Dove: Campaign for Real Beauty
Dove's objective was to show Women that every attribute they have is beautiful. The campaign was launched to inform Women that they shouldn't have to fix their "flaws", Everyone has their own type of beauty. The Dove: Real Beauty campaign was one of the best of the 21st century because it helped build confidence in Women around the world who are alike, it successfully married social change with the brand and went out in the world and actively tried to change what people think about real beauty. Dove used not only advertising but through education and putting their money behind something they believed in.
Leader of the Beauty Industry
Dove's campaign was said to be groundbreaking, brave, bold, insightful, transparent and authentic. It helped moved dove from the soap aisle to the beauty aisle in stores. During the campaign dove increased their sales from $2.5 billion to over $4 billion.
Connecting With the People
The Dove: Real Beauty campaign connected with the people by posting advertisements on billboards. They asked motorists to vote whether the women pictured were "fat or fit?" or "wrinkled or wonderful?" On a their website you can physically vote. This allowed consumers to interact and share the campaigns messages. Dove also used media by making pictures of real women go viral and questions for the consumers to answer through text and on their website. Most importantly they featured a video and commercials of real Women to help spread the words about beauty.
Ad Campaign Video
This video features the #speakbeautiful to get Twitter users to spread the word about telling people their beautiful instead of tweeting negative things.
After the Dove: Real Beauty campaign many other companies and brands decided to take on the difficult task of presenting Women in a different light. Nike launched a campaign that showed Women in a more normal light. There is also a "Like A Girl" campaign which was made by Always. This campaign shows differences in how young women, boys and young girls perceive the phrase, “like a girl.” Their Super Bowl advertisement won kudos all over the Internet for changing the conversation about what it means to run, throw and do pretty much any activity "like a girl."