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Tapping into the Influencer community like thisfurther helps Dove to communicate their brand messages in a meaningful andauthentic way. Surprise Strategic Partnerships Working with Twitter now X in itwas an unexpected move and one which paid off in terms of talkability andbranding. Likewise, the Shutterstock and Getty collaborations showed incredibleforesight by teaming up with creative origins of beauty campaigns, Dove washelping to effect change in global advertising, not just in their ads. Influenceon sister brands .
Dove’s parent company, the global consumer goods giantUnilever active in over countries C Level Executive List with over diverse brands has clearly appliedsome of their successful digital-based ideas on perception into their otherbeauty brands. For example, in , Simple Skincare invested £m in a new campaigncalled ‘City Living’, which was designed to educate consumers about the effectcity living can have on their skin. This was a multi-media campaign usingsocial media as well as TV and billboard advertising. They also set up a‘Simple Advisory Board’ working with leading dieticians and fitness experts topush a healthier attitude to skincare’. Ahead of their competitors In , noother brands were really talking about these types of issues. Especially notbeauty brands. Dove was a pioneer, and that gave them a certain ‘headstart’ interms of cause-based marketing messages. By now we have seen many suchmovements online e.g. bekind dresslikeawoman, heforshe etc. Brands haveincreasingly aligned themselves to global movements and causes but Dove hasbenefitted from over years of consistent messaging and so its brand equity isfirmly rooted in empowering women via realbeauty. The Future of Dove With overyears focusing on real beauty as their core brand messaging, and a demonstratedcommitment to highlighting inclusivity and equality in their advertising, thenew direction .
An extensionof ‘showus, the latest campaign called ‘It’s On Us’ shows how Dove's marketingaround beauty continues to evolve. Based on the fact thatof women don't feelrepresented in media and advertising*, Dove has stated that its mission is tochange the way media cast and feature models for beauty campaigns, startingwith a rallying call for international casting calls to use the real beautymodels from their ShowUs Project. They’ve empowered these models by subsidizingthe process i.e. if another brand chooses to use one of them, Dove will coverthe cost of their appearance fees. Furthermore, in January , Unilever pledgedto feature more diverse groups in its advertising and also behind the sceneswith any agencies and producers it works with in campaign production.
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