Insight
Based on the widest research ever conducted by Dove (“There is a beauty that is not conventional at all”, 2015) it found out that statistics are even more alarming regarding “self esteem” among Brazilian women. Having the statistics as a starting point and especially knowing that 82% of Brazilian women would like the media to portray women with different physical types, in addition to age and race, Dove had the insight of the campaign: acting in the lack of representativeness of different beauties, encouraging every woman to feel good about their appearance.
After that, in partnership with F.biz and Facebook’s Creative Shop’s team, it found that 69% of Brazilian women don’t use their own photo on their Facebook profile because they don’t feel confident about their appearance.
This presented a critical scenario to act offline and online.
Strategy
Thinking about the new moment of dialogue among brands and consumers, Dove decided to leave the model of “a message to a target” and decided to design in detail the correct content aimed at the target of interest. Just like the campaign was built based on plurality, the media strategy was created based on diverse segmentations to take the message to all types of women. In order to bring more credibility to the campaign, the message was transmitted through two interlocutors:
Dove: using the property that the brand already has to talk about real beauty and communicate the new proposal with great media strength (impact in OOH with the biggest OOH in Brazil, in different formats that went beyond the limits of the point itself, and a big engagement Digital campaign);
Influencers: Opinion-makers were selected, adopting the cause of “real beauty” legitimately to endorse the brand proposal from their own point of view and in their territory of interest, which also generated genuine conversation in social networks.
Execution
The first effort in media started with the OOH campaign, because Dove believes that modern women face their biggest doubts and insecurities in relation to their appearance in the streets. In the digital environment the campaign started with an effort of Dove inviting women to send their photos celebrating their beauties, through a microsite and driven by posts on Facebook.
As a second step, and from the insight that most women don’t have their own photos on their FB profiles, Dove announced a manifesto encouraging women to use their own photos on their profiles, assuming their beauties. To reinforce the action and make it even more authentic and true, Dove changed its profile photo everyday for photos sent by users, women and real beauties. In addition to the brand and consumers, some opinion makers with different beauties endorsed the cause and also changed the photos on their profiles, generating a great trend of engagement.
To go deeper into the theme, the influencers, by means of statements, talked about current beauty standards, their journeys to accept and value their own appearance. These speeches helped make Dove’s concern in relation to the real beauty of each woman even more legitimate.
It had general acceptance by women, who felt “embraced” by the brand and recognised the importance of this theme in the Brazilian society, and a media plan that was not only sturdy, but also designed in all details to talk with the biggest plurality of profiles was one of the great distinguishing features.
Results
- 22 million women digitally impacted (90% of the universe of women on Facebook)
- 14 million views
- 14,000+ shares
- 11,000+ comments
- More than nine million women changed their profile photos
- 35 million+ impacts via the OOH campaign.