McGraw-Hill Connect - Ebook
f it ain't broke, don't fix it! This conventional wisdom seems so obvious, and so conventional, that it
is the rare company that would go against it. And yet when it comes to their advertising, it seems that
more and more companies are going after campaigns that work well in an attempt to make them even
strategy. The company's original advertisements showed a bunch of
real couples who described how they fell in love and met through the matchmaking site. The theme
was so well disseminated that it received the ultimate compliment: a parody on
Saturday Night Live.
There was no problem with awareness, and the advertising campaign was widely considered a great
threw it out and started over with ads that aimed to create a more authentic feel
by focusing on one couple who talks in depth about their love story and connection. Over time, the
company has tinkered with the general formula even further, often combining all the individual
couples, whom viewers have come to know and recognize, together in one commercial. Many
couples, one couple, or a combination—eHarmony seems unafraid to mix up the plan.
But at least eHarmony kept focus on the same general target market, namely, people looking for
love. Another company with widely successful (and parodied) ads for women shook things up during
the 2010 Super Bowl by advertising to men instead. A few years ago, Dove made a splash with its
“Real Women” campaign that showed actual consumers, rather than rail-thin models, in their
underwear. The approach not only generated tremendous buzz for Dove but also prompted a 6
percent increase in sales.
Clearly, this campaign worked. So in Super Bowl, Dove changed
everything and tried to appeal to men instead. It showed stages in a man's life—birth, childhood,
teens, adulthood—and closed with the tagline “Now that you're comfortable with who you are, isn't it
time for comfortable skin?”
The shift provides another example of continued success; the Dove + Men ad ranked among the top
15 ads shown during the Super Bowl, increased searches for “dove and men” on the Dove website,
and earned a 76 percent positive rating among viewers.