While certain aspects of social media

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Now a commonly used hashtag, this concept ofshowcasing women in a more realistic light without professional make-up andlightingwas quite revolutionary for the time. The first stage of the campaignfeatured a series of billboard advertisements in the US showcasing photographsof regular women in place of professional models with a cheeky questioninviting the audience to comment. People passing on the street could vote onwhether they were Fat or Fabor Wrinkled or Wonderfuland the voting results weredisplayed on the billboard itself. At a time when rival brands had yet to graspthe importance of digital activation.


Dove used provocative, stand-out creativewhich quickly caught the attention of the public Find Your Mobile Number List and its target audience. As aresult of the Real Beauty campaign, sales for Dove jumped from $ to $ billionin the campaign’s first ten years. Dove bars became the number one preferredsoap brand in the U.S. and Unilever’s bestselling product company-wide. Dove: ASpotless Approach to Digital Marketing The brand launched the Dove Self EsteemProject in , an educational web portal set up to help improve young people’s self-esteemthrough online articles, videos forums, and workshops on topics likeself-esteem, body positivity, and bullying. Again, this was a first for theindustry and a clever activation technique, illustrating Dove’s ability topivot to video content in response to its growing consumption trend among thisage group. This project has evolved to tackle key issues head-on that matter toits community and audience. Never afraid to take risks, Dove's campaign is ashort film that went viral on social media 'Cost of Beauty' to address the risein youth mental health issues linked to social media.





Be aware the contents ofthe video contain sensitive content about body appearance " can promote creativity and connection for young people,data has shown toxic content online is harming the mental health of today'syouth. If there isn't real change, young people will continue to pay with theirwellbeing." explains Alessandro Manfredi, Chief Marketing Officer forDove. "We have a responsibility to act and support a safer environment onsocial media, helping protect young people's mental health. This means goingbeyond individual interventions to drive systemic change." A strongemotional connection with their customer Dove demonstrates an acuteunderstanding of customer insights in every iteration of its messaging. Digitalmarketing campaigns are clever, insightful and ground-breaking, such as theirSpeakBeautiful campaign, where they partnered with Twitter to help counteractnegative tweets about body image and to also respond to these tweets inreal-time. To launch the campaign,