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“Fat or Fab” or “Wrinkled or Wonderful” and the voting results were displayed on the billboard itself. At a time when rival brands had yet to grasp the importance of digital activation, Dove used provocative, stand-out creative which quickly caught the attention of the public and its target audience. As a result of the Real Beauty campaign, sales for Dove jumped from $2.5 to $4 billion in the campaign’s first ten years. Dove bars became the number one preferred soap brand in the U.S. and Unilever’s bestselling product company-wide. Dove: A Spotless Approach to Digital Marketing
The brand launched the Dove Self Esteem Project in 2006, an educational web portal set up to Phone Number help improve young people’s self-esteem through online articles, videos forums, and workshops on topics like self-esteem, body positivity, and bullying. Again, this was a first for the industry and a clever activation technique, illustrating Dove’s ability to pivot to video content in response to its growing consumption trend among this age group. This project has evolved to tackle key issues head-on that matter to its community and audience. Never
Must Have in 2023 ArticlesDigital Management and Leadership Written by Clodagh O’Brien Digital technologies have revolutionized the pharma industry. Marketers working in the sector need to have strong digital skills to engage customers, inform and educate healthcare providers and boost brand awareness. In 2023, pharma companies face big challenges. In a time of rising inflation, the sector needs to use digital technologies and channels to drive innovation and personalize customer journeys. To do that successfully, they need marketers with relevant and cutting-edge digital skills. In this blog, we look at 7 of the most important digital skills a pharma marketer needs in 2023: Social media Artificial Intelligence (AI) Search Engine Optimization Project planning and management Paid search and social Automation and email Data Analytics Why do pharma companies need digital skills? While traditionally the pharmaceutical industry was slow to adapt to new technologies, the pandemic accelerated the need for companies to use and harness digital channels.