We started by ‘pulling’ data using the normal tools that every marketer can access but then, importantly, we wove multiple sources together. This gives a richer, more robust picture. Next we analysed in a variety of ways: often using tools that claim to deliver the same result, to differing effect. We dig, and keep digging.

Analysing social conversations for topics and semantics, we uncovered that even today society still tries to tell women how they ‘should’ and ‘should not’ wear their hair.

We were excited at the prospect of challenging society’s hidden ‘hair rules’. The data had revealed a space that was fresh and truly ‘Dove’.

Further analysis uncovered small clusters of highly impassioned and defiant women, often debating in the face of fierce opposition. What’s more, we could see their arguments winning over those who had previously appeared neutral on the topic.

The most compelling argument was identified: the belief that it’s the people who ‘judge’ that should be questioned. Now we had our relevance and spark. Because it is never ‘just’ hair, it is a woman’s right to personal control that is at stake.

Now we needed to make this fly. Our task was to reach the widest possible audience with a moderate media budget. Again approach was key. It was about deploying a combination of targeting tactics (some expected, some unexpected) calculated to be greater than the sum of their parts.

The data showed that articles in the press and TV about celebrity hair were a trigger for consumer commentary. Great. But to intrude as a brand would not have created the positive engagement we sought.

So the first important part of our data strategy was in fact the creative approach.

We would work with the vocal agitators previously identified. Dove would give them the platform: encouraging them to speak with their own voice. And Dove would then fuel their authentic message using advanced and optimized data targeting.

We used analytics to identify the affinity audiences that were most likely to carry conversations to the masses. We targeted the channels, press outlets and online environments found in our research, to place media and positively influence the conversation. Additionally, further insight from our earlier phase indicated we should target a wider audience with a preference for celebrity hair and fashion.

In US, our target for total views across platforms was 1 billion impressions across PR and paid media. The campaign generated 1.2 billion impressions in US (2 billion worldwide). What’s more, 95% of those impressions were organic with the remaining 5% coming from paid influencers. Our women became overnight stars, inundated with requests for press and TV interviews. It was clear that their message had hit a nerve - the campaign sparked over 5,800 conversations on social using Dove branded hashtags.

The film achieved 36 million views globally, with staggering completion rates – up to 22% in France - showing that we reached the much needed engagement that we desired. In addition it achieved nearly 6,000 shares on YouTube.

Most importantly, the campaign was highly memorable and dramatically deepened consumers’ relationship with the brand. Post campaign reports showed a 55% uplift in brand recommendation and a 100% uplift in ad recall.