Fixing or hiding personal imperfections.

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However, Dove makes it work and digital is at the core of everything the brand does. Dove's Creative Marketing Techniques Does Dove Always Get it Right? Where Dove Succeeds The Future of Dove Dove’s Creative Marketing Techniques Let’s look at some of the key creative innovations Dove has brought to its marketing, many of which have had ripple effects through various sectors. . Building strong communities & starting difficult conversations As early as , Dove began to emerge as a true revolutionary in its category by pioneering the concept of Real Beauty. Now a commonly used hashtag,


this concept of showcasing women in a more realistic light - without professional make-up and lighting -was quite revolutionary for the time. The first stage of the campaign featured a series of billboard Exit Mobile Number List advertisements in the US showcasing photographs of regular women in place of professional models with a cheeky question inviting the audience to comment. People passing on the street could vote on whether they were “Fat or Fab” or “Wrinkled or Wonderful” and the voting results were displayed on the billboard itself. At a time when rival brands had yet to grasp the importance of digital activation, Dove used provocative, stand-out creative which quickly caught the attention of the public and its target audience. As a result of the Real Beauty





campaign, sales for Dove jumped from $. to $ billion in the campaign’s first ten years. Dove bars became the number one preferred soap brand in the U.S. and Unilever’s bestselling product company-wide. Dove: A Spotless Approach to Digital Marketing The brand launched the Dove Self Esteem Project in , an educational web portal set up to help improve young people’s self-esteem through online articles, videos forums, and workshops on topics like self-esteem, body positivity, and bullying. Again, this was a first for the industry and a clever activation technique, illustrating Dove’s ability to pivot to video content in response to its growing consumption trend among this age group. This project has evolved to tackle key issues head-on that matter to its community .