Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Dove
Dove #SpeakBeautiful at Target

RAN IN: North America

CLIENT
Unilever

Natalie Gillquist, Shopper Marketing Manager
PJ Mistry, UFLP, Target

AGENCY
Team Unilever Shopper *Lead Agency

Jenell Kuehne, Group Account Director
Soche Picard, EVP, Team Lead
Heidi Schoeneck, EVP, Executive Creative Director
Phil White, SVP, Planning
Hayley Pizzato, Account Executive
Tony Banasiak, Senior Copywriter
Shari Rafferty, VP, Account Director
Dean Benson, Director, Digital Planning & Strategy


Geometry Global *Lead Agency


SUMMARY

In 2014, young women sent over 5 MILLION negative tweets about beauty and body image. Dove set out to change that with a social movement to inspire girls to #SpeakBeautiful about themselves and others. To combat negative conversations, we brought this message, for the first time ever, into the tangible world of Target and onto devices where girls were doing most of the talking - their mobile phones. By creating a constant reminder to get her to #SpeakBeautiful whenever she touches her phone, we extended the social movement while driving cross-category purchase of Dove products. 

CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE MFR/Retailer Website;ECOMMERCE Pre;ECOMMERCE During;EVENTS During;MOBILE/TABLET During;MOBILE/TABLET Display Ad;PACKAGING During;PR During;PRICING During;PRICING Couponing;PRICING Trade;PRINT During;PRINT Magazine - Print;PRODUCT DESIGN During;PRODUCT DESIGN Account Specific;PRODUCT DESIGN Promo Specific;RADIO During;RADIO Spots;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE Sales Promotion;SAMPLING During;SAMPLING In-Store;SAMPLING OOH (event);SHOPPER INVOLVEMENT During;SHOPPER INVOLVEMENT Post;SHOPPER INVOLVEMENT Consumer Generated;SHOPPER INVOLVEMENT Viral;SHOPPER INVOLVEMENT WOM;SOCIAL MEDIA During;TRADE COMMUNICATIONS/PROMO During;Other During

Audience: Young Women (20-35)

Objectives: Conversion

Type: Business to Consumer

Classification: National

Language: English