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Analysis of Dove’s Real Beauty Sketches Campaign
Pages 4 (1004 words)
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 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. ...
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