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Dove's Real Beauty Sketches: Role of Media Relations

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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...

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...eal Beauty Sketches, New Jersey, viewed 19th April 2014, .
Stampler, L 2013, ‘Why People Hate Dove's 'Real Beauty Sketches' Video’, Business Insider, 22nd April, viewed 19th April 2014, < http://www.businessinsider.com/why-people-hate-doves-real-beauty-ad-2013-4?IR=T&>.
Dove 2014, The Dove® Campaign for Real Beauty, New Jersey, viewed 3rd May 2014, .
Think with Google 2013, Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube, California, viewed 2nd May 2014, .
Unilever 2014, Dove Proves that Beauty is the State of Mind, New Jersey, viewed 17th April 2014, .
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