Mama Luchetti

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That is why she created content based not so much on the products but on the psychological profile of her clients , their self-esteem, their need to show the world what “real women” are like.

In response to the need to raise awareness among the female public about a more comprehensive and realistic concept of beauty, Dove proposed the Real Beauty campaign showing “real women” using its products.

Dove's strategy is based on a study that found that only 4% of women consider themselves beautiful.

Dove has managed to give another approach to the promotion of cosmetics and beauty products, a more realistic, sincere and inclusive side of the coin.

This campaign really brought value to its customers beyond the aesthetic results , promoting the fight against prejudices and stereotypical models of beauty. In addition, Dove challenged realtor email list its customers by offering them the possibility of joining this “movement”.


The food company Luchetti, with its “Mama Luchetti” campaign , has established itself at the top of viral advertising. Everywhere, mainly on YouTube, we can see this animated family, as strange as it is charismatic.

Luchetti found success with these characters who, through funny stories, with a lot of black humor and catchy music, managed to enter the minds of users . Humor as a way of providing value to customers is a fundamental factor in content marketing.

The Luchetti brand used an excellent, well-thought-out strategy for a general public, from adults to children, also considering the trends and formats that best suited its idea.

With this review, the panorama for better understanding the concept and objectives of content marketing becomes more complete.

It is a complex idea that is increasingly being adopted by large companies and, in the long term, brings exceptional results. At GenWords, we have the experience needed in creating content to make your clients come looking for you and to take advantage of this strategy to its full potential.