Journalism 420 Principles of Advertising and Public Relations Case Study Dove Real Beauty Sketches Team Niger: Katie Croy, Morgan Morris, and Grace Haverty
I. Introduction In 2013, Dove discovered that only 4% of women consider themselves beautiful (Dove, 2013). In an attempt to change this statistic, the company started the Dove Real Beauty Sketches campaign in April 2013 as a “social experiment� to help women realize they are more beautiful than they think (Dove, 2013). For the campaign women were asked to describe themselves to a forensic sketch artist who would draw the women. The sketch artist could not see the women that he was drawing. Then a stranger was brought in to describe the previous woman to the sketch artist who would draw the same woman again. Every sketch was recorded, and every woman described herself more negatively than the stranger did. The sketches caused tears when the women realized how they viewed themselves as compared to how the strangers described them. The Dove Real Beauty Sketches campaign provides insight into how women perceive the beauty industry, and how women view themselves. The value our findings will contribute to the strategic communications field is how to best approach women to purchase beauty products. The overall goals of the campaign were to convince the other 96% of women that they are also beautiful, and to make women consumers feel supported by Dove. The main message Dove is aiming to put forward is to help make women realize that they are more beautiful than they think (Dove, 2013). The Dove Real Beauty Sketches campaign video was released online on April 14, 2013. The timeframe for analyzing the Dove Real Beauty Sketches campaign is from February 2013 to June 2014. This timeframe was chosen because it permits analysis of the company before the launch of the campaign and for fourteen months after the initial release of the campaign videos online. The analysis of the campaign covers sixteen months to fully understand how audiences perceived Dove as a company before and after the
campaign. Another reason the timeframe for analyzing the campaign spans a sixteen-month period is to see how the campaign affected women’s purchases of Dove. The overall strategic communication question this case study will aim to answer is how did audiences react to Dove’s Real Beauty Sketches campaign efforts to make women aged 35 to 55 feel more confident and supported from February 2013 to June 2014? II. Background Due to the fact that only 4% of women consider themselves beautiful, Dove hypothesized that this problem was stemming from the media’s portrayal of women. Dove realized that the beauty industry revolves around perfection, with competitors often depicting unrealistic and flawless images of supermodels in advertisements. Dove was experiencing a decrease of sales due to a crowded market and decided it was time to launch its Dove Real Beauty Sketches campaign, which focused on revealing realistic views of beauty and raising women’s self-esteem via online videos (Simmons, 2006). Dove is dedicated to producing products that are designed to help women take care of themselves (Florindi, 2015). Dove’s sales have jumped from $2.5 billion in its inaugural year to $4 billion as of January 2014 (Neff, 2014). Dove Real Beauty has been an ongoing campaign since 2004; however, this overarching campaign includes smaller, more distinct campaigns such as Dove Real Beauty Sketches. These sales numbers are for the Real Beauty campaign in general, because Dove does not release specific month-by-month sales information. Additionally, Dove states that the product area of personal care items has increased slightly from 2013 to 2014 (Making Sustainable Living Commonplace, 2014). III. Methods
Our team gathered data on the Dove Real Beauty Sketches campaign through a variety of online resources. First, we studied Dove’s websites. This includes our specific campaign website, Dove Real Beauty Sketches, the overarching Dove Real Beauty campaign site, as well as Dove’s home website to get a better understanding of the company and its frame for the campaign. The campaign website explains the purpose and goals, and even strategies and tactics employed to create a successful campaign. The Dove owned websites allow comments, which also led to insights about consumer’s thoughts and opinions regarding the campaign. Following the Dove web pages, we looked at the company's owned social media accounts. First and foremost being its YouTube channel. Dove’s Real Beauty Sketches were created within a video on YouTube; the channel is where their entire campaign stems from. There is both a three-minute and six-minute version of the video. We watched both several times, paying attention to details that could provide us with insights of the company’s frame. The description also shed light on their ideals. Other insightful information was the commentary via viewer comments provided below the video. Many individuals voiced their opinions, both positive and negative, on the page. Also on social media, the company’s Twitter and Instagram pages, we used advanced searches to search only through certain time periods. This was useful when focusing back to our research question, which analyzes the effects of a sixteen-month period. We used hashtags such as #doverealbeauty and #realbeauty to see people’s attitudes towards the campaign. Counting the exact number of times the hashtags were used was also insightful because it reflects popularity overall. To further our unbiased data findings, which aren’t available in the company owned advertising, we searched “Dove Real Beauty Sketches” in a variety of search engines such as
Google and Bing. Using both, we looked for articles written by legitimate sources, specifically those pertaining to business, marketing, and campaign analysis. We also paid attention to blog posts from consumers focused on the campaign. Their opinions were important, however we kept in mind it was only one person's beliefs, so what we found to be more valuable were the comments below the articles and blog postings, which gave us a better idea of the absolute public. Next we looked at databases provided through the University of Kansas library online. Using keywords such as “Dove Real Beauty” “Beauty Sketches” and “Beauty Brands” combined with “Attitudes” “Girl Power” “Hypocrite” etc., we found information pertaining to Dove and the health and beauty industry in general. Furthermore, when using databases such as Mintel and Hoovers we were able to learn more about the company's financials and market share, etc. which was somewhat helpful for our background on the company. Additionally, we researched the parent company of Dove— Unilever. We learned about the company through public online search engines and databases such as Mintel and Hoovers. This area of research helped us understand the overarching goals and network that Dove operates in. We found out that Unilever also owns the company Axe, which led us to believe that Unilever’s campaigns shift attitudes to result in revenue, rather than to increase the self-esteems of its consumers. The two large pieces of information we were not able to find were proof a women’s altered attitudes in a real qualitative or quantitative way, or most of Dove’s financials as they are a private company and are not required to disclose the particular financial information it does not want to.
IV. Publics The target market for Dove’s Real Beauty Sketches campaign are middle-aged women, (aged 35-55), who are anywhere from slightly to intensely self-conscious about their outer appearance. These targeted women have a comfortable and steady income. They are able to spend money on beauty products that are not a true necessity, but do not have enough of a disposable income to be able to buy higher-priced luxury brand beauty products. The strategic communication question focuses on audience's reaction. A latent public is one that is affected yet unaware. Therefore, they must fall into the target markets age group. This public consists of middle-aged women that are consistently using beauty products. However, these individuals have not seen the video or heard about it either. This means this public is most likely not extremely social. They are not aware that the video exists, or the ‘girl power’ approach the company has taken, however, other individuals they do interact with, regardless of how often, most likely have. Therefore, the possible shift in mindset or attitude of the aware/active publics could, in fact, affect the latent public even though they, themselves, are not aware. Furthermore, this public purchases a brand of body wash or hydrating crème and they have the choice to pick Dove or another company. Although they are unaware of Dove’s new approach, when they get to the checkout counter they are being affected. The aware public have heard the buzz about the video or seen it themselves. However, it may have been while they were multitasking or in a mood. Whatever the reason, they were distracted either mentally or physically and therefore did not use any critical thinking after hearing about, or seeing, the video advertisement. This suggests these women may not be as selfconscious than those in the active group because the goal of the video did not resonate with them. Due to the lack of opinion built, this public had no reaction to and has not formed any sort
of opinion about the video or campaign. This public is likely very busy, most likely a parent with children with busy schedules while working herself due to the lack of focus and inability to think critically. They might have initial reactions of it being “sweet” or “offensive” but don’t give it much thought after. If this woman is picking out a new body wash or hydrating crème at the store, she most likely would not even remember the ad at the time of purchase and stick to her normal brand. The active public has reacted to the video, whether it is positive or negative. This public has thought critically and analyzed it, forming a real opinion about the campaign. This public, also within the target market age group, may have a little more time on their hands and involved in their community because they have seen, possibly even sought out the video themselves, and given themselves time to analyze what they have seen. This public likes being in the know and has many friends and colleges to discuss and bounce ideas off of. This public also most likely has a personal connection to the ideals of the commercial, which could be why the video really resonated with them and forced them to think. This public would likely have stronger feelings about the beauty industry than those in the previous two publics. When picking out a new body wash or hydrating crème this public would absolutely think about the campaign and video they saw. Whether they think positively or negatively, it is affecting their choice and they are actively choosing to either purchase or not purchase the product. The Dove Real Beauty Sketches focuses on the active public. The benefits for the company reside in the active publics following decision. They either love the video or they do not. If they love it, they will remember they do. If a member of the active public, who critically thought about what she saw and formed an opinion, decides she agrees with the video and it’s ideals she will most likely acquire a sense trust with the brand. If she trusts the brand her overall
perception of Dove will increase and sales would logically follow. Although the goal for the campaign is not directly sales, Dove is actively on the consumer's mind and an opinion on Doves ideals has been formed, which is what our group believes was the intention of the campaign and is therefore our research question. V. Findings based on Data from the Organization We accessed information from Dove’s website as well as the Dove Real Beauty Sketches website. The materials provided by Dove were primarily the campaign videos. The Dove Real Beauty Sketches website presents six videos and seven sketch examples from the experiment. The campaign website also allows visitors to leave comments about their thoughts and opinions of the campaign. Almost all of the comments we found on the campaign website were positive. Additionally, the Dove website provides more generic information about its products and mission. Its website states that “Dove is rooted in listening to women,” (Dove, 2013). Unilever has released very limited financial information over its Dove products. Financial information that has been released is its end-of-year figures, not amounts. Although we do not know exact amounts, we do know that Unilever’s personal care product sales, as well as Dove’s operating profit increased from 2013 to 2014 (Making Sustainable Living Commonplace, 2014). Dove’s objective is to increase women's self esteem. The strategies employed by Dove to reach its objective of increasing women’s self esteem are the six campaign videos. The tactics used by Dove in the campaign videos include using real women in a candid environment to make the campaign appear authentic. The six videos exemplify the problems women face when it comes to self-esteem. Dove’s Real Beauty Sketches campaign used a symmetrical communication model because the videos were truthful and real. Additionally, the videos provided one unified message for all audiences and allowed for two-way communication where
viewers were encouraged to provide feedback through comment sections and hashtags on the campaign website. VI. Findings based on Data from the Media All of our findings from the media came from articles written for online publications. Some articles were written for mainstream news outlets like the New York Times and Huffington Post. The particular article we used from Huffington Post was featured in its “women’s section.” Others were written for business or trade publications like Fast Co. Create, Advertising Age, and Think With Google. Since these publications are geared towards professional companies, these articles tended to focus more on analyzing the different components and tactics of the campaign as opposed to the emotional aspects of it. The majority of the articles we utilized were written between April 17 and April 19 of 2013. The campaign videos were released on April 14, 2015. The article written for Think With Google was written in June of 2013. Waiting a little bit longer allowed Google to have time to really analyze the campaign and the immediate results. The latest-written article we used data from was on Advertising Age. Since this article was a recap of the year’s best ad campaigns it was written December 10, 2013. Description Frame: Many articles written regarding the Dove Real Beauty Sketches simply summarized the videos and campaign for those who had not yet seen it (Grose, 2013). Generally, these articles did not critique the ad campaign, but assisted Dove in spreading the word and sharing the video. They described the process of the social experiment stating that “first he [sketch artist] drew portraits of women according to their own description, and then he drew portraits of those same women according to strangers who had met them earlier in the day”
(Macleod, 2013). While these didn’t necessarily provide any new information or data, they did help our research by providing an outside opinion of the tactics used in the ad campaign. “Viral Campaign of the Year” Frame: (Toure, 2013). The media also produced several articles stating the success of the ad campaign. The campaign was compared to other major ads throughout 2013 as well as the most notable campaigns from the last several decades. Media outlets noted that the campaign “had a massive audience which bested some very strong competitors” (Toure, 2013). They reported on the total number of views for all their campaign videos as well as ad creativity awards that the campaign won such as the “Titanium Grand Prix award at the Cannes Lion International Festival of Creativity” (Think With Google, 2013). Google also stated that it “topped their Cannes YouTube Ads Leaderboard” at the time the article was written (Think With Google, 2013). “Refreshing and Different” View on Beauty Frame: (Gray, 2013). Other sources wrote about the campaign with the opinion that it was a unique and refreshing new take on beauty. One article recognized that many beauty ads could have a negative impact or message. To the media, this campaign stood out since “the concept was a completely different point of view from the entire beauty industry” (Grose, 2013). According to the Huffington Post, “the message is a refreshing departure from ads that try to shame women” (Gray, 2013). Rather than just promoting a product, this campaign “moves you, it makes you think, because it’s based on a true insight” (Grose, 2013). It appears that the media were impressed by Dove’s ability to produce a successful and interesting campaign focusing on real beauty. “You Are More Beautiful Than You Think” Frame: This is Dove’s frame, and tagline, for the campaign. The frame they embraced aligns best with the frame above. The issue the company wanted to tackle was women lacking confidence in them and not believing they are
beautiful. Dove created its whole campaign with the end goal of proving to women in its target audience that yes, “you are more beautiful than you think” (Dove, 2013). On Dove’s Real Beauty Sketches site it claims that “Dove is committed to building positive self-esteem and inspiring all women and girls to reach their full potential” (Dove, 2013). Dove states that this commitment and desire for change is the reason why it chose to conduct this social experiment in the first place. VII. Findings based on data from the Audience/Publics Dove posted the Dove Real Beauty Sketches video on YouTube and allowed audience members to comment on the page. This was one of the main sources for our audience’s voices to be heard. Another outlet that our audience utilized is social media. They were actively discussing and sharing the campaign on Twitter, Instagram, and Facebook. However, the audience and affected publics went much further than that. Individuals created blogs and articles revolving around the campaign and women commented on those as well. Furthermore, the audience took advantage of social media platforms, as mentioned above. By April 19, 2013, the main campaign video was already shared more than 40,000 times. In the first four days of the campaign more than 1,000 people had already shared the video, which had over 2,000 likes, on Facebook. To date, “#DoveRealBeauty” has been used 499 times on Instagram. The same hashtag has been used on Twitter as recently as November 16, 2015. Dove also created another hashtag to be used in referencing the campaign, “#WeAreBeautiful.” This hashtag has been used 47,334 times on Instagram and was used as recently as December 2, 2015 on Twitter. In addition, between all six videos, there were a total of 15,457 comments on YouTube.
Hypocritical Frame: Most of the complaints revolving around the Real Beauty Sketches campaign focused on the overemphasis of a woman's outer appearance (Dove US, 2013). Due to its focus on face-value beauty, some of the audience found the video to be hypocritical. Some people felt that “the heart of it all is that beauty is still what defines women” (Brice, 2013). Dove tried to set itself apart by showing “Real Beauty” as it states in its campaign title, yet appearance is still the main factor. Although the attitude of the videos was intended to be uplifting, that gauge of beauty seems to be back to the Hollywood surface value (Dove, 2013). “No Real Diversity” Frame: (Brice, 2013). There have been some complaints about the lack of diversity in the videos. One popular blog post written by Jazz Brice gained a lot of attention. She writes that there was “no real diversity celebrated in race, age, or body shape” (Brice, 2013). From her interpretation, the women that the videos focused most on were all “young, white, and thin,” fostering a “narrow cultural perception of beauty” (Brice, 2013). However, not all of her opinions are negative. She does acknowledge that “Dove marketing team is brilliant and talented” and that they “make a valid point: most of us are our harshest critics” (Brice, 2013). Profit Frame: Another frame occasionally expressed through comments was the company's ultimate goal; profit. Many argued that Dove was not innocently attempting to increase women’s self-esteem, but rather manipulating women into believing that Dove cares in order to increase profits (Dove, 2013). Thank You Dove Frame: While there were a few complaints, through our comment analysis we have found that the vast majority of the active audience posting on the web reacted positively to the campaign. Most women were touched by the uplifting tone and appreciated Dove’s attempt to increase women's positive perceptions of themselves. This response is what
led to women sharing the video on their individual social media channels encouraging their friends and family to watch as well. “You Are More Beautiful Than You Think” Frame: As stated above in our media findings, Dove is presenting the idea that women in general are more beautiful than they believe. The company wants to set itself apart from other beauty brands by focusing on the natural beauty that all women have and generally disregard. Dove hopes to empower women to value themselves through the Dove Real Beauty Sketches campaign (Dove, 2013). VIII. SWOT Dove’s Real Beauty Sketches campaign has definite strengths within the company that propelled its campaign forward and helped drive the company’s intended results as presented in our research question. First, the company itself is a well-known company. Choosing to show beauty the way this campaign did was different and risky, but Dove being so prominent even before this campaign helped lower the possibility of such a risk being catastrophic. Furthermore, they had the money in order to make such a big production. The commercial did not mention a certain product, but rather the brand. Some smaller companies must put all of their revenue into basic advertising and focusing on product, however the pre existing income and brand recognition gave the company the ability to create the videos. Further strengths include and the power of inner beauty relevant to its target market and the company’s ability to capitalize on their emotions. The power behind this commercial was women’s emotional connection with the characters shown, Dove plays up this aspect in their video. The weaknesses present in the Dove Real Beauty Sketches all generally revolve around hypocrisy. First, its parent company, Unilever, also owns Axe Body Spray. This argument was presented in many of the opposing women’s arguments (Dove, 2015). Axe is widely known for
its ‘sexist’ commercials. And even despite its best efforts of focusing the campaign on increasing women's self-confidence, consumers have argued the campaign itself is hypocritical due to it’s focus on outer beauty (Zweig, 2013). Another large weakness mentioned was their poor casting. The majority of the women were white, leaving women of other races feeling left out and unimportant (Papandrea, 2015). The opportunities present during the campaign include the prevalence in today’s technology, which is directly correlated with sharing power. Advertisements have a much larger potential to meet mass audiences due to the Internet. Also, using the ‘girl power’ idea in it’s campaign puts the company on the consumers side for once, creating a sense of trust with its target market (Celebre, Denton, 2014). Dove was the first large-scale beauty brand to launch a campaign with these ideals and therefore would ideally cause the audience to believe in the brand, which results in a larger potential of lifetime customers than simply focusing on a new product. Finally, the opportunity to promote self-confidence in the females within the target market exists within the campaign. The Dove Real Beauty Sketches campaign also presented some threats, as well. First and most importantly, was their correlation with beauty to happiness. Many women argued that outer-beauty was presented in a way as to suggest it would make women happier. For example, a woman gasped at how young the drawing looked and smiled and said she looked happier. (Even though both pictures were created with a closed mouth.) Many women complained that their appearance shouldn’t determine their happiness (Papandrea, 2014). Their competition is able to see the creation inability to reach a multicultural audience, due to their lack of casting many multicultural women, some of the audience felt as though they couldn’t identify with the brand leaving competitors with the chance to appeal to those women.
IX. Evaluation Since there is no data available to tell us specifically how each, individual woman who witnessed the campaign reacted, we have come up with several research methods we would employ if we were Dove. To get a high number of responses we would create a survey intended for the demographics of women in our target audience. The survey would include a variety of Likert scale questions to help us identify how effective our audience thought the campaign was. The questions would ask them to rate on a scale how emotionally connected they felt to the ads, if it changed their opinion about what “beautiful” is, if they appreciate this new perspective versus traditional beauty industry advertising, and how likely they would be to purchase Dove products. In addition, we would plan to conduct three focus groups consisting of 8-10 participants all within our target audience. Doing additional research in a small, more intimate setting would allow us to find more in-depth answers to our questions. We would ask similar questions as to those in our survey but would look for elaboration from participants to find out exactly how they reacted to the campaign; what they liked, what they didn’t, and any related personal stories or experiences they had. Since there was a small amount of doubt about the authenticity of the campaign videos, talking with our target audience in person would also allow us to find out why, if at all, they doubted the experiment and learn what we could change going forward with the Dove Real Beauty Sketches campaign. While we would need to conduct the experiments above to really gain strong data on our target audience’s reactions, we can use some of the social media analytics we gathered and make inferences. The fact that the video was shared over 40,000 times within the first week of being accessible online tells us that women really connected with it. Our target audience watched the
videos and felt strongly enough about the campaign’s message that they wanted other women and individuals to see them as well. The campaign hashtags were used in almost 48,000 Instagram posts and were used on Twitter in November and December of 2015. For a campaign that ran in 2013, these social media analytics show that our target audience reacted positively to the campaign and genuinely wanted to interact with the brand. X. Conclusion Overall, audiences reacted positively to the Dove Real Beauty Sketches campaign. Many respondents explained that if they had not seen the campaign videos they might not have bought the Dove products that they did. Upon elaboration, many explained gratification of the attempt to help women change the way they perceive themselves in a positive way. Sales of Dove’s personal care products have increased $1.5 billion in 10 years, but profit from 2013 through 2014 only increased slightly (Neff, 2014). Additionally, the campaign has reached more than nine billion women thus far (Florindi, 2015). From this we can interpret that the Dove Real Beauty Sketches campaign was moderately successful, but due to the fact that it was a part of Dove’s overarching Real Beauty campaign it was likely more successful than it might otherwise have been if launched alone. The campaign promoted the importance of a healthy self-image. These findings, as well as data from the publics and media prove that women do, indeed, feel more confident and supported by Dove. With increasing sales and predominantly positive commentary from viewers, we conclude that the company was successful in its goal of making women feel confident and supported by Dove. The only reoccurring complaints were about the focus on outer beauty in general, linking beauty to self-worth, and a lack of ethnically diverse participants. However, respondents also acknowledged that Dove made a great attempt to make all women feel beautiful. It seems Dove
would have received only positive responses from audience members, with no identifiable consequences, had the company not focused solely on outer beauty and used more ethnically diverse participants in the videos. From analyzing this campaign, the biggest take away for both the advertising field as well as the entire field of strategic communication is that people, and women more specifically, respond to originality and authenticity. This campaign was unlike anything else competitors in the beauty industry were producing. The campaign was unique, and presented a real, fresh new perspective on beauty. Dove did its best to strip its campaign concept and videos down to produce an authentic and touching campaign. Dove’s method of keeping its campaign simple and honest not only made it stand out, but it really resonated with its audience. Another take away from this campaign is that women want to feel supported by their personal care brands. Women want to know that products are made for all women, regardless of their size, shape or appearance. The aspect we felt most limited by was the lack of access to specific month-by-month financial data, specifically before the launch of the Dove Real Beauty Sketches campaign. We found Dove’s end-of-year financial information for most years, but the Dove Real Beauty Sketches campaign began in April 2013 and we could not find the exact month-by-month data to analyze this specific period of time. Additionally, most financial data that we found on Unilever's website were charts and figures representing the financial information, rather than just numbers. This made it difficult to interpret and analyze Dove’s financial data. Though it wasn’t a part of our research question, it would have been beneficial to know by how much, if at all, Dove’s sales increased after the Dove Real Beauty Sketches campaign was released.
Based on the frames that the audiences and media used to cover this campaign, it appears Dove accomplished its goal. While there were a couple frames from the audience that complained about Dove’s intentions, such as the lack of diversity and emphasis on physical appearance, the frame that represented the majority of the target audience, the “Thank You Dove Frame,” aligns with Dove’s intentions for the campaign. All of the frames provided by media outlets were very positive and showed strong support for the campaign. These frames imply that Dove was successful in its campaign.
References
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