Below is a link to a fascinating video, part of the ‘Dove Choose Beautiful’ campaign.
It is filmed across four cities including London, shows real women’s reactions when they are presented with the choice of walking through two doors, one entitled “Average” and the other “Beautiful”.
It is based on insight that suggests women find it difficult to recognise their own beauty or are concerned about others thinking they have an exaggerated sense of self confidence, something that Dove hopes to tackle by creating a conversation of “women inspiring other women” on social media with the hash tag #ChooseBeautiful.
The campaign is, I think, a wonderful lesson in knowing your customers, their fears and hopes and how to continue engagement and build on a story. And with your own marketing in mind I ask you to think – what inspiration can you take from this approach that you could apply to your own business?
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