A presentation I gave in my Strategic Creative Development class about why Dove's "Campaign for Real Beauty" is a great Big Idea. See my Dove blog post at http://kworthey.tumblr.com/ for more details.

1. What’s the big idea?

2. Dove
• Campaign for Real Beauty

3. … And all its extensions
“EvoluAon” video “LiDle Girls” Super Bowl Beauty Comes of Age
“Onslaught” video Movement for Self‐Esteem

4. Why?
• It’s not just about soap and loAon anymore.
– Dove: “Provoke discussion and encourage
debate”

5. How it Works
Sell
Dove targets its consumers
Support here: EMOTIONAL support
Loyalty
Dove serves as an advocate
Advocate
for its consumers in order to
make its consumers an
advocate for it

6. It Works.

7. Pros Cons
• People like brands that • Some people argue that
are socially responsible it’s hypocriAcal and
• This campaign can be as manipulaAve
enduring as Dove • People can be
makes it desensiAzed to mushy
• A topic and campaign “save these children”
that generates a lot of ads
buzz • At some point, fat just
– Ex) Oprah, The View, becomes fat … which is
Ellen a health concern Dove
shouldn’t brush aside