Campaign Evaluation: Dove #ShowUS
The campaign I am analyzing is the Dove campaign: Project #ShowUs. The campaign’s target audience is women and non-binary people from about ages 18-35. The campaign evolved from the Dove Real Beauty campaign that originally launched in 2004. Dove is partnering with Girlgaze and Getty Images to create a photo gallery to break the concept and stereotypes of “ideal” beauty standards.
Their campaign also encourages diversity, does not use photoshop, and incorporates women behind and in front of the camera. They encourage people to share their photos in the gallery and on the Instagram platform using the hashtag #ShowUs.
This Dove campaign utilizes the ethical component of PR awareness because the campaign’s mission helps the audience tell their personal stories and photos instead of focusing on their brand or their products’ values. There are aspects of ethos in this campaign because Getty Images and Girlgaze are two credible and relatively well-known companies; these partnerships further establish the campaign’s credibility.
A majority of Dove’s campaign is Shared Media because it includes content from Dove creators and user-generated content. People can contribute their own photos to the gallery or post on the Instagram platform using the hashtag. The overall emphasis was user-generated content, curated content to empower their target audience. The #ShowUs campaign utilizes owned media because the Dove website has a page to promote the campaign and explain what they are trying to achieve. The Dove social media persona is empowering, promoting self-care and positive beauty, and speaking out on various social issues.
PR Writing Reflection
Throughout COM 327, I learned various styles of PR writing. I gained knowledge of how to blog effectively. I would read the information or article and pick out the most critical details to compile a blog post. I would then search for graphics and media that connect to the topic. Before writing, I would take notes and write down my thoughts on the topic.
Press releases were challenging for me to write, with the APA format, inverted pyramid structure, and translating information into a story. Through writing the press release, I learned more about the Bradley Communications Department and COM Connect. Seeing press releases all over the news and then getting to write one was an enjoyable but difficult experience. Although difficult, I enjoyed taking an audio recording, transcribing it, and picking out quotes.
I enjoyed writing the feature story, comparing it, and contrasting it style-wise to the press release. Learning about another student in the Communication Department inspired me. I loved learning about the feature story’s various elements like the lead, nut graph, and kicker. The interview process was enjoyable. Drafting all the questions and then getting answers was extremely fulfilling. During this course, I Improved writing open-ended questions and became confident in an interview setting.
Creating the social media press kit was my favorite writing assignment. Coming up with creative posts, creating graphics, and turning details into captions. I enjoyed working with a team because we got to discuss our posts and collaborate. It was interesting to create Instagram content professionally since I have only used it for my personal use.
Future Professional Applications
I plan to display my blog posts as writing samples in the future, when applying to jobs. I loved blogging, so I might continue doing it as a hobby and writing about my passions and interests. Social media is something I wish to do professionally in the future. My experience through COM 327, posting for the Communications Department, will be added to my resume. I will be adding my writing skills and content-creating experience to my resumé when it is applicable.
Reference Links:
Melissa’s Portfolio 