#speakbeautiful

[rinucs]

The marketing strategies that drove ‘Dove’

About the brand ‘Dove’

Launched in 1957, Dove is a highly popular personal care brand that comes under Unilever. Ever since its inception, this US brand has been offering a comprehensive array of products for men, women and babies. Its unique logo featuring the silhouette of a bird has registered well in the minds of the public. 

The brand slowly but successfully started expanding its product line from 1970 onwards. So much so that by the 90s, its market value grew considerably and its products were sold in over 150 countries.

The phenomenal success of the brand was attributed to the reputation and goodwill it garnered from various countries through inventive marketing tactics that resonated emotionally with the target audience.

In this blog, we’ll have a look at a few such strategies that drove the success story of Dove.

Strategy 1

Pioneering the concept of real beauty

A step ahead for a beauty oriented brand by all means, this brave,inventive and revolutionary billboard campaign featuring regular women in place of professional models instantly grabbed the eyeballs of the public and made them introspect about the true meaning of beauty.

It proved to be a stand out strategy in those times where the advertisements were mostly centred around high-paying female and male models. 

Strategy 2

Speaking Beautifully on Twitter

Dove has been always at the forefront of insightful and groundbreaking digital campaigns. But 2015’s #SpeakBeautiful campaign launched in partnership with Twitter managed to counter negative tweets about body image. 

The video ad shot on the basis of this campaign was aired during the 2015 Oscars pre-show.

Strategy 3

Real Women Campaign

This 2017 campaign that won laurels turned the spotlight on determination, grit and talent of real women. Partnering with  Shutterstock, a group of award-winning photographers were specifically roped in for the campaign that conveyed the essence of #RealBeauty.

Strategy 4

‘No Distortion’ campaign

The  ‘No Distortion’ campaign launched specifically for females between 16 to 25 years was a clever campaign that won hearts.  The “No Digital Distortion” mark, a symbol to confirm that a picture had not been digitally altered, was introduced as part of the campaign. 

The mark went on to appear on all of Dove’s products as well as the branded and social media content.

Conceiving Strategies that matter

The aforementioned successful campaigns which were launched and executed with a precise plan have together given a distinct positioning to the brand ‘Dove’ and made it stand out from the competitors. The value  for the brand has increased in the minds of people through sensible and sharp strategizing and this has effectively translated into sales. This case study further goes on to prove that it is essential to build a positive perception of the brand for it to succeed. And that no brand can survive solely on the basis of sale based advertisements.

This leads to the importance of creative inventive strategies that will be appreciated by the public in the name of socially responsible marketing. At ProVix Academy, one of the best digital marketing institutes in Kochi, we will offer you more such valuable insights on the essentialities of strong branding communications and strategies that stand the test of time.

Equip yourself with more such valuable information on branding, marketing, analytics and all other important facets of Digital Marketing by enrolling for the best digital marketing course in Kochi.

[njbraso]

. Listen, the reason why love hurts sometimes is because you have not been perfected. Thus you or your partner is self-seeking rather than 'self-giving'. And when love realises this, then love has to leave so you can realise your mistakes, learn from it and then perfect it. And when you are perfected, then love brings to you the kind of love that never fails. The kind that holds you tight when you want to runaway. The kind that sees all your flaws and loves you even more. The kind that believes in you when you don't believe in yourself. The kind that will be honest with you even about your shortcomings so as to help make you a better person. The kind that will go all the way for you. The kind that will add to your life. The kind that will just be right for you. This love takes time and patience as you have to be trained to become that person who will attract and give that kind of love. That is why love keeps testing you. Love needs you to be ready for that kind of love because your readiness will determine how quickly you will be given the love that never fails. . . I #speak my #truth #amwriting #poems #poetrycommunity #iamwriting #poetry #poets #poem #poetsofinstagram #poetsofig #speakbeautiful #mondaymorning #mondaymotivation #purpose #beautiful #perfection #love #unconditional #test #perfect

[king-galaxius]

I am proud to say that I am a 3rd generation Dove user and am celebrating Dove's 60th anniversary by participating in the #SpeakBeautiful movement! (at Grand Prairie, Texas)

[myjecca]

#respondinlove #speakbeautiful #speaktruth #liveyourbestlife

[neeturishi]

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A post shared by Neetu Rishi (@neetu_rishi)

Life_Lesson 97_April 7th 2018 You never know when a moment and a few sincere words can impact a life forever. #impactofwords #purposeoflife #wordsarepowerful #incredibleimpact #speakbeautiful #thinkbeautiful #deservebeautiful #loveyourself You can’t afford to miss this. Thank you @varunkathuria for sharing this inspirational video.

[kellyalovell]

#qotd "Confidence breeds #beauty" #esteelauder Regardless of your ambition, the first step is to believe in yourself 😚 ~ #beautyoftheday #dailyquote #dailyinspiration #rockwhatyougot #beyoutiful #beyou #speakbeautiful #bossbabe #instabeauty #styleblog #lookdujour #lookdodia #bblogger #entrepreneurlifestyle #girlboss #belletristbabes #lotd

[priyankadigi]

Successful social media campaigns you can learn from

Successful social media campaigns you can learn from Framing a social media campaign requires a lot of planning and research. Brands have various social media platforms to choose from in order to implement their social media marketing plans. Both creating and implementing the campaigns need to be done with a lot of thought. The Coronavirus pandemic has changed the course of social media usage. This has impacted the marketing trends too. Effective and efficient social media campaigns are those that convey the brand message and also encourage the audience to engage with the brand. This is difficult to achieve! Social media strategy planning on different platforms also requires you to check the analytics and competitors. The analysis and competition tracking will help you evaluate what kind of social media campaign is the need of the hour for your brand forever. Furthermore, it will also tell you where your brand is lacking. So, here are some of the successful social media campaigns you can learn from: Oreo – Smart content planning with timely delivery Oreo is a brand that is known for its creative social media marketing. They must have a team of designers to produce their content, but it works! They are highly consistent with their branding and manage to catch onto real-time events. Netflix: Wanna Talk about It? In the last 2021, Netflix – is working across 45 countries and 150 organizations launched an affiliated website known as wannatalkaboutit.com.  The site offers information, downloadable guides, videos, and a non-profit helping people struggling with mental health issues. Months before, Instagram had launched a series of Instagram Live events. In these events, some of the actors from popular young adult Netflix series (13 Reasons Why, Stranger Things, The Kissing Booth, and others) talked to mental health experts. They discussed the challenges young people faced during the pandemic and replied to questions from the audience at home. Red Bull – Sporting and Musical Events One brand that is good at staying ahead of trends has been using its digital marketing strategy to create a personality that its audience and target market can relate to it, Red Bull. Right from the beginning, Red Bull has promoted itself as a way of life, not just a product. The strategies of content marketing of Red Bull are exceptionally well planned. They have pinned down the interest of their target audience – predominantly between the ages of 18-34. Red Bull manages to pull off some mind-blowing events, which makes it one of the most talked about brands in the town. They got in touch with a digital marketing team to develop promotions and contests to support their thrilling, high-energy sporting events. They launched an interactive social media marketing campaign with Pro Snnowboarder Mark McMorris in partnership with Oakley. They even ran a digital marketing campaign that supported Red Bull Activations with Formula One, Felix Baumgartner’s Skydive, Rampage from the Stratosphere. Dove Over the few years, campaigns by Dove have stretched out the image of a real woman and set some sights on keeping the atmosphere around the beauty free of typecasts. The brand has also captured the topical consumer concerns and executed an integrated marketing approach with its multiple digital marketing plans. In the year 2015, Dove teamed up with Twitter to identify negative tweets about the body and beauty image. Then, they responded to these tweets in real-time as a part of the #SpeakBeautiful Campaigns. Yet again, in the year 2017, Dove partnered with award-winning photographers to take striking pictures of real women. These images and videos were then uploaded on Shutterstock, and a search tag of “beautiful” was added to each one of them. These tags flooded results for a search term that historically had yielded photo-shopped, airbrushed pictures.

[cassidyphilo-blog1]

Brands who are SLAYING Social Media

I really appreciate brands that when I follow their accounts they make me want to use their products. So in honor of my appreciation, these are the top 10 brands who are, in my opinion, slaying the social media game!

1. Wendy’s- I think most people will agree with this one! Wendy’s Interacts with their consumers, specifically on twitter, while bringing attention to their feed by being entertaining. They are constantly roasting their followers. Their twitter headline is “We like our tweets the same way we like to make hamburgers, better than anyone expects from a fast food joint”. 

2. Oreo- Oreo’s social media pages are loved my post people because of how entertaining it is. They always come up with super relevant and entertaining posts that sell their brand at the same time. 

3. Netflix- Netflix is super interactive with their followers on various social media platforms such as Twitter and Instagram. They also make a lot of content that is relevant to their brand while also being entertaining and funny. 

4. Airbnb- They have an awesome Instagram page. The content they post captures the followers attention instantly and make them want to travel ASAP. It’s very #trendy and #inspirational!  

5. Dove- Dove’s social media presence is intended to inspire people, which I think they are very successful at. They have the ora about their pages where it makes people feel as they belong and are loved. They also do a lot of successful campaigns such as #speakbeautiful which was a campaign about loving each other and not being negative and judgmental. 

6. Bleacher Report- This is a sports account for all your sports needs. They not only keep you updated on everything you need to know about sports but they are super trendy and funny with the content they post. This is any sports person’s favorite account!

7. Dennys- I personally have never eaten at a Denny’s, but I follow a couple of their social media accounts because of how entertaining they are! Similar to Wendy’s, they do a lot of roasts back to people on Twitter. They also post a lot of popular Twitter memes that entertain their followers. One of my favorite types of posts they do are trick their viewers into repeatedly zooming in on their picture to read “hidden messages”. They are very entertaining. 

8. Adobe- Adobe, specifically their Instagram, has been very successful of interacting with their followers by publishing user generated content that has been made by using their app. This has made them more personable as a brand and can be used as a source of inspiration. 

9. Tasty- Rather than using a cooking book, Tasty is where many millennial get their recipes from. Tasty’s recipe videos get a lot of attention because they are quick, easy, and give you recipes at the click of a button! 

10. Starbucks- Starbucks’ social media accounts are very good at interacting with their followers as well as producing content that is informative and entertaining! They are always keeping up with the latest trends which I think adds to their success. 

What are some of your favorite brands on social media? 

[hennasooq]

Before all the glitz and glam is all the behind scenes with the heavy lifting, assembling shelves and placing each product in the best spot. Tips on setting up for a show: 1. Come prepared! Make your layout and plan out the style of our space beforehand. Need help with show set up? Just reach out to @speakbeautiful . They are absolutely amazing! 2. Don’t over pack because no one wants a ton of things to take back at the end. Try to stay focused on your best sellers and/or new products you really want to push. 3. Make a list and check it twice. Simple things that get overlooked like screwdrivers, pens, scissors, tape gun, water/snacks and covers for your products if they are kept overnight should all be packed. 4. Make it easy. Whatever your booth or table style make it easy but gorgeous! Don’t make it hard to set up because the harder it is or more time consuming, the less you’ll want to do events. 5. Keep it fresh! Change things up. Everyone loves new and different. So keep the creativity coming! 6. Brand ambassadors!!!! You must absolutely work with brand ambassadors because they love your brand just as much as you do. They make your space exciting, fun and people love meeting them! Most of all have fun! It’s hard work, no doubt but keep to the essence and roots of what you’re doing and why you are doing it. Live authentic and with purpose #yourvibeattractsyourtribe 🙌🏽🙌🏽🙌🏽 . . . #ceo #coo #bossbabe #entrepreneurlife #booth #vending #setup #henna #hennasooq #ceolife #husbandandwife #goals #team #ayurvedichaircare #naturalproducts #organichaircare #veganhaircare #plantbasedbeauty #haircolorspecialist #moroccanvibes #moroccanbeauty #hairdye #hennahair #muslimah #muslimcouple #tbt #throwbackthursday #makingmoves #liveauthentic #livewithpurpose #focused (at Columbia, Maryland) https://www.instagram.com/p/B2B4ezhBI8h/?igshid=slbgzalnde0h

[skinspirator-blog]

What is it….

Dove launched their #Speakbeautiful campaign in the UK and Canada with the aim of starting a conversation about society’s notion of female standards of beauty.

Why is it interesting…

Dove found that 80% of the negative tweets about female beauty were often written by women, about themselves. Dove partnered with Twitter to make social media a more positive space. They did this by asking women to tweet something they loved about themselves and encourage others to do the same with the #Speakbeautiful. The beauty of this campaign is that it transcended it’s objectives to sell product but aligned itself with a social cause making the brand resonate with more women than ever before. 

[rockinre]

If we were able to see ourselves the way others see us we would be more confident, more daring and willing to take risks. #speakbeauty #perfectlyimperfect #beautiful (at Rockin' RE)

[njbraso]

. I #speak my #truth #amwriting #poems #truth #poetrycommunity #iamwriting #poetry #poets #poem #poetsofinstagram #poetsofig #speakbeautiful #mondaymorning #mondaymotivation #purpose #beautiful #perfection

[elizabethleflar]

Speak it and spread kindness 💛✨⁠ ⁠ ⁠ ⁠ ⁠ ⁠#elizabethleflar #mood #spreadkindness #speakbeauty #beigemood #motivationalquotes #inspirationalquotes #wordstoliveby #lovemore #mindfullife #ökologisch #cleanfashion #consciousliving #ethicalstyle #ethicalbeauty #lookforlight #consciousconsumer #liveandletlive ⁠ https://instagr.am/p/CJAWBU5r7-A/

[myjecca]

#speakbeautiful #actbeautiful #livebeautiful

[fashionedforhem]

Sunday Inspiration: Just the mere fact that you acknowledge yourself and the goodness you are adding to this world. I see you. Yep, I see you being great, not petty. I see you! You inserted peace into that unfriendly environment. I see you!! Holding your head up high, wearing that beautiful smile😀 and walking gracefully. I see you working towards your vision, passion, and goals. I see you affirming others and being a light. I SEE YOU! ✅Link in bio for my latest blog "5 Affirmations for You, Queen!" 👑 Affirmation #5 #affirmyourself #Positive #Affirmations #yourworthit #beauty #inspire #BeGreat #beyourself #Beyoutiful #JustBe #BeHappy #BePositive #ShareASmile #BeReal #beautifulwords #speakbeauty #beautiful #beautyblog #shishandrad #shishandrawrites #blogger #blackblogger #queens 👑 #sundayvibes #sunday #happysunday #sundaymood #sundayaffirmation

[lindseaj]

Have you ever noticed that women aren’t hesitant to speak negatively of themselves? Dove conducted a survey to measure women’s attitudes on their social media accounts and they found that women actually tend to have more negative views of who they are or how they look. According to the survey, four out of every five negative beauty tweets from women were about themselves! I think it’s interesting how women can down themselves so easily, yet we almost never see these types of tweets from men. I like how Dove strives to promote high self-esteem for women. #SpeakBeautiful is a campaign which encourages women to take more value in the things they post about themselves and realize how negative words and views of ourselves impact confidence and self esteem. Why are women so quick to downplay themselves via social media? Is it their way of beating someone else to the punch? How do you use your social media accounts to uplift yourself??