Dove’s reversed selfie campaign — Emmanuel Probst // Ipsos

We are in a belief economy, and brands are evolving with culture constantly at a breakneck pace. Brands like Dove that recognize this are running purposeful campaigns like the reverse selfie campaign, while those that don't get it, like American Apparel, fizzle out. How do you align your brand to leverage the belief economy as Dove did? Listen to Emmanuel Probst, Global Lead, Brand Thought-Leadership of Ipsos, as he discusses Dove's reverse selfie campaign.
About the speaker

Emmanuel Probst

Ipsos

 - Ipsos

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos

Show Notes

  • 02:32
    Dove, the poster brand for brand purpose
    The Unilever brand defined its purpose and demonstrated it with the reverse selfie campaign.
  • 03:41
    Why the reverse selfie campaign was impactful
    It was about showing young girls you are beautiful anyway, and you don't need all the Photoshop. You don't necessarily need all the makeup; you don't need all the lights, the effects, and the filters. Celebrate your beauty the way you are. That's one part of the message, the mission, the purpose. It's also to say don't get fooled by social media.
  • 08:20
    The shift into belief economy
    Brands can no longer just sell products and must transform people and their world. In other words, as an outcome of using your product and brand, I need to feel like a better person.
  • 10:30
    Brands must constantly evolve
    Brands are dynamic. Brands are no longer static, meaning brands evolve with culture constantly at a breakneck pace.

Quotes

  • "It's about preventing teenagers, young girls in particular, from getting fooled by social media. And what the reverse selfie project shows in this art is how a girl appears on social media, let's say Instagram, for example, and how the picture has been heavily retouched on how she wears a lot of makeup. They work on the light and all this." - Emmanuel Probst

  • "Brands can no longer just sell products and must transform people and their world. In other words, as an outcome of using your product and brand, I need to feel like a better person." - Emmanuel Probst

  • "Brands are dynamic. Brands are no longer static, meaning brands evolve with culture constantly at a breakneck pace because of the co-creation process brands engage in with their audience." - Emmanuel Probst

About the speaker

Emmanuel Probst

Ipsos

 - Ipsos

Emmanuel Probst is Global Lead, Brand Thought-Leadership at Ipsos

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