Dove’s Campaign For Real Beauty. The target advertising segment that I chose is women of all ages and shapes. This is a very large segment with many nationalities, races, beliefs, sizes and ages. I believe that one of the successful PR campaigns was Dove’s Campaign For Real Beauty. The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Dove conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size.
Commercial aired during the Super Bowl 2006. http://video. google. com/videoplay? docid=1731400614466797113 After CFRB was launched, a slew of press was devoted to the ads in the campaign. The campaign was featured and debated across both print and broadcast media. CFRB was featured on national morning shows such as Good Morning America, The Early Show, and The Today Show. Moreover, CFRB was featured on popular talk shows such as The Ellen DeGeneres Show, The View, Oprah and The Tyra Banks Show. Overwhelmingly, the response of the media applauded the campaign.
This campaign was a huge successful in terms of delivering the message and provoking healthy debate. The campaign generated more than 650 million impressions during the summer of 2005. According to Dove, sales for the products featured in the ads increased 600 percent in the first two months of the campaign. Dove effectively reached their target audience through their tactics and programming. As a result of their intensive research, which included surveying women across the world of different cultures, Dove was able to understand the feelings at the core of their audience.
They connected on an emotional and personal level with women of many nationalities, races, beliefs, sizes and ages. Dove had their finger on the pulse of their consumers. They entered the market at the perfect moment; women were tired of being made to feel less than beautiful in order for a company to sell their beauty products. Dove became the trendsetter, innovator and a breath of fresh air in the beauty industry. Dove challenged the industry to see women as they really are: beautiful in their own unique way. The Campaign for Real Beauty shattered the stereotype of the size zero, blonde, perfect model.
