Challenge:

For many years, Dove has had the campaign concept Real Beauty, with a mission to create a world where beauty is a source of confidence rather than anxiety. We were challenged to do a Swedish campaign on the global theme “choose beautiful,” with a PR mindset and earned media at core.

Objectives:

To highlight a new perspective on beauty, to get editorial coverage, and to start a discussion on Dove, beauty, and women’s self esteem.

Strategy:

In order to start a fresh, powerful and very brand related conversation on beauty and women’s self esteem, we asked ourselves a simple question: What would beauty look like if you were't able to see it?

Execution:

In a film, we let three blind women share their view on beauty – and their answers added a new perspective to a worn out subject. We backed our story up through research, showing that one out of four women rarely or never feels beautiful. We launched the film on YouTube and planned and executed a vast blogger and media outreach.

Outcome:

We got media coverage all over Sweden and the world on the subject of Dove, beauty and women’s self esteem. In total, we had an earned media reach of 640 million people.

In a world where the importance of beauty is communicated to women every day, one perspective was lacking.

And you had to be blind to see it.

We produced a film where we let three blind women share their view on beauty and their answers added a new perspective on a worn out subject. "Beauty is more of a feeling to me." – Anna Bergholtz.

"When it feels as if I'm in the right place, doing the right things; meaningful things, I automatically feel beautiful." – Ida Ostlund.

"It comes from within. If you radiate warmth, humility and love, then you're beautiful to me." – Naomi Allback,

We backed our story up through research, showing that one out of four women rarely or never feel beautiful. We launched the film on YouTube and planned and executed a vast blogger and media outreach.

We got media coverage all over Sweden and in the world on the subject of Dove, beauty and women's self esteem. In total, we had an earned media reach of 640 million people.

All coverage mentioned Dove, the real beauty campaign and the fact that Dove teaches us to challenge how we perceive what's beautiful about us.

Campaign was described as powerful and key words “Dove”, “beautiful” and “self-esteem” was mentioned in more than 90% of the coverage.

In social media over 90% of the comments were positive towards Dove.

In earned media, the campaign was applauded for giving a new, important dimension to the Dove Beauty concept. Because in a world where the importance of beauty is communicated to women every day, one important perspective was lacking.

And you had to be blind to see it.