The Academy Awards were chosen as the perfect environment to premiere Dove’s first consumer-created commercial because of its high-profile among female TV viewers and the juxtaposition of Dove’s “Real Beauty” theme and the Oscars’ Hollywood glamour. To increase the impact, we created pre and post bumpers featuring Sara Ramirez to tag to the winning ad. These spots reinforced Cream Oil’s product benefits and congratulated the contest winner, Lindsey Miller.

The contest gathered over 1,300 video entries and 710M visits to dovecreamoil.com with 1.9MM total clicks/hits within the site itself and more than 115M requested samples. Over 39.9 million viewers watched Dove’s Oscars commercial and over 250M views of the winning commercial on the site have been recorded. Extensive PR buzz included 13 national segments resulting in 234MM national impressions.