Dove Real Beauty Campaign2

Topics: Brand, Advertising, Dove Campaign for Real Beauty Pages: 9 (2368 words) Published: April 5, 2015

Dove Campaign for Real Beauty
Marketing Management

Submitted by: Conor McGinnity
Student Number:

Table of Contents

Introduction2
Brand Values of Dove2
Objectives of the campaign2
Target Market3
The Big Idea3
Bringing the Big idea to Life3
Communication touch points5
Criticism for the campaign5
Conclusion6
Bibliography7

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 products and services. Dove has developed a brand identity of purity of product, building the integrity of its customers and supporter of natural beauty (Celebre & Denton, 2014). These brand values are apparent in all of its communication channels, especially the campaign for real beauty. Dove wants to inculcate the values of confidence and self-esteem among its customers through the use of the product (Unilever, 2015). These features of the brand has got it a brand following of loyal customers who turn to Dove to express the same values as the brand and show their support for the cause. Objectives of the campaign

The objective of the campaign for real beauty is to develop brand love and loyalty among the customers (Etcoff et al, 2004). A larger objective is to encourage association of the cause of supporting real beauty with the product and the brand (Celebre & Denton, 2014). By focussing on a social issue such as standards of beauty in the world, Dove has instigated an interesting debate among all people questioning the society’s meaning of ‘beauty’ (Huffington Post, 2014). The debate on this larger issue of beauty standards goes beyond the product and interests people who might not be directly relevant for the brand. Through opening such communication about a social cause, Dove aims at increasing brand awareness and showing themselves as a socially responsible brand. Another objective for this campaign is to bring awareness and acceptance of natural beauty in the society and increasing the self-confidence and self-esteem among women about the way they look (Etcoff et al, 2004). Target Market

The target market for Dove is women between the ages of 16 years to 50 years of age (Etcoff et al, 2004). This is the age group that have a heightened sense of self-consciousness regarding own beauty. From the age of 16, the girls start to realise the beauty standards of society and measuring their own beauty against these standards. The...

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.
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