Dove's mission is to make every woman in the world feel beautiful, but a study by Dove and the London School of Economics revealed only 4% of women describe themselves this way. We identified a major barrier to feeling beautiful, negative banner ads online that target women's insecurities. Our goal was to reach five million women in a week, and ultimately, increase the number of women who describe themselves as beautiful.

Launch the campaign
Published
August 2012
Topics

The Story

Dove's mission is to make every woman in the world feel beautiful, but a study by Dove and the London School of Economics revealed only 4% of women describe themselves this way. We identified a major barrier to feeling beautiful, negative banner ads online that target women's insecurities. Our goal was to reach five million women in a week, and ultimately, increase the number of women who describe themselves as beautiful.

The idea was to displace negative ads ("Muffin Top?") with ones designed to make women feel good about themselves ("The perfect bum is the one you're sitting on"). It came to life by harnessing the closed Facebook Marketplace API. Rather than following traditional methods of the brand deciding on what the user should see we put the power of displacing negative advertising directly in the hands of women. They could decide what messages would make other women feel good in their country and in doing so directly control the media spend of a global company on-Facebook in a way that has never been seen before.

The Technology

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    None

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    Social

    Facebook

    Facebook Polls

    Facebook Apps

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    Video

    YouTube

The Results

Users displaced 171 million banners with negative messages to reach 5.5 million unique women. Over 50% of the women who visited the app created a message, and 82% of the ads seen were created by friends of the viewer. Dove’s Facebook mentions increased by 71%, and most importantly, 71% of the women polled said they felt more beautiful after seeing the campaign. The campaign stood out because it made the paid ads on Facebook a social experience and empowered women to evolve the tone of the social web. For the first time, a brand erased the lines between paid, earned and owned media.

253M

project impressions

200

total hours spent on this project

75

total cups of coffee drunk

Launch Date April 20, 2012