Sunaina Parihar

From a digital standpoint, I find it interesting how catfishers subconsciously create personas based on what they think they want. Postmillennial generations are growing up with smartphones early and spending more time online than having real-life interactions. Catfishing is a way of escapism or a way of testing what life would be like. I wonder if brands adapted this technique for consumers who don’t want to spend money necessarily, how far could they keep their attention. If brands took on this mentality to match consumers to their product based on what they think they’d like, brands would have to be mindful of gender identity. People aren’t who they look to be or have the personality you believe based on exterior attributes. Some people catfish for years, and it’s not like the digital space isn’t growing.

Really appreciate the connection you drew between the class discussion and catfishing. It’s not much of a stretch to reframe the story of Evan Hansen as an elaborate catfishing exercise. Certainly it did not start out with that intent, but there’s plenty here to support Evan leaning into similar motivations as he dug further in.

I think a crucial variable here is time. Whether the “sender” or the “recipient” of the catfish, the common element is the time to “chase” the mirage. Broadly, would you agree that the same holds true for most of social media? If you paint with a very crude brush, is the primary purpose of social media one giant catfish? An effort by all who participate to present the “best” version of themselves, regardless of how distant that is from reality?

Rather than generational tastes, might the trend “away” from time spent with social (keep in mind any plateaus or declines are from a very high base) be reflective of other commitments (work, family, social circles, etc.)?

I love the insight that the pandemic and social fatigue shifting the focus to “real” experiences. Would love to hear some perspective on experiences “lost” in the past because they were “lived through the lens”. What’s the line where you take value from the experience itself vs. the value you extract from how other react when you share that experience?

Couldn’t agree more! By putting their customers’ stories front and center, Dove is validating the belief that beauty takes many forms. This makes their brand even more accessible, and validates the trust that many have had for decades. In my case–literally. I associate the smell of Dove with the comfort of family and washing babies 😉

I agree, Sunaina! Dove is an OG when it comes to cause marketing and authentic content. I’ve been impressed by how they continue to make headlines with fresh, meaningful campaigns 20 years after the first real beauty ads ran, (like the 2021 “Show Us, It’s on Us” campaign where Dove offered to cover modeling fees for its diverse talent pool.) Another brand that does this really well is Billie… and probably not a coincidence that they’re also owned by Unilever.

Sunaina, I love this! Dove has always been a very strong brand in my eyes and when I think of Dove I think of how much they empower women. I believe a lot of other brands have learned from what Dove has been practicing. For instance, lately I have been seeing a lot of Victoria’s Secret ads with all shapes and sizes of women. This surprised me since usually they just have skinny girls on all their brands. I feel like Dove is one of the reason why so many brands are adding different shapes, sizes and colors of beautiful women and I am loving it!

I always appreicate the Dove Real Beauty Campaign shoutout. This campaign was run years ago, yet remains such a great example! Another brand that comes to mind when talking about emotionally driven campaigns is Nike. I know was a cohort we have discussed some Nike campaigns together, but as a brand they have always been on the fore front of taking a stand on social issues and I can’t help but bring them up here. The activist stance they take on many issues, is emotionally driven and connects with their consumers in ways that many other brands don’t. It shows that Nike is much more than just a shoe / active brand. Their recent “Dream Crazier” campaign is a favorite of mine! What is your favorite emotionally driven and empowering Nike campaign?

I had the exact same thought Sunaina! Dove is the case I chose to focus on last semester and I loved diving into the older campaigns that they have produced over the years and it was interesting to see how they as a brand have altered their message and goals to fit the needs of women in the 21st century. Once upon a time the brand was focused on their ‘Beauty bar’ and what it meant to feel feminine but now, the brand tends to highlight what it means for a woman to feel comfortable in their own skin regardless of their shape, size and race. I think a lot of brands tend to mislead their audience with ‘interviews’ and customer stories with what is real and are these ‘actors’ being paid just to tell us what the brand wants us to hear, however, I think DOVE is a very authentic brand who invite REAL women to tell REAL stories.

I totally agree Sunaina! Dove is a great example of a “Content as a Window” strategy!

I have noticed a lot of other brands recently making emotional pleas in response to certain political issues that come up in the news. For example, both Lyft and Uber recently took a stand against the abortion law recently passed in Texas and agreed to cover the legal fees for their drivers who were accused of bringing women to their appointments (https://www.theverge.com/22656392/lyft-uber-legal-fees-drivers-lawsuit-texas-sb8-abortion-law). No matter which side of the argument you are on, this move and the social media posts surrounding their announcement gives a pretty clear picture of the viewpoints and morals of both of these companies.

Do you think that this counts as a “Content as a Window” strategy even though these emotional pleas are usually not full campaigns – just the company taking a stand publically on social media?

Great post Sunaina. Dove has done an amazing job empowering all women. I actually have used it since I was a kid since it was the only brand that wouldn’t flare up my eczema. It’s gone down since then, but my loyalty to Dove has been permanently marked. I could also argue with Maslow’s pyramid that Dove’s campaign is part of belonging. The idea that the brand cares for any woman brings a sense of belonging and respect for the body, regardless of how you look.

Another brand that follow’s Dove’s idea of belonging is Starbucks. It embodies the idea of accepting anyone, regardless of what you look like.