Question

Campaign for Real Beauty for re-launch of the Dove brand has been successful in many countries. Discuss why this campaign has been so successful, in term of a) message, b) media mix, and c) promotion mix.

Answer 1

Dove Brand has redefined its brand image after its relaunch of new campaing addressing the brand to be known as product for real beauty which signfies the inner beauty. Let us analyze the following elements.

1. Message : Dove camoaign for real beauty started a worldwide campaign,which gives the following message "to elebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves". This signifies that every woman is beautiful in their own ways.

2. Media Mix ; The major paths dove choosen is digital media and social media. It had programms running all over the world in major Television channels, and especially with the advent of Internet boom, it could capitalize its reach to audience by campaigns in facebook, youtube. And couls reach the right set of audience of all ages.

3.Promotion Mix: Instead of Using Celebrities, it used people of different ages, color and concentrated on delivering the message of realizing the inner beauty and happiness of being oneself how they are, rather than delivering the message related to facial fairness.

Conclusion: The affect created positive image in the minds of customer and it enabled it to regain its lost status because of its previous campaigns.