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Team 1
Michela Caltran | Roushan Kumar | Roman Malyshev
Francis Martinez | Gregory Vanhaute | Ding Zhao

1. Presenting the App
2. What areas of the mobile areas of focus, does the app address and in what degree?
3. How does the app fulfill the promise of SoLoMo?
4. Does the app leverage social media? How? Does it do it well?
5. What utility does the app provide for the consumer?
6. How does the app market your company's product or service?
7. Does the app focus on a particular subset of customers?
8. Is the app effective? Any suggestions you might have to improve the app?
Agenda

Presenting the App
When did you stop thinking
you’re beautiful?
Don’t be camera shy.
Be confident.
Embrace the camera.
Show us your smile!

Mobile Areas
 Dove Photo Booth is an app directly connected to
the Self Esteem campaign launched by Dove in
2004. The structure is very simple: the user can take
a series of consecutive photos and share them on
social media, like Facebook and Instagram.
 The application is clearly based on Connection,
since it is based on sharing photos online and
connecting with others who used the same app. It is
another example of how Dove is focusing its
campaign on Social Media, in order to spread
awareness and to position itself as a thoughtful and
caring brand.
 Dove Photo Booth also provides Content: the app
features the Beauty Legacy Video from Dove’s Self
Esteem Campaign.
Content
Connections

SoLoMo
Mobile
Users can take their pictures
anywhere anytime and share
them online.
Local
When sharing their pictures,
users can also share their
location.
Dove can collect information
about its target.
Social
It connects multiple users who
share their picture on
Facebook and Instagram.
The photos will appear with
the Dove Logo and it will help
spread Brand Awareness.

S Dove Photo Booth works only in relation with Social Media: users take
photos and share them on Facebook and Instagram with the hashtag
#feelbeautifulfor to interact with other people.
S Based on the search data from Facebook and Instagram, the number of users
who shared their photos, made comments or clicked the ”like” button is less
than three hundred, which means this app didn’t catch people’s attention and
didn’t get them to interact.
Social media

S Dove encourages its customers to feel confident with their real beauty by
sharing a collection of four non-filtered pictures on social media.
Furthermore they can connect with people who share the same passion for
Dove and sustain the same campaign #feelbeautifulfor.
S The consumer can directly watch the Beauty Legacy video on the app but
doesn’t have any acces to information about Dove products. We can
conclude that the utility is purely emotional and not very informative.
Utility for the consumer

S The app supports the multi-channel Self Esteem campaign by giving the
consumers the opportunity to share their personalized Dove photo booth
pictures on various social media with the specific campaign #hashtag.
S As a result the app’s goal is a combination of Awareness and Customer
Engagement on social media.
Application Goal

S The target user for this application matches the typical Dove consumer:
S Woman. Age 18 and above
S Intermediate or advanced web user
S Concerned about her appearance
S Uses Facebook, Instagram and Twitter
S Wants to feel beautiful and confident with her body
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Focus on customer

Improvements
S The app’s connection to social media is very strong and it is in line with the
company’s multi-channel strategy. However, since the number of users who
actually used this service is too small, the app proved to be uneffective and
not engaging enough.
S Possible improvements to enhance the SoLoMo model:
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More
content
about Dove
products
Ratings
about
products
Connection
to Digital
store
Daily hair
care tips
Local
weather

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