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Dove – The Ad That Doesn’t Look Like ItOctober 10, 2012 – 4:03 pm |
 Cristiana |
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Social media can be a very powerful and persuasive tool for businesses. Facebook’s own simplified language patterns have shown to both target and engage customers on several fronts.
What if a brand decided to swim against the current and rewrite the story of innovation? Dove created a very successful Facebook Ad campaign using a very simple concept they discovered during their research. Dove’s research showed them that only 4% of women feel beautiful.
Using this information, Dove created a Facebook app designed to replace the ads that made women feel guilty about their own physical appearance. To participate, users had to select the message(s) they wanted to send, followed by the name of the woman that they wanted to target. The ads would appear on that users Facebook stream, replacing ads typically targeted to them by other companies. This successful app allowed the user to choose the demographics in which Dove would target.
This simple but efficient marketing strategy targeted an issue that has always been a hot topic for women. It was able to directly connect and generate emotional responses from a wide demographic. The campaign also easily takes on a life of its own and has all the necessary requirements to being shared on a viral level.
The benefits to this kind of campaign do not stop here. People generally feel better about themselves when they have contributed something to the benefit of someone else. The campaign left both the sender and receiver of these messages in good spirits. Dove included their logo in every message to build its own brand equity and hopes the positive energy they’ve put forth will come back to both their brand and their revenues.
