Stories - Evolution of Real Beauty. We live in a world where we paint a skewed picture of women, and beauty. Models are beautiful - they are perfect. Evolution brought this to life. The campaign sparked a great deal of controversy. In addition to making this public, this video game people an excuse to talk about it - it was a story that Dove was able to get people to latch onto and the brand benefited. It wasn't about Dove, but they inserted themselves into the story.
KEY LEARNINGS: Social Currency - does talking about your product make people look good? Triggers - consider the context. What cues make people think about your product? Emotion - how can you kindle the emotional fire? Public - does your product or idea generate emotion? Practical value - does talking about your product help others? Stories - how do you imbed your product into a broader narrative that people want to share?