There are endless ways for companies to market themselves in this day and age. The opportunities afforded by the internet have revolutionized marketing and brand management tremendously. There is much more to a marketing plan today than traditional advertising. Social media marketing, content marketing, and video marketing are all common practices for brands across the globe. Each of these marketing types offers its own advantages. Different brands can utilize different marketing formats to suit their unique brand identity.
One brand that has long excelled when it comes to video marketing is Dove. One of the world’s largest manufacturers of skincare products, Dove has a very distinct brand image. One of the most powerful ways that Dove cultivates its image is through its video marketing campaigns.
The company has launched dozens of effective and compelling marketing video campaigns over the years. In all of its content, Dove never shies away from making a powerful statement or appealing to its audience’s emotions. All of this is essential to building Dove’s brand. The result is an intriguing example of what effective video marketing can accomplish when done correctly.
Dove’s Video Marketing and Brand Image
Compared to other skincare companies, Dove’s brand has always focused on natural beauty over “ideal” beauty. Their competitors might feature models in professional photoshoots, made to look unattainably beautiful. Dove, on the other hand, often chooses to focus on real, everyday people in their marketing campaigns.
This has helped to establish Dove as a compassionate and caring brand. Dove’s marketing often uses gentle tones, with messages of empowerment, love, and support. These qualities are on display in nearly all of Dove’s promotional materials. This demonstrates the company’s innovative use of video marketing.
Dove often uses marketing videos to create inspiring or thought-provoking content, rather than directly selling their products. This strategy is about reinforcing the brand image and generating discussion and interest, rather than focusing on bottom-line sales.
Why Dove Stands Apart
Perhaps the most famous example of Dove’s effective video marketing strategy is its Dove Real Beauty Sketches video. In this short film, a forensic sketch artist creates sketches of people based on their own self-descriptions. Then, the same artist is shown creating sketches of the same individuals, this time based on the descriptions of others. Once both sketches are complete, the participants are shown the two sketches side-by-side. The short film demonstrates the often sharp contrast between how we see ourselves – and our perceived flaws – versus how others see us.
The video ends with text reading “You are more beautiful than you think” against a white background. The video itself does not make mention any Dove products. There also isn’t a suggestion that anyone involved uses Dove products. And yet, it is a compelling piece of visual marketing because it delivers a powerful message. Dove is telling its audience it does not need to aspire toward the unnatural beauty promised by its competitors. They are beautiful enough already.
The Versatility of Video Production
Dove is able to use its marketing videos to tell compelling stories that inspire viewers and grow its brand. But Dove is not alone in finding a unique marketing voice through video production. Other companies, and even pop stars like Taylor Swift, have used video marketing in their own unique ways, too. This is a major part of what makes using videos so valuable today: it is extremely versatile.
Audiences have more ways to consume video content today than ever before. People can watch video content on their TVs, computers, tablets, or smartphones. Companies can share videos anywhere online, from their own website to various social media platforms. Dove uses YouTube and its website to create and share short films that generate millions of views and draw immense attention to their brand. Generally, Dove’s ethos is one of compassion and kindness. Other brands might use humor, morality, excitement, or other emotions in their video marketing.
Video Marketing Services that Speak for Itself
One more benefit of this type of marketing is that it can be used by any company. Video production is affordable and, with professional video marketing services, highly effective. A small business with a clearly-defined brand and strong message can benefit from effective video marketing, just like Dove.
Contact Web Content Development to learn more about how video marketing services can benefit your business.