I actually like the fact that a beauty brand is trying to do something different. I thought that the YouTube Evolution creative was great and I use quite often in client presentations. And while I can't personally imagine wanting to create my own Dove ad, apparently the US Dove website had thousands of films uploaded. So on the whole I felt quite positive about Dove until I tried to take part in their UK survey. According to their site they want to hear the opinions of real women because:
"Real women know best when it comes to beauty care. So good or bad we really want to hear what real women have to say."
Being a good planner I decided to give the survey a go. Being an eternal optimist. I really thought that there might be some interesting and engaging questions, something that might provide some new insights into women and beauty but instead it was just a terrible boring waste of time (at least I did it at the same time as watching What's Eating Victoria Beckham which was a lot more fun!)
It was basically a dull questionnaire that gets you to list out the beauty brands that you use (50% of the survey is just a long list of brands that you have to tick off) Then it asks you leading questions about the Dove brand. Banal questions like "Dove makes me feel more confident to reveal my underarms", "I like the Dove caring effect" and "I really trust Dove."
They are actually running TV ads driving you online to take part in this dull survey. It runs totally contrary to everything that Real Beauty is supposed to be about. It was a wasted opportunity to build on the engagement and momentum that their advertising has created,
There was a section at the end of the survey which said "Please add any comments", so I gave them my email address and said that I thought that the survey was awful and that the questions were mis-leading and I would be happy to chat and email with someone from Dove. But obviously I have not heard anything.