Analysing a campaign

1. Dove - 'real beauty' : celebrating natural beauty and boosting self-esteem.
2. Nike - 'You can't stop us' : encouraging perseverance, self-believe and empowerment.
3. Always - 'Like a girl' : empowering girls and challenging stereotypes about what they can do.

1. Gather all adverts from the campaign (check dates, slogans, endorsements etc.)
2. Define the target audience (Age, Gender, Lifestyles (NRS), Interests)
3. Define the key messages of the campaign.
4. Analyse what methods are used to engage the audience
5. Analyse how groups/people/issues/Stereotypes are used to enforce the campaign message.
6. Discuss the logistics of the campaign (timing, Scheduling, Events, How TA access message).
7. Analyse the campaign’s choice of media and comment on how each enforces the key message of the campaign.

Dove - real beauty

 

target audience:

• age: 18-45 year olds
• gender: primarily female
• lifestyle: health-conscious, self-care oriented, socially aware and values authenticity.
• interests: beauty and skincare, wellness, body positivity, social media communities focused on self-esteem and empowerment.

key message: true beauty comes in all shapes, sizes and ages. celebrate yourself and feel confident in your natura appearance

methods used: 

• real people instead of models- featuring women of all shapes and sizes to make the audience feel represented.
• emotional storytelling- ads often focus on self-esteem struggles and transformation, creating empathy.
• visual authenticity- minimal retouching or editing  reinforces honesty and trust.
• interactive campaign- social media challenges and hashtags encouraged audience participation and sharing
• relatable messaging- 'real beauty' resonates because it aligns with everyday experiences.

logistics: 

• timing and scheduling- originally launched in 2004, with ongoing campaigns and updates over the years  campaigns often timed around seasonal events like international women's day to maximize relevance
• events and activations- live events, beauty workshop and exhibitions celebrating diverse beauty. collaborations with influencers and social media campaigns to drive participation.
• how TA accesses message- social media, YouTube, website, retail tie-ins.

media used:

• TV commercials
• print & billboards
• social media & YouTube
• website & digital storytelling

how it enforces the key message:

• authenticity- using real people and minimal editing on visual media reinforces the message that real beauty is natural.
• visibility- billboards and TV made the campaign unavoidable, forcing audiences to confront and question beauty stereotypes
• engagement- social media allowed audiences to share their own 'real beauty' experiences, turning the message into a movement.
• result- Dove's use of personal emotional and unfiltered media made self-confidence and inclusivity the emotional core of the brand.

how it avoided ASA scrutiny:

Dove used real, non-professional models  rather than misleadingly edited or exaggerated images. their products were never presented as miracle solutions; the focus was on self-esteem and natural beauty. the campaign encouraged body positivity and diversity aligning with ASA guidelines.

Nike 'you can't stop us'

target audience:

•  age: 16-35 year olds
• gender: all genders (slightly skewed male in some markets, but generally inclusive)
• lifestyle: active, fitness-oriented, goal-driven, enjoys sports and outdoor activities
• interests: sports, athletic gear, motivational content, trending sport events

key messages: you have the power to overcome obstacles and push your limits. nothing can stop determination and perseverance.

methods used:

• dynamic visuals and split-screen editing- engaging fast paces clips capture attention and highlight action and energy
• inspiring narrative voiceovers- motivation scripts encourage personal reflection and action.
• sport and celebrity representation- featuring famous athletes adds credibility and aspirational appeal
• cross platform presence- TV, YouTube, Instagram and TikTok optimised for maximum exposure
• engagement effect- motivates viewers, evokes strong emotions and reinforces Nike as a brand that champions perseverance

logistics:

• timing and scheduling- released in 2020, strategically during the covid-19 pandemic to resonate with challenges and resilience
• events and actions- sponsored live sports events, online challenges and collaborations with professional athletes. encouraged user-generated content through social media fitness challenges
• how TA accesses message- digital platforms, TV and streaming, Email and app notifications and retail & in-store media

media used:

• YouTube and streaming ads- visually powerful short films highlighting athletes overcoming adversity
• social media- motivational clips, athlete stories and challenges
• Nike app and website- featured personal stories, product tie ins and workout programs

how it enforces the key message:

• cinematic editing and split screens- show athletes across genders, races and sports, emphasising unity and perseverance
• global accessibility- online platforms ensured that anyone, anywhere, could be inspired to "keep going"
• interactive engagement- social challenges invited audiences to embody the campaign's message of strength and resilience.

how they avoided ASA scrutiny:

the campaign focuses on motivation and empowerment, not product promises. promoted unity, diversity and perseverance rather than aggression or unhealthy competition. featured athletes of all backgrounds, avoiding stereotyping. used rea sports clips rather than fabricates scenes, maintaining truthfulness.

Always- Like a girl

target audience:

• age: 12-25 year olds
• gender: primarily female, but also targets young men to influence social perspective.
• lifestyle: student or young professionals, socially conscious, engaged in education and self development.
• interests: gender equality, social campaigns, empowerment initiatives, school or community activism, social media content.

key message: doing something 'like a girl' is a statement of strength and capability, not weakness.

methods used:

• empowering  messaging: flipping the phrase 'like a girl' into a positive statement creates a memorable, shareable moment
• relatable scenarios: targets experiences familiar to young girls
• educational impact: sparks conversations about gender norms in schools and communities.

logistics:

• timing and scheduling: launched in 2014, often tied to campaigns around puberty education, international women's day and school programs
• events and activations: school programs and workshops for young girls addressing confidence and empowerment
• how TA accesses messages: social media, tv campaigns, website and educational resources, influencers and advocates

media used: 

• YouTube and social media: central platform for the viral video and hashtag #LikeAGirl
• television ads
• print and online editorials: interviews and features in youth and women's magazines reinforced the message

how it enforced the key message:

• video storytelling: makes the shift in perception powerful and memorable
• virality on social media: encouraged young girls to share the hashtag and reclaim the phrase 'like a girl' as empowering
• educational outreach: reinforced long-term behavioural change, aligning brand brand identity with confidence and self-belief

how they avoided ASA scrutiny:

the campaign was framed as a social experiment and empowerment message not a direct product promotion. no false or