Dove engaged consumers right from the start. Questionnaires were distributed to women of all ages, shapes and sizes in an effort to understand their perspectives on beauty and inspire the creative team. Two simple questions were asked: "The thing I find most beautiful about myself is ___________." And, "If I could change anything it would definitely be _______________." The answers to the questionnaires were so insightful, provocotive, emotional and descriptive that we concluded the questionnaires themselves were the creative solution to filling 23 sponsorship pages for the 25th anniversary supplement.

Impact on business results is too early to tell. However, response to Dove's "Campaign for Real Beauty" has been well received by consumers and the media. It achieved a very high national awareness level of 55% and significantly increased Dove's positive image attributes. PR coverage for the campaign was unprecedented for Dove with over 70 media stories, and 34 million impressions achieved.