Dove established its brand new Firming bath and skincare array of services and products, employing Lexis to conduct a PR campaign. When Lexis discovered that the campaign’s adverts utilized women that are real a variety of human anatomy forms, in the place of expert models, it made a decision to utilize the advertisement as being a news hook to come up with protection. Objectives
To push product product product sales of Dove. To convey to people who Dove’s advertising is groundbreaking and it is good for females’s self-esteem.
Strategy and Plan
The group had been conscious that no matter how striking the advertising had been, pictures alone wouldn’t be adequate to stir up news interest. They necessary to explain why Dove had taken this path.
The group commissioned research into ladies’ attitudes for their human anatomy forms, beauty marketing generally speaking and which celebrity part models they most admired. This unearthed that females felt intimidated and depressed by the prevalence of ‘stick-thin models’ in promotional initiatives, a finding the group utilized to offer in tales in regards to the advertisement to nationwide life style news. Okumaya devam et “Campaign: Dove campaign a good start for genuine females – Marcoms”