Bringing real people closer to the Dove brand through their trusted beauty advisors - influencers. Not just glossy influencers, but those who rally speak to all woman, showing them that Dove is a brand for everyone.
Challenge
Marketing challenge – to reinforce perception of Dove as being inclusive and accepting of all women, and to raise awareness for the Dove product line.
Insight – our core target audience interact and are influenced by authoritative figures online, particularly in the body care and beauty space. Influencers are trusted for their product reviews and aspirational qualities.
Strategy
Dove believes that beauty is not just a surface, but layered and honest. To demonstrate this commitment, they invited real women to be ambassadors and front their new campaign. The casting process, however, was unique – there were no photos submitted, no body measurements, skin or hair colour details. The only thing they applied with were their personal life stories. 18 inspiring women were selected from hundreds of applications, bringing their stories to the forefront to show their strength and perseverance – beauty that is skin deep.
Insight
A common story across the world – women aren’t feeling confident in their own beauty. This issue doesn’t evade Switzerland, despite the country ranking consistently in the top 5 of ‘happiest nations in the world’. A report released by Health Promotion Switzerland showed that only 35% of girls aged 13-15 were happy with how they looked; the figure was 56% among boys. With the proliferation of social media, this is set to worsen. Particularly because social media masquerades as honest and real, people forget images can still be airbrushed. It’s a cause for concern because the impact of these body concerns can be huge – low self-esteem is often a gateway to depression and anxiety.
Execution
Results