Written by: Vickie Sullivan  |  October 24, 2024

Stand Out with Fresh Purpose-Driven Marketing Ideas

In a crowded market filled with purpose-driven marketing, simply aligning your brand with a cause is no longer enough to stand out. Dove’s “Beauty Never Gets Old” campaign illustrates how brands can evolve this strategy to remain relevant.

While it’s tempting to chase the latest trends or cling to past successes, both approaches have their pitfalls. Dove found a more effective balance. Rather than abandoning its long-standing approach, the brand refreshed its message by keeping the familiar framework but introducing new, timely content.

This is a great way to standardize your content marketing without looking stale. Let’s examine what Dove did and how you can apply their strategy.

Dove has become known for taking beauty myths head-on. When you look at the similarities of their past campaigns, a pattern emerges. They present data to show relevance and flip the script, using a strong visual that proves their point.

Dove’s marketing formula is broad enough to be applied anywhere but doesn’t feel derivative. This consistency creates the perception that they are the trusted voice on current beauty issues while also appearing relevant to younger consumers.

Strategies such as purpose-driven marketing have hung around because they work. But that doesn’t mean you can put your campaigns on autopilot. When you have a formula, even the tried-and-true can look innovative.

Listen: How to Create Your Own Marketing Formula 

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