A Brand Comparison

By: Sarah Pond

Table of Contents
Executive Summary ....................... 3
History ............................................. 4
Target Segment .............................. 6
Company Goals ............................... 7
Sentiment Analysis ........................ 8
Website ............................................ 11
Facebook ......................................... 13
Instagram ....................................... 16
Twitter ............................................ 19
Email .............................................. 22
Brand Evolution ............................ 24
Winner ........................................... 26
Olay Suggestions ........................... 27
Executive Summary
Olay and Dove aretwo very well known and long
standing competitors in the body care
industry.This paper provides a current social
media marketing analysis of these two
competitors. Both of these companies have a
unique and individual brand. They sell many similar
products, but take a very different approach to
their marketing.
Olay is owned by Proctor & Gamble, while Dove is
owned by Unilever. Proctor & Gamble and
Unilever have had a long standing competition in
their industry. These two very popular skincare
brands are just a small portion of their overall
competition and sales, but there is a clear and
distinct brand winner, between the two
companies, across social media platforms.
History of Dove

Dove was created in 1957 by the Lever brothers. Their first

product was the Dove beauty bar. The Dove beauty bar was a
revolutionary new type of soap that was 1/4 moisturizing cream.
This bar of soap is still, to this day, revolutionary. It is #1
dermatologist tested and can improve the quality of skin.

From the Dove beauty bar came an entire brand of beauty care
products, including:Body Washes, Hand and Body Lotions, Facial
Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling
products. This brand is tried and true and loved by consumers due
to its one of a kind marketing efforts. These marketing efforts
include a series of campaigns dealing with the issues women have
with self-esteem and with loving themselves. Dove's slogan changes
with each new campaign.
History of Olay

Created in lab in South Africa, Olay began as a single

product called "oil of olay." The inventor of this
revolutionary anti-aging skin care product was
Graham Wulff. He named this product by twisting up
the name of the main ingredient "lanolin."

Proctor & Gamble acquired Olay in 1985, and they

expanded it into a full range skin care brand. Their
current brand focus is proving that their products are
top of the line. They are a brand that believes in
research and results. This is why their current brand
slogan is "Ageless."
 Target Segments
Dove's target market is extremely broad
due to the wide rang of products that
they sell. Their men care line Dove+Men
targets men ages 18-34. The rest of their
marketing efforts target women of all
ages.
Olay's target market is wide as well.
For their best known products, anti
aging products, they target aging
Women. The rest of their skin products
are targeted towardwomen ages 18 to
25.
 Company Goals
Dove's Social Mission is to ensure
that the next generation grows up
enjoying a positive relationship
with the way they look and to help
them reach their full potential in
life.
Vision: We believe beauty should
be a source of confidence, and not
anxiety. Thats 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.
Olay's Mission is to enhance all
that is beautiful in women by
providing simple to sophisticated
skin care solutions to continually
improve womens skin and
womens lives.
Another mission statement that I
found for Olay is, "to help women
look and feel beautiful. Thats a
potent formula for success."
 Sentiment Analysis
Strength is the likelihood that your brand

43% 5:1 is being discussed in social media. .

Sentiment is the ratio of mentions that
are generally positive to those that are
Strength Sentiment generally negative.
Passion is a measure of the likelihood that
individuals talking about your brand will

33% 43% do so repeatedly.

Reach is a measure of the range of
influence.
Passion Reach

These statistics came from Social mention, which is a site

that tracks these metrics in real time. These statistics are
an average taken throughout the month of February.
 Sentiment Analysis
Strength is the likelihood that your brand

62% 5:1 is being discussed in social media. .

Sentiment is the ratio of mentions that
are generally positive to those that are
Strength Sentiment generally negative.
Passion is a measure of the likelihood that
individuals talking about your brand will

33% 53% do so repeatedly.

Reach is a measure of the range of
influence.
Passion Reach

These statistics came from Social mention, which is a site

that tracks these metrics in real time. These statistics are
an average taken throughout the month of February.
 Sentiment Analysis

WINNER These two brands are close in their ratings for sentiment
analysis. Dove has the highest average strength. This is more
than likely due to Dove's numerous successful campaigns and
hashtags. Olay and Dove have the same sentiment ratio, on
average, they have five positive comments to every one
negative comment. Both of these brands have the same
percentage of passion. Dove has a greater reach, or more
unique individuals talking about the brand. Overall, Dove's
sentiment analysis is better than Olay. Dove is being talked
about more frequently and with more unique individuals than
Olay.
Website
Olay
Olay's website is mainly product based and informs
the consumer about the science and proof behind
their products
Olay's website has features such as: shop product
type, shop skin concern, shop product lines, superior
science, and offers and more. Underneath each of
these features are even more menu options.
Their website does not drive much attention to social
media.
Dove
Dove's website is aesthetically beautiful and
interactive.
Their homepage does not talk about their products
until near the bottom of the page.
They have eye catching hashtags on their homepage
in order to direct the conversation to social.
Dove's website has features such as: explore
solution, products, men+care, and dove stories.
Website Winner
Dove's website is far more superior than Olay's
WINNER website in reference to content marketing. Dove does
not push their product immediately on their home
page, rather they talk about the heart behind the
company. Olay's home page is cluttered with words
and one of first pictures that your eye catches is a
picture of their product. Olay has too many features
and drop down menus, so much so, that it overwhelms
the consumer. Dove's design keeps it simple and clean
looking, while giving the consumer conversational
hashtags and information about the company before
it tries to sell their products.
Facebook

Total Page Likes: 7,323,242

New Page Likes: 1,269
Comment Response Time: 1-3 hours
Facebook

Total Page Likes: 26,781,086

New Page Likes: 2,442
Comment Response Time: Within the hour
Facebook Winner
Both brands have a profile picture of their logo.
This helps the customer easily recognize the
brand when they use sponsored posts. Both
WINNER
brands have clean and enticing cover photos that
change, on average, biannually. Dove has a much
faster comment response time than Olay. Their
Facebook responds to consumer comments
within the hour. Olay's response time is close to
that, but it is anywhere from 1 to 3 hours. Dove's
Facebook profile has a much larger audience,
beating Olay's by 19 million. Dove is also gaining
page likes at a much faster rate than Olay. This is
more than likely due to the superior content that
Dove posts on their Facebook page.
Instagram

Summary
Followers: 25,400
Posts: 21
Average # of Likes: 407
Average # of 30
Comments
Areas of improvement
increase frequency of posts
less product pushing posts
Hashtags:
#Ageless #Beauty #Science
#Skin #Skincare
Instagram

Summary
Followers: 187,000
Posts: 376
Average # of Likes: 1,103
Average # of 40
Comments
Areas of improvement:
Increase aesthetic of pictures
More posts that lead to
website
Hashtags:
#RealBeauty #LoveYourBody
#WomenGetTold
 Instagram Winner

Once again, in the social media category, Dove

seems to have a fair lead over Olay.
Dove has 160,000 plus more followers than
Olay.
Dove posts more frequently than Olay
A good bit of Dove's posts are selling product,
WINNER but every few posts Dove features a
#WomenGetTold post.
Olay only features product pushing posts
Dove and Olay are seemingly on par with
response times and the quality of responses on
their Instagram account.
Dove utilizes their hashtags on Instagram to
spark conversation and listen to their
customers' stories
Olay frequently hashtags standard words and
their slogan
Twitter

Summary
Followers: 191,000
Tweets: 151,000
Average # of Likes: 68
Average # of 12
Retweets
Areas of improvement:
More campaign content
Change up language in
response to customers
Hashtags:
#RaiseTheBeautyBar
#SpeakBeautiful
-hard to find hashtags because
mostly used for customer service
Twitter

Summary
Followers: 122,000
Tweets: 9,180
Average # of Likes: 6
Average # of 1
Retweets
Areas of improvement:
Increase customer interaction
A lot of followers and no one
seems to care about tweets
Hashtags:
#Ageless #TBAwards #clubolay
#OlaySkin #LoveOlay
 Twitter Winner
Dove uses their twitter in a completely different
way than Olay does. Dove's main goal for being on
Twitter is for customer service. This is made clear
through their numerous tweets responding to
seemingly every customer who tweets at them.
Olay's goal for being on twitter is to increase their
sales and traffic to the company's website. Most all
of their tweets share a picture of a product with a
WINNER
link to that product leading back to their website.
Dove does not use hashtags frequently on
Twitter due to the fact that they use Twitter to
respond to customer feedback. Olay utilizes many
hashtags, but their most commonly used hashtag is
#ageless. That is their companies slogan, which
most people probably do not know. Because of the
fact that Twitter should be used as a conduit for
customer service, Dove wins again!
 Email

Sign up email from Dove:

"Welcome, Beautiful"

The "welcome, beautiful" introduction

in Dove's sign up email encompasses the
message behind Dove's brand. They
want ever woman to feel beautiful. That
introduction was wonderful.
Also, in the email, there were clickable
links to:
-See Dove products
-Dove Self-Esteem Project
-Article about the Dove Self-Esteem
Project
 Email Winner
I signed up for Dove's email list and Olay's email list on the
WINNER same day.I received a welcome email from Dove immediately,
but I still have yet to receive a singleemail from Olay. It is
very surprising to me that they do not have an automated
welcome emailer. They are losing the opportunity to connect
with their customer right off the bat. Most companies send
out an automated email to their customers immediately after
they sign up for their list. That being said, I have only received
one email from Dove in the past month. Both companies can
seriously improve on the frequency of their emails. Dove's
welcome email did have a beautiful layout though, and it had
clickable links back to their website and their website blog!
That and the fact that I still have not gotten an email from
Olay makes Dove the clear winner.
 Brand Evolution
Each brand should have:

Website

Blog

Email Marketing

Social Media

Marketing Automation
 Brand Evolution
Website:
Dove's website is beautifully designed and easy to use. It has amazing features as well as catchy campaigns. It has a link to
sign up for their "Dove insider" program, which prompts you to fill out customer information. Olay's website is fully
developed and includes information about the products. It does not give information about the company, their mission, or
their campaigns like Dove's website. Olay does have their own version of an inside program called "Club Olay." Clicking "Join
Club Olay" takes you to a page, similar to the Dove Insider page, that prompts you to fill out personal information as well.

Blog:
Dove has a blog on their website that tells the consumer about each of their individual campaigns as well as tips and how
to's for your skin and hair. They feature stories on their website blog about individual women and their journey with self-
esteem and body issues. These stories are powerful and there is always a name and a face associated with each story. Most
of these heartfelt stories are backed by a campaign and a hashtag. They also have a tips and how to's section of their blog
that gives amazing advice on how to deal with body issues such as sweating, dry skin, frizzy hair, and more. Olay has a
website blog as well. It is much harder to find than Dove's. It contains great content and gives how to advice similar to Dove's
website blog. Their blog posts are sorted into these categories: Skin Care Tips and How To's, Skin Concerns, Skin and Aging,
Ethnicity and Skin, Climate and Skin, and Lifestyle and Skin. Their blog posts were interesting and contained relevant
information to their audience, but Dove's tips and how to's section was very similar.

Email Marketing:
As mentioned previously, both brands are lacking in their email marketing. Dove does seem to have a better automated
system than Olay. Dove's template for the welcome email that I received was beautiful and had a clickable link to their
website and a clickable link to their blog. In order to sign up for their email list a customer must join the Dove Insider
Program. This is the same case with Olay.

Social Media:
Dove has a larger social media audience than Olay across every platform there is. Dove uses each platform in the best way
to make connections with their customers and provide them with quality information. They post on social regularly and
more frequently than Olay. They also listen and respond to their customers in a timely manner.

Marketing Automation:
These two strong competitors both use marketing automation to help ease the burden of social marketing. There is little
information regarding which automation systems each company uses, but they both use one.
 The True Beauty Expert

WINNER

Dove has mastered the art of content marketing. They give their consumers a reason to tune
into their social media posts. They respond and interact with their consumers on the
appropriate platforms. Their website is simple and pleasing to the eye. It has a website blog
that tells stories of women with past image issues and how they overcame them and grew to
love themselves. Dove has, across all platforms, more social media followers. By focusing their
social media message through content marketing, they are keeping this brand top-of-mind to
consumers.
 Olay Recommendations

Olay is a well established brand with the possibility of great content marketing. They need to
keep social media posts frequent and aesthetic, but focus on creating great content. In regards
to Twitter, they should use their account to interact with consumers and respond to their
feedback. They immediately need to improve their email marketing to send automatic emails a
least twice a month. As far as their website goes, Olay should declutter the layout and make it
easier to navigate. They also need to make their website blog easier to find on their website.
Their blog contains interesting and relevant content and it could be utilized and promoted in a
way to boost their branding. All of these improvements could help Olay build a true connection
and relationship with their customers instead of just pushing product to them.
 Works Cited
https://www.unilever.com/brands/our-brands/dove.html

https://en.wikipedia.org/wiki/

https://www.olay.com/en-us/skin-care-tips-and-articles

https://twitter.com/OlaySkin

https://twitter.com/Dove

https://www.instagram.com/dove/

https://www.instagram.com/olay/

https://www.facebook.com/OlayUS/

https://www.facebook.com/DoveUS/

https://www.olay.com/en-us

http://www.dove.com/us/en/home.html

http://www.dove.com/us/en/stories.html