea of real beauty Instances in life when they have chased someone else's idea of beauty What would they do to create a damage free world
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Yahoo! Confidential

Execution


Yahoo! created a space for like-minded Dove women who live in the real world. She has a busy life, passions, interests, moments of joy and moments of frustration Created a forum wherein she could involve herself into activities, and thoughts she would like to ponder on Platform for women to interact with women who think alike. They could share their ideas with the world The campaign was designed to make more women feel beautiful everyday, by questioning today’s stereotypical view of beauty and inspiring them to take great care of themselves Helped them lead life the Dove way – create your own idea of beauty !!! I am beautiful in my own unique way









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Other media used


On-ground video shoot Pre-decided questions related to hair care were asked at malls & market places The videos were uploaded on to the Dove Yahoo! India Answers microsite





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Campaign Elements
Yahoo! India Answers Ask. Answer. Discover. We call it the collective intelligence. Yahoo! Answers enables people to easily resolve everyday questions by sharing their knowledge, experience and opinions with their community. Even better: Yahoo! archives and indexes this information into Search so future visitors can quickly tap our rich knowledge repository.
Yahoo! Answers is the #1 Q&A web site with 96% marketshare

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Campaign Elements
To achieve the set goal of matching the consumer mind set with the communication of Dove hair care we had to make both of them meet personally. That meant Yahoo! Answers had to reach beyond it’s pure online territory and initiate this conversation. Thus, came the idea of capturing the answers from relevant consumers on the street and a big innovation - Video Answers was born.

Videos on Yahoo! India Answers

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Campaign Elements
Flow of activity Stage 1: On Ground Activation. Stage 2: Posting of Responses on Yahoo! Stage 3: Promoting it across Yahoo! Stage 4: Invite users to give their views and ask questions related to the topic.

    

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Campaign Elements


On-ground - What happened on the Street? We visited 3 cities Mumbai, Delhi and Bangalore Event was conducted for three days in each of the cities at prominent locations asking questions to women about their hair care Mumbai Delhi Bangalore : 4th,5th and 6th May 2007 : 11th,12th and 13th May 2007 : 15th,16th and 17th May 2007





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Campaign Elements
 

We asked each respondent five questions that were provided by Dove. We captured each these answers on video Particulars No of Videos taken, individual respondents Each had all 5 answers so the total responses were Targeted 100 500 Achieved 252 1260

• We beat the target by achieving double the numbers of target respondents!! • From a total pool of 1260 responses the best 50 videos for five questions were selected

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Campaign Elements
    

Posting of responses on Yahoo! The layout of the page was identical to Yahoo! Answers with DOVE Branding The page featured 10 questions along with a dove promotional video Users could watch the video responses posted on the site or answer the questions themselves Video Upload Pattern: City Mumbai Delhi Bangalore Bangalore Delhi/Bangalore Date when Uploaded 19th May 2007 22nd May 2007 28th May 2007 29th May 2007 1st June 2007 No of Videos 18 14 6 7 5
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Yahoo! Confidential

Yahoo! Answers page

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Users could ask questions through Promo Site

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Videos Answers on Promo site

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Campaign Elements
  

Presence on Yahoo! Answers All the ten question were posted on Yahoo! India Answers as well Total Answers :Total answers received on Yahoo! Answers First question received the highest response Total Page Views on Answers (pages with Dove Presence) 2,658 816 525,261

The responses translate to one answer every 12 minutes for the promo – the highest ever!!

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Presence on discover unit

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Sponsored Question Exclusive Presence on Beauty & Style Categories

Yahoo! Confidential

Answers to Sponsored Question

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Exclusive presence on beauty & style categories

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Campaign Elements


Other Creatives
Homepage - Promotion of Dove Launch: Dates:- 16th, 17th and 18th of May 2007 - Promotion of Dove Video Answers:- 29th May and 2nd June 2007.



Properties Covered
In Mail Messenger Groups Yahoo! Answers

All Creatives were conceived and executed by Yahoo! India

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Floating banner1 on Yahoo! Homepage Frame 1

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Frame 2

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Frame 3

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Floating banner 2 on Yahoo! Homepage Frame 1

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Frame 2

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Frame 3

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Video banner on the homepage Frame 1

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Frame 2

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Yahoo! Mail Innovation

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Yahoo! Mail Innovation

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Yahoo! Astrology

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Yahoo! Astrology

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Yahoo! Movies

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Yahoo! Movies

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Campaign URL



http://in.promos.yahoo.com/answers/dove/index.html

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Campaign Dates



May `07 – June`07

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Results

•Ad Campaign Stats •Total Page Views Delivered • Total Ad Impressions Served • Total Clicks • Average CTR • Total Ad Interactions : 942, 567 : 15,013,191 : 225,671 : 1.5% : 472,392

38 Yahoo! Confidential

Results

•Total Time Spent on the Dove Special (that’s almost 2 years in user mindspace!) • Total Time Spent on Dove Videos (that’s a month plus in user mindspace!) • Total PVs on the Dove Special • Total PVs on the Dove Special Videos

: 842,600 mins : 68,703 mins : 387,924 : 39,610

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Summary
Campaign Highlights


The Product launch amplified on Internet by tapping the Beat on the Streets – Getting Video Answers on Yahoo! India Answers (first time in the world) Promoted through innovative media (Co-branded ADTV Banners, Standard Ads, Rich Media & Homepage Ads) on Yahoo! The Promo received 1300 video answers on the street Total 2658 answers from Yahoo! India users – making it the most successful branded promo on Y! Answers!!! The first question “What damages your hair the most?” received over 800 answers! Advertising Highlights: Average CTR – 1.86% VREC : 6.34% Home Page Ad: 4.52%



• •

• •

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Yahoo! Confidential

Client’s Testimonial


Rahul Welde General Manager - Media Services Hindustan Unilever Limited "The Dove campaign is a fine example of what Internet can deliver to the brand. The exclusive initiative with Yahoo! India also shows how the power of the Internet medium can be harnessed. Yahoo! India developed and executed a compelling solution in response to what was a very open ended brief. We are very excited with the idea and the results and are looking forward to many initiatives with Yahoo! India."

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