A successful marketing campaign is so important for a company. It allows the strengthening of its brand image and connects with its customers. There are many examples of successful campaigns that one can think of; this post will delve into Dove and its sponsored television ads for Sky Witness.

A Visual Presentation:

This video gives a visual representation of my example of a successful marketing campaign. Bellow the script for what I discuss will be in written form.

The Script

In today’s blog, I will be giving a visual representation of what a successful marketing campaign looks like. All that will be discussed are personal opinions of what I view as an effective marketing campaign; backed by facts I’ve researched. I am not claiming that any of this is my work, I am using this to show some general marketing techniques that you can utilise. The brands and company I will be discussing hold all rights to their marketing campaigns and images, therefore, any infringement into their copyright is illegal.

To begin with, we will be delving into the brand dove. Specifically regarding their real beauty campaign and their sponsored ads for Sky Witness.

This ad is an example of a ‘social good’ campaign, whereby they can advertise their product while bringing attention to current social issues. Therefore, they make a connection with their brand and the promotion of better social ideals. In the case of Dove; feminism. A recent study demonstrated that 73% of people think that companies should do more than just offer a product or service. This means that customers take into account the brand’s beliefs which helps determine whether or not they spend money with that brand or another.

This particular part of the marketing campaign is a Television ad; positioned before and after break-in a show on Sky Witness. Various woman in the film and television industry talk of “showing diversity on the screen” and having the “responsibility to show what real women look like to ensure young people can see themselves reflected on screen.” The feminist topic that Dove comment on regards the lack of real female representation; being body image or race. The women who are featured are what society would class as the normal beauty standard; the “average” woman or of an under-represented demographic, while also being in the industry in question.

The words ‘proudly sponsors Sky Witness’ positioned in the corner of the advert; this creates an association between the brand and the channel Sky Witness. As you can see, the product is superimposed in the corner of the screen above these words (this product is one of the most popular ones); showing how they are able to promote their product while being the secondary focus of the campaign. The television ad campaign is split into many different adverts; while it’s split mainly in two parts one being the longer section where the women go into their opinions discussed previously. While the second part is the women standing next to the superimposed product.

Additionally, in this advert, they insert the hashtag #showus to link to their twitter campaign. Social Media Marketing is a successful technique; as well as very cheap for a company to upkeep. If this is something that should be utilised as it is said 59% of people access social media every day, therefore, this is where your customers reside.

Colour theory is an important part of marketing. Some people don’t realise that every colour you use has a different meaning. The dark blue of the logo for Dove is a deep a blue; this connotes trust and dependence in their brand, this is now furthered by the social issue that they are addressing in the advert. The background colour is a light pale cream as a base colour for this advert, this gives a calm and neutral feeling for the audience so that they are able to feel engaged with the message rather than being distracted by the visual.

This, in my opinion, is a successful campaign as they attempt to bring to light a social issue of our time while working with a channel that works to combat this problem. Dove demonstrates that they can promote products while bolstering their brand image so that people are more inclined to trust and purchase from this brand.

 

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Further Reading:

• 13 Ways To Create An Effective Marketing Campaign On A Tight Budget
• How to Build a Smart Yet Simple Social Media Marketing Plan
• Picks of the decade: top film ads from 2010 to 2019