Dove is a brand owned by Unilever and was started in the United Kingdom. Dove products are manufactured all over the world with countries such as Argentina, Australia, Brazil, Canada, China, Egypt, Germany, India, Indonesia, Israel, Ireland, Japan, Mexico, Netherlands, Pakistan, Philippines, Poland, South Africa, Thailand, Turkey, and United States. Their products are sold in more than 80 countries and are offered for both women and men.
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Their product line includes antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products.
I have chosen the Dove Campaign called “Real Beauty” which has become a worldwide marketing campaign. Beauty has become superficial in the world we live in right now. I believe this campaign has a big message for the greater good for women and young girls growing up. Their message empowers women with self-confidence to love themselves and not feel inferior to the superficial image portrayed by the media of what being beautiful really is.
Application of Integrated Marketing Communications Concepts
The objective of this campaign is to encourage and educate young people on a bigger definition of beauty, to appreciate one’s natural physical differences personified by all women and inspire them to have the self-confidence to love themselves.
To prove women that they are their own harshest critic, and they are more beautiful than they think they are
With this campaign, promoting the natural beauty of oneself and to turn each one’s beauty into a foundation of confidence and not anxiety, for women
The target audience is towards women of all ages but mainly aimed to support the next generation to feel content in their own bodies and to have self-confidence. They have done this by aiming females through their publicity and making a social trend.
The Sender is the dove company that has created this beauty campaign to reach the receiver the target audience, of women suffering from low self-esteem due to their insecurities of body image and flaws.
Dove taking the campaign objective and message and have encoded into video format through video advertisement by using images to portray and their words of what true beauty really is. The message was carried across viewers really well, as there were no problems in decoding it.
Channel of communication they used to connect to viewers were many series of advertisement of videos such as – Dove evolution, Dove Choose Beautiful, Dove #MyBeautyMySay, Dove beauty sketches and many more.
Creative strategy and promotion mix strategy
Dove and The Butterfly Foundation continued to apply their global strategy of using publicity and influential viral videos to produce awareness and create a word of mouth for their Dove Self Esteem Fund and Body Think program.
A challenge was created in the campaign to encouraged beauty as a foundation of confidence. Dove hired a FBI sketch artist to draw real women and they documented the experiment in a video. The artist created two portrait drawings of women without looking at their faces. One was described by the subject herself of how she thought she looked like and the second one was described by someone else, someone whom they’ve just met on set. The difference between each drawing was amazing.
Most women were fixated on their physical flaws, whereas the second drawing was described by seeing the beauty in them. When the women saw the perception reflected in the portraits, they were touched. And so were the audiences including myself.
This viral video alone has largely increased their awareness for their campaign of Real beauty.
Promotion mix strategy
To promote this campaign, Dove decided to use Direct marketing for their advertisement and also social media where they used Facebook and Twitter.
Real Beauty Campaign was launched Dove, with a variety of advertising campaigns promoting Real Beauty. Some of them were commercials aired on television and some were only aired online. These videos played a major role in the campaign, as it incites emotions, reflection and it helped Dove establish a foundation based on their message that the definition of beauty has to change.
Another successful and popular ad is the “Camera Shy”, which draws on an appeal of pity. The video portrays confident young girls who aren’t worried about their appearance in contrast to the women in the video who were self-conscious about their looks. The message portrays women don’t need to be self-conscious of their looks, instead of strengthening the idea of being proud of their looks.
The world’s definition of beauty needed to be changed, with that mentality. They launched a campaign and was created to challenge the unachievable labels of beauty, and to invite others to join in on what is considered beautiful.
It challenges the outdated advertisements of using slim models with perfect features and large breasts but instead using real women of all different shapes and sizes.
Media mix strategy
Their media plan would be to broadcast to the media of their video ads through television and Digital Media like Internet ads such as Facebook and Twitter. The campaign is beyond just YouTube clips. It’s has been shared on Facebook many times, and viewers including key women’s media brands are tweeting about the campaign and using the #wearebeautiful on Twitter.
Women are writing blog posts, liking posts, commenting and sharing videos, and sharing their own personal experience through the video’s message. They are watching it with their daughters, and teachers are even sharing the video in class. Its viral effect can be concluded with the large phenomenon it has created.
In addition, under print media, they have used newspapers and magazine to share their message (image under appendix). Dove has also made use of billboards, kiosk and transit media (moving buses) to spread their message across the world (image under appendix).
Dove’s Campaign for Real Beauty was started to increase awareness, to show women that each distinct body type is beautiful. The goal of this campaign was to make a positive change also for upcoming generations. However, not everyone approves of the importance of these issues and placing the attention on a women’s physical appearance. In fact, some feel that bringing up the issue generates the desire to be beautiful rather than intelligent.
The Dove real beauty campaign was criticized for having photoshopped images.
Comments stated there were a lot of retouching, and it was done purposely keep everyone’s skin and faces showing to not look unattractive. However, is was stated that the only re-touching done was only to remove dust and for color correction. And the photos had not affected the natural beauty of the women in photos.
This has brought up an ethical issue. And also became questionable if the company was hiding the editing from the public or even if they were telling the truth.
After all these incidents, in my opinion, even after the photos had been retouched more than it was claimed, the message of the campaign still remains. And no ethics were breached. As there are still diverse body types and races displayed in the posters, showing the importance of feeling love for oneself and comfortable in your own body.
Although Dove’s ethical towards the public is questionable, it still doesn’t change the effect that the campaign’s message it has set out.
“loving your own body”, even if the photo has some minor editing, it still conveys the message of the fact that every woman is beautiful, no matter the size or shape.
The message has more meaning and is more powerful than the photos itself.
Body image portrayed by the media has become a severe issue in society today. This ought to be recognized in the media in a more positive and accepting light.
Have ads with more customer feedback of the product and the campaign to share their experiences.
Continue to endorse more ads about natural beauty portrayed by women showing their natural beauty.