Evolution and Transformation (reading reflection #2)

 In groundswell, by  Li and Bernoff, we learned to understand the groundswell (chapters 1-3), we learned many examples of tapping the groundswell  (chapters 4-9) and the steps in doing it well:  1) listening to the groundswell, 2) talking with the groundswell, 3) energizing the groundswell, 4) helping the groundswell support itself, and 5) embracing the groundswell.

Now we begin to learn how the groundswell transforms.   A great example given is of Unilever's Dove brand  Evolution video released in 2006, mainly on sites like YouTube.  The video (shown below) dramatically helped Dove's Campaign for Real Beauty 

The Dove Campaign for Real Beauty

that was launched in 2004.  Dove's Campaign for Real Beauty basically "started a global conversation about the need for a wider definition of beauty after the study proved the hypothesis that the definition of beauty had become limiting and unattainable."   This went against the industry norm of using young, thin, perfect models and was a risk.  But they had done their research and knew the public was ready.  The ad and the video had people talking.

 

In fact, according to Li and Bernoff, the video caused a surge of traffic to Dove's Campaign for Real Beauty website more than double what the Super Bowl 2006 ad managed at a cost of $0, compared to $2.5 million for the Super Bowl ad.

Dove also took a chance by partnering with The Apprentice TV show, asking them to air an episode where teams would create ads for Dove.  According to Reality TV Magazine and others, the ads weren't very good, but Dove was able to create positive 'press' anyway, by taking advantage of the buzz, including Donald Trump in their ad, which created more traffic for their campaign.  They had taken a chance that could have backfired, but they were ready for what came and turned a potential negative into a positive.

Unilever and Dove were taking big risks in many different ways with this campaign, but it seems they did it right.  In groundswell we learned that "One of the benefits of energizing with the groundswell is that your organization goes through a mental shift- you become so engaged with the customers that you walk in step with their needs and wants." According to Li and Bernoff, there are three essential elements to this transformation, which the Dove campaign used effectively:

1. Take small steps that have big impact:  By releasing different elements of the Dove Campaign for Real Beauty over time, they were able to use each element of the campaign effectivley, adding to parts of the campaign that were already out there.
2. Have a vision and a plan:  The creators of the Dove Campaign for Real Beauty, Rob Master and Babs Rangaiah, had a vision of letting go by embracing new types of advertising and giving the consumer a voice, but knew it would take time to implement all the elements considering the risks being taken.  
3. Build leaders into the plan:  They also knew that introducing each element separately, and with time in between, to the executives would be more successful.

Dove's campaign and approach to it was very effective.  I have become interested in the Dove's Campaign for Real Beauty myself and think I'll look into it more.  Even though Dove's campaign began in 2004, the topic of too-thin models is still at the top of the news today.  Just this week, we heard from the Today Show and Euronews, among others, about Israel banning overly thin models from working.