I’ve been doing a lot of research lately on the top marketing trends of 2015. An approach that I have seen frequently is one of a more optimistic and personal style. It seems that consumers are looking for a brand that makes them feel good and that they can believe in because they are starting to balance consumption with values. To achieve this, brands will start to come up with campaigns that emphasize a shared national desire for joy and for fun.
One of the higher trending videos of the year so far came from Dove back in April as part of their “Choose Beautiful” campaign. Dove set up signs above side-by-side doors in five cities around the world and in each city one door read “Beautiful” and the other “Average”. A camera crew then watched women reacting to the doors and which one they ended up walking through. It was powerful to observe women attempt to identify their own beauty. It was a heartfelt video meant to encourage self-esteem. In a short amount of time, the video reached more than 5 million viewers on YouTube and the search for the video yielded more than one million entries on Google.
Dove also put out a commercial in June, just in time for Father’s Day, that promoted their Men + Care line. It was made up of real footage of men reacting to finding out they were going to be fathers for the first time. Some were shocked, some cried and some were just genuinely happy. It was heartwarming and ultimately promoting strength.
Both approaches were meant to generate positivity and joy and they did just that amongst viewers. Some of the campaigns that Dove has put forth in the last 5 years or so have been called the best campaigns of the 21st century. They are hitting home and, along with it, a home run.