As demonstrated by the research conducted by Dove in support of the new campaign, teens girls every day see a lot of pictures of beautiful women in fashion magazines and advertising – and it reduces their self-esteem, though in fact these pictures are very far from the original, as they undergo several stages of adjustment – from makeup to the banal Photoshop. Thus, only 4% of women consider themselves to be truly beautiful (Does my brand look big in this?, 2010). To change this situation somehow, Dove Company launched a social campaign to draw attention to this issue. Since 2004, Dove has been leading the global campaign in support of natural beauty ”“ advertisements of the company’s production show ordinary women, not models, with standard looks: average middle-aged ladies, with freckles, quite large noses, as well as big breasts and even signs of cellulite on the hips. Thus, the company’s initiatives have been designed and directed namely to the remaining 96% of women considering themselves “non-standard”¯ helping them feel beautiful and at the same time buy the Dove products (Does my brand look big in this?, 2010; O’Donnell, 2008).
In 2006, Millward Brown Research showed that consumers began to perceive Dove as the number one brand in the categories of skin care products (O’Donnell, 2008). However, since then the company has got many new competitors; it is therefore necessary to develop Dove’s marketing strategy to keep the audience.
Thus, in another attempt to release women from the pressure and psychological humiliation from the media that promote their own ideals, the cosmetics brand has developed a phenomenal digital-project for the Facebook. AdMakeover application removes from the social network all depressing advertising messages which usually convince the ladies that they have fat hips or small breasts. The program allows the user to select an encouraging message and send a new, positive Dove ad block to other women (Neiger et al., 2012). So far, the Ad Makeover Campaign is designed for the Brazilian and Australian markets, but its figures suggest that it should be extended further to a wider market.
In general, the new marketing campaign should take place mainly in social networks with a focus on Facebook, and advertising on television and the media will invite consumers to visit websites and blogs devoted to the campaign, because it is the social networks that now bring together the widest possible audience and allow interactive communication with consumers, i.e. give customers the opportunity to participate in making the brand. Indeed, today, consumers are no longer passive target audience: consumers prefer to participate rather than watch. The success of digital marketing is that it assumes a constant involvement of people into the process (Hennig-Thurau et al., 2010). This requires better planning and clear suggestion.
Thus, the company can continue its introduction into digital media by creating mobile applications for smartphones, integrating into online games, creating special channels devoted to its brand. In addition, today’s market segmentation forces the company to focus on such a popular trend as organic products and recyclable packaging.
In general, in our opinion, the new era of marketing is amazing. Many of the old rules are being rewritten, and companies have the opportunity to update or add new aspects to their marketing. In this rapidly changing environment, marketers will need to be in the state, which is often called a permanent beta – a constant state of development and experimentation.