Dove: Using IMC to Drive Brand Value

Integrated marketing is the holistic approach to communication in marketing; making sure that you are being consistent in your marketing both online and offline. It is the process for managing customer relationships that drive brand value. Data Marketing & Analytics explain: through working in unison, promotional tools integrate and work together to create a seamless experience for customers. This allows these consumers to interact with the brand; melding all aspects of IMC to become a unified source and create more specialized user-centric content. Businesses have shifted from a push marketing approach to a pull strategy. By where, consumers have the ability to control and monitor the content they receive; granting them the ultimate power. Allowing consumers this control will evidently give marketers an advantage in providing users what they want. Dove's capitalization on IMC portrays them to be a great example of a business who has unified multi-channels; to build customer value and position themselves ahead of competitors. In the early 2000's, Dove launched their campaign for 'real beauty'. The campaign has been the core of their communication for over a decade and has been the ongoing trend to which Dove has been able to change the conversation about female beauty; evidently increased sales and brand awareness. Multiple real beauty campaigns include 'Tik Box' and the 2006 video 'evolution'; that went viral before viral was even a thing! The Tik Box encompassed a series of billboards directing questions at motorists regarding the women featured. By inviting the public to join in and be part of the campaign, sparked conversation on female beauty and ultimately Dove. Questions regarding 'fat or fit?' and 'withered or wonderful?' Although the billboards arguably limited awareness due to geographical location, the purpose of the questions encouraged consumers to engage on social media and interact/share the campaign; resulting in a viral movement.

This particular experiment was an utter success and increased sales by more than $1.5 billion. It was not only seen as a financial success but also groundbreaking, insightful and authentic. Through Doves incorporation of both traditional media and modern social platforms was extremely unique for the time to which it launched. They were able to successfully generate word of mouth, through the consistency of messages across all media's they utilised. Dove attached themselves to a relevant issue and positively influenced their sales and social value. I'd love to hear examples of brands that have successfully used IMC in campaigns that have resonated with you and made a real impression on you!