DOVE- Real Beauty

A brand that connect itself emotionally to its customers is DOVE, with its ‘Campaign for Real Beauty’, adopted by Unilever back in 2004. Dove started in 1957 with the revolutionary new beauty cleansing bar, is a personal care brand owned by Unilever. Because of the inner qualities of the soap, it helped dove to become a leading brand on the cosmetic market. In 1990, Dove launches its Beauty Wash Cream. Since then, Dove has not stopped in extending the range of its products, including for men. 

Objective of the Campaign:

The campaign's mission is "to create a world where beauty is a source of confidence and not anxiety."
Also increase the popularity and sale of their product by proving them a company dedicated to women's beauty.



Target Market of Dove:

Integrated Marketing Communication

IMC tools that have been used for this campaign are:

1. Advertisement

  - Billboards

  - Printed Ads

2. Public Relations & Event marketing (The Dove Self-Esteem Fund)

  - Interviews

  - Panel Discussion

3. Digital Program

4. Interactive Marketing

5. Sales Promotion

6. Word Of Mouth

   

1.  

The Dove Campaign for Real Beauty was communicated to the public through a variety of print and television advertisements. The campaign that launched began with an advertising campaign that featured women whose appearance strayed from the stereotypical beauty standards that are commonly seen in the media.

Billboards

Dove has used billboards to draw attention of women towards their campaign.

Printed Ads

Dove printed their real beauty campaign's ad on magazines and newspapers.

2.   

(The Dove Self-Esteem Fund)

Dove used Public Relation tactics, specifically the Agenda setting theory, to control how their campaign was presented to the media and overall public. It allowed the campaign to bring to surface the question of “what is real beauty?”as part of its campaign of Real Beauty dove has launched the Dove Self Esteem Fund, a global initiative designed to make a direct difference to the loves of at least one million young people by helping them grow up with a stronger sense of self-esteem.

Interview
For Real beauty campaign dove has taken interview of some women who are not model. they made them feel that they are beautiful the way they are.

Panel Discussion
To kick off the launch of dove's campaign for real beauty its also held panel discussion in New York.

3.

4.

Dove wanted to get “real” feedback by having the ads ask viewers to judge the women’s appearances. Viewers were asked to cast their votes on Dove’s Web site, campaignforrealbeatuy.com.
Dove has achieved the great success of Dove Real Beauty Campaign because of Interactive Marketing. It used YouTube, Twitter, Facebook to promote this campaign and also to spread the message among their customers.

• YouTube: 

In past few years dove has made several short films to promote their real beauty campaign. MIRROR, SELFIE, SKETCH, CAMERA SHY these are some among those videos which has gone so viral in the internet through YouTube.

• Twitter:

Dove has also promoted their campaign through their official twitter account.

Link of the account- https://twitter.com/Dove

• Facebook:

Dove opened a page in Facebook for Dove Real Beauty Campaign.

Link of the Page- https://www.facebook.com/profile.php?id=109976308454&ref=br_tf 

• Website:

Dove has created a separate website for its most watched and popular short-film "Dove Real Beauty Sketch" of the Campaign.

Link of the site- http://realbeautysketches.dove.com/

Also in the Dove's US website people can share their opinion about Beauty by uploading picture or video.

Link of the Site- http://www.dove.us/Our-Mission/Real-Beauty/default.aspx

5. 

The sales promotions offered at the website include giving out free samples of Calming Night, Ultimate Clean, Good Stuff shampoo and Real Beauty T-shirts (on $15 purchases). these are also some sales promotion activities of this campaign-

6.

On the campaignforrealbeatuy.com. the customer can have a Chat room, Person-to Person and different Blog, where they can interchange with dove and with them, all the information about how the feel over the beauty and how the feeling their self with that.

My Opinion:

If we hear the word mild the first thing that come to our mind is "DOVE". Dove has created a strong positioning in the customers mind of being the most caring and supportive brand. the campaign was very innovative and successful for the targeted audience of women. Although the campaign has got mixed reaction, it went viral and connected Dove emotionally with its Customer. I believe Dove has succeeded in changing perception of lots of women about themselves. Yes, I also want to believe and say, "I am more beautiful than I think I am"!