Dove is a well-known toiletry brand, moreover, it has an exceptional marketing campaign operating over decade until today — Real Beauty. According to advertisements that I have encountered, this is the most appealing and impressive one. Due to it delivers explicit message to its target audience, “You are beautiful the way you are” that has recognised woman’s natural beauty, and also dedicates efforts to encourage women’s self-esteem and self-confidence.
During establishment of this campaign, it develops Dove a friendly and considerate brand image. According to its characters selection within advertisements, it determines its target audiences are females across all generations, and simultaneously enhances its belief of women’s nature beauty recognition. Hence, advertising strength has revealed from characters whom are selected in its advertisements, it has chosen real life women of all ages, skin colours, hair types but not stereotype slim and tall celebrities. Nevertheless, it is explicit that Dove exploits emotional advertising strategy determining to ‘touch’ and evoke its audiences’ emphasis feelings. As consequences, such strategy stimulates extensive emotions among audiences and develops a bonding between the brand and audience. Moreover, as numerous thrilling positive feedback and outcomes of this campaign, Dove extends this campaign globally around various countries. This implementation implicates its additional brand personality of, diversity acceptance.
Furthermore, in order to increase consumers’ awareness and reinforce communication effectiveness, Dove has implemented diverse media channels to approach different groups of target audience. For instance, it has utilised TV advertising, Billboard, POP and social media.
Through increasing sales that indicates achievement of this campaign, which therefore it is a good illustration of an effective IMC.
What would you tick?????
Does Dove make you beautiful too???
Authors: Junhong Zhang & Hidde Postma