Davis Creative Publishing

Serving Up a Campaign that Cares

Mindful Marketing: SERVE

Offer a product or service that “serves” your consumer.

  • Do your research
  • Find your niche
  • Fill a void
  • Offer relief

The DOVE Campaign for Real Beauty was inspired by a major global study, “The Real Truth About Beauty: A Global Report”. The study validated the hypothesis that the definition of beauty had become limiting and unattainable, as if only thin, young and blond were beautiful. DOVE found the current, narrow definition of beauty was having a profound effect on the self-esteem of women:

  • only 2% of women around the world describe themselves as beautiful
  • 81% of women in the U.S. strongly agree that “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve”

The DOVE Campaign for Real Beauty was created to provoke discussion and encourage debate. Based upon the global study findings, DOVE started a series of communication campaigns to challenge beauty stereotypes and invite women to join in a discussion about beauty.

DOVE “served” their consumer and expanded their customer base by redefining beauty. Women want to be “understood”, and feel better about purchasing products with which they can identify.

How are you SERVING your consumer?

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