Dove Real Beauty Campaign2
Dove Campaign for Real Beauty
Marketing Management
Submitted by: Conor McGinnity
Student Number:
Table of Contents
Introduction 2
Brand Values of Dove 2
Objectives of the campaign 2
Target Market 3
The Big Idea 3
Bringing the Big idea to Life 3
Communication touch points 5
Criticism for the campaign 5
Conclusion 6
Bibliography 7
Introduction
Dove is a well-known brand by Unilever that sells beauty products for women. The brand is known for the moisturising action of its products and its support for real beauty among women (Unilever, 2015). Dove defines it as its social mission to portray the natural beauty of women in a positive light without the need for makeup or fancy products (Unilever, 2015). The campaign of real beauty by the brand is one of the most successful campaigns of the past decade. Starting with billboards, the campaign has now moved on to include videos, advertisements and workshops about real beauty around the world (Huffington Post, 2014). Started in 2004, the brand recently celebrated ten years of success of the campaign. In 2013, Dove launched the real beauty sketches advertisement that became the most watched advertisement of all time (Mashable, 2013). Dove has created a unique identity for the brand in a market that is full of various brands making different promises to enhance beauty in women. They have taken a cause that is supported by women around the world to appreciate the natural beauty that they possess.
This essay analyses the objectives of the campaign, market segment towards which it is intended and discusses the big idea that was brought to life in the campaign. The communication touch points of the campaign are examined and the various viewpoints for the campaign obtained from secondary and primary research are discussed.
Brand Values of Dove
The brand has come to stand for supporting real beauty in women after the launch of the real beauty campaign. It is one of the brands that have come to be known for more than its
Marketing Management
Submitted by: Conor McGinnity
Student Number:
Table of Contents
Introduction 2
Brand Values of Dove 2
Objectives of the campaign 2
Target Market 3
The Big Idea 3
Bringing the Big idea to Life 3
Communication touch points 5
Criticism for the campaign 5
Conclusion 6
Bibliography 7
Introduction
Dove is a well-known brand by Unilever that sells beauty products for women. The brand is known for the moisturising action of its products and its support for real beauty among women (Unilever, 2015). Dove defines it as its social mission to portray the natural beauty of women in a positive light without the need for makeup or fancy products (Unilever, 2015). The campaign of real beauty by the brand is one of the most successful campaigns of the past decade. Starting with billboards, the campaign has now moved on to include videos, advertisements and workshops about real beauty around the world (Huffington Post, 2014). Started in 2004, the brand recently celebrated ten years of success of the campaign. In 2013, Dove launched the real beauty sketches advertisement that became the most watched advertisement of all time (Mashable, 2013). Dove has created a unique identity for the brand in a market that is full of various brands making different promises to enhance beauty in women. They have taken a cause that is supported by women around the world to appreciate the natural beauty that they possess.
This essay analyses the objectives of the campaign, market segment towards which it is intended and discusses the big idea that was brought to life in the campaign. The communication touch points of the campaign are examined and the various viewpoints for the campaign obtained from secondary and primary research are discussed.
Brand Values of Dove
The brand has come to stand for supporting real beauty in women after the launch of the real beauty campaign. It is one of the brands that have come to be known for more than its
Bibliography: Dove (2015) Real beauty [online]. Available at http://www.dove.us/Our-Mission/Real-Beauty/default.aspx [Accessed on 26th March 2015] Dove (2015) Dove Self Esteem Project [online] Dove real beauty sketches (2015) Available at http://realbeautysketches.dove.com/ [Accessed on 26th March 2015) Dove Self Esteem Project (2015) Available at http://selfesteem.dove.co.uk/ [Accessed on 27th March 2015] Dye, L. (2009) ‘Consuming constructions: A critique of Dove’s campaign for real beauty’, Canadian Journal of Media Studies, 5(1), 114-128. Grand Prix (2007) ‘Grand Prize Winner: Dove ‘Evolution’’, Creativity, “Special Report: Creativity Awards”, pg. 46. Twitter (2015) Dove [online]. Available at https://twitter.com/Dove [Accessed on 27th March 2015] Unilever (2015) Dove [online] Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012) ‘Customer engagement: Exploring customer relationships beyond purchase’, Journal of Marketing Theory and Practice, 20, 127-145.