Dove has been successfully engaging its female target audience with its ‘Campaign for Real Beauty’ for a number of years now. Through the use of innovative and integrated, multi-channel campaigns they have already amassed a significant following online. So to re-engage the audience in the debate needed some exceptional creativity and excellence in advertising communications. This latest activation of the brand communication idea, with one compelling 3 minute video at its heart, has surpasses all previous work and been their most successful yet. In this Cannes Lions online video case study we show you why…
Brand: Dove | Sector: FMCG, Personal care| Country: US and global | Objective: brand consideration and preference | Format: Video
In a continuation of their ‘Campaign for Real Beauty’ Dove were looking to re-stimulate the conversation on the topic amongst their female target audience. They wanted to create more on-going talkability and PR about Dove and the concept of real beauty in order to bring the brand back into front of mind awareness and consideration.
With an already massive global social media presence – their Facebook page has over 15 million followers – Dove had a ready-made audience into which they could seed their latest engaging video concept. Their established digital ecosystem allows them to engage an audience at scale with always-on brand content and conversation.
Their idea was to create a video clip that illustrated women’s self-esteem and the difference between their self-perception of their looks compared to others perception. The film features a police sketch artist drawing pictures by listening to how women portray themselves then drawing the same person from another person’s description. The clever consumer insight at the heart of the video and its powerful portrayal made the video an instant hit.
Tapping into the pre-established audience of brand fans helped make the video go viral rapidly. It is now one of the most viewed branded videos ever seen with over 150 million views around the world. And with its innate talkability has generated considerably online buzz as well as featuring widely in TV and press news coverage and articles.
