Social Media Marketing
It’s amazing how advertising has changed over the years and as a marketer myself, I’m always looking out for new, innovative way’s in which companies and brands are utilising platforms such as social media networks to get their message across.
You’re probably all aware by now that Facebook and Twitter are used by big name brands to market and promote their product’s and services, but the question is, are brands running out of ideas to really make an impact on the amount that their social media strategy has on the success of their advertisement.
This is where creativity comes into play and this week I recently came across a brand new ad campaign, formulated and run by beauty brand Dove known as the ‘The Ad Makeover’.
I know all you fellas out there probably won’t relate to this advert as it’s primarily aimed at the woman, but the concept to me was something new and brings a lot to the table. Check out the ad for yourself here to get a better idea of how it works.
Dove: The Ad Makeover
So what is this campaign? In a nutshell, Dove have developed an app which allows their Facebook users (again, aimed at women) to literally replace negative ads such as ‘Jelly Rolls’ and ‘Love Handles’ with the beauty giants own positive ads, essentially building and increasing women’s own self-esteem, which stemmed from a survey in which only 4% of women classed themselves as ‘beautiful’.
In response to the launch of the video, Fernando Machado, the Vice President of Brand Development for Dove stated that they used Facebook due to the ‘power of it’s reach’ to propel these positive messages to as many women as possible. Currently Dove have over 7 million fans that ‘Like’ their brand page.
So what are your thoughts? Do you think campaigns like this are effective? Would they have a direct effect on sales or brand power?
I personally believe that social media is a pivotal milestone in terms of advertisement, as brands can now not only reach out to a wider audience through fans on Facebook or followers on Twitter, but target and segment consumer groups such as gender and demographics which is exactly what Dove have done with the Ad Makeover campaign.
As the dominance of social media rolls on, it can only be a more common strategy for brands to use these techniques in their advertising, after all, it is a dog eat dog world!