Written by: Vickie Sullivan | July 18, 2024
Marketing with Purpose: Stand Out by Standing for Something
Many of us use hot topics to amplify our perspectives. In most cases, we chime in with color commentary on the issue.
On the topic of generative AI, which is extremely hot these days, Dove took a different approach. The Unilever brand uses the generative AI debate to set boundaries, pledging not to use AI-generated models in its advertising and communications and why.
“At Dove, we seek a future in which women get to decide and declare what real beauty looks like—not algorithms. As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate and champion Real Beauty,” said Alessandro Manfredi, CMO of Dove, in a statement. “Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl.”
Dove stands out by standing for something. You can take a stand on issues, too.
Why Dove’s Marketing Tactic Works
Taking a stand on an issue works for Dove. Here are two reasons why, plus how you can apply the strategy.
• It puts their brand message into action. Dove got a lot of attention with their “Real Beauty” campaign. This latest gambit extends that popularity. How to apply the tactic: Instead of using a debate as context, ask yourself, “How can I use this to drill down on what I already stand for?”
• It’s a springboard for memorable visuals. In a content marketing world where videos are having a moment, Dove uses a popular format to make hard-hitting points. You can also use videos to show instead of tell. This is a great way to go beyond the typical explainer video.
A lot of us have mastered the comment section on social media posts. We know how to participate. Maybe it’s time to do more than provide color commentary on issues. Maybe it’s time to advocate action by taking a stand.
Listen: When to Take a Stand on Something
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