Dove established its brand new Firming bath and skincare selection of items, employing Lexis to conduct a PR campaign. Whenever Lexis discovered that the campaign’s advertisements utilized genuine ladies with a variety of human body forms, in place of professional models, it chose to make use of the advertising as a news hook to come up with protection. Goals
To push product product sales of Dove. To share to people that Dove’s ad is groundbreaking and it is good for females’s self-esteem.
Strategy and Plan
The group had been conscious that no matter what striking the advertising ended up being, pictures alone wouldn’t be sufficient to stir up news interest. They needed seriously to explain why Dove had taken this path. https://hotlatinwomen.net/ latin brides club
The group commissioned research into ladies’ attitudes with their human body forms, beauty advertising generally speaking and which celebrity part models they most admired. This discovered that females felt intimidated and depressed by the prevalence of ‘stick-thin models’ in promotional initiatives, a finding the group utilized to market in tales concerning the advertising to lifestyle that is national. Read more