Friday, August 14, 2009


One of the best examples of "meaning-driven business"—the new catch-phrase for corporate America's use of cause advocacy and social media for social change—remains Dove soap's Campaign for Real Beauty. The viral ad campaign features full-figured women and unmade-up girls in a noble quest to dust off an old brand and challenge the culture's definition of beauty—reaping a double-digit growth in Dove sales in the process. In case you missed it, here's Evolution (2006), one of the viral videos from that global social cause campaign by Ogilvy & Mather and Dove's Self Esteem Fund that's still making the rounds of the social Web, with thanks to Emily Lonigro (the designer of this site), who posted it on her Facebook page this morning:

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