Peer Review

DOVE : Using Social Media for Social Viral Campaign - A Case Study

Material Detail page

Reviewed:: Nov 3, 2021 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:

This is a link to a case study pdf on the Dove social media campaign beginning in June 2010. The case illustrates how social media can be used in advertising a product. The major learning goal is to learn the pros and some cons of using social media in promoting a product. This resource can be used by undergraduate marketing and advertising students.

Type of Material:

Case Study

Recommended Uses:

Lecture
In-class discussion
Homework
In-class team project

Technical Requirements:

Safari, Google Chrome, HTML

Identify Major Learning Goals:

To identify successful and unsuccessful uses of social media as part of branding campaigns.
To understand an actual instance of using social media that students have probably seen
To understand how social media can work together with other advertising efforts.

Target Student Population:

Undergraduate marketing classes
Graduate marketing students

Prerequisite Knowledge or Skills:

Principles of Marketing

Content Quality

Rating:

Strengths:

This is a cohesive case study centered on the Real Beauty Campaign for Dove skincare products.
The case study discusses the positive and negative aspects of the campaign using social media marketing frameworks.
The material is written in simple marketing language.
The clarity and quality of material can be used at various levels, from high school to graduate level.

Concerns:

This is a case study with no suggestions for discussion.
The author could have been more concise.
There are no teaching notes.

Potential Effectiveness as a Teaching Tool

Rating:

Strengths:

The case had a lot of information as the author analyzed it from different perspectives.
It presented an analysis that lecturers could find the analysis useful if given as an assignment.
It also highlights CSR.
The case study diagrams explaining the social media marketing framework and visual explanations of the ads themselves allow the learner to understand the material being discussed.

Concerns:

The pdf seems to have come from a book, with no reference or citation for the book
The instructor will have to plan for how to discuss the case.

Ease of Use for Both Students and Faculty

Rating:

Strengths:

The language was simple
The material was easy to read and follow.
The pdf is easily accessible a
It is visually appealing.

Concerns:

This is only a link to a pdf and there is no additional context surrounding its origin.

Other Issues and Comments:

I am uncertain if this is appropriate for the MERLOT repository as is. It is only a link to a pdf with no additional background.
Furthermore, the material may be copyrighted and it is uncertain what the terms of use are based on the link provided.

Creative Commons: