June 3, 2014
A successful ad campaign effectively promotes a product to increase its demand, which can simultaneously increase the amount of sales a company can generate. However, a compelling ad campaign does much more than turn a profit. It creates an intrinsic response deep inside a person; a response of marvel, awe, admiration, and motivation.
In 2013, Dove provoked such a response. Ten years ago, Dove launched their “Real Beauty” campaign; a movement aimed at empowering women and teaching a generation that is so focused on image, to love oneself the way that they are. Since that time, Dove’s “Real Beauty Sketches” have revolutionized traditional ad campaigns. According to their website, Dove conducted a “compelling social experiment that proves to women something very important.” The campaign tells women that they are more beautiful then they think.
This experiment asked women to describe their facial features to an FBI-trained forensic artist, Gill Zamora. Once Zamora sketched the women based off of their perceptions of themselves, he did another drawing. However, the second drawing was based from a stranger’s description of that same woman. Once both sketches were complete, they were revealed, and in every case, the stranger’s depictions were better, and more accurate, than the original drawing.
Through this campaign, Dove not only shows women to love themselves the way they are, but also challenges the media to convey the same message. Just by showcasing women of all body types, and of all ages, advertisers can begin a new trend; one that challenges stereotypes.
And perhaps Dove is revolutionizing media advertisement. Just this Christmas, Top-Toy, a Swedish toy store, released a catalog which featured pictures of children breaking everyday stereotypes. Girls were shown with Nerf guns and boys were shown giving bottles to dolls. These images were aimed at increasing gender neutrality amongst today’s youth.
Other companies, such as Aerie have followed in Dove’s footsteps, by pledging to stop digitally re-touching their models.
Since they launched the campaign, Dove has seen an increase of almost 2 billion in sales, and has received a multitude of awards, including 19 at the Cannes Lion Film Festival alone.
No, the Dove Ad campaign might not be perfect. But, it is definitely a step in the right direction both for reducing stereotypes, increasing self-appreciation and self-worth amongst today’s women.
Written by Qia Scotton (Princeton Partners, Inc. Intern)
The fear of Amazon's size and market share is spreading throughout an increasing number of industries. CEO Tom Sull… https://t.co/zr4VO8dwGe
February 14 - 2:40 pm - View on Twitter
In continuation of Princeton Partners' Women in the Workplace blog series, our Human Resources Manager Jan Sullivan… https://t.co/PJce3RlNQ8
February 6 - 6:05 pm - View on Twitter
Our CEO Tom Sullivan will be putting on his dancing shoes to raise money for Young Audiences, a non-profit organiza… https://t.co/hHJBvDhnj3
January 30 - 9:32 pm - View on Twitter
In a continuation of Princeton Partner's "Women in the Workplace" blog series, Account Executive Leigh Cesanek disc… https://t.co/q4PvOrnyBI
January 23 - 4:21 pm - View on Twitter
RT @Healthy_Newark: Thank you @SullyNJ from @PPIGargoyle for this blog written after our big "Building a #CultureofHealth in #Newark" Confe…
December 19 - 9:28 pm - View on Twitter
#InsightTuesday Creative Director Paul Federico reflects on some fundamental issues that prevent equality from prev… https://t.co/meuPy6SHd0
December 12 - 7:34 pm - View on Twitter
After news of the Aetna and CVS merger, CEO Tom Sullivan offers insight into why your health insurance and drug sto… https://t.co/ej2PCH8D8s
December 5 - 8:51 pm - View on Twitter
Check out our Halloween video reel and kit to throw your own Gargoyle-style X-Files party. Have a ghoulish day! https://t.co/mpyjRzBCkr
October 31 - 2:04 pm - View on Twitter
Check out what CEO Tom Sullivan learned from his visit at Google's Headquarters. #InsightTuesday https://t.co/kRSouiJHnH
October 24 - 7:33 pm - View on Twitter
VP Chris Sullivan reflects on the importance of marketing with a cause from this weekends Global Citizen Festival: https://t.co/YdfEZ9Ar8p
September 26 - 8:03 pm - View on Twitter
After a productive summer at PPI, Producer Dennis Nobile offers 3 keys to creating exceptional branded video content:https://t.co/CXAMYt6AHj
September 19 - 7:06 pm - View on Twitter
Our CEO reflects on the news coverage of the country’s recent superstorms and provides insight on what comes next. https://t.co/rzDH0AQeb8
September 12 - 8:05 pm - View on Twitter
#InsightTuesday Our CEO discusses a lesson he was reminded of while gardening with his granddaughter. Check it out: https://t.co/GR9GCJSZMZ
August 29 - 7:43 pm - View on Twitter
It's the #Eclipse2017 edition of #InsightTuesday, & we're discussing great marketing plays on yesterday's event.… https://t.co/QIP5Ozyco1
August 22 - 7:55 pm - View on Twitter
Our CEO discusses Coca-Cola's latest strategic business move and offers three lessons marketers can learn from it: https://t.co/2ciuRZ5lrK
August 15 - 8:44 pm - View on Twitter
Account Exec. Leigh Cesanek offers insight into how B2B companies can utilize Instagram's powerful platform. https://t.co/ezWZ4EQIP4
August 8 - 5:40 pm - View on Twitter
Need a laugh? Assistant Account Manager, Andrea Janiszewski provides insight on the power of humor in advertising.… https://t.co/RCcSSvyOLH
July 25 - 7:20 pm - View on Twitter
CEO Tom Sullivan offers insight on Amazon’s power in the market and what small businesses can do to stay competitiv… https://t.co/eDgg7jDaCc
July 18 - 8:35 pm - View on Twitter
Seeking a fall internship? Check out opportunities with Princeton Partners! We're #hiring. https://t.co/TW5NdTLd9c
July 18 - 7:28 pm - View on Twitter
#InsightTuesday Creative Director Tim Burr discusses an important strategy to achieve positive social change. https://t.co/7CQHFuBIbE
July 11 - 9:49 pm - View on Twitter