New Media Marketing Campaign Success Story
Dove was one of the biggest global brands introduced and owned by Unilever since 1957. Dove started its life as a beauty soap bar that was clinically proven to be milder for dry, sensitive skin than other leading soaps: half of women have dry skin. Dove provides a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of consumer’s skin and hair. Some products of Dove include; antiperspirants, deodorants, body washes, beauty bars, lotions and moisturizers, hair care and facial care products. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners. Dove has attracted widespread media attention since 2004 for its marketing. A new line of Dove for Men products was launched in 2010. Over the last few years, Dove has focused on delivering products that inspire women to enjoy their own beauty and individuality. As part of our Campaign for Real Beauty, the Dove Self-Esteem Fund (DSEF) demonstrates our commitment to the brand's mission 'to make more women feel beautiful every day, by widening today's view of beauty and by inspiring women to take great care of themselves.' The DSEF aims to educate and inspire young girls through a series of tools and workshops which ultimately protects and nurtures their body-related self-esteem and enables them to become fully realized adults. Campaign Introduction
Dove Campaign for Real Beauty is campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The point behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have confidence to be comfortable with themselves. The launched campaign featured normal women of different shapes and sizes viewed in a number of ways’ one was approaches in the street another answered an ad which was placed in a local newspaper. The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. Main goals of the online campaign were to bring awareness to the new product line, generate debate about the definition of beauty, receive media attention, gain market coverage allow consumer interaction with the brand, and call to join the self-esteem program partnership. .
Type of New Media Used
Through Dove’s website, the public is able to gain more insights about the campaigns. The Dove Self-Esteem Fund was developed as part of the Dove Campaign for Real Beauty to help free the next generation from self-limiting beauty stereotypes. We have already helped over 5 million girls and we invite you to play a role in supporting and promoting a wider definition of beauty. Dove Self-Esteem Fund - Girls Only Interactive Self-Esteem Zone (Appendix 1.3) allows the public to do everything from take interactive quizzes, creating their own online magazine to get a reality check in art of image manipulation. Furthermore, they created a viral video (Appendix 1.4) – Evolution, showing the transformation of a normal looking girl into a stunning model and posted it on the website. Visitors can access new...