Q.1. Highlight the quality of the content in this campaign?

The campaign was a well-thought-out strategy for empowering women to become more self-
assured. In turn, it associated the Dove brand with long-lasting feelings of pride and
assurance. The Real Beauty Sketches were a form of social advocacy in that they attempted
to change the criteria by which people judge beauty around the world and to make viewers
more aware of the issue. It addresses the issue of beauty in our society and promotes the idea
that everyone is beautiful, regardless of how she perceives herself.

The Dove campaign aims to make women feel comfortable in their own skin. They also want
to make the world a place where beauty inspires confidence rather than anxiety. Let's take a
look at a few of them.

 Dove's marketing campaigns began in 1957 with the "Simple Face Test" and have
progressed to the "Campaign of Real Beauty" since then. Their advertisements were
created with the goal of challenging the status quo. Another ad campaign,
"#ChooseBeautiful," illustrated that feeling beautiful and confident comes from
within. They also attempted to address the issue of body shaming that woman of
various physiques face, as well as the question of whether beauty comes in only one
size.
 Dove and Vogue India collaborated to show that women from all over India have their
own unique beauty. They created a series of campaigns to challenge the stereotypical
meaning and definition of beauty, allowing women of all hair colours, skin tones,
physiques, heights, and shapes to confidently face the camera and say that Dove
makes them feel beautiful and confident.
 Another hard-hitting Dove campaign, "Choose Beautiful," is a survey with a
signboard depicting "Average" and "Beautiful" to see how women around the world
feel about themselves.
 This campaign video featured women in various outfits with a hint of indecision about
which entrance to choose, with some confidently entering through the "Beautiful"
door and others awkwardly and in a shy manner entered through the "Average" door.
When the women were interviewed at the end, they all stated confidently that the next
time they would enter through the "Beautiful" door, which they did.
 Gil Zamora, an FBI-trained forensic artist, was a part of Dove's Real Beauty
campaign, where he created two sketches of each woman, one of which was narrated
 by the woman herself and the other by someone else. Following the completion of
both sketches, he revealed two sketches, one of which was described by another
person as glowing happier and fresher, making the women emotional and conscious
of the fact that they were more beautiful than they thought. Dove has been able to
reach a large and diverse audience thanks to their empathetic approach to branding.
Instead of selling their product, they first understand women's insecurities and then
make conscious efforts to make them feel better. By empowering women, they
become a top-of-mind brand.

Q.2. What message the brand Dove want to convey to its target users?
According to market research, only 4% of women worldwide consider themselves to be
beautiful. As a result, the company set out to persuade the remaining 96 percent of women to
change their minds. From an ethical perspective, the authenticity of the film was in its
portrayal of the nature of the world of women, which is predominantly a self-derisive one, as
stated in the Media and Ideology article. Because the portrait sketching experiment used a
small number of women, the film became more intimate and rawer, as the women were asked
to describe themselves physically. Many focused-on flaws instead of special traits. Only
seven women were chosen and interviewed, and their ages ranged from the mid-20s to the
mid-40s. The women interviewed appeared to be ordinary people going about their daily
lives. They were not overly made-up, opting for a natural look with minimal make-up and
hair. The age range of the mid-20s to the mid-40s suggests that beauty should be timeless.
Dove chose to target an older age group rather than the stereotypical young, early 20s woman
seen in other cosmetic ads. Dove was attempting to debunk the notion that beauty is linked to
age, as well as to reintroduce middle-aged women who are frequently overlooked in today's
society of stereotypical beauty.

Q.3 What is the business goal of the brand dove?

The company's goal is to promote positive self-esteem and to encourage women and young
girls to realise their full potential. Dove's brand values are self-love, empowerment, and
beauty, which it promotes through campaigns like the self-esteem project and Real beauty
campaigns. They have managed to build a distinct reputation and set themselves apart from
the competition through the use of campaigns that also create brand awareness with the help
of these marketing campaigns. After the study proved the hypothesis that the definition of
beauty had become limiting and unattainable, according to Dove, the campaigns sparked a
global conversation about the need for a broader definition of beauty. Dove has the highest
number of followers over various social media platforms compared to other top brands like
Ivory, Olay, and Suave. Dove has a large Facebook fan base, and they try to keep users
engaged by offering discount coupons and responding to questions and comments on their
page in a timely and thorough manner.

DOVE ON FACEBOOK
Dove has a massive and highly interactive social media presence. Their Facebook page is
updated almost every day, which has helped them grow their fan base to 25.6 million people.
The Facebook page is more about selling the brand name and image than it is about selling
the products directly. The posts are aimed at encouraging women to be self-assured and to
appreciate themselves for who they are. Dove celebrates real women by using images of
women who don't fit the stereotype of a model, and it has gained a lot of respect and
followers as a result of this commitment. Every comment on the Facebook page is responded
to in a timely and professional manner, resulting in a positive customer relationship.

DOVE ON TWITTER
Dove's Twitter page is full of empowering messages that have grown the platform's fan base
to over 183,300 followers. Unlike their Facebook page, the brand only sends out a few
promotional messages via Twitter. Dove places a strong emphasis on creating a brand
personality as well as defining and broadcasting their beliefs.

THE DOVE WEBSITE

Dove's website focuses on examining how Dove works and how it can help improve skin
health. The website also includes information about their social missions, such as celebrating
real women, promoting positive self-esteem, and defining beauty as confidence. They do not
use celebrities, models, or actresses in their advertisements; instead, they use fresh-faced,
natural-looking women of all ages. The Dove Insider programme promotes brand interaction
and fosters a sense of community. They empowered women, understood their insecurities,
and provided solutions to their problems, resulting in brand loyalty and trust.
Q.4. Identify 3 main Doves social media strategy
 Creating strong communities and starting difficult conversations 
Dove began to emerge as a true revolutionary in its category as early as 2004, when it
proposed a new concept of Real Beauty. This concept of showcasing women in a
more realistic light - without professional make-up and lighting - is now a widely used
hashtag, but it was revolutionary at the time.
 They have a strong emotional bond with their customers
Every version of Dove's messaging demonstrates an acute understanding of customer
insights. Their 2015 #SpeakBeautiful campaign, in which they partnered with Twitter
to help counteract negative tweets about body image and also respond to these tweets
in real-time, is an example of their clever, insightful, and ground-breaking digital
marketing campaigns. To kick off the campaign, Twitter and Dove collaborated on a
video ad about body shaming that aired during the Oscars pre-show in 2015.
 Perception of Beauty
The proliferation of social media and the increased emphasis on body perfection -
particularly amongst 16- to 25-year-old females – led to Dove’s 2018 ‘No distortion’
campaign. A push-back against the editing of women’s bodies for print/online
purposes, Dove introduced its “No Digital Distortion” mark, a symbol to confirm that
a picture had not been digitally altered. This was a clever move as the symbol appears
on everything Dove produces: all their digital and print ads as well as branded / social
media content. It’s a consistent reminder of Dove’s message across traditional and
digital channels acting as a daily reinforcement of their commitment to #realbeauty.