Case study of Dove Soap

“l think Canada was Just really ready for it,” says Aviva Growl, group account director at Googol, who has worked on Dove since 2004. “There was a lot of support internally at Milliner, It struck a chord..

. [It was] a time of great experimentation and great leadership that allowed that to happen. ” Growl also notes that having the budget available and co-operation amongst the product categories to allow for a campaign centered on the brand as a whole meant everything fell Into place for a Canada-first launch.

What followed was unexpected buzz as the campaign gained traction round the world, becoming a major water cooler topic before the days of social media spreading ideas like wildfire. New Dove products were launched using the same creative idea – showing real women with different hair types, skin types and body types, loving themselves and their favorite Dove products, often in their underwear.

While the water cooler buzz and media attention escalated (Opera had those underwear-clad women on her show), one of the most talked-about aspects of the campaign came as a complete surprise to McLeod and her team – the viral power of striking the right chord. By now, almost everyone has seen the “Evolution” video on Youth (12 million people and counting), depleting a woman who gets transformed, through makeup and Photos, Into a model, proving that even The Dove billboard can easily be compared to the story of the “World of Wrestling” from Barters Mythologies.

In the story, wrestling is described as a myth for the simple reason that the audience doesn’t care if a wrestling match is rigged, but rather what it is seeing taking place. They don’t think about reality or truth. In fact, they really don’t think at all; they see (Barters 2000, p.

1 5). This can be applied to the Dove advertisement because the audience is only engaged with what it sees, not with the truth and persuasion of the ad. The target audience doesn’t realize that what they’re seeing was all a process to evoke a certain message and get them to think a certain way about their product or have meaning to the audience.

And think a certain way they did. Ultimately Dove’s daring strategy Increased their sales and market share.

Women were able to connect to the ad, which In turn made them buy the product. The campaign led to the Dove Self Esteem Fund, which gave Dove even more media exposure with the making of Youth videos and clips. As one can see, Dove successfully turned around their advertising tactics, which led to increased sales and changed feelings toward Dove products. These products were the same beauty products before and after the new campaign, but successful advertising allowed for people to view the products as something totally different.

According to the Magic Bullet or Hypodermic Needle Model, mass media has a powerful influence over people, and can deliberately alter or control the mass audiences’ behavior.

I suppose this is not in argument today. The Dove billboard can easily be compared to the story of the “World of Wrestling” room Barters Mythologies, In the story, wrestling Is described as a myth for the simple reason that the audience doesn’t care If a wrestling match Is rigged, but rather what it is seeing taking place. They don’t think about reality or truth.

In fact, teen really non n a a teen see (Bareness u, p. 15) Nils can De appeal to teen Dove advertisement because the audience is only engaged with what it sees, not with the truth and persuasion of the ad. The target audience doesn’t realize that what they’re seeing was all a process to evoke a certain message and get them to think a certain way about their product or have meaning to the audience.

And think a certain way they did. Ultimately Dove’s daring strategy increased their sales and market share. Women were able to connect to the ad, which in turn made them buy the product.

The campaign led to the Dove Self Esteem Fund, which gave Dove even more media exposure with the making of Youth videos and clips. As one can see, Dove from Barters Mythologies.

In the story, wrestling is described as a myth for the simple reason that the audience doesn’t care if a wrestling match is rigged, but they really don’t think at all; they see (Barters 2000, p. 1 5). This can be applied to the near seeing was all a process to evoke a certain message Ana get teen to tank a they’re seeing was all a process to evoke a certain message and get them to think a snare. Omen were addle to connect to teen ad, wanly In turn made teen Duty teen suppose this is not in argument today. The Dove billboard can easily be compared to the story of the “World of Wrestling” from Barters Mythologies.

In the story, wrestling is described as a myth for the simple reason that the audience doesn’t care if a wrestling match is rigged, but rather what it is seeing taking place. They don’t think about reality or truth. In fact, they really don’t think at all; they see (Barters 2000, p. 15).

This can be applied to the Dove advertisement because the audience is only engaged with what it sees, not with the truth and persuasion of the ad. The target audience doesn’t realize that what they’re seeing was all a process to evoke a certain message and get them to think a certain way about their product or have meaning to the audience.

And think a certain way they did. Ultimately Dove’s daring strategy increased their sales and market share. Women were able to connect to the ad, which in turn made them buy the product. The campaign led to the Dove Self Esteem

Fund, which gave Dove even more media exposure with the making of Youth videos and clips. As one can see, Dove successfully turned around their advertising tactics, which led to increased sales and changed feelings toward Dove products.

These products were the same beauty products before and after the new campaign, but successful advertising allowed for people to view the products as something totally different. According to the Magic Bullet or Hypodermic Needle Model, mass media has a powerful influence over people, and can deliberately alter or control the mass audiences’ behavior. I suppose this is not in argument today.