Most of us are familiar with Dove, and have our own memories about the brand growing up. It can be either the advertisement of a pretty girl with long silky hair that pop up in the middle of your favourite tv show; the gorgeous smell of various Dove products displayed in the supermarket; or simply using your mom’s Dove shampoo and sing to yourself in the shower. For over 60 years, the company has been very successful with their marketing strategies. And on of the most popular campaigns that touched millions hearts is the Dove Real Beauty Sketches, which promoted the true beauty in every woman.
In 2013, the company came up with a new campaign in order to inspire and empower all women to love themselves and believe in their true beauty. Gil Zamora – a FBI trained sketch artist was featured in a short film sketching two different portraits of a few women, based on their own descriptions of themselves and on the descriptions of other strangers. There were no face to face contact between the artist and all the participants. The two portraits were then hang side-by-side in a bright room, and the differences were noticeable: the one described by the stranger was more beautiful and attractive than the self-description.The film ended with women’s positive thoughts about their true beauty, and conveyed a message that “You are more beautiful than you think”.
The video went viral with over 114 million views in the first month and became the most watched video in 2013. Dove’s number of subscribers, Facebook and Twitter followers increase tremendously. The company even won 19 lions, which includes the Titanium Grand Prix.
So..back to the question: HOW DID THE VIDEO SPREAD SO QUICKLY? Here’s a list of all the reasons why:
1. Social currency
People are interested in sharing their thoughts and opinions. Dove did not include their product promotion in the video but focused on empowering women to believe in their true beauty. By encouraging a woman to change her perception of herself, Dove was actually spreading a social message that makes them different, and references their own culture. This campaign completely changed how customers viewed the company and increased the amount of likes, shares and comments on their video. The vast audience were inspired to love themselves, and to express their feelings about this sensitive topic. The message Dove sent out has become the “common voice” that needed to be spread and heard.
“Top of the mind leads to tip of tongue”. Dove has created a massive personal touch by using the term “YOU” – “You are beautiful” – the company tried to connect to its audience and show that Dove actually care about them. People then referred the message to themselves, shared and talked about how a brand successfully changed the way they look at themselves, and bring out the positivity. It generated a massive impact that people then bought Dove products in order to support a social cause.
The content of the video is relatable. The video was so sincere and authentic, no products promotion was involved, and it did perfectly well in bringing out a sense of warmth, confidence and joy. Dove has encouraged and empowered women to think differently, positively and bravely, to actually love themselves and believe that they are truly beautiful. The relationship between the brand and their audience were uplifted and customers think of Dove as a genuine brand who always supports women.
4. Public visibility
Celebrities and other brands were also involved in the campaign by constantly sharing and discussing about the topic of the video. Dove created a common platform for discussions and empowerment – an invaluable strategy to develop their relationship with the customers and to build stronger brand image.
5. Practical value
The video was ensured to be seen and shared by the right people. Creating a campaign supporting women and not promoting any of their products, Dove did a smart move to gain a large number of customers and to raise awareness among women. The brand succeeded in connecting and leveraging its relationship with the customers. A huge numbers of customers purchased Dove products to support the campaign.
As I have mentioned at the beginning of this blog, a touching and inspiring storyline!
Dove’s youtube channel: https://www.youtube.com/channel/UC0uGC_EBwAxw3ljqeGjy2qw
All images retrieved from the original video: https://www.youtube.com/watch?v=litXW91UauE