The success of project fell into 2 areas. Firstly, the insights about topic choice and a call to action increase overall engagement. Secondly, did the digital extension increase engagement and encourage women to Choose Beautiful?

Choose Beautiful has become the most successful Dove campaign ever, with the film and the action call resulting in:

• Film completion rate of 38% against a benchmark of 7% for films of this length

• Average share rate of 0.06% against benchmark of 0.02%

• And a consistent positive sentiment of 96%+

Up to this point, we were using similar measures to previous campaigns. But with the Tumblr digital extension, we have new ways to assess the impact and this confirmed our Tumblr Hub, confirming our hypothesis – the Dove woman wants to know more and get more involved.

• A click through rate from video advertising to the Tumblr page twice industry benchmarks

• An organic reach greater than media driven visits, from earned mentions

• Dwell time on supporting pages around mindfulness and how to make a difference reached 5 mins

The visits and time spent on Tumblr exceeded our targets and the positive sentiment expressed across all social channels proved to the team that extended content is valued. Most important however was the behavior of people on the Tumblr page.

And of course, our overarching campaign success is defined by the number of women who “Choose Beautiful”. From an expected 4%, we observed 75% of women who engaged with the campaign make this positive choice.

A collaborative team of creative, content, planning and data strategists explored what data could be available and the how we could transform it into personal narratives that could show women that far from being alone, they were now part of a global story. It came down to keeping it simple – a single global count of all the women who had Chosen Beautiful to demonstrate scale, combined with a crafted list of contributions to the overall story to demonstrate salience.

The data journey starts with the choice to #ChooseBeautiful, #EligesentirteBella, ??????_??????# . We track the content posted across the web across multiple sources and through the positive actions with our content – likes, clicks and choices made on the interactive video. The aggregate number of positive acts is then displayed as the first thing seen on the Tumblr page and we also used it in display ads as the campaign rolled out.

Showcasing the women’s conversations provided meaning beyond the pure numbers. We collected comments using the various language hashtags, ran them through the filters and semantic analysis and presented them to our team of moderators who make the final selection of the stories and quotes to add to the Tumblr pages.

Behind the scenes, the team constantly monitored the reactions and responses that were happening across media and social media. The data collected fed into campaign decisions across the first week: what content should we promote and where, and what extra content do we produce to respond to conversation topics?

The data collection and analysis allowed the campaign to develop on the fly, reacting to predicted topics or to completely unexpected ones, such as “which door would men choose?”