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ASPM ASSIGNMENT

DOVE REAL BEAUTY CAMPAIGN

Submitted by:

Objective :

An International effort which aims to change or give a different perspective to how beauty

can be perceived, especially in the case of women and young girls . With the help of thought

provoking ads and innovative strategies it has worked throughout to promote self esteem not

only in young girls but also older women .

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Target Audience :

Based on Research findings that only 2% of the women consider themselves as beautiful

across the globe and hence Dove initiated this campaign in order to move the rest of the 98%

. The target segment / audience basically involves women of all ages and the young girls of

the age of 16 and above .

Strategy :

The strategy in this particular campaign is to create brand awareness. The main take away

from this campaign is its use of Real Women rather than actors or actresses which increased

its credibility and achieved great accolades. Going for a social change cause focusing on

removing beauty stereotypes and promoting self-esteem within women of all ages or ethnicity

or religion and young girls ,bagged many hearts across the globe on an international level .

Creative Rendition :

The creative rendition used in the Dove Real Beauty ads are its immense appeal to humanity.

The emotional connection instigated a feeling of empathy and formed a connection with

whoever the audience might be , be it women / men . The ads showcased the emotional

reactions of the women to the stark difference in their perspectives of their self when viewed

through a stranger eyes and through the eyes of their loved ones in the Real beauty ad and the

mothers and daughters ad respectively.

Dove Real beauty Sketches , went viral since the day it was advertised , April 14, 2013 . It

won the prestigious Titanium Grand Prix At Cannes Lions , 2013 , bumping Oglivys

number to four. It also won an Integrated Lion Award.

DOVE REAL BEAUTY SKETCHES : O&M Brazil

Viewed : 55,734,312 times

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Likes : over 1,25,000

The video revolves around few women and an FBI trained forensic artist . This artist makes

two sketches . The first one being a sketch of each woman ; described by the womenthemselves and a another sketch with the help of a description given by a stranger who has

seen the woman . The differences in the two sketches are stark and this is where dove comes

in and highlights that women are more beautiful than they think they are . The video has

been viewed 55,734,312 times and over 1,25,000 likes for the past four months . The

campaign elicited an emotional reaction in millions of people and testimonials and personal

experiences came pouring in from all over the World. This is because of its powerful human

element and it increases our empathy with one another.

DOVEDAUGHTER AND MOTHERYOU ARE BEAUTIFUL :

Viewed : 32,764

Likes : over 300

About a month after the Real beauty sketches video ; came the Daughters and Mothersyou

are beautiful video . The video though not as viral as the first video ,it did create a certain

phenomenon .The video was just for the moms so that they can see themselves and their

beauty through the eyes of their loved ones , inspiring not only the women but also the

viewers to see the beauty within themselves. This particular ad hits the audience emotionally,

especially the women, by pushing them to think about their own self- image and their

insecurities.