It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
…
continue reading
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Dove's Real Beauty Campaign: Evolution of a Social Message
Manage episode 366160786 series 3317274
Content provided by Kelly Barner and Art of Procurement. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kelly Barner and Art of Procurement or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
In 2004, Dove revolutionized skincare marketing by launching their ‘Real Beauty’ Campaign.
Celebrated for the decision to represent women of all shapes, sizes, ages, and skin tones in their ad campaigns, Dove was celebrated by marketing industry executives and embraced by consumers. They saw a 700 percent increase in sales in just six months.
While the campaign continued, the celebration did not. Subsequent efforts in 2017 were met with ridicule and flat out rejection.
But is Dove off-track, or has society changed too much to appreciate their investments in body positivity?
In this episode of Dial P for Procurement, Kelly Barner reviews three notable ads in this 20-year long campaign, looking for differences in motivation, execution, and reception:
- 2004, When diverse natural beauty was showcased, celebrated and awarded
- 2017, When Dove’s efforts brought them more ridicule than recognition
- And 2023: when the world spat back at their collaboration with Epic Games
123 episodes
Share
Manage episode 366160786 series 3317274
Content provided by Kelly Barner and Art of Procurement. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kelly Barner and Art of Procurement or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
In 2004, Dove revolutionized skincare marketing by launching their ‘Real Beauty’ Campaign.
Celebrated for the decision to represent women of all shapes, sizes, ages, and skin tones in their ad campaigns, Dove was celebrated by marketing industry executives and embraced by consumers. They saw a 700 percent increase in sales in just six months.
While the campaign continued, the celebration did not. Subsequent efforts in 2017 were met with ridicule and flat out rejection.
But is Dove off-track, or has society changed too much to appreciate their investments in body positivity?
In this episode of Dial P for Procurement, Kelly Barner reviews three notable ads in this 20-year long campaign, looking for differences in motivation, execution, and reception:
- 2004, When diverse natural beauty was showcased, celebrated and awarded
- 2017, When Dove’s efforts brought them more ridicule than recognition
- And 2023: when the world spat back at their collaboration with Epic Games
123 episodes
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Similar to Art of Supply
It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
…
continue reading
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…
continue reading
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…
continue reading
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…
continue reading
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Go offline with the Player FM app!
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