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Unilever


Dove: Road to Beauty


Unilever


Dove: Road to Beauty


Insight

Dove wanted to launch a unique and pioneering content-first project that uncovered what beauty means today, whilst telling an amazing story with emotive and entertaining content.

Edelman was tasked with breaking boundaries and launching the first ever editorially led partnership with a single title, rather than using traditional sponsored content or advertorials.

Idea

In a Unilever and Marie Claire first, Edelman helped Dove find an innovative editorially-led approach to multi market, media partnerships. We focused on content co-creation opportunities, meaning Dove and Marie Claire worked on the concept behind the partnership together, based on shared brand values.

Five girls from Paris embarked on a journey from Rio de Janeiro to the Amazon in Brazil, one the world’s most culturally diverse nations. They had a mission to find out what beauty really means in today’s changing world.

 

The road trip was documented as a daily travel journal

narrating the experiences, encounters, reflections and perspectives of the girls. The journal was housed on a dedicated microsite roadtobeauty.marieclaire.com living within the MarieClaire.com environment in three countries; UK, US and Brazil.

We established a real time editorial framework where content created daily on the ground by Marie Claire was shared with Edelman for distribution to the three key participating markets for social amplification purposes.

Impact

As a result, Dove was mentioned in editorial rather than advertorial spots. This content is now going to be rolled out globally by Marie Claire in China, South Africa, Spain, Ukraine, Thailand and Hungary.

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