How Dove Uses Data to Make Customers Feel Beautiful
A recent Infogroup study found that of the marketers surveyed, 47 percent are already seeing ROI on expenditures related to data technology. Data can always help improve targeting and messaging, but in some instances, it can help fuel creativity.
I can find no better example of the creative use of data than Dove. While female-centric marketing is nothing new, it’s Dove’s string of emotional campaigns that I remember most. Dove’s ads are more than feel-good spots that challenge the status quo – they move products.
1. Know Your Customers: In 2013, Dove asked women to describe their appearance to others. The campaign found that women judged their own appearances harshly.