Dove was struggling to break through in the Chinese market. Chinese women did not quite understand the brand's philosophy of "Real Beauty". Dove faced the problem of trying to get Chinese women to accept the brand philosophy, and in so doing, to accept themselves.
Dove needed the message to be mass, so wanted to stick with TV - but with the huge TV inflation, TVCs were too expensive an option. Dove recognised the need for a programme partnership to convey their message, and set to work looking for a show that was launching that fitted the brand and would get the required ratings.
The Chinese version of Ugly Betty fitted the bill perfectly. To realize the full potential of the sponsored property, Dove designed a campaign that fully integrated the brand and Ugly Betty with each other, turning the sponsorship into a partnership. Dove's "Real Beauty" message was seamlessly weaved into the show. In an early episode Betty's dad gives her a Dove doll, which becomes her confidant as struggles to cope with peer pressure and job success. Dove created a special TVC starring Betty, which aired during the show's interval. Hard sponsorship, such as billboards, trailers and branded credits, followed the soft campaign. Expanding online, Dove launched Betty's blog - which shared her thought and feelings related to the show's storylines. The internet campaign ended with a live online chat with Betty at the end of season one. Dove dolls, as seen in the show, were offered as promotional items.
Ugly Betty was the top ranked show in its time-brand every single day of its broadcast. Sales nearly doubled in the month following Ugly Betty, with brand awareness up 71%.