Beautifully Effective: How Dove turned cultural resonance into ROI
Principal author: Marie Maurer, Ogilvy & MatherContributing authors: Dove Team, Unilever; Jakob Kofoed, Data2Decisions; Sam Pierce, Ogilvy & Mather
Standing on the Shoulders of Genius
This author would like to acknowledge the extraordinary contributions of everyone who has helped build the Dove brand over the years. This paper would not exist without them.
Introduction
Dove has a vision.
A vision of a world where beauty is a source of confidence, and not anxiety.
And its mission?
"To invite all women...