Dove Campaign For Real Beauty Media Essay

Dove Campaign For Real Beauty Media EssayVIDEO The photo maturation starts with an ordinary fair girl sitting against a camera. Now the movement starts with some professionals ( patch up artists) start applying make-up on her step by step and fin every(prenominal)y it plants how this ordinary looking girl is converted to a beautiful model. Not solitary(prenominal) this, the further step involved the digital alteration of a control of her to make her even purify looking. Afterwards, this final picture is used at a billboard and the duct below it captures this No wonder our perception of beauty is distorted. To move further, this final picture is used to b be an unreal beauty product on a billboard. This whole make-up video was posted on Youtube and it was viewed 40,000 times on the first day of its release and 1,700,000 times within a month of the transfer .http//fashionrules.com/wp-content/uploads/2009/10/dove-campaign-for-real-beauty.jpgMessage This viral cognitive content was accounted to raise awareness about the Dove Self-Esteem Fund. The aim of the fund was to help women and girls from Canada trying to build a bullneckeder self-esteem and a better constructive self-image than the cast out one which had been running them anxious. This campaign was created by Ogilvy Mather Toronto for the Canadian market sole(prenominal) but it soon became a rage and had a abundant impact non only in Canada but all everyplace the world.Effect The video had a strong effect and it gradually spread much beyond the Canadian Market- the initial tar score market for this message, thanks to the advent of social media especially the use of YouTube here. The audience got to fill out that the advertisement in magazines and on the television is not the real thing. The model girls are made better looking than they actually are but the problem once that women tend to take it as full-strength and thence develop a with low self-esteem as they are not fit to say the true side of it. But this video helped them understand this and thus had a positive impact on their psyche as far as they perceive the beauty as shown to them.Reasons for impactIt fetchs an interesting engage to find out what were the reasons that made this video so popular. Some major reasons that can be though off areEmotional connection For any viral message to be successful, it should be able to connect to the audience on an emotional level. If anyone feels emotional by watching a video, it is bound to supercharge the person to share it with uniform-minded people and feel mature about it and this is the way a viral grows making it infectious. This video directly hit the identity and the self-image of girls and women by exposing to them the reality behind the beauty industriousness and increasing their confidence in their own inner beauty with less emphasis on the impertinent beauty thus helping them create a positive and optimistic self-image and staying away from fake be auties shown by the media.A Sticky and memorable message In addition to being emotional, the message should be hearty in itself and should be strong sufficient to directly reach the memory of the audience. In this video, a message was created telling people that the way they see the beauty is not the real one, its just make up and not the real natural stuff, the reality being something else. Most people did or do not know how fake the beauty industry really is. This is why the message made such a big impact on peoples perception and resulted in remembering who sent the message.For Dove,it helped in creating a station loyalty where audience would remember not only the message but develop a strong brand recall and reputation for Dove.A Novel idea With this video, Dove did something different and extra-ordinary wherein it not only tried to promote its brand but tried to show the audience that I actually cared for them and treasured to show them the real picture. Audience liked the idea in which the perception about the beautiful ad models was changed and the reality was exposed by this video. This novelty in the idea played a huge use of goods and services in the spread of this video by means of online media at such a rapid pace.The Indirect and knotty approachOne of the best things that happen with this video was the trust that it developed among the audience and it happened because of the subtle modal value in which the brand was conveyed along with the message. There was no direct and over-the-face mention of the products or the family or its name. But at the corresponding time, the message behind the message, from Doves perspective, was that the female segment should get the real picture, should aim to be supermodels, instead just try to enjoy their normal beauty and for that they dont need cosmetics or surgeries, all they need a bar of soap, one which cares for them.The continuity in approachOne of the major problems with a viral message is that the enthusiasm generated by the message can easily fall down and thus there should be a disciplined way to counter this. After the immediate spread of this videos and the message, the company realized fast that it needs to keep the fire up and thus it released few other videos with same message fast along with behind the scene coverings and also did everything by means of other ways like interviews, surveys etc. to keep the buzz alive.The likeabilityThe video was very much likeable and it generated a feel good factor among the audience by negating the negative self-image resulting from the wrong perception portrayed by the beauty industry. This was huge and had a big impact on the appeal and attraction of the video.Power of social media Today, Online internet media is a very powerful tool to spread your message across at a very towering speed and across very wide reach. There was a lot of talk about this video on different blogs or through comments and responses in the form of much videos on YouTube that were not only serious ones but were spoofs too like Slob Evolution. Through all this, the power of the video viral grew manifolds and bigger and bigger which created a buzz and thus reached a large audience across the globe. public lecture about the other side of this viral, the audience which was exposed to this video viral inform a positive change in their attitude and perception towards the brand, and not only those, this was also among the people that had only perceive about it and yet not seen it. Thus through this campaign, Dove proved that viral marketing through social media is a very powerful tool if used it the right manner. It can go a long way in changing the attitudes of people towards a brand with good viral marketing, which results in more(prenominal) sales.Not only this, Even without having appeared anywhere through offline means, the video and it effects were discussed by a good number of TV programs, which includes Good Morning America,Th e View, The Ellen DeGeneres Show, and news channels such asCNN,NBC, andNews, demo support for the message with an overwhelming majority. It produced double-figure growth in product sales for Dove , and also Unilever reported that its overall sales rose by 5.8%, up from 3.9% the previous year in the duration spare-time activity the release ofEvolution.Also now, Dove has a page on Facebook which mentions their mission as being pull towards helping all women to realize their real beauty potential by creating products that would deliver genuine usefulness to their skin and hair. It believes that beauty must be for everyone, the reason that when one looks and feels the best, one feels better about self. To get an idea about how successful this campaign has been, the count on the fans of this page is 283,808 people.Major characteristics of a viral that enhance its ability to spreadOutstanding story like the success of an underdog in some argument etc.Latest on Facebook is the video o f interview of a student from a very poor family who went on to be rise up the topper of the IAS exam this year 2010.Stickiness Stickycontentrefers to content published on awebsite, which has the decision of getting a user to return to that particular website or hold their attention and get them to go through longer periods of time at that site.Uploaded links or tagging pictures are such examples as consumers tend to come back to same messages to post some commentRelevance A viral tends to spread fast through online media if it is relevant to the target friends. E.g. messages related to Business may be more relevant for a MBA student and so have higher chances of getting forwarded through e-mails, blogs or commented high on Facebook.Portability piece of land abilityTiming and actualitySeeding hookNatures of viralToday use of social media is almost indispensible especially for the new generation. This can be seen with the ever-increasing users of blogs, Facebook, twitter etc. Wi th the tremendous amount of information easily available on internet today, there is a huge emphasis on share today and everyone wants to be more and more aware about various things. But that does not mean that everything on this earth is shared. alternatively there has to be some value, some relevance in the message for it to be important enough to be forwarded and propagated. To know about these characteristics, 47 internet users were interviewed( 28 from IIM K personally and 19 through online survey) and they were asked about the top 3 types of messages they are more inclined to share and were given 9 options to rent from. Following were the results-The results showed that the major types of the viral messages that are likely to be propagated fast through social media are Comic content, socially relevant stuff or some inspirational/motivational information. Further, these users were asked about their strength of their sharing and following were the results-Around 48% use soci al networking sites like Facebook, Orkut etc. to share the messages whereas ship of e-mails was a distant second and seems to be losing its charm with the advent of other better means of sharing like networking sites etc.But then if looked closely, use of a particular strong suit for sharing by a user depends on his location and access to various media.To have a better sagaciousness of this, the 47 respondents were then divided into 2 separate sections Students and Working users and the data were collated separately as shown-The results show the changes in preference of the medium used due to the constained access. For instance figure 1 which has all IIM K students as the respondentd show that majority of them use Facebook or other networking sites as their most preferred medium of message propagation and here e-mail forwards form a very small(only 7%) of their media employ for information sharing.On the contrary,the working respondendts who generally have a constained accees to social netwokring sites instead use more of e-mail forwards.