I found this classified ad on AdRants this morning. It was found on Craiglist for a Dove photo shoot.
DOVE "REAL WOMEN" PRINT CASTING JUNE 28-30, 2010 in NYC
ABSOLUTELY NO ACTRESSES / MODELS OR REALITY SHOW PARTICIPANTS or ANY ONE CARRYING A HEADSHOT!!!!
REAL WOMEN ONLY!
LOOKING FOR 3-4 REAL WOMEN for a DOVE PRINT CAMPAIGN!
AGES 35-45, CAUCASIAN, HISPANIC, AFRICAN AMERICAN, & ASIAN!
SHOOT: SUNDAY, JULY 18 in NYC! MUST BE AVAILABLE FOR THE SHOOT!
RATE: $500 for Shoot date & if selected for Ad Campaign (running 2011) you will be paid $4000!
USAGE: 3 years unlimited print & web usage in N. America Only
YOU WILL BE PHOTOGRAPHED FOR THE CAMPAIGN IN A TOWEL!
BEAUTIFUL ARMS AND LEGS AND FACE WILL BE SHOWN!
MUST HAVE FLAWLESS SKIN, NO TATTOOS OR SCARS!
Well groomed and clean...Nice Bodies..NATURALLY, FIT Not too Curvy Not too Athletic.
Great Sparkling Personalities. Beautiful Smiles! A DOVE GIRL!!!
STYLISH AND COOL!
Beautiful HAIR & SKIN is a MUST!!!
PLEASE SUBMIT SNAPSHOTS of FACE & BODY ASAP & WE WILL CALL YOU IN FOR A CASTING NEXT WEEK 6/28-6/30 in NYC!
AdRants rightfully blasts it for being off brand and horribly written but I want to blast it for something else.
Why are they using Craiglist to find the lucky few for their photo shoot? They have a community of over 150,000 on Facebook alone . Why not reward your fans by giving them the opportunity? I checked and the ad wasn't posted on any of the corporate looking pages. This approach would be found in any Marketing 101 for the digital age book and probably in the first couple chapters.
How does a brand like Dove miss this? How does an organization that has done some great work, shown innovation in both their product development, messaging and approach to building relationships with consumers miss this?