Campaign of the Week: Dove Ad Shows Mannequin Challenge in a New Light

The mannequin challenge is a popular online trend where people make videos of groups of people standing still for as long as possible while a cameraman sifts through the crowd. But Dove recently put a new spin on this concept. The beauty brand filmed a mannequin challenge video that included a message about real, diverse beauty, saying “let’s challenge the mannequins to look more like us.” So how did this ad resonate with consumers? We asked about 1,000 respondents about their thoughts on the Dove brand and then tested the impact of this particular ad?

dove ad

Beauty Brands

In Ask Your Target Market’s latest online survey, 12% of respondents said that they purchase personal hygiene or beauty products daily or at least a few times per week. 36% buy hygiene or beauty products a few times per month. 30% do so a few times every three months. 12% said they buy beauty products less often than once every three months. And 10% are not beauty consumers at all.

Overall, 54% of beauty consumers said that they’ve at least tried Dove products at some point. And 37% said they use Dove products regularly. It was the most popular beauty brand of those listed, both in terms of those who have tried products and those who use them regularly.

Dove Ad

In general, 18% of respondents said they would be certain or practically certain about purchasing Dove products the next time they make hygiene or beauty purchases. And 22% said it would be very probable. Of those who viewed Dove’s latest ad, 20% said they would be certain or practically certain about choosing Dove products the next time they purchase hygiene or beauty items. And 22% said it would be very probable.

In addition, 52% of those who viewed the Dove ad said they were already familiar with the mannequin challenge. And those respondents were even more likely to see an impact from the ad; 20% said they would be practically certain about choosing Dove for their next purchase, while 27% said it would be very probable. In addition, though Dove sells some unisex products, this ad campaign is mainly targeted to women. And of women who viewed the ad, 21% said they would be practically certain about choosing Dove products, while 28% said it would be very probable.

Brand Attributes

Overall, respondents tend to see Dove as a brand that is popular and reflects the kind of person they are. Both of those attributes got a slight boost among those who viewed the Dove ad featuring the mannequin challenge. But other attributes weren’t affected in any major way, positive or negative.

dove topography

Key Takeaways

Dove’s mannequin challenge ad does seem to have a positive impact on beauty consumers. And it had an even bigger impact among its target audience for the campaign – women, as well as among those who were already familiar with the mannequin challenge. Since the ad is likely already only hosted on sites and platforms that cater to female consumers, the next step the brand could take to increase the effectiveness of the video would be to have the ad shown mainly on platforms where people are likely to be familiar with the mannequin challenge. For example, showing it on social media sites or before viral YouTube videos could be more effective than displaying it on news websites or TV commercials.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Dove Soap by Mike Mozart under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 17-22 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.