Doves Real Beauty Video Campaign – Most Successful In The World

June 10, 2013 | Author: | Posted in Marketing

Dove’s most recent real beauty advert, part of their overall Real Beauty campaign, has become the worlds most watched TV commercial.

“The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others. Beyond just the millions of views and publicity impressions, it is the outpouring of testimonials from around the world that are exciting us,” Fernando Machado, vice president of Dove Skin.

The real beauty campaign began in 2004, after market research indicated that only 4% of women consider themselves beautiful. The campaign’s mission is to “to create a world where beauty is a source of confidence and not anxiety” was created by Ogilvy & Mather Brazil.

The first stage of the campaign centred around a series of billboard advertisements, initially put up in the United Kingdom, and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Annie Leibovitz. The ads invited passers-by to vote on whether a particular model was, for example, “Fat or Fab” or “Wrinkled or Wonderful”, with the results of the votes dynamically updated and displayed on the billboard itself. Accompanying the billboard advertisements was the publication of the “Dove Report”, a corporate study which Unilever intended to “[create] a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty.”

Dove’s most recent real beauty advert, part of their overall Real Beauty campaign, has become the worlds most watched TV commercial.

“The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others. Beyond just the millions of views and publicity impressions, it is the outpouring of testimonials from around the world that are exciting us,” Fernando Machado, vice president of Dove Skin.

The real beauty campaign began in 2004, after market research indicated that only 4% of women consider themselves beautiful. The campaign’s mission is to “to create a world where beauty is a source of confidence and not anxiety” was created by Ogilvy & Mather Brazil.

The first stage of the campaign centred around a series of billboard advertisements, initially put up in the United Kingdom, and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Annie Leibovitz. The ads invited passers-by to vote on whether a particular model was, for example, “Fat or Fab” or “Wrinkled or Wonderful”, with the results of the votes dynamically updated and displayed on the billboard itself. Accompanying the billboard advertisements was the publication of the “Dove Report”, a corporate study which Unilever intended to “[create] a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty.”

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