Marketing News 08/6

Keep up to date with the latest news in the sector

Author

Javier García
June 08, 2025 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Dove – Real Beauty Sketches

Released in April 2013, this six-minute short film asked women to describe themselves to a forensic artist, then compared those sketches with ones drawn from strangers’ descriptions. The stark contrast between negative self-portraits and more flattering stranger-drawn images struck a deep emotional chord. Within a week it had been viewed over 15 million times and ultimately surpassed 163 million views, earning the Titanium Grand Prix at Cannes. By focusing on a simple experiment rather than product shots, the campaign positioned Dove as an ally in building self-esteem rather than just selling soap.

Key marketing lessons:

• Elicit genuine emotion through authentic storytelling to forge a strong bond with your audience
• Keep product mentions subtle so the message doesn’t feel like a hard sell
• Inspire organic sharing by revealing unexpected insights that prompt viewers to discuss and debate the idea

Dove – Real Beauty Sketches

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Weekly Tip

Empathy-Driven Communication

Understanding your audience’s needs and feelings turns messages into meaningful conversations. When you approach marketing from their perspective, you build genuine connections instead of pushing promotions.

To practice empathy in your campaigns:
• Monitor social comments and reviews to hear real feedback
• Mirror customer language—use the words they use to describe challenges
• Address pain points with supportive, solution-focused messaging

Infusing empathy into every touchpoint fosters loyalty and encourages word-of-mouth referrals. Make your audience feel seen, and they’ll stick around.

Weekly Challenge

Hashtag Deep Dive

This week, hone in on the hashtags that deliver real reach:

• Research and list 20 niche and broad hashtags relevant to your brand.
• Create three posts, each using a different set of five hashtags.
• After one week, compare reach and engagement for each post.

Select the top ten performers to build your go-forward hashtag library.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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