Dove Social Media Campaign Aims to Expose Girls to New Role Models
Jonathon Brown — January 15, 2013 — Marketing
References: dove & ibelieveinadv
This Dove social media campaign is unique because instead of aiming to drive followers to the company’s Twitter account, it is intended to expose young girls to alternate role models.
The video for this campaign plainly exhibits the massive discrepancy between the attention pop stars, super models and reality starts get versus female scientists. This isn’t meant as a campaign to boost the popularity of female scientists per se, but is more using female scientists as an example. This Dove social media campaign wants young girls to understand there is more to aspire to than a reality star or runway model.
The top female reality star has more than 4 million twitter followers, the top female supermodel has more than 13 million.
The video for this campaign plainly exhibits the massive discrepancy between the attention pop stars, super models and reality starts get versus female scientists. This isn’t meant as a campaign to boost the popularity of female scientists per se, but is more using female scientists as an example. This Dove social media campaign wants young girls to understand there is more to aspire to than a reality star or runway model.
The top female reality star has more than 4 million twitter followers, the top female supermodel has more than 13 million.
Trend Themes
1. Alternate Role Models - Providing younger generations with new perspectives can be a unique content and influencer marketing opportunity for brands seeking to distinguish themselves within highly competitive industries.
2. Aspirational Diversity - Highlighting diverse aspirational options in marketing campaigns can be an effective way to improve brand loyalty among diverse audiences.
3. Promoting Social Awareness - Campaigns that promote social awareness, such as highlighting important social issues or lack of representation, can be a powerful way to communicate a brand's values and values that align with target market expectations.
Industry Implications
1. Beauty and Personal Care - Companies within the beauty and personal care industry can create campaigns that highlight aspirational figures in order to distinguish themselves and their products from competitors.
2. Entertainment - With celebrities dominating social media and pop culture, the entertainment industry can leverage campaigns that expose younger audiences to alternative role models.
3. Education and Non-profits - Institutions and organizations that value social awareness, such as schools and non-profits, can use campaigns to promote diverse and underrepresented role models and encourage students to pursue a wider range of career paths.
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