• Brands must indulge in a “Doing something different” marketing strategy to outsmart the competition. 
• This strategy can be very effective if used properly. 

Extraordinary growth comes with doing something extra; businesses of all sizes can benefit from a “doing something different” marketing strategy. Nowadays, there’s a cutthroat competition in almost every field. Companies must adopt a “do something different” approach to stay relevant and outsmart the competition. 

At its core, the approach fundamentally encourages businesses to avoid traditional and predictable marketing tactics. It’s more like trying to surprise your target audience with something valuable and different from others. The main idea behind this is that the world is now saturated with advertising and marketing campaigns. To gain extraordinary growth, businesses need to do something extra. 

How did the “Dove: The Real Beauty” campaign Manage to do something different? Doing Something Different

At the start of the new millennium, the beauty industry relied heavily on unattainable beauty standards. Thinness was considered healthy; Eurocentric features like fair skin, light eyes, straight or wavy hair, and a thin nose were the norms. Plus, there was a strong emphasis on youthfulness and symmetrical and flawless features. But only a few individuals fit the criteria, and the rest were made to feel ugly and disheartened. 

In 2004, Unilever’s Dove started “The Real Beauty” campaign, and it became a prime example of “doing something different.” The company went beyond just simply selling the product. They went on to tackle a social issue: promoting body positivity and confidence and spreading self-esteem in women and young girls. 

What were the Campaign Goals? 

At the time, the main challenge was overthrowing unrealistic and narrow beauty standards out of the window. The marketing team was trying to promote a more diverse and inclusive definition of beauty. Something to which the majority of women buyers could relate. 

Dove wished to empower women, make them strong enough to embrace their uniqueness, and feel confident in their skin. Women already face discrimination throughout their lives; Dove tried to eliminate a small portion. Not every woman has the body of a runway model; not everyone is fair and has features like a Disney princess or hair like Rapunzel. Through the “doing something different” marketing campaign, Dove tried to break the stereotypical mold. 

Key Strategies Used by Dove

In all their advertisements, Dove intentionally used accurate, every day women of different ages, sizes, ethnicities, and body types, not professional models. This decision was contrary to the then-market standards because it challenged the conventional use of professional models and focused on natural beauty in its original and diverse forms. 

In the era of digitization and VFX, Dove pledged not to alter the women in their campaign digitally but would instead showcase them as they are. Through this campaign, they directly challenged the unrealistic, airbrushed portrayals often seen in the media. In simpler words, Dove tried to foster a sense of authenticity and self-acceptance. 

Dove also launched the Dove Self-Esteem Project (DSEP) in 2004; it helped by providing educational resources and workshops to help young girls develop a positive body image and self-esteem. Their commitment ensured their extension beyond advertising and showed genuine concern for social impact. 

The “Doing Something Extra” Aspect of Dove’s Campaign

With this campaign, Dove tried to go beyond selling soaps and beauty products. They pinpointed and attempted to address a significant social and cultural issue. Something that allowed Dove to resonate with the customers who felt left out and were made feel excluded from the traditional beauty standard. 

Through this campaign, Dove fostered brand loyalty and built a positive association with its core values. Plus, they managed to create a stronger connection with their target audience. This campaign received widespread recognition and sparked a conversation about body image and self-acceptance.  

Core Principles of “Do Something Different” Marketing Strategy

For obvious reasons, not everyone can copy the success of Dove’s The Real Beauty campaign. However, the case study signifies the success percentage of this marketing campaign. The core principles are trying to create disruption; success depends on focusing on the audience, being authentic in the campaign, and providing a value proposition. 

Remember, the core principle backing the strategy is the disruption of usual marketing patterns and challenging traditional expectations. It can be done by using unexpected tactics and unconventional channels. Sometimes, it could involve a complete rethinking of the marketing strategy itself. 

For its success, it’s crucial to understand the audience and know what they would resonate with. What would surprise them? What would pique their curiosity? Use this data in doing something different. But remember, don’t try to be something that you are not. Red Bull is a high-energy and active brand; the audience will not accept it in a calmer environment. 

Beyond being different from the competitor, businesses must ensure that this difference brings value to the audience. It could be entertainment, education, a unique experience, or a different perspective about the product or service. Throughout the marketing campaign, it must be ensured that the audience can see their benefit. 

Some Key Tactics of “Doing Something Different” Marketing Strategy

You have enough knowledge about marketing strategy and might wish to incorporate it into reality. But before investing your valuable resources, let’s discuss some key tactics that can be useful. These include 

• Guerilla Marketing 
• Experiential Marketing 
• Cause Marketing 
• Personalized Marketing and 
• Controversial Marketing. 

Guerilla marketing is a low-cost, high-impact tactic that uses surprise and creativity in unexpected locations. For instance, UNICEF’s Dirty Water Vending Machine installed dirty vending machines in wealthy areas that dispensed dirty water at the price of bottled water. It was done to raise awareness about the global clean drinking water access issue. 

Some prime examples include Flash Mob, where a group of public performers suddenly start dancing or singing to grab attention. Street Art Installation: If a marketer manages to install eye-catching or thought-provoking art in public places that grabs attention, it’s a job well done. Ambient marketing successfully integrates advertising messages into the existing environment.  

Experiential marketing is done to create an immersive experience that can potentially engage customers with your brand. For example, Oreo Wonder Vault created pop-up “Wonder Vaults” nationwide, allowing fans to experience different flavor combinations and engage in various interactive activities celebrating the brand. This move strengthened brand loyalty and encouraged customer participation. 

Some prime examples include pop-up stores, which provide temporary retail experiences and create a sense of urgency and exclusivity, and interactive events, like workshops, demonstrations, and games that involve audiences. With virtual reality (VR) experiences and the proper usage of technology, brands can transport users to their offerings in a virtual world. 

Cause marketing helps align your brand with social causes that resonate with your target audience. For example, Warby Parker: Buy One, Give One, the optical brand, indulged in this campaign by providing access to vision care for those in need. For every pair of glasses purchased, Warby Parker distributed them to someone in need through their Partnership with various NGOs. This made them a socially conscious brand with a cause. 

Some prime examples include Partnerships with charities; showcasing that a brand is donating a portion of its sales to support a cause is cause marketing. Awareness campaign: brands sometimes raise awareness for a particular reason. Corporate social responsibility initiatives demonstrate the ethical and sustainable practices incorporated by the brand. 

Personalized Marketing leverages the data and technology to tailor the marketing message for individual users. This increases relevance and effectiveness. Netflix provides personalized content recommendations based on your viewing history and preferences. It allows them to discover new shows they might enjoy, increasing engagement and reducing churn or unsubscribe rates. 

Some prime examples include Targeted email marketing, like sending customized offers and Content based on past behavior, Recommendation Engines, and Using technology to suggest products and services on websites and pages based on history. Dynamic Content revolves around changing the website, app content, or ads based on user profile. 

Controversial marketing intentionally curates controversies to generate buzz and provoke a strong reaction. Burger King’s “Moldy Whopper” In 2020, Burger King released a time-lapse video showcasing a Whopper burger growing mold over a mouth; this highlighted their commitment to removing artificial preservatives. Though the video received mixed reviews, they created a buzz for sure. 

Some prime examples include Provocative advertising, intentionally using the shock value, or challenging social norms to get desired attention. Viral Stunts: sometimes marketers create events and Content that go viral on social media, such as Red Bull’s jump through stratosphere video. 

The Pros & Cons of “Doing Something Different” Marketing Strategy

As with any other marketing strategy, there are pros and cons to doing a different one. 

Pros

Incorporating this strategy increases brand awareness and memorability. Because the brand tried to stand out from the sea of conventional marketing, unconventional tactics can also attract new customers who might be interested in something other than traditional marketing methods. 

The interactive, experimental, and personalized approaches can lead to higher engagement with the brand. Also, customers might feel a deeper connection with brands like Dove, especially after their inner beauty campaign. Moreover, a successful campaign has the potential to generate positive press and buzz, thereby boosting the brand image. 

Cons

Such unconventional marketing approaches have a high risk of failure. What if it failed to resonate with the target audience? What if it backfired? What if it led to negative brand perception? There are so many ifs that can go wrong. Also, the evaluation of the effectiveness of this strategy can be challenging, making it difficult to track the return on investment (ROI). 

If this different approach comes out as offensive, insensitive, or poorly executed, it can damage the existing brand image. Plus, there’s a severe cost consideration in creating unique, interactive and personalized experiences for the audience. Continuously coming up with something fresh and innovative is another challenge. Not every idea can be gold. 

At last, the benefits of the strategy can outweigh the drawbacks if done correctly. In today’s competitive world, doing something different is more of a necessity than a choice. But this difference need not be expensive; a simple personalized card with a coffee cup might do the trick.