By Grace Nesseth
The company that I chose to do my earned media blog post over was Dove. The consumer problem that they were trying to solve was the fact that most women don’t find themselves to be beautiful. Dove was able to become more relevant in the cosmetics industry by releasing this campaign. Dove’s current customers are women and men, but for this campaign they wanted to target one specifically. Their desired audience was women, women who may not be confident and also women who are confident. They wanted to reach out and pull on the insecurities that many women face, and help them to see that they are not alone, and that Dove believes that every women is beautiful in their own way.
The brand created a campaign called My Beauty My Say, using the hashtag #MyBeautyMySay. The campaign featured stories that women just like you and me shared about people who have commented on their appearance. They encourage women to share their stories if they have ever had their looks used against them. Having women share their stories by using the hashtag. This adds a social value to their campaign because it is women from all over their world sharing their personal stories, rather than actresses that were hired to do so. Dove’s earned media campaign was focused on different social media sites and Youtube. Once people would share their stories with the hashtags, Dove would choose different people to come in for an interview to share onto their Youtube page. Other than these videos and the sharing of people’s stories, this campaign was entirely based off of the consumer interaction.
Dove’s vision is that beauty should be a source of confidence, not anxiety. They want women to develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential. This vision statement shows why Dove chose the My Beauty My Say campaign, having real women show other women what it means to be body positive.
http://www.dove.com/us/en/stories/about-dove/our-vision.html
(Dove, Body, Beauty, Campaign, Self Confidence, Confident, Image, Body Type, Women)
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