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BRAND SOCIAL ACTIVATION CAMPAIGN
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Unilever China
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What I did
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Campaign Idea Solidification
Campaign Key Visual
Campaign Title design
Typography
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Mission
Dove believes every woman is beautiful, but statistics in China say that 60% of women think they are, and only 4% embrace it. Dove wants to motivate more women to embrace their beauty.
Solution
We took a holistic approach to include all types of women with vast personal approaches, opinions, and definitions of beauty. We created a safe space–audio recording booths—where they can record and share their beautiful stories nationwide.
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Award
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Integrated Social Campaign, Silver Effie Award 2011
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Results
The campaign surpassed all expectations, with over 3,000,000 women courageously sharing their beauty at a public self-expression booth. This overwhelming response far exceeded the original goal of 540,000 participants. Dove's Weibo followers increased by 131,345 within 3 months, a remarkable 31% more than anticipated.
Another arresting idea.
