Now that I have been to London for nearly a week, it’s time to crack down on my area of expertise, the Dove Campaign for Real Beauty. I have already come to realize a few key differences through my research.
First, the tactics implemented by the Dove Campaign in the U.S. differ with those implemented in the U.K. One main difference is the issues the campaign centered around depending on which country was being targeted. In the U.S., image, size, and looks were heavily emphasized. Though, on the U.K. side of the campaign, issues surrounding aging and appearing “old” were much more touched upon.
Experts to Help Me Get There
The interviews I plan to conduct while my stay in London are the following:
Gemma Webb– Marketing and Evaluation Manager for the Public Information and Outreach Service of the Houses of Parliament. I plan to talk to Ms. Webb about the process the Outreach Services goes through to target the public when dealing with cause-related campaigns.
Laurence Evans- President International at Edelman and was involved in writing the original plan for the Dove Campaign implementation in the U.K. I would like to hear what Mr. Evans included in the communication objectives and best practices were that were included in his original copy.
I am also searching for someone in London who has insight on body image issues. I think this would add powerfully to my area of expertise to compare with the research and interviews I concluded in the U.S. portion of insights.
I am more than ready to learn more and more about the Dove Campaign. I am ready to gain knowledge all about the differences about the campaign to compare in the U.S. with that of which I will find here in the U.K.
I spoke with Laurence Lafforgue who worked at Ogilvy & Mathers in 2004 when the campaign began the implementation stage. Lafforgue’s role in the campaign was to coordinate with local markets to bring the campaign to life. Lafforgue shared with me interesting aspects that only an expert in the campaign would know.
Lafforgue told me Dove implemented the Campaign for Real Beauty around the world. Dove had to adapt to other cultures and work to localize the campaign in order to be successful. She voiced that Dove created several different platforms for this campaign. Different questions were posted online that women could connect and socialize about, like body image, aging, plastic surgery, among others. Lafforgue shared with me that after evaluating women’s responses, it was clear that different countries around the world were concerned with different aspects.
Dove had many communication objectives in mind when creating the Campaign for Real Beauty. Lafforgue shared with me some of those objectives, including representing itself in the top-beauty product player, position itself as offering something different (helping women realize there is no magic position but rather embrace what you have), enhancing natural beauty and ultimately the launch of new Dove products.
Through research, I found the Campaign for Real Beauty, Dove and Unilever all received a lot of heat for the campaign. I read several articles and blog posts saying Dove was hypocritical and contradicting its owner, Unilever. After reading further, I found Unilever is also the owner of other brands like Axe, which uses an immense amount of sex in its ads to sell products. Lafforgue opened my mind to the view of the company and the enormous amount of people who worked to create and implement this campaign. Lafforgue said that in general, brands have to understand we live in a transparent world where consumers have a view of your marketing and can provide feedback and express their opinions in real-time. This means that brands must be aware of the need to carry themselves with consistency in regards to what they stand for, and they have to be ready to answer to their customers and engage in a dialogue in real-time using social media among other things. Dove created a campaign to hep women realize inner beauty and that should not be compared to another brand’s messages.
I cannot wait to learn even more about the Campaign for Real Beauty. Speaking with Lafforgue was the kick-off to my path to becoming an expert on this campaign myself. I am looking forward to speaking with more experts in this area as I continue to be enlightened about the Dove Campaign for Real Beauty.
photo credit: kappadeltauga.com/assets/DoveCampaign.jpg
The Dove Campaign for Real Beauty started in 2004 as a world-wide marketing and public relations campaign to help women see their real beauty, inside and out. The campaign included a series of advertisements, videos, workshops and events showcasing real beauty. The main idea of Dove’s campaign was to teach girls and women of all ages to celebrate natural beauty, variations of body sizes and evoke self-confidence. Basically, the campaign was created and designed to make us realize no one really looks like those size zero models in ads we are bombarded with every day and frankly, that is okay.