http://realbeautysketches.dove.us/?fb_action_ids=10200468448488296&fb_action_types=og.likes&fb_source=other_multiline&action_object_map=[120914261437529]&action_type_map=[%22og.likes%22]&action_ref_map=[]
The above video is Dove's latest video in their True Beauty campaign. We discussed Dove in class a few weeks ago, and talked about how creative and different it is from the traditional ad campaigns of cosmetic companies. This video absolutely blew me away. From the incredible script to the professional cinematography and video quality, it was an all around success. I think that this is the kind of video to which social media will respond well.
Companies have been struggling with how to reach their target markets. My words of advice: Do something like this. This video is one of the best examples of social media marketing that I have ever witnessed. I am sure that the responses to this will be very positive. The video was very raw and real, and probes the viewer to ask the question: "Do I see myself as more unattractive than I really am?"
One of the concerns that our class expressed in our case discussion was that they had used all plus-sized models in their last campaign. The concern was that this would be irrelevant to the large market of girls that are naturally and healthily skinny. I think that Dove did an excellent job of model selection in this video.
Even as a guy, I will be re-posting this video on my Facebook wall. I recommend you do too.
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