2004: Dove breaks barriers with ‘Campaign for Real Beauty’
To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today’s marketing moment was chosen by Ann Green, SVP-creative development practice at Millward Brown. Below, see why Dove’s 2004 debut of its ‘Campaign for Real Beauty,’ created by Ogilvy & Mather, is one of her favorite marketing moments of all-time.
The Dove “Campaign for Real Beauty” represents a pivotal moment in the history of marketing.
The campaign proved to be the perfect storm of recognizing the importance of having a brand purpose, delivering beautiful creative based on a genuine insight in which the audience was emotionally engaged, and activating the campaign in a diverse base of channels that in particular, embraced the role of long form video on YouTube.
While Dove is likely one of the most used case studies in the field of marketing, there is still a great deal we can learn from it.