Saturday, 19 February 2011
My favorite Digital Campaign!
My favorite digital marketing campaign is the Dove evolution one that came out in 2006 and went viral at a unprecedented pace. The campaign was a video on YouTube and showed the transformation of a regular looking woman, who in my opinion wasn’t very attractive in the first place was made to look like a model. The video shows how make up, hair stylists, and photo shopping are used to make her and the subsequent photo model quality or ‘beautiful’. The idea behind the campaign is that the images that we see selling cosmetics on billboards, magazines and other forms of advertising are completely unrealistic. This in turn shows that women and girls are trying to live up to or emulating false ideas of beauty which in the end encourages women to have a unhealthy relationship towards their body. This can lead to low self esteem, eating disorders and other destructive practices like drug use and bad relationships.
The Dove debate is about the impact of unattainable images on self-esteem and they have information on their website that shows many studies about how women and girls view their bodies. The site also has quizzes, articles, tips and advice for women and girls on a variety of topics from skincare, haircare, to perspiration shaving and moisturizing. While the end objective for Dove is to increase profits as any other organization the fact that they are encouraging a healthier view of beauty that is less stereotyped than all of the other health and beauty products gives me hope that companies can make money and be social responsible at the same time. Here is another great video about the dove campaign for real beauty and the impact the campaign has had on young women.
Besides the fact that the message behind this campaign spoke to me I feel it was a great digital marketing campaign because it was short and to the point. It got the message across without the usual marketing hot sellers like sex, explosions, celebrities, humor or blood. It didn’t even need full narration or a spokesperson. This shows that in this day and age an image or a video is truly worth a thousand words.
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I too found this campaign to be smart as it tapped into the insecurities women felt and positioned their brand as 'normal' 'approachable' and 'understanding' which in turn made Dove a household name. I wonder if they are planning another campaign and how much more effective it would be 5 years on since the world of technology has grown significantly...
ReplyDeleteIt is funny that it is our favourite creative. I think this campaign is really smart by targeting audiences through challenging a concept that has being established for a long time and tries to change this at the same time as the company is selling a beauty product to make you `look´better, but selling the idea that you will look better only if you feel comfortable with yourself.
ReplyDeleteSomehow this gives them the image of a company that cares and understands what women need and it is conscious of the social pressure we have.
Hey Cori,
ReplyDeleteYeah, I thought this was a really good campaign as well, especially because their aim was to positively improve the attitudes in our society. It was also rather successful, in my opinion, because it caused others to copy it, and you have all those videos on Youtube now about the alteration of bodies/faces with the use of Photoshop.
Like this: http://www.youtube.com/watch?v=6TFbWA5wV78
It's almost like a form of crowd sourcing.
I believe this is a very good campaign. It shows girls that models on ads are just like them and that it is all right to be unique.
ReplyDelete