This is a very good reflection around our Dove The Code campaign. Very grateful for it! The effectiveness of "social" or "purpose" marketing that comes out of this study is a reminder that if your brand talks about topics that matter and does something about them, you might well be building your brand in short term too. Hope more brands see this path. PS. Small build. We are not anti-AI, just hoping to get a more diverse representation of beauty in AI, which can be possible.
The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness
Dove just released the first anti-AI ad. It's one of the most effective Dove ads to date. We've tested the new Dove campaign, and it scored top marks in System1's creative effectiveness testing. It brilliantly breaks four common myths about social "purpose" marketing. 1. Purpose Campaigns Can't Be Broadly Appealing - Kimberly A. Whitler published research in the Journal of Retailing last week. It had a model to assess the risk of "enterprise activism," coming down to how many consumers agreed with the brand's stance and how closely it aligned with their positioning. This is just a perfect "top-right-box" example. It nails how the majority feels towards this topic, and it perfectly resembles what the Real Beauty campaign has stood for over the last twenty years. The majority of viewers feel positive after watching this ad. 2. Purpose Campaigns Jump On Band Waggons And Can't Last - Dove has used the Real Beauty platform for twenty years now. They followed the marketing process - from consumer insight to strategy to creative execution. Sharing the same tight messaging and associations again and again via emotional advertising. Its effective positioning achieved via creative consistency. 3. Campaigns With A Social Purpose Can't Be Creative - this has storytelling, brilliant characters, a unique POV, craft and intimacy. The list goes on. By communicating something in a way the consumer already understands, you bring them along on the journey with you. You make it a brand for them. Any brand tracking you've used has this in it because it always correlates to market share gains. 4. Purpose Campaigns Aren't Effective - This is one of the top-scoring campaigns in our long and short-term effectiveness metrics. It builds equity for future demand and will capture in-market demand, making the brand profit. People often cite Dove as a one-off example. That's not fair. They are very good at it, and other brands can be too. You can see the full effectiveness report here: https://lnkd.in/eHjYm57S I share #advertising and #marketing insights daily, follow for more.
Founder-President @System1 Group PLC | Research Pioneer
3wLove Dove - keeping it real 💙