Every day after her run, she uses Dove soap. She remembers her mother and even her grandmother using Dove.
She doesn’t understand why so many people spend so much on face cleansers and expensive creams. Because she’s confident with herself and her own beauty, she knows simple is best.
She also doesn’t want to buy more products in plastic bottles, because she cares about the environment.
The Dove advertisements speak to her because they show real women of many shapes, sizes, races, and ages. She can imagine herself in such an ad, which is one of many reasons why she feels good about using the product. Though she’s not necessarily conscious of it, the authenticity of the women in the ad makes her feel better about using the product. She sees herself in the brand. The genuine way Dove presents themselves on social media elevates her expectations, making her more confident in the authenticity of what she is buying.
Be global, local and personal
Your customers connect with content that’s about real people. They should see themselves in the story. They want a genuine, authentic product. As a marketer, you want your audience to identify with the stories you tell, and with the problems your product solves. Your message must flow from brand strategy, purpose, and creativity. Your stories must reflect the diversity of your audiences. They must be localised to specific markets, and reflect the racial, age and gender diversity that is your audience. To be truly effective, you must take the time to understand your audience, stay true to your brand purpose, make full use of the best technology solutions, and re-purpose your content to drive efficiency.