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What you stand for matters

Dove

Drew McLellan is the Top Dog at McLellan Marketing Group

I'm a pretty low maintenance guy. My idea of a good shampoo was whichever one was on sale for a dollar. So why did I drop $6 on a bottle of Dove Men+ Care and spent twice as much as I normally would for some shaving gel?

Because I believe in what Dove's trying to do and I wanted to support their efforts.

Cause marketing has been around for decades but social media has breathed new life into the strategy.

Today, a brand stand truly stand for something and if they've built a community of consumers, they can quickly ignite that community to join them in their fight/cause.

Dove is doing it better than most -- and as their "Real Beauty" campaign turns 10, it's had a huge impact on every aspect of their business.

Ten years after the campaign started, the Campaign For Real Beauty is one of marketing's most talked-about success stories. The campaign has grown from just billboards to television ads and online videos. Their 2006 video, "Evolution," went viral and Dove's 2013 spot "Real Beauty Sketches," which shows women describing their appearances to a forensic sketch artist, became the most-watched video ad of all time.

What's interesting about the Dove campaign is that its had impact far beyond their target audience of women 25+.  I'm a perfect example. As a father of a young adult daughter, I find their work important and I hate the idea that my daughter or any woman can't see their real beauty because of our society's beliefs and air brushed realities.

I think the reason why Dove' campaign has been so successful is that it was borne out of market research Dove's agency did. It wasn't something they assumed they knew or a short term gimmick.  It was a tough truth worth telling and so it resonated with their core audience.

So the question is -- what tough truth or challenging reality could link what you do with your core audience? And are you brave enough to take it on?

If you follow in Dove's footprints, your willingness to take a stand might also ring the register.

 

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