Their reaction was swift, but it didn’t elaborate sufficiently on the issues that were raised. Dove: A Spotless Approach to Digital Marketing Where Dove Succeeds They know their audience. Inside out. Dove has spent time and money on ensuring they’re connecting with this audience, in the right way and at the right time. For example, in 2017 they commissioned the ‘Dove Global Girls Beauty and Confidence Report’ in order to better understand the challenges facing their younger female audience. It’s the largest academic report from Dove to examine the impact of body esteem, pressures, and confidence on girls globally.
Channel Integration
Their digital marketing campaigns are fully integrated with other channels such as paid advertising, print, TVC, social media, digital, outdoor advertising, real-life applications, and strong website content. All of this ensures they maintain a consistent and strong brand latest database message as well as deepening brand associations with their chosen #realbeauty, #selfesteem, and #showus movements. Involving Others They encourage others to get involved, thus creating meaningful User Generated Content (UGC) for their social media channels. Inspired by the #SpeakBeautiful hashtag, women have created Twitter accounts to spread positivity, highlight their triumphs, and even write #SpeakBeautiful essays and poetry. Celebrities including Arianna Huffington and Amy Poehler have also weighed in on the conversation sharing their own messages on beauty positivity. They actually make a difference online
According to Twitter
, the #SpeakBeautiful hashtag led to a huge change in the way women talk online. With negative tweets about beauty and body image sent by women dropping from over 5.3 million in 2014 to 3.4 million in 2015–a 36.8% decrease year over year. . Instead of the often bland shot of a polished Influencer holding a product up to the camera, Dove choses to work with a range of influencers with varying skin types, body shapes, and cultural backgrounds, allowing them to choose how they want to profile Dove products. In other words, Dove is relying on the power of peer-to-peer recommendation instead of pushing unattainable beauty ideals to the ever-impressionable social media masses.
For example
Ahead of their competitors In 2004, no other brands were really talking about these types of issues. Especially not beauty brands. Dove was a pioneer, and that gave them a certain ‘headstart’ in terms of cause-based marketing messages. By now we have seen many such movements online e.g. #bekind #dresslikeawoman, #heforshe etc. So where can Dove go from here? With to BM Leads evolve. Based on the fact that 70% of women don’t feel represented in media and advertising. Dove has stated that its mission is to change the way media cast and feature models for beauty campaigns, starting with a rallying call for international casting calls to use the real beauty models from their #ShowUs Project.
