This year I attended the annual BRITE campaign and was able to see some awesome presentations from CEOs on branding. They were insightful and largely talked a lot about marketing in the digital age. I wanted to review one particular talk as it is something that comes up regularly in our coursework as the new gold standard of advertising. It is considered a trailblazer and setting new standards for the industry. At the recent brite conference. Shelley Lazarus, CEO and Chairman of Oglivy showed the advertisement during the conference. She said that 170, 000 million people have viewed this campaign and it is not centered around its products.
At dinner last week, this came up with one of my classmates. We were talking about this case and I mentioned that we review this case so much, but what’s next? What are they going to do next maintain this momentum? My classmate had an excellent point. She said it’s more about what we can learn from it and why it is successful, then comparing what came before it or after it. Its better to focus on what we can learn from this campaign and how we can incorporate these kinds of insights moving forward. For example, working with a psychologist and extensive survey research went into this campaign.
So, even though at the end of the day, this campaign’s goal is to push products, the techniques they us should be incorporated into public heath campaigns other nonprofit campaigns. The point is by not making it about the product and focusing more about tapping into audiences attitudes and beliefs is what made this successful. Imagine if this was tied to an non profit organization aimed at empowering young girls. like Girls, Inc. I personally have worked with the organization and think its wonderful. It offers a range of services from teaching pregnancy prevention to media literacy to giving skills sets to identify and properly handle abusive relationships. I really think the Dove campaign would have benefitted if it worked to highlight a nonprofit who shares the values of female empowerment.