Dove: #Showus Y2 Russia

Personal care brand Dove grew sales and brand penetration in Russia with a TV, press and metro campaign and promotional platform that challenged Russian perceptions of beauty.

Campaign details

Brand: DoveBrand owner: UnileverEntrant company: Initiative, MoscowIdea creation: Unilever, MoscowMarket: Russian FederationSector: Skin care, sun protectionMedia channels: Events & experiential, Magazines-consumer, Newspapers, Online display, Online video, Outdoor,out-of-home, Public relations, Social media, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

How could we change the restrictive standards of female beauty imposed by the media industry for decades? How could we change the attitude of women to the perception of their beauty, increase their self-esteem and confidence in their abilities? As a beauty...

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