Platform, social video, print and internal communication activation to launch a new Dove Self-esteem campaign. (Fastest organic growth campaign for self-esteem).

Aligning with Dove's Self Esteem mission we created Dove Legacy, an experiment whose goal was to understand the impact women can have on how the next generation will view themselves.

For this video, we asked moms and their young daughters to individually write two lists: what they like about themselves and what they don’t.

Those lists turned out to be... very similar.

This experiment helped us better understand that all women have a role to play in inspiring the next generation to be confident and feel beautiful, by making sure their own beauty legacy is a positive one.

We also created the hashtag #FeelBeautifulFor to help spread the positivity and self-esteem on social amongst all the women in our lives.

Product Launch - Dove Hair - Global (USA and Latam), New Platform, TV, Social movement, Viral Video, PR, Song, E-book.

Historically Dove has found it difficult to tie its brand ethos to product campaigns. This Dove hair campaign smashed that problem and linked product to self-esteem in a way that they had never done before.

The client came to us for a launch of a new curly hair product, they wanted to tell women that their hair could be tamed. My partner and I convinced them that women were saying the opposite they wanted to embrace the hair they were born with, not tame it but celebrate it.

In the US, we found that curls were both an emotionally and culturally charged topic for women played out in social media conversation. Women have even been fired for wearing their hair naturally. We created a movement spread through paid and organic media.

This Love Your Curls campaign was wildly successful both for the product and in a viral social sense - It reversed a 10-year sales and brand equity decline in the overall US Dove Hair business. 

Dove Hair sales increased 4% vs. YAG since the campaign launch – not only turning around a 10-year decline but growing the business.

-7000 UGC pieces.

- Grew +700bps in unaided awareness.

- 28.3MM film views across platforms, with 9.3MM film views occurring in the first 3 days, which was a faster start than any previous Dove campaign.

- 500MM social impressions via campaign hashtags; decreased negative social sentiment around curls by nearly 20%

-1178 Radio plays of song.

-101k+ downloads of free e-book from Dove.com, Amazon, iTunes and google play.

-#1 free children’s book on Amazon.

-Over 1,100 physical books requested by schools, libraries and community groups.

The insight and idea that my AD and I came up with is still being extended in 2024, it has included the launch of children’s hair products, natural curly hair emojis, computer game characters with afro hair and last year allowed Dove to help change discrimination laws in several US states. (Dove hair crown law).

Online, DM, Activation, Pop-up shops for Vittel Water.

In order to get people motivated to drink water we encouraged couch potatoes to get moving and convert their old couch into a new pair of running shoes.

This campaign with Viral film, print and social allowed Dove to cut through and stand out for the first time in the extremely saturated French beauty market.

French women think about beauty a lot and are even more critical about themselves than the rest of us. We were able to hold up a mirror to this habit. Finally saying something that French women could relate to (before this point they saw the brand as too American).

The campaign was backed with a social tag (#UnePenseQuiRendBelle) asking women to share #OneBeautifulThought about themselves. The campaign was recognised by Cannes Lions.

Worldwide Brand Manifesto -Coke Zero launch.

This campaign wouldn’t fly now but it won 2 Cannes gold film awards, (the first ever Cannes Lion for Switzerland) and countless other creative awards.

TV/Cinema

Print

We wanted to move tissues from a practical item you’d buy for blowing your nose to a more emotional space. We came up with the campaign idea of Save Tissues for Tears, highlighting moments when extra soft tissues may come in handy.

The art-work for these posters are built using an original technique of layering tissue upon tissue to build up a photograph like effect.

Each took more than 30 hours to make by hand.

How do you advertise a doco about a famous porn movie in a family magazine?

For World Movies release of “Inside Deep Throat” we printed the screening information on a real tongue depressor and attached them to the programming guide.

TVC

Digital billboards and social for Solar Power workshops run by the council and UNSW.

30 sec TVC

TVC