Dove Real Sketches

Submitted By
Aqib Ateeq
Mariyam Liaqat
Mishal Tariq
Noor Usman

Introduction
Michelle sterling to discuss the
direction of the new campaign for
real beauty.
Decide what he next stage would be

Problem
Women's low self esteem and
anxiety about looks.
Sales became stagnant.

Dove Real Beauty Sketches

Ad

Aim of the Adv

Aim was to Widen the definition of beauty
Intended to start global conversation by placing real
women instead of models.
Appearance outside stereotypical norms

Empowering women and boosting

self esteem.
To show women that they are more
beautiful than they think
Prove women they are the harshest
critics

Real beauty sketches

campaign
Conduct an experiment of how the
women see themselves and how
others see them
The chosen women will describe
herself to a forensic artist
And artists will make picture of the
women based on the stranger whom
the subject met.
The different sketches were then put
together and shown to the women

 The strangers used more complementary

languages to describe
Cute nose, Nice eyes etc
The strangers picture was much more
attractive and accurate.
Emotional reactions of women think they
are over critical of their own appearances.
We spend more time on things that we
do like

Strategy
Focused on the emotional appeal
Used variety of women of different
age and ethnicities
Capitalizing on emotional benefit

Selfie Campaign
The selfie documentary is a
challenge for mothers and daughters
to take an honest selfie together
with no filters or edits hence
depicting real beauty.
The purpose of this is to show
consumers the beauty of being
natural and embracing oneself with
whatever flaws, as thats what makes
one utterly beautiful.

Selfie Campaign
by this campaign has put the power in the hands of
women.
Dove aimed to explore the relationship women have
with beauty, determine how women define beauty,
learn the level of satisfaction with womens beauty
and the impact beauty has on the well-being of
women.
Thus passing the brand down generations.

Mirror Campaign
The mirror campaign was a promotional event
which was to set up in busy urban canters
Dove portrays the message through this
campaign that "Dove knows you are
beautiful",
and to give women a confidence boost and
see how their female relationships are crucial
to making it happen.

Mirror campaign
The all-newDoveMirrors campaignhopes to change
the negative relation of mirror and women by inviting
women
To recapture the elation they felt when they looked
at their reflection as young girls and pass that feeling
on to the next generation.
Dove wanted to improve the self esteem and
confident of women by seeing themselves in front of
the mirror and recognizing their own beauty and
their own strengths

Draw back Mirror Campaign

Draw back being that it would be
targeting everyone and they will
move away from the concept of
empowering women.
Moreover the impact of this
campaign might not be as great as
their real beauty campaign.

Overhaul Strategy
overhaul dove strategy suggested that brand
should rely on conventional method that are
similar to what the competitors are doing.
If dove were to follow this strategy then it would
mean doing something completely different from
what they previously did.
However would completely change the essence
of their campaign and would mean that a new
positioning would be required.

Which To Choose

Selfie
Campaign