Dove is a brand with clear values regarding gender representation. Throughout the years, the personal care brand has capitalized on the representation of real women to showcase natural beauty. This way, Dove has positioned itself as an advocate for human empowerment, breaking with social stereotypes and beauty standards.

Moreso, the brand has always included LGBTQ+ folks in all of their campaigns, as it takes a more inclusive approach within their feminist communications. This is why, during April 2020, Dove had the objective to showcase a campaign to show LGBTQ+ allyship, with one clear objective: Create international buzz around the topic to create awareness.

Showcasing the natural rainbow that soap bubbles form, Dove challenged the media shutdown through a print campaign that declared an all-year-long Pride celebration. All through its product properties. the brand repurposed the beautiful color prism that bubbles form, into a sign of Pride.

Our 3 main KPI’s were:

1. Obtain as much Earned Media Publicity through Print and Digital Publications through newspapers, online magazines and social media.

2. Increase our Market Share with $5,000 budget

3. Generate UGC to raise awareness on the topic

Through macro photography, the brand created a magnificent print series that proved the statement. The campaign was launched on the last day of Pride, to defy the media momentum and declare an ongoing representation. The campaign provoked user generated content across the globe, depicting consumer’s bubbles and their rainbows. This way, we turned every bubble into an organic sign of LGBTQ+ allyship.

The campaign was launched on print (both magazine and newspaper), out of home, and social media provoking earned media spreading awareness and user generated content depicting consumer's bubbles and their rainbows. This way, we turned every bubble into a Dove ad. An organic sign of LGBTQ+ allyship.

All with a $5K investment, we achieved:

A ROMI of 4,300%

A Market Share increase of 4%

$300,000 in Earned Media Publicity

Global User Generated Content raising awareness