2014 Winners & Shortlists

The Brief

Research shows that only 4% of women in the world think they are beautiful. Dove thinks differently and tasked us to show women that they are beautiful just the way they are. We had to demonstrate this to as many women as possible whilst sampling their range of beauty products to them.

Describe how the promotion developed from concept to implementation

We did not believe that women would change the way they thought about themselves if Dove simply just told them that they were beautiful. We believed that they would change their opinion if it came from someone they cared for the most, like a best friend, daughter or sister. This gave us our big idea. Dove Surprises gave the women closest to them the chance to show them how beautiful they are with surprise messages and gifts delivered straight to their doors or through social media. After all, who would you believe, a brand or your Best Friend?

Describe the success of the promotion with both client and consumer including some quantifiable results

22,435 women engaged in this activation on our stands. They either wrote the message on a note or had their photograph shared via social media carrying a message for their loved ones. 33,547 engaged online between, the app, Facebook and twitter. 3,174 women were actually surprised by their loved ones through the various Dove channels. We were able to share these surprises spreading 3,000,000 smiles around with the number of views on YouTube. The relationship we built with our consumers, and the impact we left on women was revealed through a sale increase of 15%.

Explain why the method of promotion was most relevant to the product or service

With every personal message delivered, women across the UAE realized something beautiful about themselves that they never thought about before. Dove got their message out to thousands of women that they are more beautiful than they think and this small but powerful gesture was shared by millions across social media channels.