Ciel Chen’s blog “Online presence of businesses” depicts the advantages of doing business online and a study by Aberdeen Group that says that businesses which operate online have a larger financial turnover than those who do not.
source:www.adweek.com/files/imagecache/node-detail/news_article/dove-speak-beautiful-hed-2016.png
From showcasing the benefits of Dove soap bars in a conventional style to helping women rediscover their inner beauty and confidence, Dove has indeed come a long way. There have been massive changes in advertisements which show what exactly Dove is all about. “Ideas and opinions about body image are now fluidly shared every second through social feeds, and sometimes we do not fully realize the resounding impact of the words in even one post,” Jennifer Bremner, Dove’s Director of Marketing, said. “We can positively change the way future generations express themselves online.”
Dove along with Twitter has launched #speakbeautiful, a campaign which encourages women to step up and tweet about beauty in a positive way. This came as a response to various negative comments in relation to body shaming and women’s image.
As learnt in class, I believe the value proposition of the company through this campaign is to bring a revolution in the mindset of people to respect women and to not judge any woman on the basis of body and skin colour. The key activity of Dove in relation to this is to campaign as much as possible to make women more confident.
In his blog post, Ciel mentions that online presence of a business helps the business to grow which I agree with.It helps in creating a positive brand image, resulting in developing trust in consumers and increasing sales. In my opinion, Dove has been able to successfully foster the change . Firstly , they do not talk about anti aging processes and themes unlike other brands. This has instilled a sense of belongingness in women with the brand. Secondly , they emphasize on “real beauty” i.e. “inner beauty”. You never see Dove directly campaigning to use their products but they bring out through ads what people think and expect which creates consumer confidence leading to purchasing of their products. I believe that a great marketing strategy involves not directly mentioning the name and quality of the product but carrying it out in a way that connects people.
Had Dove not started this campaign, I think that they would not have enjoyed the current market position as they do now. Thus , the brand scores a perfect ten by leveraging social media.
Citations
- N.p., n.d. Web. <https://www.google.co.in/search?q=dove+speak+beautiful&biw=1366&bih=657&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwiKy92Qpt7PAhUDS2MKHR5wAuYQ_AUIBygC#tbm=isch&q=dove+speak+beautiful+twitter&imgrc=FrysZjWlfrXwyM%3A>.
- N.p., n.d. Web. <http://www.adweek.com/news/technology/dove-and-twitter-built-tool-measure-how-positive-or-negative-your-tweets-are-170165>.
- N.p., n.d. Web. <http://www.huffingtonpost.com/2015/02/19/speakbeautiful-dove-social-media_n_6713960.html>.