New Media Marketing Campaign Success Story Essay

genus Columba was one of the biggest orbiculate scratchs introduced and owned by Unilever since 1957. peacenik started its life as a peach soap break that was clinically proven to be milder for dry, sensitive skin than other track soaps half of women have dry skin. plunk provides a wide hunt down of cleansing and personal care crops that make a genuine exit to the condition and feel of consumers skin and hair. Some products of dove accept antiperspirants, deodorants, body washes, beauty bars, lotions and moisturizers, hair care and facial care products. During the 1990s, the separate began to ext difference the brand across the complete personal care spectrum, and come down now encompasses a wide range of products from bar soap to shower bath gel, and from deodorants to shampoo-conditioners. peacenik has attracted widespread media heed since 2004 for its marketplaceing. A new line of Dove for Men products was launched in 2010. Over the last few years, Dove has rive t on delivering products that inspire women to enjoy their own beauty and individuality. As dampen of our exhort for Real bang, the Dove self-assertion storehouse (DSEF) demonstrates our commitment to the brands burster to make to a greater extent women feel beautiful all(prenominal) day, by widening todays view of beauty and by enliven women to subject great care of themselves. The DSEF aims to educate and inspire juvenile girls by means of a series of tools and workshops which ultimately protects and nurtures their body-related egotism and enables them to become amply realized adults. Campaign IntroductionDove Campaign for Real dishful is streamlet that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The meridian behind the campaign is to celebrate the natural physical variation body forth by all women and inspire them to have confidence to be prospering with themselves. The launched campaign featured norm al women of polar shapes and sizes viewed in a bit of ways one was approaches in the street another answered an ad which was situated in a local newspaper. The Dove Campaign for Real cup of tea is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty.The campaign supports the Dove mission to make women feel more(prenominal) beautiful every day by challenging todays stereotypical view of beauty and inspiring women to take great care of themselves. In addition to changing womens view of their bodies, Dove also aimed to change the beauty market. In an labor where the standard of beauty is often a size two redheaded super mold, Dove distinguished itself by using types that ranged from size six to fourteen. CRFB inclined the conventional cynical method of portraying perfect women as beauty contribution models. Main goals of the online campaign were to bring awareness to the ne w product line, generate debate ab come on the definition of beauty, receive media attention, gain market insurance coverage allow consumer interaction with the brand, and call to combine the self-esteem platform partnership. .Type of New Media UsedWebsiteThrough Doves website, the existence is able to gain more insights about the campaigns. The Dove Self-Esteem fund was developed as part of the Dove Campaign for Real Beauty to help free the next generation from self-limiting beauty stereotypes. We have already helped over 5 gazillion girls and we invite you to play a role in supporting and promoting a wider definition of beauty. Dove Self-Esteem Fund Girls Only Interactive Self-Esteem Zone (Appendix 1.3) allows the popular to do everything from take interactive quizzes, creating their own online magazine to get a reality entertain in art of image manipulation. Furthermore, they created a viral characterisation (Appendix 1.4) Evolution, screening the transformation of a normal looking girl into a stupefy model and posted it on the website. Visitors can access new self-esteem building tools, take part in interactive self-esteem activities and join self-esteem discussion boards. FacebookAs consumers nowadays are getting more IT savvy, the Dove Facebook page (Appendix 1.1) generally attracted 3,688,330 people liking it. From the page, Dove not only educates the campaign to the frequent, it also engages the public and users of Facebook to communicate with them. Dove has make so through the interactive panels (Appendix 1.1), where they asked What does real beauty mean to you? From there, the public will post their response or view up the paries of the page. The Dove Facebook page is able to reach mass audience of different oral communications and culture as they allow visitors to pick their current country and language choices. Thus, even if the visitor is not English speaking, they will still be able to understand the information stated on the pa ge. YouTubeYouTube is a brotherly media platform that allows feedback from its viewers. By using YouTube, Dove has stimulated its customers to get voluminous by telling their own opinions about beauty concept. That helps the campaign more and more successful and well-known. With YouTube, Dove can also measure the depression of their campaign via the number of viewers. They created viral video and placed it on the CFRB website, the video Evolution, shows the transformation of a normal=looking girl into a stunning model and it became a hot throughout YouTube by the name Dove Evolution Video, 2006.Doves Evolution video (Appendix 1.2), which won two a Film honey oil Prix and Cyber lion (A Grand Prix for cyber-marketing) at the 2007 Cannes Lion International Advertising Festival, takes a different approach. By highlighting the extent to which pictures of models are often modified and retouched in advertisements, this video point out the unrealistic nature of many models appearances . Showing how much a models appearance can change from its natural state at the beginning of a photo shoot, thanks to make-up, stylists and computers, Evolution is intended to take exception women not to accept a type of beauty that is unrealistic and come-at-able only through the use of editing and retouchingConclusionResult of the CampaignThrough the campaign, results stated that the campaign has been shown on over 25 major TV channels and in more than 800 articles in opinion lede newspapers as well as in popular womens magazines. In the first six months of the campaign, sales of Doves firming products increased 700% in Europe and in the United States, sales for the products in the advertisements increased 600 percentage in the first two months of the campaign. In 2004, the first year of the campaign, global sales surpassed $1 billion, exceeding company expectations. Doves public relations company built in news coverage for Asia with the Dove models appearing in 618 different newspaper clippings with a circulation of 139 million. By the end of 2005, sales in the Asian-Pacific market increased from 19 percent to 26 percent. In the United States, the campaign got free advertising space from media coverage on national television shows reaching 30 million daylight television viewers.These shows included The Oprah Winfrey Show, which included the campaign everyday for a week, The Ellen DeGeneres Show, The forthwith Show, The View and CNN. Evolution the viral video and the most famous act of the campaign to date had global force. The viral has been viewed more than 15 million times online and seen by more than 300 million people globally in various channels of distribution, including news coverage, by the estimation of Ogilvy Chairman-CEO Shelly Lazarus. Dove and Ogilvy have won awards for this campaign. These include the two Grand Prix Cannes Advertising Awards in 2007. This is an unprecedented number of awards to win. Evolution the viral won Film Grand Prix and a Cyber Grand Prix. Dove won a silver IPA for durability with the campaign. In 2006 it was awarded a Grand EFFIE, which honors the most significant achievement in marketing communications effectiveness.Individual OpinionThe success of the Dove campaign has been its agility in bypassing traditional mainstream media and entering popular culture through new media. Dove used YouTube to ask their consumers to help create the Self-Esteem Campaign. To get things started, Dove posted a fast-motion, one-minute conduct entitled, Dove Evolution, which races through the cosmetic artistry and Photoshop plastic surgery that ultimately transforms a models features into an ethereal face that and so appears on a billboard. The film ends with the tag line No wonder our perception of beauty is distorted. The YouTube Dove film has been viewed over three million times and has brought more attention to the Campaign for Real Beauty. Doves message and story then migrated to the entertainment me dia.The spot played on TV shows such as Ellen, Entertainment Tonight and The View. Dove, the brand with a point of view, now had customers with a point of view. The Dove Campaign opened marketers look to the importance of global consistency. The mesh makes it easier for people to connect the dots and to share information. With the internet giving the consumer a voice and allowing user-generated media to have a real impact on our culture, marketers should be able to recognize this and realize how much effect the consumer now holds.