2.4 Role of Media Relations
Dove’s Real Beauty Sketches video was produced by Ogilvy & Mather Brazil (Think with Google 2013). The campaign has created a sensation by going viral and reaching millions of viewers. The goal of this campaign was identified as to prove women that they are more beautiful than they think. The campaign went popular because Dove planned a careful media planning that triggers the role of media relations.
Firstly, the video was uploaded to the YouTube channel, Dove United States. People from all over the world can watch it. Dove makes sure that their message reaches as many people as possible, no matter of their language, ethnicity, or country. That is one of the reasons of the campaign’s success.
The video also available on TrueView. From TrueView, Dove can reach a better engaged audience because the audience can choose to watch the video or not. The campaign has the coverage on Google+Hangout as well.
Dove also ensures that this campaign has the media placement on Channel 7 Morning Show in Australia, Today Show, Mashable, and The Huffington Post (Stampler 2013). The campaign has gained more than 4.6 billion public relations and blogger impressions.
2.5 Analysis of the Tactics Used and Its Suitability
Dove’s Real Beauty Sketches campaign uses this tactic of broadcasting their campaign via media channels such as “YouTube”. The description of the video stated that women are their own worst beauty critics. Only 4% of women globally consider themselves beautiful (Florindi & Bright 2013). In the 3-minute video, what can be observed is that a few women were asked to describe their facial features as they were being sketched by a professional FBI-trained forensic artist, Gil Zamora without him looking at them.
The issue addressed in this video was self-perception. The women described themselves in the negative aspects of their features. Then, strangers were brought in to describe these women and they mentioned the woman’s description in a more attractive and positive light. Towards the end of the video, two sketches were assembled based on the women’s own perception of themselves and one of the stranger’s descriptions. The women’s reaction towards the sketches was speechless and also emotional.
Ogilvy & Mather, a marketing communications company and PHD, an innovator in communications planning work together with Unilever, agreed that YouTube would be the most effective tool to release the campaign video. The 3 – minute video went viral and the response was widely positive due to its strong, heartfelt content and message. Dove Skin Vice President, Fernando Machado stated that Dove generates media placement in the Huffington Post and Channel 7 Morning Show in Australia (Stampler 2013).
Another tactic used in this campaign is through issuing press releases. The press release focused on stories underlying the campaign with a headline that can attract the news media to read and publish it...