Unilever’s Dove real beauty campaign can be classified a success on all fronts. it was designed to build the self esteem of women and preach the message of beauty beyond physical appearance. Lucy Reid’s presentation on Dove’s campaign narrated and described an effective campaign that made extensive use of digital communication tools.
I agree with Lucy’s position because Unilever explored various forms of digital communication to reach out to present and potential consumers in more than 80 countries, where the product is sold. Dove has International brand recognition, kudos be given the company for its digital presence and availability of the products even in Africa. Dove website http://www.dove.com is beautifully designed and easy to navigate, it gives adequate information on all products. The presence on social media viz Dove on Facebook, Twitter, youtube, Instagram depicts a campaign exploring all available avenues to reach out to stakeholders worldwide, irrespective of age, gender, geographic location and status to garner more success.I also find the worldwide conversations via the internet and the talk shows organized for the Dove’s beauty campaign a novel and striking use of digital communication tool.
Unilever expanded its digital communication frontiers by using online portal to educate women and girls, free resources are posted on its education page which propagates the “free being me”, “# speak beautiful”, ” #choose beautiful” campaign videos .”Onslaught online” is another digital communication tool that contributed to the success of campaign for real beauty by Dove Unilever as the videos parading beautiful, natural, everyday women went viral online.
I can understand the success of Dove’s real beauty campaign because it appeals to every woman to appreciate beauty beyond physical appearance and it also explored various available digital communications tools to reach the world which has turned to a global village. Little wonder sales improved and increased to $4.0billion from $2.5billion in the opening campaign year, there are 70,000 subscribers on youtube ,180,000 followers on twitter and over 25m Facebook and Instagram followers. The website no doubt delights , entertains, and informs buyers. Lucy also captured the campaign’s success through the response of the public as she related the views on youtube and numerous awards the campaign received.
It is easy for me to appreciate Dove’s beauty campaign because I am a lover and consumer of Dove’s fascinating products and one of the statistics captured in the online followers. I would love though to see digital campaigns from Dove targeted towards any age, any colour, any gender. The Dove’s beauty digital campaign focus shifts heavily towards the generation Y females and this suggests the casting as restrictive. The products sell internationally and every campaign should think deeply about all buyers in the global market place. Unilever’s digital campaign should have a deliberately global focus.
Ashely Waggoner Denton and Angela Celebre (2014). The good, the bad, and the ugly of the Dove Campaign for Real Beauty. Retrieved from http://www.in-mind.org/article/the-good-the-bad-and-the-ugly-of-the-dove-campaign-for-real-beauty on February 5, 2016.
Lucy Reid. (2016). Presentation on Digital communication tools of Dove’s real beauty campaign.
WAGGGS. (2014). Free Being Me (English). Retrieved from https://www.youtube.com/watch?v=Q_wjYltJGLw on February 5, 2016.