Dove is a personal care brand with a range of products: body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling.
OVERVIEW
Majority of women have a lower self esteem after child birth. Dove is empowering women, specifically mothers, to feel more confident in their skin and feel proud of every imperfection because they all tell a unique story.
MY ROLE
Research Executions Case Study Video
TOOLS
Figma Adobe Photoshop
Adobe AfterEffects
PROCESS AND TIMELINE
CASE STUDY VIDEO
01. DISCOVER
BRAND MISSION
In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove is on a mission to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them raise their self-esteem.
ARCHETYPE
TARGET AUDIENCE
COMPETITOR’ S ANALYSIS
Competitors of Dove include brands like Nivea, Neutrogena, Loreal and many more. What make Dove different is the more moisturizing and milder cleansing properties. Dove’s mission is also more impactful compared to all other brands as they focus on empowering girls and women to feel beautiful.
02. DEFINE
HOW MIGHT WE
How might we better prepare to be moms to feel more prepared and confident through their prenatal journey?
How might we increase the self esteem of moms who feel self conscious of their changed body?
How might we prevent moms from feeling like they are losing their individuality after giving birth?
KEY FINDINGS
Having a community for moms would provide a sense of belonging and love.
Allowing moms to share their experiences with other moms will help prepare others.
A pregnant woman or new mom usually gets gifts that are for her baby.
03. IDEATE
MVP
Establish a project named “All about Mama” that will share personal stories of real moms to better prepare our audience and form a community. The project will have multiple campaigns to spread awareness.
04. EXECUTIONS
OOH POSTERS
WEB
TESTIMONIALS
Users are able to share their personal stories and connect with other women through their posts.
WORD MAP
Users are able to see a live word map of the most mentioned words for moms to feel more at ease about how their experience.
