Pr Campaign Analysis

Joshua Hopes

PR campaign analysis

Dove Real Beauty Campaign

Dove is a household toiletries brand used by all kinds of women from the all over the world. The product is owned by Unilever, and has tons of different products including beauty bars, soaps, hair wash, and lotion. In 2004 the company decided to take a stand against the westerns hemisphere perception of beauty and is still booming in 2013. The following essay will discuss reasons why the campaign is still working for Dove’s products. Dove Associates controversial issues with their brand for not revenue but for a trusting relationship with there target audience.

In 2004 Dove took six regular everyday women of all different colours, shapes, and sizes and used them as models for billboards in their “Real Beauty” campaign. The real beauty campaign promotes beauty in total an opposite form appealing to the standards of the fashion world with skinny perfect models. With this campaign Doves shows women that they normal and don’t have to live up to the stereotypical norms of society no matter age, size, or skin colour. The campaign is still touching customers today in 2013 since its launch in 2004 with using many different marketing tactics to reach and connecting to there audience. “Dove used the theory of diffusion of innovation with the image advertisements because the images used target messaging through the five steps of awareness, interest, evaluation, trial, and adoption.”- akp@uoregon.edu

With Dove promoting women to feel beautiful without being a media’s social norm is such a controversial issue allowing their target audience to expand to any type of woman. “Dove’s Real Beauty campaign uses public relations through the use of target messaging and the theory of diffusion of innovation”.- McKenzie Fox

Dove’s has teamed with marketing and communications agencies such as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications. The agencies know that combing there product...