What do Dove and Always have in common? They both are targeting women issues to sell their products. The two most viral videos of 2015 were Dove's launch of "Beautiful & Average" campaign and Always's launch of "Like a girl". The marketing is done cleverly to the point that the line blurs between a commercial and a short feature. Brands are targeting real issues faced by real women on a daily basis. Dove's campaign (https://www.youtube.com/watch?v=7DdM-4siaQw) positions placards that say 'beautiful' and 'average' on shopping doors across major cities of the world. The women, depending on their mood and other factors, make a choice. Then the camera candidly shows them being interviewed. Always's campaign (https://www.youtube.com/watch?v=XjJQBjWYDTs) compares the initial enthusiasm of girls for accomplishing things with their older selves where they feel subdued by society's pressures to 'be a woman'.
Both the campaigns appeal to human emotion and struggle. There is no mention of the brands or their messages. The advertising is subtle and geared towards real conversations online at Brands' websites. The theme is to build care and rapport with their target audiences and inherently suggest that their products are made with care specifically for their audiences. Content marketing towards issues' addressment is key strategy applied. While watching the commercials, it made me question what and who the commercial was for. The commercials were filmed with real everyday people with real issues. Within the noise of advertising, relatability has become important to establish trust.
Major brands are also moving away from selling products directly to selling experiences. Moving your customer base to your website for discussions on issues is seen crucial to build relationships. Customers are being heard and they feel a sense of loyalty and obligation to shop with the brand. For example, Coke & Pepsi show people enjoying themselves with their products finished with their company colors or logo. Premium car brands such as Mercedes and BMW focus on comfort, luxury, safety and an entire experience of the 'ultimate driving machine' finishing off with their logos.
Both the campaigns appeal to human emotion and struggle. There is no mention of the brands or their messages. The advertising is subtle and geared towards real conversations online at Brands' websites. The theme is to build care and rapport with their target audiences and inherently suggest that their products are made with care specifically for their audiences. Content marketing towards issues' addressment is key strategy applied. While watching the commercials, it made me question what and who the commercial was for. The commercials were filmed with real everyday people with real issues. Within the noise of advertising, relatability has become important to establish trust.
Major brands are also moving away from selling products directly to selling experiences. Moving your customer base to your website for discussions on issues is seen crucial to build relationships. Customers are being heard and they feel a sense of loyalty and obligation to shop with the brand. For example, Coke & Pepsi show people enjoying themselves with their products finished with their company colors or logo. Premium car brands such as Mercedes and BMW focus on comfort, luxury, safety and an entire experience of the 'ultimate driving machine' finishing off with their logos.
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