I am a person fan of Dove. Their ads related to self-esteem and body image almost always make me tear up. In their latest ad spot, they demonstrate how the feelings you have about yourself, can radiate and echo to those who love you. They used the example of mothers and daughters. They described what mothers liked and disliked about themselves and then their daughters also wrote a list. Most things matched up and Dove highlighted why this isn’t the way it should be.
These ads are effective marketing for Dove. They set themselves apart from similar beauty products. Creating that relationship through advertising is pretty much the most effective thing you can do. Some ads might inform people or encourage them to try something new or buy something once. Marketing stories create a feeling towards the brand. Dove stands up for women and their right to feel beautiful no matter what. I for one, am willing to pay extra to support a brand that brings ads into mainstream culture that highlight these issues.
Was this advertisement an effective use of Dove’s money? It doesn’t describe any of their products and what they can do. It does not inform anyone about a new lotion or sale.
Does marketing and storytelling pay off in the end?