Campanie
General Information:
Strategic approach:
| Strategic approach: |
The data are clear. 70% of girls and women publish on their Social Media pages only photos which they consider „perfect”. Meanwhile, 80% of girls would like that people would focus more on who they are as persons than on what they look like. Just some of the conclusions of the study done by Dove in Romania. (* Source: Dove Study done by Ipsos in February 2021 on a sample of 300 girls(10-17 y.o. and 300 women 18-55 y.o.) To address this and in line with a tradition to empower women and girls, Dove created the Dove „Ai încredere în tine” (Trust yourself) programme, an online educational hub for teenagers parents, teachers and youth associations, about confidence and self esteem. The client needed to get as many people, the main audiences it was created for, to access the educational hub and use its resources. So we created a special native content. Frumusețe fără filtre (Beauty with no filters) is an original video content campaign which brings Dove to new online audiences, as an extension of the main client campaign. Through native content, tailored to the brand’s objectives, the campaign engages the specific audiences it targets. Through honest conversations on confidence and beauty with Gen Z girls, we start a dialogue between generations. We bridge connections between all age generations – focusing on Gen X and Gen Z. We come together, we listen, we understand. We build a better future together. Dove is known for starting honest social conversations on body image topics. This time, it starts a conversation on confidence and social media effects on Gen Z girls. The objective is to involve the audiences most interested in this conversation - Gen Z themselves, their parents, teachers, and other adults who can support them. |
Execution:
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