Dove’s mission is to make every woman in the world feel beautiful, but a study by Dove and the London School of Economics revealed only 4% of women describe themselves this way. We identified a major barrier to feeling beautiful, negative banner ads online that target women’s insecurities. Our goal was to reach 5 million women in a week, and ultimately, increase the number of women who describe themselves as beautiful.
The Building Blocks
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None
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SocialFacebook
Facebook Polls
Facebook Apps
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VideoYouTube
The Votes
The Details
- Agency
- Brand
- Dove
- Targeted Regions
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- Global
- Marketing Objective
- Launch Date
- April 20, 2012
The Team
- Ogilvy & Mather www.ogilvy.com
- Gerry Human, Executive Creative Director
- Ivan Pols, Creative Director
- Margo Young, Copywriter
- Laura Rogers, Copywriter
- Tryvallen Hall, Art Director
- Stephane Orhan, Managing Partner Global Dove Skin
- Craig Blagg, Creative Technologist
- Sasha Dunn, Digital Producer
- Emily Creek, Account Director
- Stephanie Symonds, Art DIrector
- Giles Rhys Jones, Global DIgital Strategy Director
- Martin Robertson, Developer
- Simone Zahradka, Designer
- Anthony Butterfield, Information Architect
- Fiona Renfrew, TV Producer
- Lucy Luo, Account Manager
- Unilever www.unilever.com
- Steve Miles, SVP Global Dove
- Fernando Machado, GBVP Global Dove Skin
- Kathleen Ryan, Global Brand Manager Social Media
- Stacie Bright, Global Director Marketing Communications
- Dove
The Stats
- 253M project impressions
- 200 total hours spent on this project
- 75 total cups of coffee drunk
The Results
Users displaced 171 million banners with negative messages to reach 5.5 million unique women. Over 50% of the women who visited the app created a message, and 82% of the ads seen were created by friends of the viewer. Dove’s Facebook mentions increased by 71%, and most importantly, 71% of the women polled said they felt more beautiful after seeing the campaign. The campaign stood out because it made the paid ads on Facebook a social experience and empowered women to evolve the tone of the social web. For the first time, a brand erased the lines between paid, earned and owned media.
