Dove: Campaign for real beauty.
{ August 31st, 2007 }
I love the “Dove Campaign for Real Beauty“. This is the evolution ad that really shows what can be done if you spend enough time and effort with makeup hairstyling and photoshop.
[youtube]http://www.youtube.com/watch?v=hibyAJOSW8U[/youtube]
I am most impressed how they have built a real community around this and how active the community is. It is an interesting look at how to create community. I took a look at the forums and I was floored to see the activity. Here is a quick idea of the numbers of people that have become involved in the site.
* Body Image Forum Message Count: 13,726
* Older Women Message Count: 1,014
* Unconventional Looks Forum Message Count: 2,183
* Self Esteem Forum Message Count: 11,124
* Thinks She’s Fat Message Count: 3,400
* Share Your Self-Esteem Building Story Message Count: 958
* My views on the pro·age™ TV commercial Message Count: 3,814
* Why I’m getting better all the time Message Count: 386
I think it is interesting that Dove really understood this and built a great community and tackled some big issues and broke thru the BS and got to a very real issues that people (women for the most part) could grab a hold of. I think that this movement (can I call it that yet) has really started to grab momentum. I hope that we can see this continue and change some of the things that contribute to image issues.
Taking Community off-line
They have also empowered people to make a difference in their own communities. They have built a kit for people to host “Real Beauty workshops”. Wow …great idea! There is a lot to be learned from this …
Cheers
Scott
PS …. this makes me want to write my article on Barbi the Tramp VS Dora the Explorer
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September 2nd, 2007 at 6:55 pm
I talk about this campaign all the time when pitching to clients about the importance of having real value in your marketing. Its success is truly mind melting.
September 27th, 2007 at 12:15 am
Yeah, Unilever really understands alright. They really understand what is going to sell soap. I was also really impressed by the campaign, and can’t totally deny that it is doing some good. But I was altogether disgusted to find out that Unilever also produces Axe products, which have about the most irritatingly sexist advertising I’ve seen.
November 16th, 2007 at 1:39 pm
i really like the way they launched the campaign. It’s all pretty much advertisement for their company but we love them anyway. My aunt was in charge of the “dove evolution” video. i think she did a really good job. awsome on youtube!
December 1st, 2007 at 2:36 am
I loved Dove for this campaign too, til I found out that their parent company also owns SlimFast and Axe. D’oh.