If I were to pick one social media campaign that earned the reward for “best of social media,” I would choose the “Dove Campaign for Real Beauty.” Dove has an ongoing campaign in which they hope that others will “imagine a world where beauty is a source of confidence, not anxiety.” They started their campaign after a global study produced results that only 2% of women consider themselves as being beautiful. The Dove Campaign for Real Beauty states, “Since 2004, Dove has employed various communications vehicles to challenge beauty stereotypes and invite women to join a discussion about beauty.”
Here we can see that the target audience is women around the world, and their main objective was to widen the definition of beauty and what it should mean for women. Dove used many different tools for their campaign. My favorite thing about the campaign was a segment that they did entitled Dove Real Beauty Sketches. I linked the video to this blog post, so that you can all enjoy. Dove prefaces and describes this video by saying, “Dove is committed to building positive self-esteem and inspiring all women and girls to reach their full potential. This is why we decided to conduct a compelling social experiment that proves to women something very important: You are more beautiful than you think.” I believe this was an extremely successful part of their campaign. They sought to really connect with their target market and they made their brand personable and something women could emotionally connect to.
As a marketer, I would give this campaign the award for best in social media because they clearly had objectives. Their objectives were specific and targeted at a particular audience in which they succeeded in connecting with on a very personal level.
This campaign was indeed successful. It is something that is still relevant today. One of Dove’s goals was to “invite women to join a discussion about beauty.” This campaign did just that. It succeeded in getting women to connect and share about their feelings of real and deep beauty. Dove succeeded in helping to create a world where beauty truly became “a source of confidence.”