Dove’s ‘Reverse Selfie’ Digital Marketing Campaign

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Dove’s ‘Reverse Selfie’ Digital Marketing Campaign
There are various marketing options available for business people. These include digital, inbound, and outbound marketing. Digital marketing has gained momentum since the technology surfaced. It is also called online marketing and entails all efforts to promote products and services over the internet (Kannan, 2017). In digital marketing, several channels are used, such as social media, search engines, websites, and emails. These channels help business people to connect with their prospective customers through communication via multimedia messages (Kannan, 2017). Dove's Reverse Selfie campaign is an example of a recent viral digital marketing campaign.
Being in the beauty industry, Dove is trying to highlight their real-beauty concept that aligns with its products. In the video, a young woman posts a selfie in reverse, undoing a heavy beauty filter and revealing her real, 'imperfect' face (Dove US, 2021). The video shows the original, unedited version of her hair, lips, chin, eyes, and skin (Dove US, 2021). The message portrayed by the video is that social media sets a beauty standard that is too high and likely to harm young people today.
The target audience for the company campaign is young people, especially women and girls. Research shows that by the time young girls hit thirteen years, eighty percent start to change and distort their original appearances and physique online. Therefore, in partnership with Ogilvy, a marketing agency, Dove launched the campaign to change the saddening reality through the 'reverse selfie.' The company counted huge successes in the campaign since its launch, with over seven hundred and fifty thous...