The only way to make the campaign come alive was to spark relevant conversations among local women. By using a combination of traditional and online influencers and interactive workshops, we ignited conversations across the country.
The brief was to drive awareness around Dove’s Choose Beautiful campaign by targeting the same media on a similar concept and message as used previously. We needed to keep the self-esteem message fresh for a third year running and make it relevant to the local market.
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.
The campaign was a success, with over 12 million media impressions and 95% of all conversations carrying more than three key messages. It was also well-received by local women on social media with 98% of posts including #ChooseBeautiful or @Dove_ZA. We even trended during the Joburg launch. Also, sales increased by nearly 10% compared to the same period in 2014.
“Atmosphere understood exactly how to reignite the message in a unique and personal way for our influencers and ultimately our consumers. We were really pleased with the team for making a global message relevant to local audiences this year – but what made us really happy was how clever PR assisted in translating an increase of nearly 10% in sales value over the period of the campaign.” -Jenna Mandy, Assistant Brand Manager for Dove