Dove – Connecting with their target audience

Dove is a well-known personal care brand that offers a wide range of products including soap, body wash, shampoo, and deodorant. It is known for its commitment to promoting beauty diversity and body positivity through its "Real Beauty" campaign.

Is it just me or do all the Dove marketing campaigns make you cry? If you’ve seen their Real Beauty sketches campaign, you’ll know what I’m talking about. Dove’s goal is to make women feel good about themselves. They know their target market and create content that tells a story that women can relate to.

Dove did some research and found that 80 percent of women came across negative chatter on social media. Dove’s goal was to change that and make social media a more positive experience. As a result, Dove teamed up with Twitter and built a tool to launch the #SpeakBeautiful Effect, that breaks down which body- related words people use the most and when negative chatter appears during the day.

According to Dove, women were inspired by their message:

  • #SpeakBeautiful was used more than 168,000 times.

  • Drove 800 million social media impressions of the campaign.

Dove know their audience. Knowing your audience is the only way you will engage with them. The best way for this is creating personas. Knowing what life stage they are in, if they’re employed, what their interests are etc. will certainly help you when creating content. Then think about linking your audience to your brand values in order to create something just as successful as Dove’s campaign.