This campaign has won a handful (or two) of ad awards and has sold an enormous amount of product. Sales have increased to $4 billion today from $2.5 billion in its opening campaign year.
What were some of the outcomes of Dove’s Campaign for Real Beauty?
The campaign’s impact extended beyond promoting a vision for beauty equality. Sales for Dove jumped from $2.5 to $4 billion in the campaign’s first ten years. Dove bars became the number one preferred soap brand in the U.S. and Unilever’s best selling product company-wide.
Why did Dove launch real beauty campaign?
Dove launched the “Campaign for Real Beauty” in 2004, in response to the findings of a major global study, The Real Truth About Beauty: A Global Report, which had revealed that only 2% of women around the world would describe themselves as beautiful (Etcoff, Orbach, Scott, & D’Agostino, 2004).
Do Dove and Axe sell the same message?
To the average consumer, Dove and Axe have nothing in common. They are two completely different brands conveying different messages. But Dove and Axe actually do have a substantial commonality – they share the same parent company, Unilever.
How successful was the Dove campaign?
The statistics bear witness to its success: 171 million banners with negative messages were displaced and 5.5 million unique women reached. Over 50% of the women who visited Dove Ad Makeover created a message, and 82% of the ads seen were created by friends of the viewer.
What is Dove’s brand purpose?
To date, more than 2,900 companies have licensed images from the collection—none of which are staged or touched up. The effort flows naturally from Dove’s well-established brand purpose: to make a positive experience of beauty accessible to every woman. It also ties in to business results.
What is Dove’s slogan?
The tagline: ‘Put your best face forward with Dove.
