Dove "Choose Beautiful" Campaign
Targeting - Women of all ages
Core Theme of the Campaign -
Promoting self-confidence and self-acceptance
About the
Campaign -
Dove's beauty campaign
Formula applied by the Campaign to elicit customer action -
Encouraging women to define their own beauty standards
Business Title
A Look at
the Campaign
The Dove "Choose Beautiful" campaign is a notable and inspirational marketing initiative by Dove, a personal care brand known for its focus on self-esteem, body positivity, and self-care. Launched in 2015, the "Choose Beautiful" campaign sought to encourage women to embrace and celebrate their inner and outer beauty by making a choice when entering a building.
Here are the key details about the "Choose Beautiful" campaign by Dove:
1. Concept: The core concept of the campaign was to challenge women to reconsider how they perceive themselves by choosing to walk through one of two doors: a "Beautiful" door or an "Average" door when entering a building. The campaign aimed to promote self-confidence and positive self-image.
2. Video: The campaign featured a video that documented women's choices as they approached the doors, revealing their thoughts and feelings about their self-perception. Many women initially hesitated but ultimately chose the "Beautiful" door.
3. Message: The message of the campaign was that every woman has the power to define and embrace her own beauty. It encouraged women to see themselves as beautiful rather than comparing themselves to unrealistic beauty standards.
4. Global Reach: The "Choose Beautiful" campaign was a global initiative, and videos capturing women's choices were filmed in various cities around the world.
5. Social Media Engagement: Dove used social media to promote the campaign, encouraging women to share their thoughts and stories using the hashtag #ChooseBeautiful. This encouraged a wider conversation about beauty and self-perception.
6. Empowerment: The campaign aimed to empower women and promote a shift in societal norms by challenging the conventional idea that beauty should conform to narrow standards.
7. Continuation: The "Choose Beautiful" campaign was part of Dove's larger "Real Beauty" campaign, which has continued to promote self-esteem, body positivity, and self-acceptance.
The "Choose Beautiful" campaign received significant attention and discussion, sparking conversations about beauty, self-confidence, and societal pressures. It was an example of how a personal care brand like Dove could use its platform to promote positive messaging and encourage women to embrace their individual beauty.
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Brand Archetype serves as the North Star that guides the brand's Strategic Decisions, Messaging, and Visual Identity. It helps to define the brand's Personality, Voice, and Positioning in the market. For instance, a brand with the archetype of a "Hero" may exude confidence, bravery, and a sense of purpose, while a brand with the archetype of a "Lover" may evoke passion, intimacy, and sensuality. By understanding the Brand Archetype, your brand crafts a consistent brand narrative that resonates w
Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
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AN EXCLUSIVE PORTAL OF INSIGHTS OF MORE THAN 750 SUCCESSFUL COMPANIES' - BUSINESS OPERATING MODELS, BRAND STRATEGIES, REVENUE MODELS, GROWTH CAMPAIGNS THAT MAJORLY CONTRIBUTED TO THE BRAND'S POPULARITY, MARKETING PLAN & CORRESPONDING BRAND ARCHETYPE AND BRAND VIBE & METHODS OF INCORPORATING IT'S ATTRIBUTES IN THEIR PRODUCT & BRANDING
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BRAND COLOSSAL IS AN EXTENSIVE COLLECTION FEATURING OVER 600 TRANSFORMATIVE BRAND CAMPAIGNS EXECUTED BY SOME OF THE MOST RENOWNED BRANDS. THESE CAMPAIGNS HAVE NOT ONLY SIGNIFICANTLY ELEVATED THE POPULARITY AND RECOGNITION OF THE BRANDS BUT HAVE ALSO CONTRIBUTED TO THEIR INITIAL SUCCESSES.
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