Dove beauty campaign - Professor Roy Nelson PDF

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Professor Roy Nelson...

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Stephanie Helstern TGM-204 2/24/20 Dove Real Beauty Cases Given the three campaign options, the selfie documentary which is mothers and daughters taking “bare faced” photos, sending them in and all meeting up and writing positive traits about the photos. This strategy is very Dove and seems to be something that Dove might have already done. The second option is completely different than anything I’ve seen from Dove; the mirror campaign would be an event set up in various cities where women would be encouraged to take selfies in front of this mirror that says “Dove knows you’re beautiful” across the top. There would also be a hashtag set up for the women to add if they posted the photos, there would be free samples and posters set up around the city with the same writing on it to grab the attention of the community. This really caught my attention because of how unique it is to everything else I’ve seen from Dove, but still fits in with their principals. The final campaign choice is to completely change the way they go about things and drop the “real women” as their models. I don’t think this option is suitable, after all this time focusing on how their products help real women, it’s what they’re known for and I do not think abandoning it will have a positive impact. Every company needs a slogan that they stick to, this is all Dove has talked about and switching it up would just be confusing for people and could come across that it was just a money play and they were never really focused on “real women, true beauty”. The selfie documentary is so adorable, but it just seems like something that Dove has already done, or something similar at least. I do not think that it will get as much attention that another campaign could because it might blend in with all of the other commercials. This leaves the mirror campaign, my initial thoughts were that, this isn’t like Dove and because of that it might now work but with more thought it is something that the company would do. Hold an event to encourage women and give out their products so anyone attending can try what they work so hard on. People are so into social media and using hashtags with anything they post that, having a gathering like this will most definitely get flaunted all over social media bringing it to the attention of so many more than just the ones who went or saw the posters around their city. Personally, I feel that it could even get more attention that a commercial on television, people now a days spend more of their time on twitter, Facebook, snapchat, Instagram instead of watching TV. Now unless Dove is marketing clips of their commercial on these sites, then a lot of people are going to miss out on seeing it. Because of the way times have changed, I feel that the mirror strategy would be able to capture the most attention, obtain the most sales and definitely be the best option compared to the selfie documentary and overhaul Dove strategy....