How do you make a piece of content universal, whatever the market? Base it on a real insight – that's how.
To help Dove keep its content relatable, relevant and rich we established a global insights tracking service. Through daily media monitoring, we review everything from news stories (think Photoshopping nightmares) and current trending topics (like that new hashtag campaign or the latest body shape trend) to competitor content and articles from beauty publications, across the UK, US, India, Brazil and China. Recorded into a detailed database, our findings don't just allow Dove to stay abreast of current conversations, but allow us to record and revisit the insights that drive them. The result? Content that’s based on a deep and accurate understanding of its reader – wherever they are in the world.
As well as this daily reporting, the Dove team attend a weekly meeting to discuss content stories in deeper detail, and to bring forward new and exciting formats that could inform and inspire our work.
As a package, our insights tracking work combines to provide a unique and invaluable resource. Keeping our client and our team constantly plugged into the beauty conversation, it provides endless inspiration and a deep understanding of the consumer that helps us tap into the hearts and minds of women everywhere.