Analyzing Dove’s brand knowledge conveyance: A case study on the “Real Beauty” campaign

Faculty of Humanities and Social Sciences, Beijing Normal University-Hong Kong Baptist University United International College, Zhuhai, 519000, China

^* Corresponding author: s230031362@mail.uic.edu.cn

Abstract

Conveying brand knowledge to the target customer is hard in practice. An effective strategy is creating campaigns suitable for the brand’s core values. However, many existing campaigns only serve to damage the brand’s reputation, as they are built on promotional strategies that need to be revised. This article attempts to take a critical look at the “Real Beauty” campaign conducted by Dove to understand its delivery of brand knowledge better. Launched in 2004 to challenge traditional beauty standards, the “Real Beauty” campaign promotes authenticity, inclusiveness, and self-esteem. This analysis combines content analysis and evaluations using social media metrics to determine whether the campaign was as effective – diverse representation, emotional storytelling, and strategic use of digital platforms. By examining advertising and user-generated content and partnerships, this essay attempts to gauge the impact on key factors where businesses desire recognition, brand awareness, consumer engagement, and any changes exhibited in market share. This essay addresses difficulties and criticisms from different aspects of authenticity and the sustainability of a claim. The conclusion underscores the critical role of conveying a strong brand knowledge in creating a firm basis of people who will buy products and stick with the firm over long periods, in other words, loyal customers, highlighting some wider points that implicate social concern campaigns in the beauty industry in general.