In my opinion, Dove’s promotional campaign is one of the favorable campaigns, because it helped in reframing the way in which people consider and view beauty of a female in a positive manner. Dove used an attractive tagline, ‘Imagine a world where beauty is a source of confidence, not anxiety’ in its campaign (Hopkins, 2015). With this tagline, the company focused on educating girls and women for building self-esteem, and creating healthy perception in them.
In the campaign, the company targeted females of 18-34 years age. The company, however, targeted women of upper middle class and high income group.
The campaign was successful, which can be considered from the fact that the sketches of images used by the company were viewed above 114 million times, and they were shared around 3.74 million times (Allan, 2015). Further, they were uploaded in about 25 languages, and were seen by people of approximately 110 countries (Allan, 2015). The company, however, successfully made positive image on media and PR that is equivalent to above 4 billion (Allan, 2015).
The company’s goals via this campaign might be to help women in realizing their potential of beauty, to improve their well-being and health, and to enhance livelihood. The company might have selected growth matrix in order to measure the success. In the growth matrix, the company might have emphasized on introduction of new product, promoting product on social media, and effective social campaigns by promoting self-confidence, real beauty, and encouraging women to love themselves.
The company used television, print media such as newspaper, magazine, and social networking sites such as YouTube. On You Tube above 4 million viewers watched the advertisement in less than a weak (Lovett, 2013). The company used these media in order to create awareness in majority of women, and also to develop confidence regarding beauty in them.
References
Allen, R. (2015). Integrated marketing campaigns best practice. Smart Insights. Retrieved from:
http://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/integrated-marketing-campaigns-best-practice/
Hopkins, P. (2015). Mass Moralizing: Marketing and Moral Storytelling. Lexington Books, New York
Lovett, L. (2013). Dove: A Real Approach to Beauty Advertising. Vitamin IMC. Retrieved from:
http://www.vitaminimc.com/2013/04/dove-a-real-approach-to-beauty-advertising/
