The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 that includes advertisements, video, workshops, sleepover events and the publication of a book and the production of a play, aiming to build self confidence in women and young children. Dove's partners in the effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada) along with other specialized consultants. Part of the overall project was the "Evolution" campaign. Campaign In 2004, Dove and Ogilvy & Mather organized a photography exhibit titled "Beyond Compare: Women Photographers on Real Beauty." The show featured work from 67 female photographers and was the beginning of the conversation on beauty that would lead to the Real Beauty campaign. The Dove Real Beauty campaign was conceived in 2004 during a 3-year creative strategic research effort, conducted in partnership with three universities in four cities around the world , led by Joah Santos. The creative was conceived by Ogilvy & Mather Düsseldorf and London. The research created a new consumer-centric vs product-centric advertising strategy, which Joah Santos named (iconic Point Of View) P.O.V. - Purpose | Objective | Vision. The new strategy led to all top 5 Campaigns of the Century, as rated by Advertising Age and increased sales from $2B to $4B in 3 years. The strategy discarded the brand essence ladder typically used by Unilever and called for a POV strategy "To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety." All campaigns for Dove Real Beauty need then to follow the POV set forth, each with their own insight. The initial campaign insight/tension was an indication that only 2\% of women consider themselves beautiful. It was created by Ogilvy & Mather Düsseldorf and London.
The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 aiming to build self confidence in women and young children. Dove's partners in the campaign included Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada) along with other consultants. Part of the overall project was the "Evolution" campaign. Campaign In 2004, Dove and Ogilvy & Mather organized a photography exhibit titled "Beyond Compare: Women Photographers on Real Beauty." The show featured work from 67 female photographers and lead to the Real Beauty campaign. The Dove Real Beauty campaign was conceived in 2004 during a 3-year creative strategic research effort, conducted in partnership with three universities , led by Joah Santos. The creative was conceived by Ogilvy & Mather Düsseldorf and London. The research created a new consumer-centric vs product-centric advertising strategy, which Joah Santos named (iconic Point Of View) P.O.V. - Purpose | Objective | Vision. The strategy led to all top 5 Campaigns of the Century, as rated by Advertising Age and increased sales from $2B to $4B in 3 years. The strategy discarded the brand essence ladder typically used by Unilever and called for a POV strategy "To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety." All campaigns for Dove Real Beauty need then to follow the POV set forth, each with their own insight. The initial campaign insight/tension was an indication that only 2\% of women consider themselves beautiful. It was created by Ogilvy & Mather Düsseldorf and London.
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that includes advertisements, video, workshops, sleepover events and the publication of a book and the production of a play,
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effort include such marketing and communications agencies as
campaign included
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specialized
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was the beginning of the conversation on beauty that would
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in four cities around the world
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new