Monday, April 22nd, 2013 | 4 min read
Like thousands of other women last week, I was deeply impacted by a video from Dove’s Real Beauty campaign — Dove’s Real Beauty Sketches.
From behind a curtain, women describe themselves to a forensic artist who creates individual sketches based on their self-descriptions. “I’d say I have a pretty big forehead,” said the woman pictured below. The artist then creates a second sketch of the same women, this time based on descriptions from other people (strangers who were asked to spend time with each other earlier in the day). “She had very nice blue eyes,” a gentleman commented of the same woman. As you might imagine, the resulting sketches are dramatically different.
When I watched the video, I had tears in my eyes and took a moment to pause and reflect (not something that a brand makes me do very often during a busy workday). And I immediately shared the video with all of the special women in my life. Maybe it’s simply because I am a woman. Maybe it’s because I just looked through 644 photos from my February wedding and analyzed and critiqued almost every one that I was in. Maybe the side-by-side sketches in this video reflect countless conversations with female friends about my perception of their incredible beauty vs. their own.
I think it’s all of the above. The Dove brand is brave enough to look under the hood and expose the real emotions and insecurities that motivate its customers. How refreshing. It clearly resonated with me, and I know that it impacted so many co-workers and friends that I spoke with. So, I wondered how the rest of the market reacted and what the impact on Dove was looking like across the social landscape.
As you might imagine, all of the usual suspects have been on the rise – overall impressions, number of discussions and discussion strength and total social signals. At Dachis Group, we equate these specific measures to impacting a brand’s awareness, of which there’s certainly been a tremendous lift following the release of the Real Beauty Sketches. Loads of people are talking about the video and spreading the word among friends, which had major impact. Check out the campaign’s earned impressions vs. owned (difficult to even see the traction from owned in this chart).
Beyond awareness, I wanted to dig deeper to understand the brand impact of the makeup of people’s real reactions and the conversation and sharing it inspired, perhaps similar to mine.
Looking at the overall social activity around the Dove brand over the past week, our measure for brand passion is up over 1000 percent. A high passion score indicates not only a large number of conversation participants but also a high frequency of participation that is strongly positive. I think that the passion metric is particularly relevant for this effort – the team at Dove should be energized by this increase!
What’s more, this passion is especially high among the brand’s advocates that we track. The campaign prompted this group to take action this week at an increased rate of 350 percent. Here you can see Dove’s participation in green increase at the time the video launched and then advocate participation in blue rising at the same time and really taking off.
The power of advocacy at work is really exciting to see. It is having tremendous impact across Dove’s social ecosystem. Let’s peek at some of the specific advocate activity.
Pretty amazing stuff. And this is just a glimpse into the impact we are tracking across the Web. Our hats are off to Dove.