Dove has been committed to only feature real women, to never digitally alter their appearance, and to help the next generation develop a positive relationship with their appearance. This commitment to real beauty is the basis of each campaign we create – but as we entered our 60th year we wanted to instigate change in the industry by taking it a step further. Dove Real Beauty Productions employed an entirely 100% female crew to ensure a real women's perspective shapes each film from every angle - in front of and behind the camera.

Between March 2017 – October 2017, Dove engaged Shonda Rhimes’ network of loyal fans, social influencers, and women in the entertainment industry to bring the conversation to the forefront, including:

•Calling for submissions by Shonda Rhimes and Dove on social media; strategically timed to ABC’s #TGIT lineup, a prime time for engagement with Shonda’s fan base.

•Previewed the first film to an audience of over 800 digital influencers at the Mom 2.0 Summit and leveraged a keynote address by Julianna Margulies to drive views of the film the following week.

•Rooted work within the media industry by partnering with insiders, including the film’s director, Liz Garbus and 2017 Emmy nominees, Samira Wiley and Uzo Aduba, for a paid social play leveraging original quotes driving the conversation to inclusivity.

•Aired a 60 second TV spot during the Emmy Awards to celebrate female storytelling.

Dove has been set apart in a crowded empowerment space as a brand that takes action. We generated submissions from +4,000 real women. Subsequent films garnered +3.3 billion earned media impressions across national media. The collective film series has been viewed +36MM times.

Additional:

•Named Best in Class longform content by YouTube, with the announcement film outperforming ad recall and completion rates of past films

•Film series featured women who don’t fit the mold of stereotypical beauty as usually seen in ads, which resonated with Millennial women and increased Brand Favorability lift.

o Film #2 – +1.7%

o Film #3 – +3.1%

•99% positive conversation rate

•98% of editorial coverage were feature stories

•100% share of voice in coverage owned by Dove

•First cover story for the brand in print in Fast Company

•Earned national morning show coverage on TODAY – despite earned branded content being increasingly difficult to land