Dove established its brand new Firming bath and skincare selection of services and products, employing Lexis to conduct a PR campaign. Whenever Lexis learned that the campaign’s adverts utilized women that are real a variety of human body forms, rather than expert models, it made a decision to make use of the advertising being a news hook to come up with protection. Goals
To operate a vehicle product sales of Dove. To share to people who Dove’s advertising is groundbreaking and it is good for ladies’s self-esteem.
Strategy and Plan
The group had been conscious that no matter how striking the advertising had been, pictures alone wouldn’t be adequate to stir up news interest. They necessary to explain why Dove had taken this path.
The group commissioned research into ladies’ attitudes for their human body shapes, beauty marketing generally speaking and which celebrity part models they most admired. (more…)