Dove Real Beauty Campaign

CASE STUDY 1 – Website URL: https://www.dove.com/uk/stories/campaigns.html

Site overview: The campaign was set up in order to help young people have confidence in the way they look. Dove set out to try and help 40 million young people with their self-esteem. The Real Beauty doesn’t have its own website as to yet, however dove have set up an individual page on their main website, explaining as to what the ‘Real Beauty’ campaign is and how you can get involved.

How does the site engage their audience? (3 examples): The dove ‘Real Beauty’ campaign has gotten as well known as it has, due to social media platforms. Social media platforms play a big part on how the campaign is perceived. One thing that dove did was set up a hashtag #RealBeauty this was mainly used on Instagram. Dove were asking people to tag them in their posts and also to post it using the hashtag #RealBeauty. Using hashtags also allows people to post their stories and read other peoples stories all in the one place. Personal stories help people relate and engage with this campaign. Another reason why social media is a big part of the campaign.

How does the site get users linking/participating? (3 examples): Doves first steps in achieving their mission were to release a series of billboards. The billboards displayed women with a two-tick box feature. The tick boxes has options like ’44 and hot’ or 44 and not’ and ‘grey’ or ‘gorgeous’. The billboards also displayed a phone number so participants could text in their answer. Dove’s #RealBeauty campaign also had an advertisement during the Super Bowl reaching an audience of 141 million worldwide. Dove also posted a series of sketches on YouTube discussing inner beauty. This attracted an audience of 69 million. Real Beauty received significant media coverage with people talking constantly about the campaign on Facebook, Twitter and Instagram it was also featured on woman’s magazine, talk shows and mainstream news sources.

Evaluate the success of the site (use the social media platforms statistics

tools, if available): Dove launched a hashtag on social media sites like Facebook, Twitter and Instagram. The hashtag used was #RealBeauty. It received great results with millions engaging worldwide. The hashtag was also shown on the Real Beauty Billboards again making it take off becoming extremely popular. In 2015 women were using the hashtag #SpeakBeautiful, this hashtag was used more than 168,000 times.