Campaign For Real Beauty

The Dove Campaign for Real Beauty is the first marketing campaign that I was aware of to use YouTube and viral marketing to get their message out. When their Evolution video landed in my inbox, I was compelled to send it to all the girls on my contact list.

 Evolution was followed up by a video called True Colors featuring young girls who all feel self conscious about their bodies. This video highlighted the awful truth that the portrayal of beauty in popular culture has a further reach then some might like to admit.

 Dove's use of YouTube to get their message out, was ingenious as it allowed two way feedback between company and consumer, as well as created a viral element to the message. Not to mention, the customers did the majority of the legwork, making the advertising appear to be subtle and uncalculated, a public relations dream.

*This post was written for MDIA 1045. Sorry for any confusion, or annoyance this may cause!