Story Spotlight — Dove love your curls
Dove did an advertisement called “Love your Curls” which is about helping young generations of girls love their curly hair by loving your own. In order to allow younger girls to embrace their girls, the people around them have to. In fact, “only 4 out of 10 girls with curly hair think their hair is beautiful”. The medium that Dove used was a video and it was singular video campaign that was not part of a series of videos that was published a year ago.
The story that this advertisement tells is how young girls do not like their curly hair and wish they had straight hair. Dove made a story line that shows why the girls don’t like their curls and then had those girls friends and family help them realize they are beautiful with their curly hair by surprising them at a semi-concert of everyone singing a song how they are beautiful and happy with their curls. This story is factual from real life because it shows real girls with their names and ages and they express how they feel about their curly hair.
The brand this video represents is Dove as a whole. Dove most likely created this video and paid for it and we know this because before the video begins and at the end of the video there is a logo of Dove, which makes us assume they created and paid for the advertisement.
This video is very similar to other content from this brand because Dove aims to make women feel beautiful about who they truly are. Although there is no other videos for a curly hair campaign, Dove makes videos that are directly tied to this video because the moral of the video is to accept who you are and to realize everyone is different and beautiful in their own way and that is the moral of almost all the videos done by Dove.
Personally, I think what makes this video innovative, original and interesting is that it uses real life people and tells their real life stories. I think that Dove did a good job of instead of just telling their stories and then saying to love your curls they did the happy ending with everyone singing about how they love their curls which made the video have an emotional appeal which I liked. When looking for competing organizations online, I couldn’t seem to find any that really had the same content that Dove was striving for. Without having an big competitors to deal with, Dove can really get their stories across in an easier more effective way.
The overall reaction to this content was not controversial. People loved it because it made them realize they are beautiful with their girls or someone they know is beautiful with their curls. A few industry blogs wrote about the campaign that Dove did including the Huffington Post who wrote about the next step Dove did after the video was released, which was to make Emojis with curly haired girls because right now only straight haired ones existed. Social media blew up right after the video was released and people were talking about Dove’s Love your Curls campaign, but the discussion has died down since.
Lessons other brands could take away from this example that Dove did is to use real people and tell a real story because it makes more of an emotional appeal to the audience and people trust the brand more because of that. Not only that, but I think other brands should also follow in Dove’s footsteps by choosing stories that people can really relate to on an emotional level as well.
This post is an example for Narrative Storytelling for Causes and Brands, a communication seminar at Washington State University.