Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Jaclyn Tong
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Dove: Campaign for Real Beauty

 Dove’s campaign for real beauty addresses the “Ought Self” from the self discrepancy theory that women should feel about themselves – meaning women should feel comfortable in their own skin and that their perception of beauty should not be based off of distorted celebrity images.  As a result of Dove branding itself as a communicator of real beauty, this follows the Cognition-Affect-Behaviour hierarchy of effect. Consumers watch this video and will be aware of Dove’s unique positioning of promoting real beauty, will feel good about buying a beauty product from a brand that promotes embracing imperfections which will then lead to purchasing behavior by customers who want to show off their natural beauty. 

 

This campaign also has a strong emotional connection with Dove’s women consumers, since it is a fact that vanity and personal image is an important aspect in women’s lives. For Dove to show the harsh truth about the public’s distorted reality of what they perceive as being beauty, they cut their advertisement out of the clutter and make a lasting impact on those who watch the video. With consumers having access to so much information nowadays with the Internet, it is important that companies clearly communicate their position in the market and their differentiating factor, and Dove has successfully done that with their real beauty campaign.

 

Jaclyn Tong, 06275583, Comm335-001, Self discrepancy theory, hierarchy of effect, emotional connection

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Suggested by Jake Housdon
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DollarShaveClub.com - Our Blades Are F***ing Great

http://youtu.be/ZUG9qYTJMsI

 

DollarShaveClub.com is the online razor retailer, for the practical man. As their compelling video points out, the service helps save you a great deal of money on shave technology you simply don’t need, as well as eliminates the hassle of having to frequently go shop for razors.

 

Instead, Mike, founder of DollarShaveClub, urges you to join the club, and get a great shave for only couple of bucks a month. Customers can choose one of three razor models, ranging in quality, to be shipped right to their door every month.


This video advertisement has been wildly successful, having received over 9.6 million views on YouTube. The ad is targeted to work on multiple different areas of the purchase decision-making process we discussed in class, simultaneously.

 

Since many people have never heard of the service, it serves to make you aware of its existence, uses humour exceptionally well to become likable, and provides reasoning as to why you may prefer DollarShaveClub to traditional means of purchasing razors—all in a mere minute and 33 seconds.

Through this campaign, DollarShaveClub has conjured an emotional appeal, which aims to influence the ‘ought self’ of the ‘manly man’, who is practical, and not frivolous, when it comes to personal grooming. However, the key insight here truly lies in the remarkable use of humour, which enabled this video to get across so much information, so effectively, in such a short amount of time.

It is worth mentioning that the video segment appears to be shot and edited on a very low budget, and in terms of impact per dollar, is an exceptional example of how to execute a video advertisement as a small business.

(Jake Housdon, Comm335-2, creative, advertising, brand personality, campaign)

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