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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.

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”.

Strategic Insights:

• 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

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

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.

Source: www.iamai.in/pdf/Dovecase-study.pdf