Analysis of Doves Real Beauty Sketches campaign - Essay Example

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Analysis of Doves Real Beauty Sketches campaign

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. ...Show more

Summary

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…
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