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Dove: Choose Beautiful
Dove: Choose Beautiful
When women look and feel their best, it affects their confidence and happiness. However, Edelman Berland research found that 96% of women don’t choose the word beautiful to describe how they look.
It’s time women think about this choice differently, and the tendency to not ‘choose beautiful’ was tested by this campaign. The challenge was to inspire women worldwide to realise that feeling beautiful is a personal choice women should feel empowered to make for themselves, every day.
We were tasked with presenting the Choose Beautiful film as relatable and thought-provoking for media, influencers and women in 70 markets.
Global Launch Strategy
Edelman crafted a 360, mobile-ready global launch strategy to land the film in 70 countries simultaneously with precision. We published over 150 assets in 35 languages ensuring the smooth go live of PR exclusive, Tumblr and Dove.com campaign hubs.
Earned media was the launchpad - the driving force of the marketing mix, encouraging women to realize they have the power to choose beautiful for themselves.
Edelman secured an earned exclusive launch story with Huffington Post Women (US) enabling depth in content as well as influence on a global level. Dove aligned influencers worldwide like Tina Brown serving as presenting partner of the Women in the World Summit, which extended and amplified the conversation among women on and offline globally.
In a first for the brand, self-esteem resources were developed for women
Resources were developed by Dove global advisory board members, related to mindfulness, and available on the campaign Tumblr. Dove was also the first brand to deploy YouTube Cards whilst still in beta ensuring click-through to the Tumblr from both mobile and desktop could be maximized.
Global video views
After only two weeks, the film received 100 million views globally and 125,000 social mentions, with 67% using #ChooseBeautiful and positive sentiment of 98%. As well as this, Edelman secured 1,118 PR placements globally.
Visits to the Choose Beautiful Tumblr exceeded 3 million, with the average visit lasting a strong two minutes.