Analysis of Doves Real Beauty Sketches campaign Essay

abstract of squabs Real Beauty Sketches bowel movement - Essay ExampleThe second set of portraits were to a great extent beautiful than the scratch ones. The video became extremely popular in social media because it revealed that women were more critical of their beauty than were others. While the melt received widespread praise, some also criticized it for making beauty a central part of womens self-identity and self-esteem. The following analysis discusses the marting concepts at work in these praises and criticisms. Social Media Marketing The video was viewed more than 14 million times within a week of its launch (Dan, 2013). This level of reach is a testament to the growth of online and social media marketing. Social media marketing through platforms such as Facebook, Twitter and YouTube empowers consumers by allowing them to deal out and comment on the marketing message. According to Tuten (2008), social media helps to impart a personality to brands which helps to disunit e a brand from others. Shareability of marketing content has been facilitated by the integration of various platforms. Such integration has been realizable because of the Web 2.0 technology (Zarrella, 2010). Evans (2010) explains that marketing through social media creates a deeper sense of engagement with the consumer and develop a two-way relationship with the brand. For instance, Dan (2013) states that he was alerted about the video through his Facebook page. This can also be link with viral marketing through which content reaches a worldwide audience as viewers share it with members of their social networks. Media Planning The choice of platform also reflects the importance of effective media planning by which fall was able to ensure that the rivulet was rolled out to reach the target audiences around the world. According to cower (2012), YouTube is the most appropriate brand for visual brands such as fashion and lifestyle brand. According to this view, Dove made an appropr iate choice of media platform. Secondly, Kelley and Jugenheimer (2008) argue that ethnic diversity and geography impact media planning decisions. This supports the sign launch of the campaign in English speaking countries. Role of Market Research Dan (2013) also reveals that the campaign was based on market research findings, thus helping to illustrate the importance of reliable market research for successful marketing campaigns, particularly in international markets (Craig and Douglas, 2005). According to the research used by Dove, only 4 percent of women believe they are beautiful. Dove uses this research to reach out to the 96 percent of women and convince them that they are beautiful. Emotional Branding Another aspect of the campaign is the emotional temper of the content. Gobe (2013) explains that effective consumer interaction is based on feelings and senses. The Dove campaign explores the insecurity women experience when it comes to physical beauty. Travis (2000) explains t hat greater trust between the brand and consumer is created through emotional branding. The campaign also shows how the looking-glass theory works by showing how women view themselves critically in response to societal pressures and norms (Boone and Kurtz, 2013). The emotional impact is further heightened by the use of testimonial advertising where the women share their thoughts and feelings with the viewer, where the spokesperson adds authenticity to the advocacy role (O Guinn, Allen and Semenik, 2009). intuition and Self-Reflection Perception and self-reflection play an important part in consumers interpretation of their behaviours (Koekemoer, 2004). The campaign shows how women perceive themselves in terms of beauty. The campaign attempts to promote the concept of real beauty by showing that women are more beautiful