September 1st, 2021, Janice Fernandes
As the Advertiser of the Month for August, Dove generated an increase in Ad Awareness of more than four percentage points over the past month, according to data from YouGov BrandIndex, and is August's Advertiser of the Month.
Dove has built its identity with advertisements that go as far back as 2004 when it launched its Self Esteem Project with the “Real Beauty” campaign. Setting out to change the standards of beauty and shining the light on “real” women, the brand continued this project with its next campaign in 2006, “Evolution”.
Earlier this year the project saw a revival with the “Reverse Selfie” ad, which shows a young girl digitally enhancing herself in reverse, a sequel to the Evolution ad. The ad starts with a highly edited photo then goes on to reveal the true identity of the girl, depicting the pressures of social media.
As screen time has increased due to the pandemic, this major campaign seems to have brought Dove’s Ad Awareness to the top among the common population, increasing its impact and reach.
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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of US adults aged 18+ between July 25 and August 23, 2021. Learn more about BrandIndex.