What’s the first thing you think of when you post something that you think is incredibly interesting … you want as many people as you can think possible to see it, correct? That is one of the main goals that any company has when creating on-line social media especially videos. The goals is to capture the audience and for it to gain such attention that is is shared.
Dove had one of the biggest and fastest marketing campaigns to go viral when they took real woman and promoted that each woman was beautiful regardless of size, age and color. The campaign’s name was “Real Beauty” The reason that this was so successful was because Dove was able to connect with their audience. For a marketing effort to work it has to connect on some level and for people to want to share their connection with others.
Every campaign should have a plan on how it will reach it’s viewers. A delivery plan must be created to ensure that your advertising does actually reach as much of an audience as possible. Things to consider:
- What avenue of social media is best to roll out your campaign,
- Use hashtags that link back to your brand, and
- Use catch phrases and tag lines that describe your brand.
Engagement is another way that helps a marketing campaign go viral. Dove during their “Real Beauty” drive created a plug-in through a photoshop action which was posted on Reddit which allowed art directors and photo retouchers to download. But when they went to use it a pop-up would flash stating, “Don’t manipulate our perceptions of real beauty.” was it effective? Some would argue no but did it get people talking – YES!
Was Dove unique in this campaign? Again .. YES! Through research Dove discovered that only 2% of women in America saw themselves as beautiful and that launched a whole new campaign on what real beauty is. Dove used real women and with no editing showed the world what real women look like and each and everyone of them is beautiful in their own way. In an age where image is “everything” this approach defied what everyone was marking as what a woman should look like to be beautiful.
Lastly I think that for an advertising campaign to be successful it needs to get some reaction from it. They say that even bad press is good press and knowing that bad press wasn’t the intention of Dove they made such an impact – mostly positive – but there were some negative as well. Some thought the ads sort of gave off the vibe that it was ok that women judged women but Dove says that wasn’t their intentions. Although the message was clear to others some tried to dig and see if their were other underlying messages to be drawn out.
In the end, last year Dove’s Real Beauty campaign reached it’s tenth year and has lead other company’s to try and launch campaigns similar in order to try and reach the impact that Dove has.
Nudd, T. (2013, March 11). Ad of the Day: Dove. Retrieved April 11, 2015, from http://www.adweek.com/news/advertising-branding/ad-day-dove-147846
Russell, M. (2014, July 9). How Dove’s Campaign for Real Beauty Ushered in New Age of Female Empowerment. Retrieved April 11, 2015, from http://www.visiblemeasures.com/2014/07/09/how-doves-campaign-for-real-beauty-ushered-in-new-age-of-female-empowerment/
Viral marketing initiatives – What makes a message go viral? (2014, November 1). Retrieved April 11, 2015, from https://kaylaplante.wordpress.com/2014/11/01/viral-marketing-initiatives-what-makes-a-message-go-viral/