Tagged 'Dove'

2015 Mobile Marketing Predictions – from 2005 (Pt 2): Mobile Advertising

Posted by Rick Mathieson on December 15th, 2014 at 9:32 am

As longtime readers of my books, blog and posts here in iMedia will tell you, I’m not exactly bullish on mobile advertising.
At least not in its current model, which mostly takes the conventions from another medium (ad banners on the old-school Internet) and plops them into our used-to-be-shrinking-now-ever-expanding mobile phone screens.
Let me explain.
In 2005, it was clear to me that mobile advertising would have to be a game changer. But not just because it’s mobile, or the fact that you can target based on things like location.
As I wrote back then in my first book, BRANDING UNBOUND, the web banner-based ad model for mobile was something that had to be tried, and continues onto this day – if not for anything else than it’s a familiar framework, and it’s easy for agency folks to explain to clients.
Indeed, most marketers still don’t have a clue about mobile marketing. Just think of how the industry (and financial markets) herald Facebook’s success in mobile advertising.
I find it intriguing.  I have yet to see a Facebook banner ad that a.) I’ve clicked on, and b.) is anything different than the way I’d experience that same ad on the old school Internet.
Just because an ad... Read more

Top 10 Social Media Initiatives 2012 (Video)

Posted by Rick Mathieson on November 30th, 2012 at 3:40 pm

This list may spark a Twitterstorm all its own.
We know some people are going to disagree with our list.  Indeed, in some quarters, the fact that we didn’t include Kony 2012 is going to be enough to send some in the socialsphere over the edge.
It is, after all, arguably the most astonishingly successful social media effort ever. And everyone (everyone) is reverse engineering the campaign to see if they can replicate it.
It’s just that ultimately (again, don’t hate), we found certain aspects of the effort unsettling for
reasons we haven’t quite taken the time to fully puzzle together in our own minds.
But the other, far more important reason: This particular list is for brand-oriented social initiatives
versus cause-oriented efforts (or political, for that matter - which would have resulted in the Obama campaign's inclusion on our list this year).
And in that regard, like a few of our Top 10 lists so far this year, it is one that is dominated by Coca-Cola. It's no wonder the brand has been named the 'Creative Marketer of the Year' for the 2013 Cannes Festival.
So: Here’s our list. If you disagree, make your own list and share.
10. Social Media Street Fight: Duke It Out for Your... Read more

Dove campaign in hot water

Posted by Carrie Reichenthal on May 25th, 2011 at 4:50 pm

Dove has often been lauded for its unconventional beauty marketing techniques, such as launching the innovative Real Beauty campaign, designed to represent women of various shapes, sizes, and ethnicities.
However, the beauty brand is facing major criticism this week for its latest ad for body wash. Three women are depicted in a manner which some say suggests that dark skin and hair is a problem, and that light skin and hair is an optimal result.
The ad, for your viewing pleasure.

Female-driven online sites such as Styleite and Jezebel call the ad "cringeworthy" and downright "racist," harboring angry discussions from countless women who agree in their forums.  Others, like Maggie, from The Online Dish, calls it "a stupid ad" in a viral video.
However, Dove defends its ad, reporting to Gawker, "The ad is intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more beautiful in just one week. All three women are intended to demonstrate the "after" product benefit. We do not condone any activity or imagery that intentionally insults any audience."
Regardless of whether or not the ad is blatantly racist, one thing is true:  Dove is getting a lot of publicity.
It seems hard to believe that such a large company, with... Read more