We architected a global communication strategy to launch the campaign with minimal paid media support. The core of our strategy was to position the film as a social experiment and thus ignite a conversation around women’s self-perception.

The Dove Movement for self-esteem invites all women to join in creating a world where beauty is a source of confidence, not anxiety. To meet this ambition, Dove tackled the biggest barrier to women feeling beautiful: their own self-perception.

While most womens’ communications impose an image for women to follow, our experiment did the opposite. It asked women to confront their own self-image. It proved to women that they were wrong about their self-perception. It inspired women to recognize their real beauty.

Women’s self-perception became the content of conversations on mainstream media, blogs and social networks:

Major US, UK and Australia broadcast networks cover

Featured on the Today Show, Good Morning America, NBC news.

14 CNN and HLN segments.

4 New York Times feature stories

2 Wall Street Journal online stories

Articles in The Independent, The Guardian and The Telegraph.

6 Huffington post articles

Leading millions of women to get involved in the Dove conversation

4th most shared ad of all time on Youtube with 98% Likes

3.1 million aggregate shares on Facebook

611.238 new Dove fans

240 Million Twitter impressions

Responsible for 90% of video content shares within its peer group category.

CTR 2.56% vs industry banner standards of 0.05%

Blogs:

1663 posts

Brand’s social activity:

All of which impacted the brand’s relationship with consumers:

· 14368% increase on daily rate of tweets about the brand

· 1652% increase in Dove Channel subscribers

· 4.3 million clicks through to the Dove site

· Brand search volumes online increased up to 5 times across markets.

· Brand passion went up over 1000%

· Dove advocates increased activity by 350%