The Dove Real Beauty campaign uses a variety of communication tools.
The campaigns' website is incredibly well designed and features video's, a forum, campaign updates,interactive activities and support services, making it a good 'home-base'.
Other elements of the campaign include television commercials, magazine and newspaper ads and billboards.
The billboards provided a call to action, by asking viewers to vote on the appropriate description of the image presented to them.
All campaign elements are visually recognisable as a part of the campaign and have been released carefully at different times to ensure that the campaign 'flows'.
The use of different communication tools has allowed a variety of audiences to be reached. The Dove Real Beauty campaign also sponsors the Butterfly Foundation, directly linking them to their ideal target market.
Dove has got there integrated marking down to a fine art and going through the Dove website makes you realize how well they have done this.
The Dove message is that all females are beautiful no matter what through all articles and advertising related to the brand.
They have two main campaigns working simultaneously to capture all of the female audiences in Australia.
They have mixed recordings from their choir, television advertising, online forums, school sessions to capture the younger audiences of the dove self-esteem fund in collaboration with The Butterfly Foundation.
All of the communication methods used have the same theme of the pale blue colour. You can see this in the billboards, magazine, newspaper and filmed advertisements.
Integrated marketing communication (IMC) incorporates all of the different marketing tools that can be used in launching a Public Relations campaign. The Dove Real Beauty campaign is an intense and well-executed example of using IMC.
Dove’s reaches a global audience with an attractive and easy to navigate website which details their objective and strategies. They have used on line forums, research facts, television and print advertising, a global road show photography exhibit, video’s, and self esteem workshops. It also addresses fundraising initiatives at helping young girls with low body-related self-esteem.
The message Dove is sending is that real beauty should not be stereotyped, and comes in many shapes, sizes and ages. Dove aims to change the perception of beauty and offer in its place a broader, healthier, more democratic view for both the mature and young, associating it with its cosmetic product range.
The Real Beauty Campaign by Dove is a great example of an extremely professional IMC campaign.
The campaign website is very well presented and has a lot of interesting content. There is a lot of interaction between the user and the site which always helps keeping visitors interested.
Dove released a video for the campaign showing the steps taken by makeup artists to prepare a girl for a commercial. This was a great idea because the ad has a lot of shock value and helps send the message of what the real beauty campaign is all about.
Dove is also running education programs in schools, commercials, billboards and newspaper ads. All these forms of advertising encourage viewers to visit the website and learn more about the campaign.
Dove has displayed an example of brilliant integrated marketing comminication (IMC).
Dove's campaign for ‘real beauty’ has redefined the typical use of the word beauty.
Dove has achieved this by combining several tools of marketing to create a successful mass campaign that is recognized globally.
Dove has displayed IMC by using various tools to reach its large target audience. It has incorporated tools such as advertising, forums, academic research, fundraising initiatives, workshops and photography.
Dove’s integration of the above initiatives has ensured that the 'real beauty' message has been communicated to their target market worldwide.
The campaigns website www.campaignforrealbeauty.com is yet another tool that has been implemented into their IMC.
The campaign looks more like an attempt to win the trust and respect of consumers, and maybe thereby to influence their perception of the Dove brand.
One interesting aspect of the campaign is the way it uses blog-friendly techniques of online community to engage people in the campaign. Here's a company doing edgy things with its brands. Not just one brand - but a number. Importantly it's using communication techniques and channels that largely resonate with today’s consumer.
Dove uses a strong mix of both advertising and PR. Advertising has been a key driver by using slice of life technique in delivering these concepts, but there’s been a lot of PR activity to support this and to add credibility. They are also playing a full role in the Australian community. Not just giving away money - but actually 'touching' those that they are helping.
By Karine Pontoizeau The Dove Real Beauty Campaign has allowed Dove to differentiate itself from its competitors by the use of a wide variety of communication tools. However, by implementing one unique key message (beautiful women come in different colours, shapes and sizes) it also gave the brand the opportunity to position itself away from the rest of the beauty products.
By using the Internet, forums, television ads, billboards and association with not-for-profit organisation (the Butterfly Foundation), the brand is not only promoting new products but is also engaged in its own battle against stereotypes. By involving its target audience but also the community, Dove is gaining in popularity as well as promoting its values.
As well as being a fantastic campaign, the Dove ‘Real Beauty’ campaign is a good example of an integrated marketing campaign (IMC). The Real Beauty campaign uses a number of communication tools cohesively to pass the message to their target publics. The campaign uses television commercials, print advertising, website, interaction with consumers (via forum and online newsletter) and free samples of pro-age products. Using such a wide combination of communication tools together not only presents a very comprehensive campaign, it makes the campaign very wide reaching and available to a very wide market. This compliments the fact that the Dove ‘Real Beauty’ campaign is aimed at all women, young and old – all women are beautiful.
I think this campaign is a revolution and step towards future beauty marketing campaigns. Today’s females are more educated, more independent and the key messages that are beginning to break through is that beauty is not what it has been for the past few decades.
This campaign has been promoted through television and magazines. The magazines that this campaign has featured in are very specific, with the company taking a lot of consideration into the age group and target audiences of each magazine. I have seen the campaign in Madison, Cosmopolitan, and Cleo which aim to an audience aged between 18 to 30 years of age. The campaign is also featured through various social media forums including MySpace and YouTube.
This campaign is an international campaign and I think it’s good that there is an individual Australian one, different compared to the campaign throughout the United States.
11 comments:
By Lauren Trotter
The Dove Real Beauty campaign uses a variety of communication tools.
The campaigns' website is incredibly well designed and features video's, a forum, campaign updates,interactive activities and support services, making it a good 'home-base'.
Other elements of the campaign include television commercials, magazine and newspaper ads and billboards.
The billboards provided a call to action, by asking viewers to vote on the appropriate description of the image presented to them.
All campaign elements are visually recognisable as a part of the campaign and have been released carefully at different times to ensure that the campaign 'flows'.
The use of different communication tools has allowed a variety of audiences to be reached. The Dove Real Beauty campaign also sponsors the Butterfly Foundation, directly linking them to their ideal target market.
By Samantha-Jayne Scriven
Dove has got there integrated marking down to a fine art and going through the Dove website makes you realize how well they have done this.
The Dove message is that all females are beautiful no matter what through all articles and advertising related to the brand.
They have two main campaigns working simultaneously to capture all of the female audiences in Australia.
They have mixed recordings from their choir, television advertising, online forums, school sessions to capture the younger audiences of the dove self-esteem fund in collaboration with The Butterfly Foundation.
All of the communication methods used have the same theme of the pale blue colour. You can see this in the billboards, magazine, newspaper and filmed advertisements.
by Sharene Macdonald
Integrated marketing communication (IMC) incorporates all of the different marketing tools that can be used in launching a Public Relations campaign. The Dove Real Beauty campaign is an intense and well-executed example of using IMC.
Dove’s reaches a global audience with an attractive and easy to navigate website which details their objective and strategies. They have used on line forums, research facts, television and print advertising, a global road show photography exhibit, video’s, and self esteem workshops. It also addresses fundraising initiatives at helping young girls with low body-related self-esteem.
The message Dove is sending is that real beauty should not be stereotyped, and comes in many shapes, sizes and ages. Dove aims to change the perception of beauty and offer in its place a broader, healthier, more democratic view for both the mature and young, associating it with its cosmetic product range.
By Luke Morris
The Real Beauty Campaign by Dove is a great example of an extremely professional IMC campaign.
The campaign website is very well presented and has a lot of interesting content. There is a lot of interaction between the user and the site which always helps keeping visitors interested.
Dove released a video for the campaign showing the steps taken by makeup artists to prepare a girl for a commercial. This was a great idea because the ad has a lot of shock value and helps send the message of what the real beauty campaign is all about.
Dove is also running education programs in schools, commercials, billboards and newspaper ads. All these forms of advertising encourage viewers to visit the website and learn more about the campaign.
Mel Evans
The 'dove real beauty' campaign uses a wide range of different communication tools.
They use a forum, webite with a forum and interactive activities for their users, and support services for any queries.
They also use TV ads and newspaper ads to convey the message of the campaign.
All the ads have the same message and are easily linked to each other.
This shows a good integrated marketing communication strategy.
The wide range of different tools shows that the message of the campaign will reach a wide audience.
By Daniel Lawley
Dove has displayed an example of brilliant integrated marketing comminication (IMC).
Dove's campaign for ‘real beauty’ has redefined the typical use of the word beauty.
Dove has achieved this by combining several tools of marketing to create a successful mass campaign that is recognized globally.
Dove has displayed IMC by using various tools to reach its large target audience. It has incorporated tools such as advertising, forums, academic research, fundraising initiatives, workshops and photography.
Dove’s integration of the above initiatives has ensured that the 'real beauty' message has been communicated to their target market worldwide.
The campaigns website www.campaignforrealbeauty.com is yet another tool that has been implemented into their IMC.
Kris
The campaign looks more like an attempt to win the trust and respect of consumers, and maybe thereby to influence their perception of the Dove brand.
One interesting aspect of the campaign is the way it uses blog-friendly techniques of online community to engage people in the campaign. Here's a company doing edgy things with its brands. Not just one brand - but a number. Importantly it's using communication techniques and channels that largely resonate with today’s consumer.
Dove uses a strong mix of both advertising and PR. Advertising has been a key driver by using slice of life technique in delivering these concepts, but there’s been a lot of PR activity to support this and to add credibility. They are also playing a full role in the Australian community. Not just giving away money - but actually 'touching' those that they are helping.
By Karine Pontoizeau
The Dove Real Beauty Campaign has allowed Dove to differentiate itself from its competitors by the use of a wide variety of communication tools. However, by implementing one unique key message (beautiful women come in different colours, shapes and sizes) it also gave the brand the opportunity to position itself away from the rest of the beauty products.
By using the Internet, forums, television ads, billboards and association with not-for-profit organisation (the Butterfly Foundation), the brand is not only promoting new products but is also engaged in its own battle against stereotypes.
By involving its target audience but also the community, Dove is gaining in popularity as well as promoting its values.
Linda Matthews
As well as being a fantastic campaign, the Dove ‘Real Beauty’ campaign is a good example of an integrated marketing campaign (IMC).
The Real Beauty campaign uses a number of communication tools cohesively to pass the message to their target publics. The campaign uses television commercials, print advertising, website, interaction with consumers (via forum and online newsletter) and free samples of pro-age products.
Using such a wide combination of communication tools together not only presents a very comprehensive campaign, it makes the campaign very wide reaching and available to a very wide market. This compliments the fact that the Dove ‘Real Beauty’ campaign is aimed at all women, young and old – all women are beautiful.
By Gemma Harris
I think this campaign is a revolution and step towards future beauty marketing campaigns. Today’s females are more educated, more independent and the key messages that are beginning to break through is that beauty is not what it has been for the past few decades.
This campaign has been promoted through television and magazines. The magazines that this campaign has featured in are very specific, with the company taking a lot of consideration into the age group and target audiences of each magazine. I have seen the campaign in Madison, Cosmopolitan, and Cleo which aim to an audience aged between 18 to 30 years of age. The campaign is also featured through various social media forums including MySpace and YouTube.
This campaign is an international campaign and I think it’s good that there is an individual Australian one, different compared to the campaign throughout the United States.
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