We started from an online insight: people look down on people who like their own photos. For the online denizens, this is an unacceptable behaviour. But why should it be so? Liking your own photo is the fastes way to say that you like yourself.

Thus I Like Myselfie was born. An online movement aimed at making women aknowledge their beauty and convince their female friends to do the same, changing the behaviour from being seen as "bad" into a self-expression, women empowering one.

The campaign set off on the 18th of February and lasted for 3 weeks, until the 10th of March. We launched this brave idea through a video manifesto and the #Iambeautiful hashtag, then we gave it a final push close to 8th of march with one of the first ever facebook canvas ads in Romania.

The Dove experiment revolved around the idea that women are afraid to say ‘I am beautiful’ because they believe others will say they are bragging or arrogant when in fact people support these gestures, gestures that boost everyone’s self esteem. In the video, women were encouraged to like their selfies and post ‘#iambeautiful’ on social media, for everyone to see.

90% reach from target audience

7.500.000 impressions

40.000 women actively promoted the cause

More than 300.000 views of the manifesto

The canvas ad was responsible for more than 20% of the number of active users in just 3 days - a spectacular result.

46% turnover increase 2016 vs 2015 during the activation period

34% volume increase 2016 vs 2015 during the activation period