Campanie
JM
Credits: Kubis Interactive, Cohn&Jansen JWT, Image PR
According to Google Barometer, when online, people in Romania spend most of their time on social networks; therefore, having a relevant presence in social media fits perfectly the growing need to provide improved user experience online to people in Romania.
In addition, using new, creative formats on social media allows brands to approach consumers in a new way via more engaging, longer creatives and extend the media impact on the target audience.
Since social media is where appearances seem to matter most, Dove wanted to start the conversation on real beauty and tackle with this serious subject online.
According to Google Barometer, when online, people in Romania spend most of their time on social networks; therefore, having a relevant presence in social media fits perfectly the growing need to provide improved user experience online to people in Romania.
In addition, using new, creative formats on social media allows brands to approach consumers in a new way via more engaging, longer creatives and extend the media impact on the target audience.
Since social media is where appearances seem to matter most, Dove wanted to start the conversation on real beauty and tackle with this serious subject online.
General Information:
Strategy:
| Strategy: |
Even though European men voted them the most beautiful women on the continent, only 3% of Romanian women think of themselves as being beautiful. For the International Women’s Day, Dove wanted to change this statistic and the overall perception on beauty. The campaign aimed at getting women to declare “I am beautiful” on social media to increase their self-esteem and an online counter on our site would keep track of these statements. The counter would be featured in all campaigned media, in order to empower even more women and get them to register in the campaign. |
Execution:
| Images: | |
| Video Link: |
