Title	DOVE "WE ARE ALL BEAUTIFUL"
Brand	UNILEVER
Product/Service	DOVE MASTERBRAND
Category	E01. Use of Integrated Media
Entrant	MINDSHARE Warsaw, POLAND
Idea Creation	ADCRAFT Warsaw, POLAND
Media Placement	MINDSHARE Warsaw, POLAND

Name	Company	Position
Katarzyna Tulej	Mindshare	Media Manager
Anna Ślefarska-Jastrzebska	Mindshare	Senior Executive

The Campaign

In the heart of Dove lays the true feminine beauty - beyond the metric! Therefore, for many years Dove has been convincing women around the world that they are beautiful and they can experience this beauty every day. But, according to survey conducted by Unilever “We are beautiful”, still only 2 out of 10 polish women feel beautiful!* DOVE decided to find out what is wrong with remaining 8 and change it! For the first time Poles were main characters. Real women, living next door, women who finally had a chance to discover their beauty. They had a task to encourage their closest relatives - mothers, sisters, female friends - to notice and discover their beauty. *Report shows how Polish women perceive themselves and their loved ones, what is crucial for them to feel beautiful and what proves women’s attractiveness.

Creative Execution

The integration of different channels was the point. The core element was the display and social campaign led with using video formats. The best affined placements (among YouTube) were chosen to reach our target audience. All the formats were linked to our Landing Page where the whole action was precisely described. The most valuable bloggers were involved in the movie promotion. The second communication channel was the cinema where Dove’s movie was presented before the most popular movies dedicated to women. The next step was the discussion in the most popular morning TV show called ”Dzien Dobry TVN”. Dove’s expert, life coach proved how relations with other women make an impact on one another self-confidence and self-acceptance. The last channels were the out-of-home and radio campaigns with so called “nice messages” waiting for all women living in big cities in the most trafficable places and moments.

The Dove’s movie was viewed: • over 2.5 million times on YouTube • by over 2.5 million people on TV morning program • by 530 thousand women in the cinema More than 5,5 million people could hear the “nice messages” on radio and 5,5 million people from the 8 biggest Polish cities have seen the “nice messages” from Dove placed on out-of-home formats. Dove’s movie generated wide discussions about women’s beauty and lack of self-confidence.

DOVE has tried once more to emphasize the truth about the real beauty and the fact that it comes from self-acceptance. The way to show how unfair (and sometimes even cruel) women are with themselves was to present the differences in perception of their own and other women beauty. Integration of multiple platforms of communication in one campaign was our method to reach the women’s attention. Different media channels – both traditional and digital – were chosen to promote our important claim “We are all beautiful”.

Insights, Strategy and the Idea

The result of those discussion was presented in two-part video - in the first one women were asked to describe positive aspects of women important to them - lots of good words were spoken. In the second one they had to answer the question if they feel beautiful - it turned out that it’s very hard to say “Yes, I’m beautiful”. Movie was used as a base of the whole communication. DOVE is for every woman – no matter if she is young or old, slim or curvy. Every women has her beauty and DOVE’s mission is to make them believe in this. According to this, the target audience is very wide – all women aged 20-55. Our main focus were media channels enable to catch women’s attention when they have time to think about themselves. We wanted to share with them stories which remains close to their real lives.