Post #4: How Dove is Redefining Beauty

I absolutely love all of Dove’s Campaign for Real Beauty commercials because they are so much more that an advertisement for skincare and beauty products. Each one of their commercials sets out to inspire real women to find beauty and confidence in themselves. This is a very different approach from their competitors, who often use dolled-up celebrities in their advertisements to promote their products and a narrow perception of beauty.

Dove is different. They want to do more than just sell products; they want to make people feel good. From their unique commercials, its obvious that women are not only the brands target market but also the voice of their product. The marketing team at Dove recognized that getting in touch with their target market and understanding how women felt about beauty was key to setting company apart from its competitors. They wanted to get people involved and hear what they were saying. In 2004, Dove conducted a global study to do just that. The study proved only two percent of women would consider themselves beautiful and most viewed beauty as a source of anxiety. The results inspired the company to connect with its target market on a deeper level, by launching the Campaign for Real Beauty to widen the definition of beauty and transform it from a source of anxiety to a source of confidence.

The first phase of the campaign began by showcasing women who did not fit the stereotypical definition of beauty. The company elicited feedback from viewers and encouraged them to share their thoughts about the women on their website. The goal was to get people to think outside the norms of beauty.

The second phase generated the most talk from viewers online. Commercials and advertisements featured real women with real bodies. The purpose was to show people that being beautiful doesn’t mean you have to be thin.

In the third phase of the campaign, Dove set out to prove that women can be beautiful at any age. This phase made aging a celebration and showcased gray hair, wrinkles, and age spots.

Throughout this campaign, it became apparent that many girls and women of all ages had developed low self-esteem from obsessing about little imperfections in how they look. In response to this issue, Dove launched The Movement for Self-Esteem and The Real Truth About Beauty, along with several other campaigns aimed to change the way girls and women view themselves and beauty.

Overall, the campaign and its accompanying advertisements have been very successful. They have empowered women all over the world to feel proud of their bodies and embrace their looks. The campaign has stirred conversation and encouraged people to share their thoughts. Dove has created a brand that women can relate to and feel good about buying its products.

Dove Camera Shy Commercial:
I found this commercial online so I’m not sure where or when it aired. I really liked it because it’s inspiring, creative and fun. Like all of their other commercials, this ad sends a positive message to women and girls by encouraging them to feel good about themselves. It is one of Dove’s most popular advertisements with over 17.5 million views on YouTube. It can also be found on Vimeo. The commercial is a follow up to their most popular advertisement, Real Beauty Sketches, which has over 56 million views on YouTube.

Post #3: Expect more. Pay less.

Who said groceries, cleaning supplies, and toilet paper can’t be sexy? Target certainly thinks it can and they’ve shown us how. Their latest commercials take a whole new spin on the everyday essentials. They’ve brought in high-fashion, runway models, dressed in all white, to showcase the products that we all use everyday. The commercials combine Target’s credibility for having a fashion-forward, cutting edge image, with their everyday low prices. They want to remind consumers that they are not only the go-to provider for all of your groceries, cleaning supplies, and everyday essentials, they are also the place for fashionistas to pick up the latest trends in clothing and accessories at a low price. As usual, Target’s marketing department is ahead of their competitors, who are still using a dry, dull, price point focused approach to market similar products.  But It doesn’t stop here, Target is known for their creative designs and clever marketing campaigns and they’ve taken things to a whole new level.

They have recently joined the new wave of companies using social media to sell more products and launched an online magazine and blog called a bullseye view, proving they are also on top of the new technology trends. Like many other companies, Target recognizes that social media is starting to play a huge role in consumers’ perception of their brand and products and they want to influence what people are saying. The new website, abullseyeview.com, showcases articles about the company’s response to current events, social responsibility, recipes, videos, pictures, entertainment and more, with the intent to share the company’s story. With advice from Creative Business Consulting Group, the company recruited a few largely followed bloggers known as the Inner Circle, to get people talking about the brand online. The blogging group, which is made of all women, makes appearances at local events and discusses topics such as parenting and education, all while mentioning Target’s products and brand. New insight from analysts have suggested the modern referral system starts online and in blogs with ordinary people sharing their experiences and opinions.

Target has thrown the old marketing strategies of launching one campaign after another, then sitting back to watch and see what happens, out the window. They’ve tailored their new approach that is focused on story selling and deepening consumer engagement, to what’s actually happening in the new world of technology. From mobile apps, to blogging, to an online magazine, Target has invested their time and money into creating more ways for consumers to interact with the company. They’ve utilized their CMO, Jeff Jones, as a spokesperson for the brand and collaborated with celebrities such as Justin Timberlake and Taylor Swift to endorse the brand. From the runway models crushing eggs and dancing with laundry detergent, to the new faces of Target online, the company continues to keep us engaged and stays true to their brand promise, “Expect more. Pay less.”

Post #2: When Layers Won’t Cut it

Every true Minnesotan knows that the key to surviving the unpredictable weather is layers. Lots of layers. In the wintertime, when its below zero and snowing, we layer on sweaters, jackets, hats and mittens. In the summertime, layers are a necessity for cool nights and cranked up air conditioning. It’s all about the layers!

But what do you do if the layers aren’t enough? No one wants to wear a snowsuit to work in the middle of August, but what if the office that you work in turns the air conditioning up so high that you feel like you’re stuck in a freezer all day? What about those hot summer nights when your air conditioner conveniently breaks and you’ve taken off all of the layers that you possibly could, opened every window in the house, turned on as many fans as you can find and still can’t seem to cool down? What do you do when layers won’t cut it? You reach for your warm hug.

It’s a hot summer day in August and you want to wear your cute new dress to work today but it’s so cold in your office. Instead of wasting time standing in front of the mirror, contemplating whether or not you should wear it and which ugly sweater you should pair it with, just grab your warm hug and go. Now, when you’re sitting at your desk and that first blast of cool air hits, all you have to do is grab your warm hug, pop it in the microwave for a quick five minutes and you’ve won the battle against the air conditioner. Unlike that tacky sweater you almost brought instead, your warm hug brings instant satisfaction and won’t kill your outfit.  It rests discretely on your lap and under your desk to warm your body, or on the floor to warm your toes.

When you get home that night after conquering the cold air at work, you realize you have opposite problem; the air conditioner is out. The sun has been beaming in all day and your house feels like a sauna. You open every window in the house, turn the fans on full blast, and strip down to your underwear but its not enough and you still can’t get comfortable. How are you ever going to get a good nights sleep if you can’t even get comfortable? Instead or tossing and turning in your bed, praying for a cool breeze, walk to your freezer and pull out your other warm hug. Its cold enough to cool your whole body down but not so cold that you have to wrap it up in towels just so you can use it. Problem solved.

Even if you’re not battling air conditioners at work or fighting off the heat at night, warm hugs can still be your savior. Do you work out, have sore muscles, cramps or back pain? Five minutes in the microwave and a warm hug will ease your pain. Did you have a couple too many drinks last night and now your head is pounding? Do you have a fever or swollen body parts? Just grab your warm hug from the freezer for instant relief.

It doesn’t take extreme situations for a warm hug to be useful. When it’s cold outside, I cuddle up with a blanket and my warm hug. I take it to bed with me and kick it off when it gets too hot. It’s a perfect solution on cold winter mornings when you’re running late and don’t have time to wait for the car to heat up. You can toss it in the microwave while you’re finishing getting ready, making coffee, or eating breakfast and take it with you in the car.

There’s so many reasons to love a warm hug, which is why it is my favorite thing.

Post #1: A Camel’s Favorite Day