2.4 Role of Media Relations Dove's Real Beauty Sketches video was produced by Ogilvy & Mather Brazil (Think with Google 2013). The campaign caused a sensation by going viral and reaching millions of viewers. The aim of this campaign was identified as proving to women that they are more beautiful than they think. The campaign became popular because Dove planned careful media planning which triggers the role of media relations. First, the video was uploaded to the Dove USA YouTube channel. People from all over the world can watch it. Dove ensures its message reaches as many people as possible, regardless of language, ethnicity or country. This is one of the reasons for the success of the campaign. Video is also available on TrueView. With TrueView, Dove can reach a more engaged audience because they can choose to watch the video or not. The campaign also receives coverage on Google+Hangout. Dove also ensures that this campaign is featured in the media on Channel 7 Morning Show in Australia, Today Show, Mashable and The Huffington Post (Stampler 2013). The campaign generated over 4.6 billion PR and blogger impressions.2.5 Analysis of the tactics used and their relevance Dove's Real Beauty Sketches campaign uses this tactic to distribute its campaign through media channels such as “YouTube”. The video's description stated that women are their own worst critics when it comes to beauty. Only 4% of women in the world consider themselves beautiful (Florindi & Bright 2013). In the 3-minute video, what can be observed is that a few women were asked to describe their facial features as they were drawn by a professional forensic artist trained by the FBI, Gil Zamora, without...... middle of paper. .....eal Beauty Sketches, New Jersey, accessed April 19, 2014, .Stampler, L 2013, "Why people hate Dove's 'Real Beauty Sketches' video", Business Insider, April 22, accessed April 19 2014, < http: //www.businessinsider.com/why-people-hate-doves-real-beauty-ad-2013-4?IR=T&>.Dove 2014, The Dove® Campaign for Real Beauty, New Jersey, accessed May 3, 2014, .Think with Google 2013, Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 million views on YouTube, California, accessed May 2, 2014, .Unilever 2014, Dove Proves that Beauty is the State of Mind, New Jersey, accessed April 17 2014, .