Category: Branding

Dove Campaign “For Real Beauty” Re-Strategized

By now we’ve been exposed to Dove’s “For Real Beauty” campaign.  It’s been around for quite some time, my estimates are around since 2004.  But don’t quote me on that.  I recently just saw it floating around somewhere on facebook. And while I’ve seen it quite a few times – It hasn’t gotten old – and I continue to be a fan of the campaign.

For those of you who might need a refresher, the campaign was an effort to have “real women” models (ie not super skinny models) to promote Dove products while boosting women’s self confidence.  A marketing strategy based on the idea, “to make more women feel beautiful every day by widening stereotypical views of beauty.”  Sound familiar yet?  It should.  Do you think it made women feel more beautiful? I do.  And do you think Dove sold more soap bars?  Probably.

Now as of latest, Dove has come out with “The Ad Makeover.”  If you haven’t seen it yet, take a moment and watch it here. (I found it this week. – thanks to “The Creative Sandbox” – by Google) (For those of you not familiar, Google explains it as, “A Showcase of marketing campaigns that blend creative genius with digital innovation.  See cool stuff.  Learn how it was done.  Vote on your favorites).

At this point, I’m assuming you watched it.  I think it’s totally SMART.  Essentially, what is going on here is a way for people (specifically women) to start paying attension to those sneeky little ads that pop up on the lefts and rights and sides of your screen. (ugh! they’re super annoying right?!)  Right.

It also creates a conversation that women want to start part-taking in.  Think of the power of social media in terms of google rankings.  Dove wins.

Not to mention, they subtly brought up the idea of targeted advertisements.  I think in an effort to warm the consumer up to the idea of them.  It’s a hot debate these days.  You may be for or against them.  If you love them, then congratulations.  You’re going to see more of them in the future.  If you hate them, well do something.  For starters, you can clean out your cookies.  If you do that, you’ll be on the right track to non-targeted living.  And well, that’s a start.  But go on keep complaining, I like debate.

As for Dove, I think their new campaign is working.  It’s currently operating in Australia.  (Maybe Australian women hate those little pesky ads more than the rest of us? I’m not sure.)  But I wouldn’t be surprised if the campaign plants itself overseas real soon.  My guess? It’s bound to flourish.

Until then, go get some new soap bars.

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