Social Media Strategy Analysis - Dove
The advancement of technology and the advent of the internet have created opportunities for companies to market themselves and their products to hundreds of millions of consumers. Dove has done this exceptionally well, marketing a movement that advocates and celebrates what Dove calls ‘real beauty’, which gently drives consumers to their body care products, placing Dove in a very competitive position against other soap manufacturers and large cosmetic companies such as Revlon, Mac and Maybelline. This paper will discuss Dove’s key customer segment, examine several of Dove’s social media marketing campaigns, discuss how this compares against their competitors, and offer recommendations on how their strategy …show more content…
The most effective social media outlet campaigns reviewed were Facebook and YouTube.
The YouTube “Choose Beautiful Campaign” centers on a video of women approaching the entrance of a building and having to choose to walk through one of two doors, one labeled ‘average’ and the other labeled ‘beautiful’. Most women walked through the door reading ‘average’. The video did not market Dove’s product, rather it marketed their movement, which is to celebrate real beauty. “It’s an interesting campaign because it concludes with all women wishing they had said beautiful like some of their peers. This hammers in Dove’s idea of real beauty and what that means” ( HigherVisibility, 2015).
Dove ‘s most successful social media outlet is Facebook. A 2012 campaign called the “Ad Makeover” allowed people to “…replace depressing advertisements, regarding things such as weight loss and cosmetic surgery with encouraging feel-good comments” (Münter, n.d.). Negative ads were able to be replaced “…with one of eight messages designed by Dove to give women a much needed self-esteem boost” (Münter, n.d.). Dove’s current Facebook page is a post on “…the media’s sexist comments about female athletes” (Dove US Facebook page, n.d.) The page includes a video in which Dove claims that “this month we’ve been exposed to sexist comments over 70 million times. Dove then invites visitors to “Visit the site, see the latest quotes and respond …show more content…
The first is to replicate a similar movement for men, but in a way that appeals to men. The current campaign for Dove Men+Care is that it “…celebrates a new definition of strength: one with care at its center. Because Dove Men+Care believes that care makes a man stronger. Real strength is shown through the care you give to the people that matter…” (Dove Men+Care, n.d.). Doves campaign that caring makes us stronger may have an appeal to some men, but not
The advancement of technology and the advent of the internet have created opportunities for companies to market themselves and their products to hundreds of millions of consumers. Dove has done this exceptionally well, marketing a movement that advocates and celebrates what Dove calls ‘real beauty’, which gently drives consumers to their body care products, placing Dove in a very competitive position against other soap manufacturers and large cosmetic companies such as Revlon, Mac and Maybelline. This paper will discuss Dove’s key customer segment, examine several of Dove’s social media marketing campaigns, discuss how this compares against their competitors, and offer recommendations on how their strategy …show more content…
The most effective social media outlet campaigns reviewed were Facebook and YouTube.
The YouTube “Choose Beautiful Campaign” centers on a video of women approaching the entrance of a building and having to choose to walk through one of two doors, one labeled ‘average’ and the other labeled ‘beautiful’. Most women walked through the door reading ‘average’. The video did not market Dove’s product, rather it marketed their movement, which is to celebrate real beauty. “It’s an interesting campaign because it concludes with all women wishing they had said beautiful like some of their peers. This hammers in Dove’s idea of real beauty and what that means” ( HigherVisibility, 2015).
Dove ‘s most successful social media outlet is Facebook. A 2012 campaign called the “Ad Makeover” allowed people to “…replace depressing advertisements, regarding things such as weight loss and cosmetic surgery with encouraging feel-good comments” (Münter, n.d.). Negative ads were able to be replaced “…with one of eight messages designed by Dove to give women a much needed self-esteem boost” (Münter, n.d.). Dove’s current Facebook page is a post on “…the media’s sexist comments about female athletes” (Dove US Facebook page, n.d.) The page includes a video in which Dove claims that “this month we’ve been exposed to sexist comments over 70 million times. Dove then invites visitors to “Visit the site, see the latest quotes and respond …show more content…
The first is to replicate a similar movement for men, but in a way that appeals to men. The current campaign for Dove Men+Care is that it “…celebrates a new definition of strength: one with care at its center. Because Dove Men+Care believes that care makes a man stronger. Real strength is shown through the care you give to the people that matter…” (Dove Men+Care, n.d.). Doves campaign that caring makes us stronger may have an appeal to some men, but not