Watch And Learn – The Dove Evolution Campaign
Dove, the soap people, have a “Campaign for Real Beauty” underway which is “must see” for folks who question whether consumer marketers can teach nonprofit marketers a thing or two. To say nothing of folks who care about what real beauty is.
In this case, a powerful 75-second video, titled Evolution, triggers a dialogue about self-esteem in which millions of women are now engaged.
Here is an excellent commentary describing just how effective this campaign is, and why.
Watch and learn. Learn that …
- Creativity matters.
- Inviting involvement tools matter.
- Emotions matter.
- So do values.
- And these four together can deliver powerful substance.
In fact, without these four, forget the substance.