dove real beauty sketches: people’s insights volume 2, issue 28
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This week, we distill insights around Dove Real Beauty Sketches - a short film which promotes the idea that women are too critical of their own appearances and they are actually more beautiful than they think. For more about Dove Real Beauty Sketches, visit: http://peopleslab.mslgroup.com/peoplesinsights/dove-real-beauty-sketches-peoples-insights-volume-2-issue-28 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities. We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook. For more, see: http://peopleslab.mslgroup.com/future-of-engagementTRANSCRIPT
Dove Real Beauty Sketches
People’s Insights: Volume 2, Issue 28
Reputation | Employee Engagement | Citizenship
What is Dove Real Beauty Sketches?
Source: youtube.com
A part of Dove’s ongoing Real Beauty campaign, Real Beauty Sketches is a short film which shows that women are too critical of their own appearances and are actually more beautiful than they think.
About the film
Source: realbeautysketches.dove.com
An artist sketches two portraits of the women involved, one based on a woman’s description of herself, and the other based on the description of a random stranger.
The two portraits are then compared, and the second one is found to be more attractive.
The most ‘viral’ ad ever
Source: mashable.com
The video was released on April 14, 2013 and by April 21, had more than 15 million views. According to video analytics firm Unruly, the video was shared by 3.17 million people within two weeks.
#WeAreBeautiful
Source: twitter.com/dove
Dove promoted the video on Twitter with the hashtag #WeAreBeautiful, which contributed to the film’s virality.
Power of Good Content
With an increase in video consumption among people and the proliferation of multiple screens, original creative and compelling video content for the digital medium is the need of the hour to engage with the consumers.
I think what made this campaign perform particularly strongly is the content, which elicited the intense emotional responses of ‘warmth, ‘happiness’ and ‘knowledge’ from its target demographic — one of the key factors behind a video’s sharing success… Brands have to give people a reason to share the video.
David WaterhouseGlobal Head of Content and PR, Unruly
Consistent Message
Consistency has been the key to Dove’s success over the years. The original campaign Dove Real Beauty was launched in 2004 and has stayed true to its message since.
Commitment to Beauty
Source: facebook.com/pages/Dove-Real-Beauty-Sketches
To go the extra mile, Dove launched the Dove Self Esteem Fund (DSEF) , an initiative to build self esteem and confidence among young girls.The initiative has received positive feedback, especially from parents.
Fueling debate around ‘real beauty’
Bloggers have responded to the campaign with mixed reactions. Some connected Dove to its sister brands Axe, Fair & Lovely & found the message hypocritical; some debated the relationship between beauty and women, and some questioned the meaning and worth of beauty itself.
Looking at the two portraits of herself, one woman described the one meant to be prettier as looking 'much younger,' which seemed to be true of all of them. The more 'beautiful' facial representations seemed to all be thinner and younger-looking. If that is the crux of beauty, then I guess we're all pretty screwed by that obnoxiously inexorable bastard called time.
Kate FridkisBlogger, Freelance Writer, Columnist
Dove’s social mission
Some thinkers point out that by fuelling the conversation around beauty, Dove is succeeding in its mission of inspiring people to re-define beauty, and further bonding itself to the concept of beauty.
From day one, Dove has instigated people to challenge the idea of ‘real beauty.’ This campaign is no different. People’s reactions show that the campaign did indeed make them stop and re-think their own beauty. Some of the critics are re-thinking the concept of beauty itself. This is ultimately is what Dove intended with Real Beauty Sketches and Real Beauty.
Nidhi MakhijaSr. Manager - Insights at MSLGROUP
Read People’s Lab insights & foresights
The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog , quarterly magazine and annual report.
MSLGROUP INSIGHTS NETWORK100+ MSLGROUP planners share and discuss inspiring projects on reputation, employee engagement and citizenship.
PEOPLE’S INSIGHTS WEEKLY BLOG
We deep dive into conversations around one project to distill insights and foresights.
PEOPLE’S INSIGHTS QUARTERLY MAGAZINEEvery quarter, we compile the best insights from the network and the blog into a magazine, as a showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com/peoplesinsights
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