dove

Objective: Drive brand reach and engagement, evolving the Real Beauty and Self-Esteem campaign with a stronger focus on diversity, inclusion and authenticity, whilst continuing to challenge beauty stereotypes and promoting body positivity.

Strategy & Execution: Developed a purpose-driven content strategy with greater representation of women of all shapes, sizes, ethnicities, and abilities leveraging storytelling to foster connections. Ads free from digital retouching, promoting authentic beauty and challenging unrealistic standards. Launching new downloadable resources, workshops and interactive tools to engage and educate audiences on topics of media literacy and self-esteem. Implemented a cohesive media strategy across social media channels, including influencer collaborations, email marketing, programmatic ads, ensuring consistent storytelling. Efficient CPM across all channels to maximise reach, later optimising to drive traffic to campaign hubs. Online resources facilitated first-party data collection, enabling strategic retargeting and deeper audience engagement. This holistic approach was scaled across integrated campaigns for sustained impact.

Results:

increase in campaign engagement