So how do you make your movement sustainable?
This is the question that Dove was facing ten years into their Movement Marketing Campaign.
When Dove launched the Real Beauty Movement in 2004, they took a stand against the industry stereotypes of Beauty and provoked a global reaction.
As a result, the sales of products featured increased by 600 percent
The famous Adweek columnist Barbara Lippert said “This brand stands for something; what’s more, it has taken a stand for something, and now I’ve taken that stand with it.”
In 2013, Dove made the Real Beauty Movement go viral once again