Dove is one of the leading brands in beauty and hygiene, as it is loved by many people, worldwide. It also is one of the brands that are making an effort on social media to change the way in which beauty is traditionally seen. They are constantly challenging the perception of beauty, and by their Real Beauty Sketches they launched a worldwide conversation about the definition of beauty, and how women see themselves.
Ever since they launched their first soap bar, Dove used real women in their commercials, and not perfect looking models, and launched their campaign on Real Beauty back in 2004- when a study had shown that beauty had become limiting and unattainable.
Dove Real Beauty Sketches
Women see themselves differently that others see them. Only 4% of women consider themselves beautiful, while 54% admit that they are their own worst critic. In 2013, Dove conducted a social experiment to illustrate this.
They wanted to turn beauty into a source of confidence and not anxiety, while gaining brand loyalty. The campaign was created by Ogilvy Brazil and included a 3 minute long video, in which a FBI trained sketch artist would draw women according to their own description of themselves and afterwards by a description of another person. Throughout the sketching, the artist never sees the women and the women don’t know they are a part of a social experiment.
The video quickly went viral, becoming the most watched online ad ever- reaching over 163 million views worldwide and receiving almost 5 billion media impressions. The campaign didn’t go unnoticed, as it won #1 at Cannes Youtube Ads Leaderboard and the Titanium Grand Prix – the highest honor at 2013 Cannes Lions International Festival of Creativity.
This video struck an emotional chord in its viewers, making them stop and think about what beauty really is- and especially it reached to women- making them realize that they put the greatest pressure on themselves. What do you think of Dove’s campaign?
Photos source: pinterest.com
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