Dove’s Real Beauty campaign’s success

While i was writing my previous post about how Victoria’s secret’s generated negative buzz from its “The perfect body” campaign, I immediately started thinking about a campaign based on completely different ideas: the famous “Real Beauty”  campaign launched by Dove some years ago.

Dove’s campaign’s aim was to celebrate women’s natural beauty and to make women comfortable with their natural bodies. The campaign was developed in 2004 as a result of a study showing that 2% of women were satisfied with their bodies and considered themselves beautiful.

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The campaign was one of the most successful marketing campaigns. It started from printed ads and spread to television and videos.

Its first expression was represented by Tick boxes that were launched in Canada.

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People that saw the ad could text the answer and 1.5 million responses were gathered that were showed in the billaboards. The success of the campaign was clear from the very start.

It followed a billboard campaign with “real” women in their underwear.

A fund was also created in 2004 to discuss about online bullying and start photography projects capturing real beauty. Dove created some videos to support the fund and the campaign.

Dove’s videos became immediately viral:

1) DOVE EVOLUTION

https://www.youtube.com/watch?v=iYhCn0jf46U

2) DOVE REAL BEAUTY SKETCHES

https://www.youtube.com/watch?v=XpaOjMXyJGk

Dove’s campaign was  criticized because there were doubts on the extent to which emphasizing woman’s real beauty could actually increase sales. However, although Dove was not showing its sales figures, the campaign boost sales apparently.

Why was this campaign so successful? 

Dove was able to foster brand loyalty by addressing themes on which women were sensitive. “We believe that conversation leads to brand love, and brand love leads to brand loyalty,” Jennifer Bremner, brand director of skin cleansing at Unilever.

Read more at:

http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html

 

 

 

One response to “Dove’s Real Beauty campaign’s success

  1. Thanks for providing a comprehensive review of various sunscreens, their ingredients, and the benefits they offer. As well as tips on choosing the right sunscreen and applying it correctly for optimal protection against harmful UV rays. i recently moved to USA and back home i rarely used sunscreen only while going to the beach or going to a stadium as rest of the time i never spend most time outside but here its different. the brands i used back home are not available here, so i was in a dilemma.

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