The Dove Campaign for Real Beauty was pretty successful. According to statistics for each dollar Dove spent on advertising they received 3 back in revenue. Here are some interesting facts….
• In that same summer The Dove Campaign for Real Beauty was discussed on 62 national television programs including: The View, Good Morning America, Access Hollywood, Entertainment Tonight, Oprah, The Ellen DeGeneres Show, The Early Show and The Jane Pauly Show.
• According to Dove, sales for the products featured in the ads increased 700 percent in the U.S and Europe.
• In June 2005, more than 1 million visitors had logged onto http://www.campaignforrealbeauty.com and shared their thoughts about the campaign.
While the Dove Campaign for Real Beauty has generated lots of buzz and sales, it was not without it’s criticisms or controversies. Now, I am cynical enough to say, of course, the campaign was created to generate money, and yes maybe Unilever and Dove manipulated us a little pulling at our soft spots to sell us products. But at the end of the day their message was a good one, at the end of the day they did open up The Self Esteem fund, which has teamed up with really positive organizations like Girl Scouts, and they have stimulated an important dialogue about “real beauty” and the beauty standard, Dove has done some positive changes- for that I commend them.