The second set of portraits were more beautiful than the first ones. The video became extremely popular in social media because it revealed that women were more critical of their beauty than were others. While the campaign received widespread praise, some also criticized it for making beauty a central part of women’s self-identity and self-esteem. The following analysis discusses the marketing concepts at work in these praises and criticisms. Social Media Marketing The video was viewed more than 14 million times within a week of its launch (Dan, 2013). This level of reach is a testament to the growth of online and social media marketing. Social media marketing through platforms such as Facebook, Twitter and YouTube empowers consumers by allowing them to share and comment on the marketing message. According to Tuten (2008), social media helps to impart a personality to brands which helps to differentiate a brand from others. Shareability of marketing content has been facilitated by the integration of various platforms. Such integration has been achievable because of the Web 2.0 technology (Zarrella, 2010). Evans (2010) explains that marketing through social media creates a deeper sense of engagement with the consumer and develop a two-way relationship with the brand. For instance, Dan (2013) states that he was alerted about the video through his Facebook page. This can also be related with viral marketing through which content reaches a worldwide audience as viewers share it with members of their social networks. Media Planning The choice of platform also reflects the importance of effective media planning by which Dove was able to ensure that the campaign was rolled out to reach the target audiences around the world. According to Funk (2012), YouTube is the most appropriate brand for visual brands such as fashion and lifestyle brand. According to this view, Dove made an appropriate choice of media platform. Secondly, Kelley and Jugenheimer (2008) argue that ethnic diversity and geography impact media planning decisions. This supports the initial launch of the campaign in English speaking countries. Role of Market Research Dan (2013) also reveals that the campaign was based on market research findings, thus helping to illustrate the importance of reliable market research for successful marketing campaigns, particularly in international markets (Craig and Douglas, 2005). According to the research used by Dove, only 4 percent of women believe they are beautiful. Dove uses this research to reach out to the 96 percent of women and convince them that they are beautiful. Emotional Branding Another aspect of the campaign is the emotional nature of the content. Gobe (2013) explains that effective consumer interaction is based on feelings and senses. The Dove campaign explores the insecurity women experience when it comes to physical beauty. Travis (2000) explains that greater trust between the brand and consumer is created through emotional branding. The campaign also shows how the looking-glass theory works by showing how women view themselves critically in response to societal pressures and norms (Boone and Kurtz, 2013). The emotional impact is further heightened by the use of testimonial advertising where the women share their thoughts and feelings with the viewer, where the spokesperson adds authenticity to the advocacy role (O’ Guinn, Allen and Semenik, 2009). Perception and Self-Reflection Perception and self-reflection play an important part in consumers’ interpretation of their behaviours (Koekemoer, 2004). The campaign shows how women perceive themselves in terms of beauty. The campaign attempts to promote the concept of real beauty by showing that women are more beautiful
In April 2013, Dove launched its Real Beauty Sketches campaign in the form of a YouTube video. The video showed a sketch artist drawing portraits of ordinary women based on their own descriptions. The artist then drew sketches of the same women as described by a third person…
Nike is arguably the most popular brand in the world, Nike’s success in the recent past has been nothing short of incredible. Their fashion marketing concept has been very successful, several important factors have contributed to its success and this paper will shed light upon those important factors which have been crucial to its success.
The author analyzes the Dove CFRB in terms of the organization’s advertisers’ strategy that promoted using models deemed to feature “real women whose appearances are outside the stereotypical norms of beauty.” The message acknowledges that real women are featured to appreciate the fact that the product targets women with natural curves.
Unlike other automakers that often focus on product and pricing, BMW establishes a brand personality that is consistently aligned with target customer standard of living. “The Ultimate Attraction” ad campaign establishes BMW as an important construct and facilitator in the lives of target consumers who maintain high economic resources.
This is because women think that they are less beautiful than they should be, therefore, they search for artificial beauty in the world. The company created the film while conducting a research that indicated that only 4 % of the women in the globe describe themselves as being beautiful (Dove, 2013).
This has produced very negative consequences.
Today's concept of beauty has become a far cry to what it realistic and attainable. As such, many women have fallen victim to the cruel judgment of society only to blindly conform to this rigid criteria. As a result, many women all over the world have tried to use different methods such as makeup, beauty products, diets, and a wide assortment of procedures to remedy their beauty problems.
Hence, anti-smoking campaigns such as “Think. Don’t Smoke” available on SchoolTube (2009) online, should be accessed by all young people for information on why they should quit smoking.
Thesis Statement: The purpose of this paper is to undertake a thoughtful reflection
Senator Marco Rubio introduced mitt Romney. Mitt Romney gave his speech at 10:33 P.M, as the last installment of the speeches. This paper seeks to present an analysis of the speech given by Mitt Romney during his nomination acceptance speech at
The company has enhanced much confidence in their customers through campaigns that aimed at marketing their products and promoting interests that would bring more customers to market. The particular product associated with the campaign was the beauty soap, and the