Influx

Dove’s Campaign for Real Beauty has won dozens of accolades over the last couple of years; its latest effort being a $50,000 production that generated $50 million in media value.

Influx decided to take a look at the breadth of the campaign, as you can see from the elements listed below, the effort is considerable.

Community Building

Share your views on the internet

Share your self-esteem building story on the internet

Pro-Bono Efforts

Self-Esteem Fund

Booklets, Education programs

Funding eating disorder prevention programs

Broad Consumer Awareness

Real Beauty Award

Real Beauty Photo Exhibit

However, Dove has a problem, the campaign has been too successful and is starting to overshadow the brand.

The Campaign for Real Beauty could be a catalyst for a new marketing approach. However, with a new product about to launch, there’s a need to get a product message out there.

Instead of using the CRB, Dove is jumping on the consumer generated advertising bandwagon and offering women the chance to create an ad that will appear in next year’s Oscars.

The problem lies in the brief- “Women no longer have to compromise smooth consistency for better moisturization Dove cream oil body washes combine both to give real care.”.

Perhaps, a consumer will create a radical off-brief ad, but it looks as though Dove is looking for a conventional product ad, albeit from consumers.

Could this latest effort undermine all Dove’s good work and show the brand to be just like all the other personal care and beauty brands?