MY FAVOURITE DIG MKT CREATIVE.

This week I will talk about my favourite marketing creative, in other words the idea that puts everything together for the campaign, so it can help you as an example for you projects guy. The Dove campaign for real beauty.

 Why is it my favourite? Well, because it doesn’t only promote a product and made profit for the company but tried to change a negative issue of nowadays society.

The campaign was launched in 2004 as a result of a study done by Unilever that said that only 2 per cent of 3300 women and girls from 10 different countries considered themselves beautiful and that 90 per cent will change something at least one aspect of their physical appearance, It was aimed to fight anorexia and low self-esteem in time where `skinny chic´ and size 00 was the height of fashion and where the sense of beauty was shift to an unreal one (to photoshop syndrome).

Dove marketing director Phillippe Harrouseau, after saw the results of the studies, concluded:

“It is time to redefine beauty! Our mission is to make more women feel beautiful every day by broadening the definition of beauty”.

The ad does not only promote Dove products but also their own fund the Dove Self-Esteem Fund .

Audience: All women.

Objectives:

• Increase sales of Dove beauty and new product lines.
• Create dialogue, debate, and discussion about the true meaning of beauty.
• Create a call to action for consumers to join the movement through website.

Tactics:

• Dove launched a global advertising campaign in Oct. 2004. The ads consisted on showing images of women that contradicted our idea of beauty.
• Each ad directed the audience to the campaigns website www.campaignforrealbeauty.com.
• TV commercials: Commercial aired during the Super Bowl 2006.

• Website:

Audience can visit www.campaignforrealbeauty.com and participate in dialogues, discussions, and download research studies about beauty, and see what women around the world say about the subject.

• Coverage in the news.
• A commercial competition for Dove in 2007, the winner appeared in a famous TV show.

Evaluation:

• In the summer of 2005, the Dove campaign received nearly four hours of broadcast time. More than 60,000 people visited the CFRB Web site.

• During the summer of 2005, the campaign also secured coverage from 62 national television programs.

• CFRB also received feature coverage in high-profile print outlets, landing the cover of People magazine.The campaign received more than 1,000 placements in print, Web, television and radio, far exceeding expectations.

• The campaign generated more than 650 million impressions during the summer of 2005.

• According to Dove, sales for the products featured in the ads increased 600 percent in the first two months of the campaign.

• As of June 2005, more than 1 million visitors had logged onto www.campaignforrealbeauty.com and shared their thoughts about the campaign.

Awards.

• PR Week’s Consumer Launch Campaign of the Year 2006
• PRSA’s Silver Anvil ‘Best of’ Award 2006
• Grand EFFIE Award 2006

But of course like in everything there is someone that tries to see the negative side on things, the campaign has received criticism for capitalising on women’s low self-esteem just to make profit and also they have said that even though they showed “normal” women they still being to head turners with smooth skin, straight teeth and no cellulite.

There is an article in the BussinessWeek  online version that criticises the campaign here is the link:  Surprise! Dove's "Campaign for Real Beauty" ads actually kind of fake

NOW IT IS YOUR TURN TO EXPRESS YOUR VIEW OF THE CAMPAIGN!!

http://www.media-awareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfm

Principles of Marketing Fifth European Edition Test Bank, 5/E 
Philip Kotler,  
Gary Armstrong,  
Veronica Wong, Aston 
John Saunders Financial Times Press
 2009.