Ensayo Dove

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The adviser & Consumer Audience Relationship: Dove Redefines Beauty
In 2004, the Dove brand in the Unilever Company launched a campaign called "Dove campaign for real beauty", this campaign has been recognized globally to achieve recognition and acceptance of consumers, its success has been such that it is estimated that the brand has achieved $ 21.14 million in free media USD Exposure, Itis undoubtedly a case in which the marketing function as vital tool to get in the sights of the consumer in a good concept.
The campaign includes different media exposure like advertisements, video, workshops and presentation events and but this is not the difference between the dove campaign and so many other campaigns, the difference in this campaign is the use of emotional branding and socialmarketing as a way to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves.
Dove did a thorough analysis to discover that the concept of beauty that exists today is the result of a big exposure to media that promote the above purpose under charges virtually unachievable. A clear example of this is that whenlooking for the concept of "beauty" on the internet the main results refer to the websites of companies that perform cosmetic surgery, beauty products sold or mention what are the fees to consider a beautiful person, with I mean is that to understand how people feel about this exposure and what it brings is a great find and exploit all that reasons people has was undoubtedly a great success for Dove.What I think made the Dove "Campaign for Real Beauty" so successful is the strong relationship that the brand established between the advertising (the way to advertise) and the Society, I mean Dove found a way to use people's feelings, believes and points of view about the constant exposure of a concept of beauty that half has-been the used model for so long that actually had affected the globalconcept of beauty. With this Dove campaign linked the needs and aspirations of the society and transforms it in something that really makes people feels good, something that is creative and valuable.
The Dove campaign is effective and with it the company did something different from what the vast majority of companies do in their marketing campaigns, i.e., Dove came not only to see the needs oftheir customers but are worried about them people see the positive aspects of their beauty, Dove set aside stereotypes and those who dared to criticize the media themselves have been doing for years, started a community effort to change the way that beauty should be seen solely based on what people think about beauty, for it was conducted a study showing that women do not associate the word beautywith them directly and this means that people do not feel beautiful because of the comparisons generated with a sense of beauty that does not exist, that is perfect and should not cause us self-esteem problems caused to society.
Dove does more than simply communicating with the consumer, achieve understanding, concern about the problem and proposed solution, an example is proposed actions andstates in its website as the use of Workbooks, sections "how do you feel about yourself, how do you Impact others self esteem and body facts and fiction", in addition also provides tips on how seniors can prevent future generations being affected by the concept of beauty that continues today.
Actions Dove has done as independent brand of Unilever with the mentioned campaign have been impressive inmy opinion for any brand because not only serve its purpose as a product marketing campaign, but also pushes society into something better. Among the many actions that are worthy of recognition Dove has created a foundation to assess the "True Beauty" in order that the generations that are to come will not suffer the serious problem of low self-esteem.
Another fundamental reason for such a...