In 2015, following Dove’s successful Sketches and Patches beauty confidence campaigns, the personal care brand launched their latest global self-esteem campaign, Choose Beautiful.
From the research from Dove’s global survey: The Real Truth About Beauty and insights from experts, we identified that throughout an ordinary day, women are faced with numerous opportunities to consider how they see themselves. However, they just didn’t know how to do it in a positive, mindful way. We needed to give our influencers a reason to believe – a reason to Choose Beautiful, every day. To start the conversation with our influencers we sent an interactive, personalised desk drop which included a branded Choose Beautiful compact mirror to remind the media that every time they look in the mirror it is an opportunity to choose beautiful. We secured a partnership with Life Coach, Paula Facci who helped develop local content that was packaged, disseminated and used as motivation for media interviews. Tier one influencers were invited to an interactive workshop in JHB and CTN, hosted by Dove and facilitated by our expert. The event provided an opportunity for engagement with Dove and the campaign and to receive additional local content i.e. tips to Choose Beautiful every day. 15 relevant media attended each event – a 100% turnout.