The World Through Touch- Dove's Customer Story
- J.J. Ward
- Mar 5, 2021
- 1 min read
In 2017, Dove ran an ad for their new body wash with popular YouTuber Molly Burke.
Since she was four Molly has been diagnosed with retinitis pigmentosa which has left her legally blind. This ad is centered around Molly's ability to navigate the world through touch. That navigation is the reason Dove asked her to test out their new body wash.
This is a great example of a customer story as it draws you in with Molly's history and explains why her testimony should be heavily valued. Her excitement for the light and non-sticky feeling of the body wash carries more weight because the first 45 seconds of the ad where spent building up how important her sense of touch is. Her testimony also highlights the blind community, which emphasizes the inclusivity of Dove's branding. Dove's choice to choose a customer story from someone who comes from a population not often represented was a smart move. Not only were they selling the product but they were telling the audience that everyone is seen by their company. #MyAppStateSMStory
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