New Media Marketing Campaign Success Story Essay

dove was one of the biggest global brands introduced and owned by Unilever since 1957. come down started its life as a peach soap bar that was clini bring downy proven to be milder for dry, sensitive skin than other leading soaps half of women declare dry skin. Dove provides a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of consumers skin and hair. Some products of Dove include antiperspirants, deodorants, body washes, beauty bars, lotions and moisturizers, hair care and facial care products. During the 1990s, the group began to extend the brand across the established personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners.Dove has attracted widespread media attention since 2004 for its marketing. A crude line of Dove for Men products was launched in 2010. Over the last few years, Dove has focus on delivering products that in spire women to enjoy their own beauty and individuality. As part of our charge for Real Beauty, the Dove Self-Esteem fund (DSEF) demonstrates our commitment to the brands mission to make more women feel beautiful any day, by widening todays cypher of beauty and by inspiring women to take great care of themselves. The DSEF aims to educate and inspire young girls by means of a series of tools and workshops which in conclusion protects and nurtures their body-related self-esteem and enables them to become fully realized adults. carry IntroductionDove Campaign for Real Beauty is run that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The take down behind the campaign is to fete the natural physical variation embodied by all women and inspire them to oblige confidence to be comfortable with themselves. The launched campaign featured normal women of contrasting shapes and sizes popular opinioned in a number of ways one was approaches in the street another answered an ad which was placed in a local publisher. The Dove Campaign for Real Beauty is a global effort that is think to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty.The campaign supports the Dove mission to make women feel more beautiful every day by challenging todays stereotypical view of beauty and inspiring women to take great care of themselves. In addition to changing womens view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove wonderful itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying perfect women as beauty role models. Main goals of the online campaign were to bring awareness to the new product line, generate debate about the definition of beauty, receive media attention, gain market coverage allow consumer interaction with the brand, and call to join the self-esteem program partnership. .Type of New Media UsedWebsiteThrough Doves website, the creation is able to gain more insights about the campaigns. The Dove Self-Esteem Fund was developed as part of the Dove Campaign for Real Beauty to help free the next generation from self-limiting beauty stereotypes. We brook already helped over 5 meg girls and we invite you to play a role in supporting and promoting a wider definition of beauty. Dove Self-Esteem Fund Girls Only Interactive Self-Esteem Zone (Appendix 1.3) allows the public to do everything from take interactive quizzes, creating their own online magazine to get a reality check in art of image manipulation. Furthermore, they created a viral video (Appendix 1.4) Evolution, showing the transformation of a normal looking girl into a stunning model and stick on it on the website. Visitors can access new self-esteem building tools, take part in interactiv e self-esteem activities and join self-esteem discussion boards. FacebookAs consumers nowadays are getting more IT savvy, the Dove Facebook page (Appendix 1.1) generally attracted 3,688,330 people liking it. From the page, Dove not only educates the campaign to the public, it also engages the public and users of Facebook to communicate with them. Dove has done so through the interactive panels (Appendix 1.1), where they leaded What does real beauty mean to you? From there, the public will post their response or view up the wall of the page. The Dove Facebook page is able to reach mass audience of contrasting languages and culture as they allow visitors to pick their current landed estate and language choices. Thus, even if the visitor is not English speaking, they will still be able to understand the information stated on the page. YouTubeYouTube is a affable media platform that allows feedback from its viewers. By using YouTube, Dove has stimulated its customers to get involved by telling their own opinions about beauty concept. That helps the campaign more and more successful and well-known. With YouTube, Dove can also measure the effect of their campaign via the number of viewers. They created viral video and placed it on the CFRB website, the video Evolution, shows the transformation of a normal=looking girl into a stunning model and it became a hot throughout YouTube by the name Dove Evolution Video, 2006.Doves Evolution video (Appendix 1.2), which won both a Film fantastic Prix and Cyber Lion (A Grand Prix for cyber-marketing) at the 2007 Cannes Lion International Advertising Festival, takes a different approach. By highlighting the extent to which pictures of models are often modified and retouched in advertisements, this video point out the unrealistic nature of many models appearances. Showing how a great deal a models appearance can change from its natural state at the beginning of a photo shoot, thanks to make-up, stylists and computers, Evolu tion is intended to challenge women not to accept a type of beauty that is unrealistic and attainable only through the use of editing and retouchingConclusionResult of the CampaignThrough the campaign, results stated that the campaign has been shown on over 25 major TV channels and in more than 800 articles in opinion leading newspapers as well as in popular womens magazines. In the first six months of the campaign, sales of Doves firming products increased 700% in Europe and in the United States, sales for the products in the advertisements increased 600 percent in the first two months of the campaign. In 2004, the first year of the campaign, global sales surpassed $1 billion, transcend company expectations. Doves public relations company built in news coverage for Asia with the Dove models appearing in 618 different newspaper clippings with a circulation of 139 million. By the end of 2005, sales in the Asian-Pacific market increased from 19 percent to 26 percent. In the United St ates, the campaign got free advertizing space from media coverage on national television shows reaching 30 million daytime television viewers.These shows included The Oprah Winfrey Show, which included the campaign everyday for a week, The Ellen DeGeneres Show, The Today Show, The View and CNN. Evolution the viral video and the most famous execution of the campaign to date had global impact. The viral has been viewed more than 15 million times online and seen by more than 300 million people globally in various channels of distribution, including news coverage, by the estimation of Ogilvy Chairman-CEO Shelly Lazarus. Dove and Ogilvy have won awards for this campaign. These include the two Grand Prix Cannes Advertising Awards in 2007. This is an unprecedented number of awards to win. Evolution the viral won Film Grand Prix and a Cyber Grand Prix. Dove won a silver IPA for effectiveness with the campaign. In 2006 it was awarded a Grand EFFIE, which honors the most significant achieveme nt in marketing communications effectiveness.somebody OpinionThe success of the Dove campaign has been its agility in bypassing traditional mainstream media and entering popular culture through new media. Dove used YouTube to ask their consumers to help create the Self-Esteem Campaign. To get things started, Dove posted a fast-motion, one-minute film entitled, Dove Evolution, which races through the cosmetic artistry and Photoshop plastic surgery that ultimately transforms a models features into an ethereal face that past appears on a billboard. The film ends with the tag line No wonder our perception of beauty is distorted. The YouTube Dove film has been viewed over three million times and has brought more attention to the Campaign for Real Beauty. Doves message and story then migrated to the entertainment media.The spot played on TV shows such as Ellen, Entertainment Tonight and The View. Dove, the brand with a point of view, now had customers with a point of view. The Dove Campa ign opened marketers eyes to the importance of global consistency. The internet makes it easier for people to connect the dots and to share information. With the internet giving the consumer a voice and allowing user-generated media to have a real impact on our culture, marketers should be able to recognize this and realize how much power the consumer now holds.