Title	BODYLOVE
Brand	DOVE
Product/Service	DOVE
Category	D02. Use of Events & Stunts
Entrant	EDELMAN Berlin, GERMANY
Idea Creation	EDELMAN Berlin, GERMANY
PR	EDELMAN Berlin, GERMANY

Name	Company	Position
Manuel Frank	Edelman Germany	Chief Creative Officer
Johanna Von Rumohr	Edelman Germany	Creative Director
Thomas Walther	Edelman Germany	Managing Director Strategy
Sina Buhler	Edelman Germany	Client Lead
Kim Santini	Unilever	Category Lead Skin Cleansing DACH
Natalie Dargus	Unilever	Category Lead Body & Oral Care DACH
Alissa Martens	Unilever	Brand Manager Skin & Face Care DACH

Why is this work relevant for PR?

We created the Dove Bodylove installation to promote conversation online & offline around the global issue of body shaming. By bringing to life an Instagram post for passers-by to interact with, and an online film of the interactions we created earned media through publications, influencers & their followers which also elevated the Dove brand & it’s key message of body positivity. Achieving a total media reach of 75 million, 500,000 views of the online film and a 5 x higher interaction rate than any other Dove campaign yet further enhanced their reputation with their target audience.

Background

When Dove launched its first #RealBeauty campaign over 15 years ago, celebrating “normal” women and their bodies was a revolution. Today, the body positivity movement has reached mainstream brands and media but bodies that don’t comply with mainstream beauty standards are still the targets of hatred, especially on social media. Dove wanted to raise awareness on the issue of body shaming on social media, engage their target audience (women aged 18-50) and create conversation around the topic, which would also elevate the Dove brand and its purpose. Objectives Raise awareness around the issue of online body shaming Engage target audience (women aged 18-50) Elevate the Dove brand and its purpose Increase landing page visits Increase social media engagement with Dove

Describe the creative idea (20% of vote)

With Bodylove – The Social Experiment, we brought an Instagram post to 3D life, with a visual so compelling that it couldn’t be ignored. The anonymity of social media has led to a terrible rise in body shaming. The internet is experienced as a lawless space, where the ordinary rules of etiquette and accountability don’t apply. Negative comments are devastating to the recipients, but the perpetrators feel no consequences. Many people who would never body shame someone, can become unintentionally complicit in the abuse as they don’t intervene online the way they might do in real life. The 7 x 9 foot box contained a live model in just her underwear and a cardigan, and featured a “comment section” showing hateful body shaming comments taken from online. The Exhibit confronted onlookers and gave them an opportunity to respond by countering the hate with positive messages of their own.

Describe the PR strategy (30% of vote)

Dove has a diverse audience of women aged 18 - 50 interested in positive beauty. The live installation was the centrepiece from which all other aspects flowed. Shareable & Snackable A 2min film that could be shared on Dove’s owned, paid and earned channels, & by consumers. A teaser clip was used by influencers with links to the landing page. We provided shareable content pieces with instructions on how to report body shaming. Channels We targeted the tendentially younger, social-media-savvy audience with content creators on Instagram We targeted the older, more traditional-media-oriented group with paid and earned media in women's and lifestyle magazines. A diverse audience We included high-reach celeb influencers and those with particularly engaged audiences to maximize engagement & reach We worked with influencers with different looks, backgrounds and stories to tell. We also offered credibility through survey data and interviews with Dove's body image expert.

Describe the PR execution (20% of vote)

Installation Participants were asked to enter the square, reflect on the piece, add positive comments to the boards to counter the hate, and interact with the women in the installation. They were then asked to share their thoughts. Film A short film captured reactions & reflections. Prominently featuring on Dove’s owned channels, in earned & paid media coverage and linked to by influencers, it encouraged viewers to stand up to body shaming and stand by the body shamed. Content The influencers included a TV celebrity which enabled us to reach far wider audiences. They shared their experiences of body shaming and asked their followers to stand with Dove. Educate Dove educated its audience on actions they could take to fight body shaming and stand with the body shamed. Actions included reporting comments via the social platforms and adding their own body

List the results (30% of vote)

Lifestyle media across age groups loved the campaign, as did their audiences. German women’s lifestyle media Freundin and Jolie specifically reported dwell time on their articles of 3 and 5 times higher than their respective average. Total media reach: 75 million The response the campaign received from influencers and their audiences exceeded all expectations: The influencers alone generated over 500K views of the campaign video, more than 15K Swipe-ups, and a total reach of 4.4 million. All of their posts exceeded performance benchmarks, with post performances of 19 – 148% (Dove benchmark: 9%), and 3 – 17% Engagement Rate (benchmark: 2%). @charlotte_weise (green lifestyle and selflove influencer) reached more users than she has followers. Influencers engaged with the campaign so much that they created more content than planned: @svenjafuxs (lifestyle influencer and mom-podcaster) created 42 content pieces instead of the 14 she was contracted for. In messages to the influencers, followers shared their own experiences and pictures they took of the OOH visuals in their cities. “an epic message and I have also already reported a hate comment that was immediately taken into account. Body Shaming, racism and discrimination must generally be put a stop, I do no longer look away thank you” Digital performance The campaign triggered a significant rise in traffic to the Dove website, with 13K page views and an average dwell time of 02:13. The campaign resulted in 5 times the interaction rate and twice as many shares compared to other campaigns, according to Unilever’s reporting.