Doves Real Beauty Advertising Campaign - Case Study Example

Campaign Analysis- Dove’s Real Beauty This essay will analyze an advertising campaign of Dove Company. This advertising campaign is known as Real Beauty Campaign. Campaign Description This part of the essay will provide an in-detailed description of the Real Beauty Campaign. Target Audience The Dove Real Beauty Campaign can be considered as a popular global marketing campaign of Dove initiated and launched by Unilever in the year 2004. It is true that each and every organization considers a specific target market while launching an advertising campaign. Unilever is the parent organization of Dove. The Organization also focused on a specific group of target customers before launching this advertising campaign. Women of all ages and sizes are the major target customers of this campaign. The major mission of this Real Beauty campaign is to increase the confidence of every woman that she is beautiful. Before initiating the campaign, the organization conducted a research in order to address how many women consider them as beautiful. This research was conducted in the year 2004. The specific research has indicated that only 2 percent of women in UK consider themselves as beautiful. Therefore, the organization tried to increase the number of target customers by launching this campaign. Product, Service and Idea Dove soap, body lotion and shampoo are the major products that are considered by Unilever in this campaign. Most importantly, the organization tried to increase the sales and revenue of each and every product line and product portfolio through this campaign. However, it was so significant that the marketing department of the organization aggressively tried to boost the sales of the product through this innovative advertising campaign. It is true that several organizations try to send a message to the public or target customers regarding the quality and superiority of the products through a specific advertising campaign. Similarly, Unilever also tried to convey a message to the target customers through this campaign. It has been mentioned earlier that the organization tried to conduct a survey in order to determine the perception of the women about beauty. However, only 2 percent of women replied that they are beautiful. Rest of the population was insecure and going through the anxiety that they were not beautiful. Each and every product line of Dove is superior in quality. In the year 2004, the organization tried to increase the confidence of women through this real beauty campaign. The major idea behind this campaign is that a woman cannot be considered beautiful by only considering external look (Spurgeon 52). There are several inner aspects that define a lady as a beautiful lady. The organization tried to convey this specific message through the campaign. Indirectly, the organization tried to increase the sales growth rate of the organization through this campaign. Communication and Media Channels Communication and media channels are important ingredients of a successful marketing and advertising campaign. Dove is a popular brand portfolio of Unilever group. The organization significantly tried to utilize effective communication and media channels in order to convey campaigning message and create significant brand awareness among the target customers. First of all, the organization implemented billboard promotional strategy for this campaign in UK. Slowly and gradually, the organization effectively expanded its campaigning efforts across the globe. Significant digital media and print media promotional strategies were considered by the organization in order to make the campaign successful. The organization promoted this campaign and intended message through several popular TV programs, women magazines and talk shows. It attracted the target customers significantly. This specific campaigning strategy eventually increased the sales growth rate of the product lines. In the year 2013, the organization launched a video named Dove Real Beauty Sketches. This particular video was launched as the part of the campaigning (Berman 144). However, this video went viral as the target customers started to react to this video strongly. Detailed Analysis of Campaign This part of the essay will provide an in-detailed analysis of the entire campaign. Moreover, the specific reasons behind this campaign will also be described here. Campaign Strategy The concept of this campaign was proposed by Mather and Ogilvy. However, it was true that growing market competition and market saturation forced the marketing department of Unilever to launch this advertising campaign. It is true that every woman wants to look beautiful. But, according to the perception, some of the entire population thinks that they are beautiful. The organization tried to redefine the concept of beauty through the particular advertising campaign. Actually, the organization tried to capitalize the self-esteem and confidence of target customers to enhance the effective sales growth rate of the organization through this strategy. However, the campaigning strategy of Dove can be divided into four components. These are described below. In terms of strategy, Unilever tried to discover a new way to connect with existing and new target customers through this Dove Real Beauty advertising campaign. In terms of creative concept, Unilever tried to increase the self-esteem and inner confidence of those target audiences who think that they are not beautiful. The marketing management of the organization tried to convey a special message to each and every target audience that beauty is the inner trait of people (Kourdi 82). It is true that effectiveness of a campaign always depends upon significance of the execution process. In terms of creative execution, the organization tried several effective communication and media channels to create significant awareness of the campaign in the minds of target customers. Most importantly, the organization tried to redefine the concept of beauty in the beauty product market. Therefore, the organization used common and regular women as the face of the brand in the campaigning activities. This strategy helped the organization to enhance creative execution process. In the market places, other competitors were trying to use models and celebrities to endorse their friend. On the other hand, focusing on the needs of common people helped the organization to bring success through the campaign. In terms of media planning, it has been discussed earlier that the organization has used several media networks and platforms in order to promote the campaign. Initially the campaign was billboard centric. Slowly and gradually, women magazines and several TV programs have been considered to promote the campaign. Digital mediums also have been used by Unilever in order to promote the campaign. Talk shows, reality shows and news broadcast were used as other significant media platforms for this campaigning. Last but not the least; the organization tried to use social media marketing strategy for this campaign. YouTube and Facebook have been used by the organization as effective social media networking platforms to promote Dove Real Beauty Advertise Campaign. Reason Behind this campaign There are several reasons behind this campaigning. These reasons are divided into four major aspects that are mentioned below. Communication is the first and important aspect. The organization tried to communicate with mass number of target customers through this campaigning and make them feel that each and every individual has specific self-esteem and specialty. In terms of marketing, the organization tried to implement pull marketing strategy through this campaign. It is true that growing market competition and market saturation started to affect the sales of the organization. Therefore, this particular strategy acted as a pull marketing strategy that attracted several target audiences to the different product lines of Dove. There were economic reasons too. Growing economic issues affected the disposable income and purchasing power of people. Therefore, it was important for the marketing department of the organization to creative significant brand awareness about economic pricing of products. This campaigning along with economic pricing strategy helped people to justify their affected income background. Societal reason is the major reason behind the campaign as it was important for the organization to bring confidence among women to determine the meaning of real beauty. This Real Beauty campaign helped target audiences to believe that each and every individual is beautiful, which ultimately increased the sales of the products. Campaign Criticism This part of the essay will criticize several aspects of the Dove Real Beauty campaign. Successful or Unsuccessful The sales growth rate of the product lines of Dove increased significantly after the promotion of the campaign. The marketing management of the organization succeeded to convey the intended message effectively to the target audiences. Most importantly, the organization attracted each and every woman towards the brand name and succeeded to create significant brand awareness among the target audiences. Each and every individual started to believe on their self-0esteem and inner confidence. These aspects increased the sales growth rate of each and every product line of Dove. Therefore, it can be stated that the campaign was successful. Personal Reaction and Final Assessment Each and every customer expects to get high quality products in economic price level. Looking into these aspects, it can be stated that the marketing management of the organization is able to draw a bigger picture in the minds of the target customers. The brand ensured the target audiences that they will get some extra things against their paid money. The target customers started to think that the products will be the symbol of personality, prestige, self-esteem and confidence. The marketing management tried to convey this particular message to each and every target customer. This specific advertising campaigning made Dove different brand from other competitors. It is true that the customers are real king for the businesses. Therefore, considering the needs and expectations of customers in campaigning and processing strategy helped Dove to gain huge success. Last but not the least; it is the effective utilization of significant media and communication challenges that helped the brand to communicate with the consumers efficiently. Professional Assessment In terms of professional assessment, it is highly important for an individual to determine the actual needs of the entire market place. Developing advertising campaigning according to the market characteristics can help an organization to pull the entire market place towards the brand. The marketing management of Unilever did the similar thing in this situation. Knowing the market competition and saturation, the marketing management department focused on the implementation of pull marketing strategy. Strong promotional message helped the brand to touch the esteem and emotion of the organization. The organization never went for price war. However, this specific pull marketing strategy increased the self-confidence of target audiences (Schultz 68). Now, people find themselves highly esteemed due to the consumption and utilization of the product lines of Dove. Significant market segmentation helped the professional to bring success through this campaign. Works Cited Berman, Margo. Street-Smart advertising. London: Rowman and Littlefield, 2010. Print. Kourdi, Jeemy. The marketing century. New Jersey: John Wiley & Sons, 2011. Print. Schultz, E. Don. Building Customer-Brand Relationships. London: M.E. Sharpe, 2009. Print. Spurgeon, Christina Advertising and New Media. London: Routledge, 2007. Print. Read More