Question

3. Societal marketing directly challenges the credo of the 1970s that “The business of business is business.” Societal marketing often focuses on environmental issues, such as reducing greenhouse gases (e.g. hybrid cars, solar power, recycling), but it can also focus on promoting healthy behavior (e.g. diet and exercise), while discouraging unhealthy behavior (e.g. drug abuse and smoking). How is Dove’s marketing campaign tied with the new concept of societal marketing?

Answer 1

It is true that many companies additionally focus on social welfare and try to promote a cause, with there unique socetal marketing.

Dove's marketing campaign is one of a kind, it focuses on empowering women. Dove's marketing campaign moto is " Dove Campaign For Real Beauty", and to stay true to this moto, Dove always try to come up with new ideas for every year's campaign. In the beginning Dove started "Beyond Compare: Women Photographers On Real Beauty" where they organised a show with Ogilvy & Mather, and showcased the work of 67 female photographers  and the way they thought out beauty. This exhibition was the conversation starter that eventually gave Dove there most influential and diffrent moto.

But one exhibition can not hold the conversation for to long, so in 2006 Dove came up with a video "Evolution" which went viral on YouTube, even in that time when YouTube was only one year old. After the success of "Evolution" they launched a new campaign this time in the form of Advertisement "Real Beauty Sketches" where women described their appearances to a forensic sketch artist, and the advertisement became the most watched video advertisement of all time. Dove has dominated the marketing campaign from billboards to television advertisement to online videos.

But how do you make a bar of soap the worldwide simble of beauty, that was the quesion in front of Dove in early 2000s. And the answer was given by a survey of 3000 women in 10 countries, the main focus of the servey was to get an idea about the priorities and intrests of women and their perception of selfbeauty. The result of the survey was shocking, only 2% of the women interviewd considered themselves beautify. This was the oppertunity that the executive of Dove was waiting and looking for.

After the survey Dove came up there first campaign for Real Beauty " Tick Box" billboard in Canada and United States and United Kingdom. The billboard had images of women with two tick box option next to them such as "grey or gorgeous" and "fat of fit"? next to the box were the numbers to vote on and the percentage of votes were shown next to the boxes. First campaign resulted in 1.5 million votes, that showed that Dove was on the right track and every women wanted to talk about this topic.

Dove have always tried to empowere women and who else can empower women other then a common woman, So afterthe tick-box campaign, Dove launched a billboard campaign that featured group og " Real" iverse women in their underwear. One of those women was Gina Crisanti who was approached by a talent scout while taking out trashat her job at a cafe.

Dove's campaign is one of a kind because in a cut throat competition Dove attract the customers by praising them not by trying to make other brand look bad proving others bad.Thats the main reason of there marketing campaign success.