With over 60% of the conversations on beauty taking place online, Dove’s “Beauty Has A Million Faces And You’re One Of Them” leveraged social and digital channels in three ways to achieve success.

Content, Conversation & Buzz

Dove co-created content with the chief editor of Sina Women (top female portal & SNS) & Psychologies (China top lifestyle magazine/portal),. The content was leveraged through SNS generating huge social buzz and social influence, expanding to offline channels (Marie Clare & Trends Health Magazines).

Use Technology To Find & Embrace Our Target Audience

Using a proprietary online audience profiling technology to create a sharper audience profile based on their actions (sharing, posting, sampling and other actions) to better deliver the right message.

Drive Trial:

By integrating sampling with SNS behavior, a unique social ad was developed allowing women to invite their friends on SNS to join them in a product trial.

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