Dove Campaign For Real Beauty Case Study
Summary
Integrated Marketing Communication, more commonly referred to as IMC, is an amalgamation of several tools designed to disperse information as far as possible. IMC intends to sprout from within organizational efforts, and then bloom onto the on looking external masses. A more acutely developed method of transmitting the message; IMC is not the complete counter-opposite to conventional media practices. It promptly works
2.0 COMPANY PROFILE
Dove is a personal care brand developed by Unilever in 1957 which is based in United Kingdom. Dove products are sold in more than 80 countries worldwide and manufactures in Argentina,Brazil,Egypt,Philippines,Pakistan,Netherlands,Mexico,Indonesia,India,Germany,Israel,Ireland,Japan,Poland,South …show more content…
This campaign has won a handful (or two) of ad awards and has sold an enormous amount of product. Sales have increased to $4 billion today from $2.5 billion in its opening campaign year. Now the main focus here is the Dove ‘Chooses Beautiful’ campaign which was launched on the 7th of April 2015 which held 2 doors side by side. One says ‘Beautiful’ and one says ‘Average’ in 5 different countries. The main countries are Shanghai, San Francisco, London, Sao Paulo and Delhi. Most of the women walked through the ‘Average’ door while some laughed and walked through the ‘Beautiful’ door while others paused to make a decision which door to take. One American women actually stated ‘Am I choosing this because of what's bombarded and what I’m being told I should accept it?’. The door she choose was the average door. ‘Or am I choosing because that’s what I believe in?’. She asked. Another women said ‘Beautiful to me...it’s too far out of reach’, she said. While another woman who walked through the ‘ Beautiful’ door said that ‘it's quite a beautiful a triumphant feeling,’it was like telling the world i’m beautiful’. Now research showed that women often forget themselves especially when the have their families,career, and many more responsibility and Dove said in a press release that “Feeling beautiful is one of those choices woman should feel empowered to make for themselves.” Interviewed was done in 20 countries worldwide giving 6 400 people aged between 18 to 64 years old on how they perceive beauty. The survey conducted showed 96% of women think they are not beautiful and 80% every women have something beautiful in her while minority see beauty in
Integrated Marketing Communication, more commonly referred to as IMC, is an amalgamation of several tools designed to disperse information as far as possible. IMC intends to sprout from within organizational efforts, and then bloom onto the on looking external masses. A more acutely developed method of transmitting the message; IMC is not the complete counter-opposite to conventional media practices. It promptly works
2.0 COMPANY PROFILE
Dove is a personal care brand developed by Unilever in 1957 which is based in United Kingdom. Dove products are sold in more than 80 countries worldwide and manufactures in Argentina,Brazil,Egypt,Philippines,Pakistan,Netherlands,Mexico,Indonesia,India,Germany,Israel,Ireland,Japan,Poland,South …show more content…
This campaign has won a handful (or two) of ad awards and has sold an enormous amount of product. Sales have increased to $4 billion today from $2.5 billion in its opening campaign year. Now the main focus here is the Dove ‘Chooses Beautiful’ campaign which was launched on the 7th of April 2015 which held 2 doors side by side. One says ‘Beautiful’ and one says ‘Average’ in 5 different countries. The main countries are Shanghai, San Francisco, London, Sao Paulo and Delhi. Most of the women walked through the ‘Average’ door while some laughed and walked through the ‘Beautiful’ door while others paused to make a decision which door to take. One American women actually stated ‘Am I choosing this because of what's bombarded and what I’m being told I should accept it?’. The door she choose was the average door. ‘Or am I choosing because that’s what I believe in?’. She asked. Another women said ‘Beautiful to me...it’s too far out of reach’, she said. While another woman who walked through the ‘ Beautiful’ door said that ‘it's quite a beautiful a triumphant feeling,’it was like telling the world i’m beautiful’. Now research showed that women often forget themselves especially when the have their families,career, and many more responsibility and Dove said in a press release that “Feeling beautiful is one of those choices woman should feel empowered to make for themselves.” Interviewed was done in 20 countries worldwide giving 6 400 people aged between 18 to 64 years old on how they perceive beauty. The survey conducted showed 96% of women think they are not beautiful and 80% every women have something beautiful in her while minority see beauty in