Roy Abdo uses Dove's Real Beauty campaign, which boosted sales and built community by featuring diverse people, to show how brands break industry norms. He walks through six diagnostic questions to find your ideal LinkedIn audience, then emphasizes feeding quality information into AI tools: garbage in, garbage out.
In the year 2000, Dove was struggling with its brand, and they wanted to revamp their whole brand guideline. The whole beauty industry was dominated by unrealistic beauty standards. People were not models and polished models and everything. So Dove looked at this and like, we can't be into this industry. So they realized they have to create a whole new category, which is the real beauty campaign. So what they did instead, they took normal people, people from different background, different color, different ethnicity, and they used them as models. And what happens, Dove campaign exploded. So not only it helped them with their sales, but also it helped them with the community. So they found their community, they even built it, they were recognized by it. So Dove Real Beauty campaign was able to help and identify and connect with a lot more people than traditional advertising. Now the question you might be asking to yourself, how do I find my community? Here's 6 questions to identify your LinkedIn community for you to be able to really use ChatGPT and AI you have to really feed it good information from your end so the algorithm becomes smarter based on what you need out of it. Otherwise, the information's gonna be garbage. So here's the questions that you wanna be answering. Who would be interested in needing the experience and knowledge that I offer? What job titles and roles do they hold? What challenges or problem are they trying to solve? What value I can offer them? And what topics or themes resonate with them? And the last one is, who are they currently following online?
