Dove Campaign For Real Beauty - Enacted a global study: The Real Truth About Beauty: A Global Report,…
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Dove Campaign For Real Beauty
Presented by Morgan Franke & Bailey Roach
Enacted a global study: The Real Truth About Beauty: A
Global Report, Dove.
Study revealed that only 2% of women around the world
genuinely found themselves beautiful.
Conducted a phone campaign where viewers of DOVE ads
could call in an report whether the models looked fab or
Inspire women and society to think differently about what is defined as beautiful.
Increase sales of Dove beauty products and new product lines.
Drive users to the website to share their thoughts and opinions about the campaign and beauty stereotypes.
Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for self-esteem awareness programs.
Public relations campaign.
+Reasoning Behind Objectives
68% of those surveyed believed media and
advertising created unrealistic standards of
Needed brand positioning
using 6 real women
with real curves
2006-Dove came out
with the Evolution video
2006-Created the Dove
2006-Dove released the
Little Girls commercial
during the Super Bowl
2007-Dove launched a
campaign aimed at
2010-Dove Movement for
2011-Dove released findings of its global study,
The Real Truth About Beauty: Revisited
Some of the Dove photo shoot pictures were
edited, which seemed contradictory to many
Some people believed different components of
their product line to be contradictory.
Many wanted to see a male beauty campaign.
Were able to target a wide variety of ages.
PR Weeks Consumer Launch Campaign of the Year
PRSAs Silver Anvil Best of Award 2006
Grand EFFIE Award 2006
In the first 6 months of the campaign, sales of the
products in the advertisements increased 600% in
the USA and Europe
Most importantly, they were working to make a
difference for the better!