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

Dove established its brand new Firming bath and skincare selection of items, employing Lexis to conduct a PR campaign. When Lexis learned that the campaign’s advertisements utilized real ladies with a number of human body forms, in the place of expert models, it made a decision to make use of the advertisement being a news hook to create protection. Goals

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

Strategy and Plan

The group was mindful that no matter how striking the advertising had been, pictures alone wouldn’t be adequate to stir up news interest. They had a need to explain why Dove had taken this path.

The team commissioned research into ladies’ attitudes with their human anatomy forms, beauty marketing generally speaking and which celebrity part models they most admired. This discovered that females best latin brides 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 nationwide life style news.

To make sure protection starred in a news socket that could set the week’s news agenda and motivate further protection in the press, Lexis provided the Saturday version for the instances exclusive usage of pictures regarding the advertising.

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