Dove in a share-worthy campaign

            

            Dove got it right again becoming a video viral with its marketing activity when in 2013 they did “Dove Real Beauty Sketches” in which a group of women describe themselves to a FBI artist who drew without see them. Then, the artist drew these women again based on a description of someone else. After that, the women are invited to look the sketches realizing that the second one is more flattering than the first. I first saw the video when a friend of mine who works in an advertising agency sent me the link. As many others, I got emotional by the end of the video. Through this campaign more than promoting any of its products, Dove is connecting with their target market. It touches in a subject that is pretty sensitive for women worldwide: beauty. Any female over its 20s that works, takes care of the house, hangs out every once in a while have faced the sense of not being beautiful enough. The campaign itself says that only 4% of women consider themselves beautiful and communicates straight to them that “they are more beautiful than they think”, filling this necessity of acceptance that women sometimes need. Finally, the campaign creates a big brand awareness and truly likable because, after all, these women will probably next time buy from a brand that had shown they are beautiful  over any other who keeps telling them that they need to change something in their appearance.

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