The advertising campaign that I have chosen to do for this assignment is “Dove Real Beauty Sketches.” This campaign was made as an extension for the “Dove Real Beauty Campaign” and was wonderfully presented. The headline that represents the campaign states, “Women are their own worst beauty critics. In fact, only 4% of women around the world consider themselves beautiful. Dove is committed to building positive self-esteem and inspiring all women and girls to reach their full potential. That’s why we decided to conduct a compelling social experiment that proves to women something very important: You are more beautiful than you think.” Overall, Dove does an excellent job with this campaign by showing women that they shouldn’t be ashamed of themselves and that they should love themselves just the way they are.
For this campaign, Dove brought in an FBI trained forensic artist along with a group of women who were strangers so they could answer a few questions about themselves. The FBI artist asked each person questions about their features, and he began drawing them without seeing them. The artist then asked each person to tell him about the facial characteristics of another person they met that day, he then sketched their perception of the person. The completed sketches were then placed side by side for each woman to see. Each of the women were shocked to see how another person perceived them. This experiment was amazing at boosting their self-esteem, and helped each woman realize their true beauty.
The target audience for this campaign is primarily middle-aged women. Dove focused on these women because there are many issues in today’s society with women lacking self-confidence and not thinking they are beautiful. This is why the objective for this campaign was for women to realize that they are more beautiful than they think they are. With this being said, the women in the experiment were in awe at how happy and different another person saw them. Dove did an excellent job at capturing their emotions when the sketches were revealed side-by-side. The creative and media strategy was very well deployed, as it created a great pitch to make people want to share it via social media sites. Dove did a very good job at making the actual video advertisement have an emotional and meaningful message to catch people’s attention. They did this by showing people how beautiful they truly are rather than just telling them. This campaign all started when Dove uploaded their video to their YouTube channel. In my opinion, I think uploading advertisements primarily to YouTube is very risky, but Dove proved me wrong. However, I now realize why they did so. With their advertisement being shown only on YouTube, it gave viewers the opportunity to actually engage in the message and focus on the whole advertisement without distractions. If this video had been showed on television people would have talked about it but it probably wouldn’t have gained much attention because many people skip through commercials. Within a month of uploading the video to YouTube, it gained over a million views. With this being said, Dove delivered a very powerful message to women all over the country and it will continue to be shared and remembered as an advertisement that associates the brand with making a difference in society.