Question 4
Dove is always being a well-known brand with loyal customers from all around the world. The company is being innovative to prove itself as a popular brand of beauty. The marketing strategy used by the Dove is based upon unconventional ideas. The strategy followed by Dove was unique compared to the others in the industry. The blogger tried to prove that marketing is being cheaper and it is now out of control. However, the statement can’t be justified as correct based on the case study as the cost of marketing through that channels are high.
The Dove had a campaign called “Real Women, Real Beauty”. The videos of this campaign got viral in YouTube and social media and that was both unusual and unconventional. The Dove preferred to use social media and the YouTube to perform the campaign as the ads were lengthy. The company just looked for an efficient way to reach the customers and YouTube and Social Media provided that option. The outcome of the ads was not a failure to indicate it as out of control.
Dove focused and counselled on behalf of the standards based on beauty. It is a common idea to take that side since the idea behind the product Dove is making someone gorgeous. The approach was quite unique and the statement provided by Seth explains that Dove took great risks in that campaign as it was a unique and new approach.
The ads also played important roles to bring some changes in the way the beauty is treated in the society. The main idea of the advertisement supported the idea real women and they are being successful to impress the viewers on the perception of beauty. It also played important roles to provoke any kind of discussion or debate that are related to real beauty.
In my opinion, the marketing strategy used by the Dove has risks as online media is a free place for everyone. Prior to launching the campaign, the company has to identify the comments it may receive in the YouTube videos or the social media reaction. The comments provided in such platform aren’t controlled by any regulations and the client can write the comments according to their views. The company has to set up a pre-planned strategy to reply such comments that can change the perception of users. The online marketing may face criticism as well as compliments in case a video gets viral. The company required to make sure the videos are prepared with great context that will keep it out of criticism as much as possible. The online media always provides the client with the best possible chance to interact directly with the company and Dove needed to be ready in order to make the interactions fruitful. It was another challenging task to accomplish that consists high level of risk.
