Dove has started a web based community to attract a specific genre of customers, young girls and the mothers of these young girls. When customers go to the website, http://www.dove.us/#/cfrb/, they enter a community based on helping young girls deal with self-esteem issues and helping mothers understand how to actively help their daughters through the “awkward” tween years.

The Dove community offers many places where girls can get their questions discreetly answered, interactive quizzes to help with self esteem issues, and advice and tips from experts. The mothers of young girls can benefit from this sight by reading articles over any topic you can think of and by joining discussion boards to help each other out with personal experiences and get advice from other mothers of “tweens”.

Dove has used the groundswell (please reference previous blog posts about the groundswell) to its advantage. There are ads for Dove products subtly placed on the sides of the website, and there are articles, quizzes, and information throughout the online community that will direct the users of the site to specific Dove products that will fit their needs. Dove also offers free samples and coupons through this online community. These tatics will help increase the awareness of Dove products to the users of the online community and will help the users determine how the products directly apply to each individual’s needs.

Advertisement