On Mother’s Day, we were asked to build brand talkability and preference via encouraging real moms to rediscover their beauty with a tangible, relevant insight and to drive the e-commerce business growth.

Introducing Mom, You’re Beautiful, a chance for daughters to help moms rediscover confidence in their own beauty. We created a film of real mothers and daughters and offline exhibitions based on daughters celebrating their mom’s real beauty by surprising them with a grand photo gallery of their moms. It was a great way to start the real beauty conversation between daughter and mom, and they truly participated in it.

We rolled out the campaign across China on Mother’s Day with: Mom, You’re Beautiful. We invited pairs of mothers and daughters. We asked the daughters one thought-provoking question: When did you start noticing your mom feeling not so beautiful anymore?

Meanwhile, behind the scenes, Dove and the daughters secretly held a grand photo exhibition for their moms. This helped moms rediscover their confidence in their own beauty.

There was also an offline + online activation. By holding offline photo exhibitions, and promoting an online video with H5, we provided more opportunities for consumers to participate in the campaign and help to drive e-commerce sales.