Reading Reflection#1

 The core concept of the Dove brand has always been to encourage women to find the beauty that truly belongs to them. Based on this concept, Dove has launched a subversive “Real Beauty Campaign” in North America and Europe since 2004, helping more women discover their true beauty and bravely bloom, which has great repercussions.

 After that, Dove began to promote the event to the world. In 2011, “Real Beauty Campaign” came to China, dedicated to helping Chinese women liberate themselves from the narrow definition of beauty and discover their unique beauty. In March, the theme marketing campaign “Women are born beautiful” was launched in this context. Once the event was launched, it triggered a round of discussion on the topic of “true beauty” on the Internet. In addition, Dove has launched a “Real Beauty Sketches” creative video on a global scale this year. They invited the sketch portrait painter Gil Zamora to create drawing of 7 different women. The artist drew the same woman twice. Once based on the woman’s description of herself, and then again as the same woman is described by another participant. There is no product selling from beginning to end in the video, but the content itself has deeply touched the troubles and demands of beauty in the depths of almost every woman. Dove hopes to tell female consumers through such a simple and vivid social experiment: "You are far more beautiful than you think."

  The two doors “read beauty” and “average”. Which one do you open? This is another time Dove tried to tell women in an experimental way. In fact, you are beautiful. Dove has launched a new round of “Real Beauty” promotion in 70 countries. In this ad called "Choose Beautiful," Dove set up two doors for women from different countries, with "beautiful" and average" on the door. The result of the experiment was that most women initially chose “average”. 

  In the book , author said that Groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations(P9). Dove campaign cause large traffic on social media. Lets' see more specific relationship between the book and campaign.

1. Author thinks that on the Internet, traffic equals money (P11). After this campaign, data shows that dove improve their sales. The purpose of the “Real Beauty” campaign is to encourage women to feel comfortable and happy about their physical body. This campaign won a handful of advertising awards and sold a large number of products. Today's sales have increased from $2.5 billion in the opening year to $4 billion.

2. People reacting to each other: forums, ratings, and reviews (P26). On the Facebook, so many people viewed the real beauty video and left comments. I think this is a great way for people to discuss their opinion about dove.

3. Listening to the groundswell reveals new insights (P80). In Dove’s report on global beauty and self-confidence, Dove found that about 70% of women around the world have heard people praise their appearance rather than their professional success. Dove realized that it was time to break this layer of partiality and let the beautiful voice return to women's own hands. Therefore, Dove launched a brand new Campaign in 2016. Dove used listening to know people’s thinking and find new insight to do campaign. Use the groundswell for research and to better understand your customers (P68). Dove use listening to deeply understand what customers need.

  We can see dove's campaign create large traffic and groundswell.  It is important for company to listening and to reacting customer. 

Work cited: Li, Charlene, et al. Groundswell. Thema, 2008.