Support Dove in the Portuguese launch of a new global campaign, part of the Self-Esteem Project, through strong and effective communication with extensive scope and impact in a variety of channels (media and digital).
The most recent Dove campaign, part of its Self-Esteem Project, has aimed to counteract the "toxic" standards of beauty imposed by social media filters on those who are increasingly tempted to distort their real beauty. Specifically, the purpose of this campaign was to raise awareness among young people, children and teachers on how touched-up selfies contribute to false and fragile self-esteem.
To ensure the campaign had an impact:
- Raise awareness for the campaign and its message.
- Generate credibility for Dove’s Self-Esteem Project.
- Improve Dove’s positioning as a brand that promotes women’s real beauty and self-esteem.
Using a Brand PR and Influence Marketing solution, LLYC developed and implemented a communication strategy based on three moments.
1st moment: Mapping In which around 30 digital influencers were selected to be sent the Beauty Without Filters press kit, in partnership with Fujifilm. This kit not only included an invitation to the online campaign launch event (Dove Summit Unfiltered Beauty), but also an Instax mini camera to encourage influencers to share real moments without any digital manipulation.
2nd moment: Communication In conjunction with the brand's global timings, we announced the launch of the new campaign through a press release sent to beauty, lifestyle, general-interest and marketing/consumer media. We not only emphasized the brand's purpose, but also the main conclusions of the Detoxify Beauty study carried out by Dove in Portugal, which was also the first to assess the impact of social media and digital manipulation on the self-esteem of young people.
3rd moment: Open letter In addition, we also sent an open letter to the main influence marketing agencies in Portugal, written by Erica, a real young woman who participated in the Dove Self-Esteem Project in schools. In this letter, she openly expresses one of her greatest wishes, which is also shared by many young girls of her age: to show us their real beauty. At the same time as sharing this letter with the media, we promoted a live event on Instagram from one of the biggest influencers in the country, Ana Garcia Martins, who chatted with psychologist Filipa Jardim da Silva about the pressure that exists in social media, leading people to resort to digital manipulation to achieve unrealistic standards of beauty.