As the fastest growing media in Canada it continues to siphon dollars away from traditional media because of the increase usage especially in the key 18 -49 year old demographic.
The rise of the internet has been one of the causes of the decline in print and magazine with the closure of Seattle Post-Intelligencer after 146 years when it published its last edition in March and went all online.
Dove Real Beauty The centre of the conversation on what is beautiful and what is not.
Dove’s use of print in the marketing strategy has gone far beyond regular display advertising to promotions including the “Face in the Crowd” and the Dove/ New Woman “Silk Purse” competition.
Working with Red magazine and supported by poster campaign in London, lightweight TV activity and magazine PR, Dove created “Firm Friends” – a competition whose first prize would allow one group of friends to appear in a campaign promoting the Firming range.
A trial pack was mounted on Red’ s cover, with an invitation to participate in the competition. Groups of women registered through a website, with regional and local winners driving local awareness of Dove Firming products.
As part of its “Campaign for Real Beauty” in 2006, beauty Dove has launched the Dove Self Esteem Fund, a global initiative designed to make a direct difference to the lives of at least one million young people by the end of 2008 by helping them grow up with a stronger sense of self-esteem.
Goal help 5 mil kids to use the tools by 2010. Currently at 3.8 Million