Dove Real Beauty Sketches Campaign Case Study
DOVE REAL BEAUTY SKETCHES CAMPAIGN CASE STUDY 0
DoveReal Beauty Sketches Campaign Case Study
DoveReal Beauty Sketches Campaign Case Study
1.Summary of the campaign
Dovebrand has involved itself with redefining what beauty means andreduce the stereotypical perceptions of beauty. Such as use of modelsthat dominates most of the advertising of beauty products. Backed byresearch study and findings by StrategyOne that ought to find womenrelationships to their own beauty, the results caused anxiety to realwomen about the definition of beauty that led to the launch of TheDove campaign for Real Beauty. It led to the introduction ofcampaigns for the Dove products with everyday women instead ofmodels. It also gave consumers the opportunity to engage in theiradvertisements and postulate their opinions. The Dove campaign teamshave subsequently come up with several advertisements and campaignsthat gear to empower women and create a changed perception of beauty.For example, the use of women in an advertisement with real curveswearing only undergarments and feature of elderly women as models inthe advertisements. Additionally, the self-esteem movement and thelatest is the Real Beauty Sketches Campaign. The campaign is a shortfilm that has a social experiment that proves women are beautiful.The video received a strong public reaction to praise from consumersand media outlets. It also received a negative critique frominterested stakeholders.
2.A review of each of the three options ( Selfie Documentary, MirrorCampaign, and Overhaul Strategy)
Thefirst option of Selfie Documentary would entail mother and daughtersubmitting a “selfie” in a photo exhibition. The contemporarytimes taking ‘selfie’ is a common culture among consumers. Thephotos to be submitted should not be edited or filtered and allpeople that submit their photos would attend the exhibit. Whilethere, write down positive characteristic about the photos on stickynotes, a process that would be captured by video. It results in theproduction of an 8-minute film similar to the one produced of Dovereal beauty sketches and a more concise 3-minute advertisement.
Thesecond option, Mirror Campaign, would entail setting up a largemirror in various busy urban centers that would portray the words“Dove knows you are beautiful” that would be printed on top ofthe mirror. It would be a promotional event. The photos, hence, wouldbe posted on social media with the hashtag #dovetruebeauty.Participants would be given samples a measure that would encourageparticipation. The reflective posters would be placed in strategicplaces such as on bus stops that would increase the campaign`s reach.
Lastly,the Overhaul Strategy would entail abandoning the entire campaignprocess that emphasis on real beauty and opting for anotheralternative for Dove campaign. The assumption is that consumerspossibly were tired of such campaigns as it is in its tenth year anddisplaying the same message of changed perceptions of beauty.Furthermore, the criticism that pointed the conflicting campaigns ofDove and Axe brands.
3.The pro and cons of each option
Theadvantage of the first option of Selfie Documentary is that it is anatural fit with the current strategy being implemented.Additionally, it would resonate well with the current market habitsof taking selfies. It would also enable consumers and stakeholders tocompare and contrast with the initial campaign. It gives Dove anopportunity to incorporate the criticism earlier stated in theinitial campaign such as the majority of participants being people ofcolor. The disadvantage is that the option would limit creativitythat would arise if a different method would be used. Also, most ofthe aged in the society do not actively participate in selfie habits,hence, would lock out some potential consumers of the elderly age.
Thesecond option advantage of Mirror Campaign is it provides a differentcampaign strategy different from the first. It would allow morepeople to be reached as not all people are passionate about videosand probably have not watched the first campaign. Also, the campaignmight create a communication platform that might enhance dialoguethrough the hashtag of real beauty. The complementary posters wouldalso enhance dialogue about the topic and enhance the idea of changedperception of beauty. The disadvantage is that it would limit peoplewho are not in urban areas as it would be located in urban areasonly. Urban areas are also big and, hence, to have extensive coveragewould be challenging when using the option.
Themerits of the overhaul options are that it would enhance creativityand come up with newer ideas about the campaigns. The disadvantagesinclude it would prove costly and expensive in the long term. Also,it would attract negative critique of Dove abandoning value core toits business. Finally, it would limit the expansion of the marketsfor its products due to the stereotypical messages that someconsumers criticize and term it as unrealistic as indicated in theresearch study findings of beauty.
4.What I would do and reason
Iwould stick with the research findings to guide me in making thedecisions. The question of real beauty has become intense in thecontemporary times prompting players to initiate measures that wouldtry and change the status quo and perception in particular of onlyusing models in advertising campaigns. I would go with the firstoption of self-documentary and incorporate the criticism raised inthe earlier campaign and improve the campaign. I would also look foroptional campaign strategies so that I use a mixed approach topassing the message to potential consumers rather than use only onecampaign strategy in the future. It would increase the campaign reachand enhance the message delivery but would be done strategically.
5.The best for Sterling`s career
Thefirst option is the best for Sterling at the moment as it gives herthe opportunity to produce an improved campaign that addresses thecritiques views about the initial campaign. The first similarcampaign also had extensive views and positive feedbacks from mediahouses and consumers. It is also imperative to note that almosteverything has to receive critique, hence, should be taken inpositive note.
No related posts.