Dove - Real Moms Beauty Campaign 🕊️ Flashcards
When did Dove launch the “Campaign For Real Beauty”?
The “Campaign For Real Beauty” was launched by Dove in 2004.
What was the aim of the “Campaign For Real Beauty”?
- To embrace and celebrate differences
- To empower women and mothers
- To make mothers feel more confident
What did the photojournalists do?
The photojournalists lived with 6 women for 3 days and immersed themselves in their lives to capture the most naturalistic photos.
What are the Campaign Objectives?
- To launch their product in a competitive baby market, where their main rival, Johnson & Johnson, dominate the market share (63.7%) with J&J Baby and Aveeno Baby products
- To empower mothers
- To unite women through their motherhood journeys
- To challenge seemingly “perfect” mothers and babies, and target “everyday” millennial mothers
What type of shot was the advert?
Wide shot with deep focus photography
What was the slogan in the advert?
“Real life. Real beauty.”
What was the typeface / font featured in the advert?
Sans Serifs font.
What was the logo featured in the advert?
The logo, Dove, is an established, recognised and trusted brand who have championed diversity and inclusivity.
Where was the location where the advert was shot?
The advert was shot in a kitchen belonging to a real family.
How was the costume and make-up presented in this advert?
The costume and make-up presented constructs realism, and depicts normal mothers and kids.
What was the anchorage in the advert?
The written text amplifies the message of “real”.
What was the hashtag featured in the advert?
BeautifullyRealMoms, and this appeals to the digital native, where audiences can be active and contribute to the campaign too.
What was the beauty appeal throughout the advert?
The advert focuses on natural and raw beauty.
What did the Wider Campaign consist of?
The campaign overall, Beautifully Real Moms, consisted of:
- a 360 degree photo library
- a 10 second video
- audience participation (photos sent in) via the hashtag
- a print campaign that focused on 6 real mothers from a variety of different backgrounds
