Dove: THE BEAUTY PATCH

Credits & Description:

Type of entry: Media: Digital & Social
Category: Use of Social Platforms
Advertiser: UNILEVER
Product/Service: DOVE MASTERBRAND
Agency: OGILVY BRASIL São Paulo, BRAZIL
Client: UNILEVER
Product: DOVE MASTERBRAND
Entrant: OGILVY BRASIL São Paulo, BRAZIL
Type of Entry: Media: Digital & Social
Category: Use of Social Platforms
Entrant Company : OGILVY BRASIL São Paulo, BRAZIL
Advertising Agency : OGILVY BRASIL São Paulo, BRAZIL
Media Agency : PHD London, UNITED KINGDOM
Media Agency 2 : MINDSHARE WORLDWIDE London, UNITED KINGDOM
Production Company : CAVIAR Los Angeles, USA
Chief Creative Director: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Roberto Fernandez/Paco Conde (Ogilvy Brasil)
Art Director: Renato Zandoná (Ogilvy Brasil)
Copywriter: Brux (Ogilvy Brasil)
Producer: Veronica Beach/Mariane Goebel/Renata Neumann/Libby Fine (Ogilvy Brasil)
Head Of Client Service: Daniela Glicenstajn (Ogilvy Brasil)
Account Director: Ricardo Honegger (Ogilvy Brasil)
Account Supervisor: Julia Barreira (Ogilvy Brasil)
Planning Director: Mollie Hill (Ogilvy Brasil)
Global Managing Director: Erica Hoholick (Ogilvy London)
Global Planning Partner: Kate Smither (Ogilvy London)
Global Managing Partner: Stephane Orhan (Ogilvy London)
Advertiser's Supervisor: Steve Miles/Jocelyn Hsieh/Rita Szalay (Unilever)
Director: Kristopher Belman/Robert Chappel/Jasper Thomlinson (Caviar LA)
Online Company: A52 Staff (A52)
Post Production: Rock Paper Scissor Staff (Rock Paper Scissor)
Sound Mix: Lime Studio Staff (Lime Studio)
Media Agency: Joel Pearson (Phd)
Pr Agency: Kimberly Bernhardt/Lucy Noble/Marissa Florindi (Edelman New York)
Media Agency: Melanie Hyde (Mindshare)
Results and Effectiveness:
-#3 most watched on line comercial of all time
-100 million YT views
-More views than Real Beauty Sketches and Camera Shy after 5 days
-Seen by 1 in 12 FB users
-#1 spot on the AdAge Viral chart after 1 week
-Featured on the Today Show and Huff Post
-Articles across Time, Wall Street Journal, Mashable, Forbes, and AOL.com.
-640K shares on Facebok.
-19.2% increase in daily Tweets about Dove
-134 million Twitter impressions
-94% positive global sentiment, 11% higher than average for Dove
-370% increase in favouriting Dove vídeos
-2400% increase in YT subscribers
-241K new Facebook fans
Creative Execution:
With Beauty Patch Dove wanted women not only to believe in ‘real beauty’ but also to feel it.
The communications strategy focused on content created by women trialing the patch and recording video diaries in real time.
We first shared the Beauty Patch content with Dove’s Facebook Fans to promote conversation, likes and shares. We then launched through two major global PR exclusives for impact and buzz.
Content was then made instantly available across Twitter, YouTube, and Facebook. We also recruited bloggers with a high affinity to our female audience to help seed the content further. Finally, we invested in TrueView, Search, and Facebook posts to keep the conversation building.
Our emotional content got women liking and sharing - and sparked debate amongst broadcasters.
Insights, Strategy and the Idea:
Dove showed women that they are more beautiful than they think with Real Beauty Sketches.
So in 2014 we wanted to know if it was possible to make women actually feel more beautiful.
Our strategy was to conduct a psychological experiment that would allow us to actually get inside the minds of women to help them realize that beauty comes from the inside.