The Film Advertisement by Dove - Case Study Example

CASE STUDY REPORT By Name: Course Tutor University City Date Case Study Report Introduction and Background Information The case study report focus on one of the world’s most famous film advertisement by Dove. The advert utilizes a real beauty sketches to explore the gap between self and worldperception of the individual. As such, the subjects in the film are subjected to two portraits drawn by an FBI-trained forensic artist. One of the two sketches is based on the description given by individual while a stranger offers the second sketch description. Dove as a company was established in 1957 in the US, with the company producing a revolutionary beauty cleansing soap. The product constitutes a blend of mild cleansers mixed with moisturizing cream, creating the number dermatologist recommended soap across the US, Canada, and France. In addition, the product bears a strong endorsement by dermatologists across the globe. In 2004, Dove launched a campaign on real beauty, focused on altering the beliefs held by women about their definition of beauty. The campaign covers by among other things a viral video that spread witnessed on newsfeeds on different social networks. Dove had discovered that the majority of women across all races had a hard time accepting who they are (Fraser, H. 2009). As a strategy to promote their products, they set out to influence women to love who they were through the descriptions given others show people actually did see them as beautiful and happy people. From the video, the women are actually speechless on seeing how gentle strangers are in describing them. As such, Dove is able to communicate we need to appreciate who we are and avoid being harsh on ourselves. When we love an appreciate ourselves, then Dove has the opportunity to sell its beauty products to people that love themselves and are aware the world does appreciate what it see in them (Singh, S., and Sonnenburg, S., 2012). Over View of the Agency The Dove Real Beauty Sketches- You are more beautiful than you think, the advertisement was developed by Ogilvy and Mather ad agency. The campaign entailed four different however,interconnectedchapters of the promotion campaign. The initialstage was under the print publicizing medium, shading light on women of all forms and cultural backgrounds. The second chapter of the campaign is geared towards young women using commercial advert on television. The third chapter of the campaign featured older women in print advertising focusing purely on women over the age of 50. The fourth and final phase utilized a viral video spread on social media news feeds across the globe. The different phases of the campaign are aimed at changing the insight held by women when it comes to beauty (Dove 2014). Ogilvy and Mather ad agency is among the world’s leading advertising agencies in branded entertainment, branded identity, creative design, a leader in crisis and issues management, specialists in digital marketing and production. The company has also established itself as a leading advertising agency in healthcare advertising, loyalty marketing, mobile marketing, media relations, and public relations. The company has 69 offices across the world that helps easy access to its clients offering a 360-degree digital influence (Faludiand Schmid, nd). The advertising agency has taken up an initiative on an annual basis producing numerous campaigns for paying clients that address various social issues, human rights, environmental conservation issues, and organisations dealing in disease control on a pro bono basis. Through these campaigns, Ogilvy and Mather ad agency contributes to raising awareness to some of the world’s most critical issues. In addition, these campaigns play a big part in raising funds that go towards supporting the initiatives carried out by these organizations they serve as an advertising agency (May, 2013). Objective Dove’s Real Beauty Sketches key objectives are to reinvest female. The advert is centred at proving that women of all backgrounds and ethnicities are their own critic. The advert is trying to change this notion by trying to show women that they are actually more beautiful than they perceive themselves to be (Mallick et al. 2009). Thus, the campaign is out to promote natural beauty ensuring the next generation of women in the world grow to enjoy a positive relationship with themselves and their physical appearance. With this, the campaign hopes to see women achieve their full potential in life, by building their body confidence, strengthening their self-esteem, and empower women across the globe (McCleary, C. M. 2014). According to a survey carried out by Dove, over 54% of women globally are in agreement with the notion that when it comes to a woman’s appearance, they are their wickedest beauty critics. In line with information posted on Dove’s web page the crusade for physical beauty is a promotioncrusade established to broaden the meaning held especially by women of beauty. In addition, the objective the campaign is to prove what people today deem as beautiful. Dove had deployed a group of researchers to unveil how contentedfemales are using the beautiful to define themselves. The campaign is also intended to show the impact of self-perception on wellbeing. According to the study held by Dove, only 2% chose to use the word beautiful during the interview to describe themselves, thus, Dove carried out the Dove campaign hoping to raise the 2% statistic (Twinney, 2013). Creative Concepts and Tactic Employed i. What is specifically developed and initiated Dove develops a campaign on real beauty, which is a promotionoperation to help the company broaden the definition and perception of beauty. In order to attain their set objective, Dove employed a trained FBI forensic artist, and subjected several women to being sketched from a description they would give to their face, and a second description given by stranger. This experiment would go ahead to prove most women were not comfortable with what they looked liked. The majority of self-descriptions portraits would bring sad faces compared to the portrait developed from the description of the stranger. Thus, Dove sets out with a mission to ensure the next generation would grow up to enjoy a positive relationship with their appearance (Coskuner-Balli, G., and Ertimus, B. 2012). Dove strategy in doing this via an experiment that explored how women saw themselves ad her own beauty, comparing the same with what other people saw of her. Dove initiated the process by picking women who had a problem accepting their real beauty, and requested them to get close to another individual. The chosen woman would describe herself to a forensic artist, and then the second person would be requested to describe what the woman looked like. At the end of the exercise, the two sketches would be presented to the woman. The majority of the participants would be astonished by the results since the stranger’s description looked more beautiful (Twinney, 2013). ii. Target Group The campaign targeted women from different ethnicities and background from across the globe with the main subject being the perception of their beauty. The beauty of women has always been a sensitive subject especially in the modern society with the media coming in to influence the way people define beauty. Stereotypes have been developed putting women under immense pressure to fit in the concept of beauty. This is because beauty has been defined as being skinny, having beautiful hair, bearing a nice skin, and having attractive eyes to mention but a few (Anne, 2014). It is from this ideology that Dove develops the Real Beauty Sketches campaign, with the ideology empowering women of all age and race to feel confidence on how they look (Powell, G., Groves, S., and Dimos, J. 2011). iii. Common Themes in the Campaign The social marketing campaign by Dove mainly focuses on empowering women and not necessary promoting a particular product by Dove. Thus, the Real Beauty Campaign provided for dove an opportunity to associate with positive social motive. In line with advertisement, consumers developed the notion Dove does care for them, and especially considering the phase, “you are more beautiful than you think”. The phrase makes the campaign personable, as such, by buying Dove products, the consumer feels like they are doing the world goodwill by supporting Dove’s goodwill social philosophy (Dove, 2014). iv. Lesson Learnt The campaign is well thought, that is, a method of empowering women to be more confident and appreciate who they are and associating Dove with the lasting feeling of pride that is attached the self-confidence acquired. From the video, we can learn many women are too harsh on themselves, lacking self-love, and pride in themselves. The Real Beauty Sketches is an ad trying to influence the world into changing the way beauty is judged. Through the ad, we can say everyone is beautiful, regardless of how an individual judges herself. Therefore, we should learn to appreciate and accept our beauty, love ourselves, its then that we will be able to see the world in a different yet enhanced perspective (Malmelin, N., and Hakala, J. 2009). Dove employs the impression of common logic and the idea of assessing one’s personal feeling. This way dove has fashioneda brand loyalty inside the Campaign for Real Beauty. Notably, none of the ads in the Real Beauty Campaign mentions actual Dove products’ effectiveness when used. However, by the presentationof females proudly showing their curves, or displaying the emotions by ladies after witnessing how diversely they notice their prettiness compared to strangers, Dove induces anoptimalexperientiallinking of thehappening to adeed and influences choices made by the buyer (Chu et al. ND). Evaluation and Monitoring Dove assessed the kind feeling evoked in the campaign. According to the recorded observations, many women were shocked on how much negative critic they put on their beauty yet the world viewed them as rather beautiful individuals (Johnston, J., andTaylor, J. 2014). In partnership with social cites such as YouTube and Unruly Dove was able to monitor the ad, facilitate the distribution, and seeding strategy. Women, men, and other brands leading to over 4 billion public relation and blogger media impressions quickly shared the video (Brown, R. 2009, 1). An outline of achievement following the video Video went viral Won awards More videos were developed from the ad Promoted natural beauty Proved women were their own critic Appealed to the emotions of consumers successfully Reference List Anne, E. R., (2014). Slide-share Dove Real Beauty Sketches, Online retrieved on 13 May 2015 at http://www.slideshare.net/anneestella/dove-real-beauty-sketches-case-study Brown, R. (2009). Public Relations and the Social Web: How to use social media and web 2.0 in communications. Kogan Page Publishers. Chu, M., Palin-Riot, J., Macpherson, A., &Bevc, D. Category Archives: (ND) Major Project–Subverting an Ad. Coskuner-Balli, G., &Ertimus, B. (2012). Viewing Gender as a Value-Creative Resource. Gender, Culture and Consumer Behavior. London: Routledge, 163-193. Dove (2014). Dove Real Beauty Sketches “You’re more beautiful than you think” YouTube video web 13 May 2015 https://www.youtube.com/watch?v=XpaOjMXyJGk. Faludi, S., &Schmid, M. Category Archives: (ND) Major Project–Subverting an Ad. Fraser, H. (2009). Designing business: New models for success. Design Management Review, 20(2), 56-65. Henderson‐King, E., & Henderson‐King, D. (1997). Media effects on women's body esteem: Social and individual difference factors. Journal of Applied Social Psychology, 27(5), 399-417. Johnston, J., & Taylor, J. (2014). Feminist consumerism and fat activists: A comparative study of grassroots activism and the Dove real beauty campaign.Signs, 40(1). Mallick, S., Barnes, K., Patel, V., John, D., &Kriegman, D. (2009). U.S. Patent Application 12/406,063. Malmelin, N., &Hakala, J. (2009). Guided by the brand: from brand management to integrative corporate communications. Business Strategy Series, 10(5), 248-258. May, T. (2013). "Dove Case." Scribd. Web. 13 May. 2015. http://www.scribd.com/doc/91826607/Dove-Real-Beauty-Case-Final. McCleary, C. M. (2014). A Not-So-Beautiful Campaign: A Feminist Analysis of the Dove Campaign for Real Beauty. Powell, G., Groves, S., &Dimos, J. (2011). ROI of Social Media: How to improve the return on your social marketing investment. John Wiley & Sons. Singh, S., &Sonnenburg, S. (2012). Brand performances in social media.Journal of Interactive Marketing, 26(4), 189-197. Twinney, J. (2013). Copy of dove Real Beauty sketches Campaign Case Study, web 13th May 2015 from https://prezi.com/xtmp_qt_ewbx/copy-of-dove-real-beauty-sketches-campaign-case-study. . CREATIVE BRIEF (TEMPLATE) 1. Target Audience (Who are the primary audience? Break this down to demographic, psychographic, behavioural and geographic segmentation. What are their media consumption habits) The Advert targets women of all ages and ethnicities, especially those with low self-esteem and bear an anxiety about themselves. 2. Advertising Objectives (This should not be marketing or media objectives. Include SMARTT if possible) The objective of the advertisement is to help women reinvent themselves, that is show women they are actually beautiful than they think they are. 3. Single Minded Proposition (or USP) (The single most important message you want the target to take from the activity –the one sentence that summarises the USP. This should not be the tag-line/slogan) You are your own critic 4. Key Benefits (What are the emotional or practical/rational benefits? How does this support the proposition?) Ensure individuals grow to enjoy a positive relationship with themselves, build body confidence and self-worth, and strengthen women from across the globe. This supports the proposition by encouraging women to view themselves positively. 5. Audience Takeaway (What do you want the audience to think, feel and do after seeing your communication?) The communication in the advert should empower women to embrace who they are, and feel that they are beautiful. 6. Tone of Voice (What style do you require – informal, warm, humorous, direct or functional?) The approach needs a warm tone, showing the parties involved they are appreciated, and from that they can get to appreciate themselves 7. Who are the main competitors? (What are their messages?) Direct competitors are the other companies dealing in personal care products. Such a company is Olay with the message – they are passionate about making a difference in your skin. 8. Deliverables and budget (Extent of marketing communication tools used ie. tv, radio. design, brochures, banners, display advertisements, etc.? What is the budget?) The marketing communication tool used is the internet. With positive message of empowering women in the video making, it go viral. Read More