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Dove Real Beauty Campaign
Transcript of Dove Real Beauty Campaign
Dove's Real Beauty Campaign
Started in 2004
Still continuing today
Campaign has gone through 3 different phases
Result of a Global Study done by Dove called "The Real Truth About Beauty: A Global Report"
Real Beauty Campaign
Started in 2004
Continues still today
Result of Global Study on Beauty
The Global Study found that only 2% of women in the world viewed themselves as beautiful
Out of all the numbers from the study, Dove felt this is the topic they wanted their campaign to focus on
Campaign started a global conversation on the widening of the definition of beauty
Started in September 2004 for Phase 1
2004: Phase 1
What do you think?
Start of the campaign
Asked people what they thought
Could cast votes online
2005: Phase 2
Most iconic part of campaign
Created to eliminate idea that only thin is beautiful
2006: Continue Phase 2
Spain models banned from being too thin
Dove felt it spoke true to their campaign
Created Evolution film to show the transformation models undergo
2007: Phase 3
Beauty Comes of Age
Phase 3 stems from another result of the Global Study
91% of women ages 50-64 believe its time for society to change views on beauty in aging women
Celebrated women 50+ with pictures from renowned photographer Annie Leibitz
In the same year they focused on younger girls and the messages they get bombarded with every day
2010: Phase 4
Movement for Self-Esteem
In 2008, Dove did another research that revealed self-esteem to be one of the largest factors affecting girls and women
Also revealed that the 2% from 2004 increased to 11% in 2008.
Dove felt they still had more to do so released commercial about "real beauty"
2011/2012 is a continuation of the Self-Esteem Movement
Online Social Media including
Facebook, Twitter, & Youtube
Website Inititatives including the Self Esteem Fund
and the Campaign for Real Beauty Mission
The campaign staple of Unilever brand Axe contradict the sentiment of the Real Beauty campaign
Throughout the campaign,
Dove seemed to ignore the
importance of dad's and son's
Touched-up campaign ads received negative noise
In Europe, sales of Dove’s firming products increased 700% in the first six months of the campaign.
In U.S, sales for the products increased 600 percent in the first two months of the campaign.
In 2004, the company achieved $1 billion in global sales
Love your curves, as long as they are tight and firm?
Dove and Ogilvy have won two Grand Prix Cannes Advertising Awards in 2007
Dove won a silver IPA for effectiveness, and in 2006 was awarded a Grand Effie.
Customers like to feel “loved” or at least “appreciated” by the brand they intend to purchase from.
Creating activities for both parents and their children could be highly effective.
Displaying real life testimonies of satisfied customers could attract potential customers.
Combining an effective chain of online social media tools and channels could draw more attention.
Adding an offline component to your campaign will result in positive reactions and outcomes.