Dove Campaign - PHASES

11 Oct

11Oct

Dove's "Campaign for Real Beauty" is a worldwide marketing campaign launched by Unilever in 2004. This campaign includes advertisements, video, workshops, sleepover events, as well as the publication of a book and the production of media advertisements. The aim of this campaign is to celebrate the natural physical variation embodied in all women and inspire them to be confident and comfortable with themselves. Dove had partnered up with various marketing and communication agencies such as; Ogilvy and Mather, Edelman Public Relations, and Harbinger Communications and specialised consultants.

First stage of this campaign was based on a series of billboard advertisements which showcased photographs of regular women in place of professional models. Also, street advertisements where placed, they invited the public audience to vote for the character of a particular model e.g "Fat or Fab" or "Wrinkled or Wonderful".

Subsequently, the results of the votes are daily updated and displayed on the billboard itself. Lastly, Dove created an Ad Makeover interactive campaign that puts women in charge of advertisements. The Ad Makeover was a Facebook based venture that allowed women to replace depressing advertisements such as; weight loss and cosmetic surgery, Advertisements could be shared with Facebook friends allowing to spread the message of self love and acceptance. With the help of this campaign 5.5 million women were reached, 171 million negative messages were banned, over 50 % of women that had visited the Dove Center created a message, 82% of advertisements seen were created by friends of the viewer and 71% of women polled felt more beautiful.

In my opinion, the campaign connected with an issue of deep concern within the customer base, their appearance and self confidence. It addresses the insecurities and self-esteem issues of young women to which customers could empathize. It provides a higher purpose to the brand and a shared interest with customers.

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