Brand Storytelling
- jengelhardt00
- Sep 6, 2023
- 3 min read
COML 509 - Week 2 Assignment
Dove has positioned itself over the last 60+ years to become one of the most recognizable beauty brands in the world. The company’s mission is focused on redefining beauty stands and helping to positively influence body image.
We care about all women, female-identifying and non-binary people. We want to redefine beauty standards and help everyone experience beauty and body image positively.
They have launched several campaigns over the years more recently including #GirlCollective, #DetoxYourFeed, and the Self-Esteem Project, and have also launched brand partnerships including co-founding the CROWN Coalition. One of their more recent campaigns is focused on body image and ending body size discrimination, in partnership with National Association to Advance Fat Acceptance (NAAFA) and Fat Legal, Advocacy, Rights and Education Program (FLARE).
Dove’s Body Size Discrimination in the US Study
The overall focus on body size discrimination can resonate with their current consumers, and future ones as well, as they continue to be one of the brands who prides themselves on showing real people in their ads and not editing out body imperfections. Their #SizeFreedom focus also lends itself well to several of their previous and/or existing campaigns including the Self-Esteem Project.
Moving from Dove’s website to their social media pages, I reviewed their Instagram, Facebook, and TikTok. August was #FatLiberationMonth and Dove posted a handful of videos on the topic of #SizeFreedom on their Instagram and TikTok; however, their Facebook was limited in the topic. I was surprised to see that there were so little posts related to #SizeFreedom and #FatLiberationMonth, given their focus on body size discrimination. Many of their posts are focused on the products with some recent posts focused on how Dove products are the ultimate travel partner. They have also highlighted how the brand spans generations with posts about how grandmothers and mothers loved Dove and now the daughter loves it too. One of the key takeaways from their posts; however, is how Dove leverages their mission with the people they feature in their social media posts. Each person has unique characteristics – each person varied in size, ethnicity, and background; however, they had one common theme: they were connected to Dove as the brand. It may be that Dove is taking a long-term strategic approach to size freedom and ensuring that their social media posts and advertisements continue to reflect their focus and goal to eliminate body size discrimination.
There is great importance for a brand like Dove to promote such inclusivity and embrace consumer differences. In recent years, there has been heightened focus on the negative impact social media can have on people, especially since it allows for people to curate posts and create their own narrative, whether it's true or not. Because Dove lives their mission, they have been able to create continuity of their body positivity themes in their advertisements, on their social media pages, and website. This provides connection to existing consumers as well as provides a clear message to future consumers they are dedicated to the cause.
Although Dove can easily rely on their brand recognition to sell product, they have also made the pledge to promote body positivity and work to create impactful change in the present and for the future. Overall, their corporate approach to body positivity is a great way to connect with all consumers across the world and it is important they leverage their social media platforms to continue to make a difference.
The FLARE Project: https://www.flareproject.org/
Hey Jessica, I have never looked deep into Dove's story telling or what they were trying to accomplish. Thats very interesting that their Facebook was different from the other platforms. I wonder if they do not push it as much because that is not one of the more popular forms of getting information to people in this day and age.
Hi Jessica! I really enjoyed your blog post and your explanation of Dove's story. I find it interesting that Facebook did not include as much content about size freedom. When you were looking, were you able to get an idea of their Facebook audience in comparison to TikTok and Instagram? I do love that you were able to notice a more long term strategy of living their mission through who they feature on social media. Dove really does a wonderful job at marketing their brand.
Hi Jessica! I also chose to take a closer look at Dove's storytelling for my blog post. Though my focus was narrowed into their "Real Beauty" campaign and self-esteem project, I had many similar observations as you. Facebook also had the least information relating to the sensitive issues that could be found across other platforms. Dove's commitment to promoting counter-cultural rhetoric that strives to upend toxic beauty standards is admirable. I agree that this important work should continue to be created, highlighted, and replicated!