The Success of Dove

Social media has continued to grow and advance over the years. Although marketing on social media has obvious benefits such as low costs, large reach and the ability to be authentic. There are other ways to utilize social media beyond just making a simple post. You can use social media to start a movement by launching a campaign.

A social media campaign is a set of planned activities on a social media platform geared toward achieving a goal. When done right you will grab the attention of your target audience, build their interest, create a desire and persuade them to act. There are many ways to achieve this, however we are going to dive into a brand that looked beyond just advertising their product and talked about the pressure young girls face to post the perfect selfie.

Dove’s #NoDigitialDistortion campaign leveraged social media to connect audiences worldwide by illustrating experiences that millions of women have shared but didn’t realize other were listening. Dove featured a “reverse selfie,” showing a teenage girl revealing all the different steps she took to alter her selfie before posting it on social media. This campaign not only brought awareness to the dangers of retouching apps, but also showed the audience that Dove’s images are real and authentic, with no alterations to the model’s body. This campaign was extremely successful. It not only brought awareness to an issue effecting millions of women, but also spread brand awareness about Dove.