MARKETING CAMPAIGNS: Real beauty campaign by Dove

The campaign aimed at educating the public on the real truth about beauty. Through a survey conducted by the company prior, they discovered that only 2% of women globally found themselves beautiful. T he primary reason for this campaign was to portray the message that women’s unique differences need to be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence. The message was delivered through Tv commercials, magazines, talks shows and social media through the world. The focus of the campaign was on female gender of all ages. The main aim of the campaign was to give out positive message with a goal of changing women’s attitude towards their bodies. The campaign was created by the company to create a narrative that, they appreciated women with diverse differences. The campaign was created after the company was called out for their advert, where they showed that white women looked better than dark skinned women. They used the campaign to sanitize their name, and make the public aware that they appreciated all kinds of beauty. The campaign used placement of product to advertise their products such as their deodorants and shampoos. They would have women in these campaigns talking about how they use dove deodorants to feel beautiful in their bodies. This strategy is used as a selling point, and dove strategically used this to increase their sales. Show Less