Dove launched its "Real Beauty" campaign in 2004 to promote a wider definition of beauty beyond narrow physical standards. Initial ads featured images of average women and asked viewers to label them in limiting ways. This highlighted society's tendency to over-judge women on looks. Later campaigns showed the transformative power of accepting one's natural appearance. While some criticize Dove's focus on physical beauty, supporters say it has started important discussions about redefining attractiveness and body image. The campaign aims to keep promoting these messages through ads and educational programs.
Our vision is build a world that empowers filmmakers, distributors and change makers to play a profound role in driving social change. We do this by passionately working with storytellers and advocates to give voice to the voiceless, expose injustice, cultivate community and drive activism through our social action campaigns.
Films can change the world. We make sure they do.
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!Let's Goo Social
We come across so many advertisements every day. Why is that only a few remain etched in our brains? It is because of the brilliant creative marketing techniques!
Our vision is build a world that empowers filmmakers, distributors and change makers to play a profound role in driving social change. We do this by passionately working with storytellers and advocates to give voice to the voiceless, expose injustice, cultivate community and drive activism through our social action campaigns.
Films can change the world. We make sure they do.
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!Let's Goo Social
We come across so many advertisements every day. Why is that only a few remain etched in our brains? It is because of the brilliant creative marketing techniques!
Crowdfundamentals: what your nonprofit needs to know about today's crowdfundingJeffTe
A whitepaper co-authored by Blackbaud. Pomona College, The ALS Association & Big Brothers, Big Sisters of America. The paper shares the basic concepts of running a crowdfunding campaign and some interesting lessons learned from several non profits that have already gone down the path.
This is a six-month advertising campaign for a local Kansas City, MO. company. This digital campaign offered Red Dirt a unique way to expand the brand locally and nationally. As Account Executive, I managed a group of five students through planning, research, and communication.
This is a breakdown of the Divine Bradley Operations. Looking for prospective supporters and team players that would like to enhance the possibilities of Divine Bradley's success and branding.
Divine has done all of his work with zero PR representation or management team
Investors-Donors-Managerial and Operational agents are all welcome.
Email: Info@Divinebradley.com
This paper was an assignment for my Propaganda and Persuasion class at Northwest Missouri State University. For this assignment we were to find a persuasive campaign and dig into it and determine all of the aspects of the campaign, its success, purpose, and effectiveness.
"Invisible Children" is a case study that our group created for the course, 102 Social Media Engagement in Private and Public Sectors, Postgraduate Social Media Program at Seneca College (December 2017). The presentation is fully designed by Carolina Feng, including infographics. Videos on the slides can be found on Youtube.
Tool used: Microsoft Powerpoint
Images, icons and logos used in the presentation are only for academic learning purposes. They have all been sourced in the presentation.
Brands must do better when marketing to women. Women control and influence 65% of consumer spend worldwide (80% in the US). Yet nine out of ten women say advertisers “don’t understand” them). BEYOND PINK suggests ways brands can do better—at understanding women and going “beyond pink” to create the right kinds of experiences to engage them. We drew on latest research as well as the insights of over 60 marketers we gathered on June 6th for a panel with Michelle Cordial of SUBWAY®, Celine del Genes of Reebok, Nancy Go of Wayfair.com and Bernadette King of Procter & Gamble.
Rethinking Marketing to Women: Presented by Crowdtap & Beeby Clark+MeylerCrowdtapforBusiness
With the rise of female-empowerment campaigns, marketing to women has shifted from painting an idyllic portrait of how life should be, to a refreshing and realistic reflection of how life is for millions of women. The challenge for brands in this new environment becomes how to surface the powerful stories of real women – and do so effectively and at-scale.
Learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.
Speakers:
Mindy Davis, SVP, Professional Services, Crowdtap
Mariana Rodriguez, Senior Account Director, Beeby Clark + Meyler
Print & Offbeat: Our annual dose of human genius and imagination
From DIY sanitary pads and pages built of sand to take-away flower seeds on billboards, soundproof posters, “audio” print ads, 4G speed tests in print and more.
Extract from the Innovation in Media 2020-21 World Report
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Crowdfundamentals: what your nonprofit needs to know about today's crowdfundingJeffTe
A whitepaper co-authored by Blackbaud. Pomona College, The ALS Association & Big Brothers, Big Sisters of America. The paper shares the basic concepts of running a crowdfunding campaign and some interesting lessons learned from several non profits that have already gone down the path.
This is a six-month advertising campaign for a local Kansas City, MO. company. This digital campaign offered Red Dirt a unique way to expand the brand locally and nationally. As Account Executive, I managed a group of five students through planning, research, and communication.
This is a breakdown of the Divine Bradley Operations. Looking for prospective supporters and team players that would like to enhance the possibilities of Divine Bradley's success and branding.
Divine has done all of his work with zero PR representation or management team
Investors-Donors-Managerial and Operational agents are all welcome.
Email: Info@Divinebradley.com
This paper was an assignment for my Propaganda and Persuasion class at Northwest Missouri State University. For this assignment we were to find a persuasive campaign and dig into it and determine all of the aspects of the campaign, its success, purpose, and effectiveness.
"Invisible Children" is a case study that our group created for the course, 102 Social Media Engagement in Private and Public Sectors, Postgraduate Social Media Program at Seneca College (December 2017). The presentation is fully designed by Carolina Feng, including infographics. Videos on the slides can be found on Youtube.
Tool used: Microsoft Powerpoint
Images, icons and logos used in the presentation are only for academic learning purposes. They have all been sourced in the presentation.
Brands must do better when marketing to women. Women control and influence 65% of consumer spend worldwide (80% in the US). Yet nine out of ten women say advertisers “don’t understand” them). BEYOND PINK suggests ways brands can do better—at understanding women and going “beyond pink” to create the right kinds of experiences to engage them. We drew on latest research as well as the insights of over 60 marketers we gathered on June 6th for a panel with Michelle Cordial of SUBWAY®, Celine del Genes of Reebok, Nancy Go of Wayfair.com and Bernadette King of Procter & Gamble.
Rethinking Marketing to Women: Presented by Crowdtap & Beeby Clark+MeylerCrowdtapforBusiness
With the rise of female-empowerment campaigns, marketing to women has shifted from painting an idyllic portrait of how life should be, to a refreshing and realistic reflection of how life is for millions of women. The challenge for brands in this new environment becomes how to surface the powerful stories of real women – and do so effectively and at-scale.
Learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.
Speakers:
Mindy Davis, SVP, Professional Services, Crowdtap
Mariana Rodriguez, Senior Account Director, Beeby Clark + Meyler
Print & Offbeat: Our annual dose of human genius and imagination
From DIY sanitary pads and pages built of sand to take-away flower seeds on billboards, soundproof posters, “audio” print ads, 4G speed tests in print and more.
Extract from the Innovation in Media 2020-21 World Report
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
Assignment Recognizing and Responding to Those Who Self-HarmFor.docxlynettearnold46882
Assignment: Recognizing and Responding to Those Who Self-Harm
For some adolescents, experiencing physical pain becomes a regular practice for managing psychological pain. Whether used as a coping mechanism, a way to express anger, or to deal with intense emotional pain, self-harming is often a call for help.
In school settings, faculty and staff are charged with protecting students, but how can they protect those students who choose to harm themselves? The importance of educators understanding the circumstances, causes, and effects of self-harming behavior so they can respond quickly and effectively cannot be overstated. For this Assignment, consider your role as a social worker and think about how you would raise awareness for educators to respond to this increasing maladaptive coping mechanism.
Submit a 5- to 6-slide PowerPoint presentation explaining the indicators of self-harm, appropriate interventions, and follow-up steps for educators needing to respond to those who self-harm.
Please provide a page for references.
Media Influences on Women's Health.html
The recent news has been reporting this event that occured late 2014. This article was posted on a website called ThinkProgress but similar articles were found on other sites, including USA Today. This select article contains very informative links that provide opportunites for further exploration.
1. Navigate this article with the links provided and develop a position statement addressing how the media impacts women and potentially impacts health related issues for women. (For example, does advertising only showing women as thin and beautiful likely contribute to eating disorders, depression, or poor self-esteem.)
One of the contestants in this year’s Miss USA pageant made national headlines last week even though she didn’t ultimately win the competition. Social media users praised Miss Indiana for having a “normal body,” rather than being a “complete twig” in her bikini. “I think the normality that everybody keeps talking about is just the fact that I’m relatable,” the contestant, whose real name is Mekayla Diehl, said in an interview with People Magazine. “I’m confident in my own skin. I didn’t obsess over being too skinny or not being tall enough.”
The positive reception for Diehl isn’t the only recent example of pop culture sparking a larger conversation around the unrealistic expectations for women’s bodies.
Earlier this year, the lingerie line Aerie and the British department store Debenthams won widespreadpraise for announcing they won’t retouch their underwear models anymore. Brands like Pantene, Special K, and Dove have released ads specifically intended to empower women. Seventeen Magazine promised not to alter the body sizes or face shapes of its models after anonline petition asking for more images of “real girls” went viral. An increasing number of celebrities are expressing disappointment with having their photographs altered. And this past spring, TV viewers reacte.
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Dove Real Beauty Campaign
1. Dove Real Beauty Campaign
Submitted by Karan Venugopal
Email ID:karan.venugopal@gmail.com
Submitted to: Kadia Shriram
Program: MKM915MMU
Date : 20.03.2020
2. Introduction
• In the early 2000s, Dove executives began to try a way
to restore a name that was being dominated by other
companies.
• To learn about women's desires and concerns, their
PR agency, Edelman, conducted a survey of more
than 3,000 women in 10 countries.
• The executives at Dove saw an advantage when it
emerged that just 2 per cent of the women
interviewed thought themselves attractive.
• If they went past the soap bar and added other items
like shampoo and body wash, could they launch a
beauty conversation too? Would a strategy digging
into what people think and feel help make Dove more
important— and more profitable?
3. Dove Real Beauty
• Dove's first moves in the Fight for Natural Beauty included advertisements called "Tick Box," which launched
in Canada and distributed across the United States and UK. The outdoor billboards displayed pictures of
women with two next-door tick-box choices like "fat or fit?" and "blue or gorgeous?“
• Passersby might write their votes to a number listed, and the percentages appeared on the billboard next to
the picture. The campaign attracted 1.5 million people to the Real Beauty Brand website, telling Dove it was
on the right track— this was a issue women needed to speak about.
4. Evolution
• A few months after "Tick Box," Dove launched a advertising
advertisement showcasing "actual" groups of diverse women in the
underwear.
• One of the women included on the original ads was Gina Crisanti, who
was confronted by a young agent while at her job at a café throwing
the garbage away.
• He wanted to support the movement to make other females feel
inspired and comfortable in their bodies, according to Crisanti.
• "I grew up not being happy with my body shape and size at all," Crisanti
told NBC News in 2005. "I hated being curvy. I hated having big breasts.
And I hated having curly hair. In my 20s, I realized all those [ideas] were
simply self-destructive. Once I started to develop an alternative
definition of beauty, all of it started to fall into place."Dove was— and
still is— one of the few major advertisers to speak about how we
perceive feminine attractiveness, according to Kilbourne, who has been
researching ads since the' 70s.
• "There are very few ads that vary in any way, that contradict the
traditional pictures," she told HuffPost.
• Several other companies have followed suit, capitalising on a message
of female empowerment to associate their products. Commercials like
"Labels For Women" by Pantene focus on concepts close to those of
the Coalition for Real Beauty, like the instant decisions that people
create solely on the looks of a woman— and why it shouldn't matter.
5. Potential Issues
• Knowing the initiative will be dismissed as a superficial publicity tactic, the team behind the Advertisement
for True Beauty decided that it wasn't enough to actually speak about such topics.
• "[We were thinking], we have to walk the talk," Sharon MacLeod, vice president of Unilever North America
Personal Care, told HuffPost. "We can't just be getting people stirred up; awareness and conversation isn't
enough. We actually have to do something to change what's happening.“
• And then, in 2004, Dove created a fund to work with groups including the Girl Scouts, Boys & Girls Clubs of
America and Girls Inc. to coordinate events like online bullying debates and photographic projects
showcasing the beauty girls see around them around the community.
• A series of short films were produced by the team at Dove Canada to raise awareness about the fund and
the wider initiative. Former creative leaders at Ogilvy & Mather Nancy Vonk and Kestin collaborated with
directors Tim Piper and Yael Staav to create "Children," a series of interviews with mothers and their
children; "Onslaught," a look at how the makeup industry affects young girls; and "Evolution" to show how
make-up and digital enhancements can make an ordinary woman appear like a supermodel that quickly
blew up on YouTu (Right now the video has 16.9 million views)
6. Conclusion
• But is Dove's idea of change what we should be focusing on?Not everyone agrees with the importance the
campaign places on physical beauty.
• Both the campaign's detractors and supporters have since pointed out that even because women redefine
attractiveness, that doesn't mean they necessarily feel differently about themselves. Some see this as a call
to shift the discussion entirely, as Friedman says, some as evidence of the significance and relevance of
Dove's message regarding appearance. An overwhelming 80 percent of American women feel
uncomfortable with their bodies and 81 percent of 10-year-old girls dread being "fat." Will a series of ad ads
ever change institutionalised body hate?
• The Dove Team really believes the initiative will be there for a long time to come.