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DOVE RESEARCH

For our project, we conducted background research, focus groups, interviews, surveys, ethnographies, and an experiment on campus to figure out how Dove can reach a younger demographic (18-24). The project was completed with a student group for an Ad/PR Research class at UNC.

 

Challenge:   Increase sales among younger demographic.


The Essential Idea:  The younger demographic relies heavily on word of mouth, likes all-natural products, and wants to feel represented in ads they see to encourage them to buy something.

 
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ETHNOGRAPHY

INTERVIEW FINDINGS

FINAL PAPER

 

PRESENTATION SLIDE DECK

 

©2019 by Anna Petry