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Case Details |
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Case Code: MKTG360
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| Case Length: 10 Pages |
| Period: 2004-2014 |
| Pub Date: 2017 |
| Teaching Note: Not Available |
| Price:Rs.300 |
| Organization : Unilever, Plc . |
Industry : Fast Moving Consumer Goods (FMCG)
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| Countries : UK |
| Themes: Marketing |
| /Advertising and Promotions |
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Dove's 'Real Beauty Sketches' Campaign |
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INTRODUCTION |
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| In April 2013, UK-based consumer goods giant Unilever, Plc’s global personal care brand Dove launched a global ad campaign ‘Real Beauty Sketches’. The campaign went on to become one of the most watched online video ad campaigns of the year with over 163 million global views. It was also the most shared video ad in over a year with over 4 million shares across various online platforms (See Exhibit I). Commenting on the success of the campaign, Fernando Machado (Machado), Vice President of Dove Skin, said, “The moment that the Dove Real Beauty Sketches film was uploaded to the Dove YouTube page, it quickly started to gain traction around the world with men, women, media, and even other brands sharing the film. The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others. Beyond just the millions of views and publicity impressions, it is the outpouring of testimonials from around the world that are exciting us.” ...
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