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. 

The campaign’s influence is so deep that the concept of #RealBeauty turned into a commonly used hashtag.

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.

Throughout 2015, women used #SpeakBeautiful more than 168,000 times and drove 800 million social media impressions of the campaign.

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.

 This campaign too went a long way in altering the perception around real beauty and initiated important conversations on it.

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.

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