Campaign: Dove campaign a lift the real deal ladies – Marcoms

Campaign: Dove campaign a lift the real deal ladies – Marcoms

Dove established its brand new Firming bath and skincare number of items, employing Lexis to conduct a PR campaign. Whenever Lexis discovered that the campaign’s advertisements utilized women that are real a selection of human body forms, as opposed to expert models, it made a decision to utilize the advertising as being a news hook to create protection. Goals

To push product product sales of Dove. To mention to people that Dove’s advertising is groundbreaking and is good for females’s self-esteem.

Strategy and Plan

The group had been conscious that no matter what striking the advertising had been, pictures alone wouldn’t be adequate to stir up media interest. They necessary to explain why Dove had taken this path.

The group commissioned research into ladies’ attitudes with their human body forms, beauty marketing generally speaking and which celebrity part models they most admired. This unearthed that females felt intimidated and depressed by the prevalence of ‘stick-thin models’ in promotional initiatives, a finding the group utilized to market in tales concerning the advertisement to lifestyle that is national.

To make sure protection starred in a news socket that will set the week’s news agenda and encourage coverage that is further the press, Lexis gave the Saturday version of this circumstances exclusive usage of pictures of this advertisement. Read more