Objective

Today's definition of beauty is too narrow. Women are looking for a wider, more refreshing view of beauty. Dove will be there to de-bunk stereotypes and invite Women to join the debate.

Strategy

Effectively launch Dove's Campaign for Real Beauty to engage women in a dialogue on beauty. Allow women to interact with the brand, each other, and to voice their opinions.

Plan

Within 4 weeks, the landscape was transformed with a one-of-a-kind communication plan that called women to action. In addition to an extensive poster campaign, a 6500 square foot wall was outfitted with a digital counter that invited people to call and register their vote. All communication drove traffic to the campaign for real beauty website.

Results

Over 10,000 calls were generated by the 1 interactive site. More than 450,000 women opted to express their opinion online. The campaign over-achieved awareness goals nationally by more than 200 percent.

The Dove campaign was cited as the Best in Show at the 2005 Media Innovation Awards.