Dove: Courage is beautiful

Dove, a personal care brand, launched a global campaign to drive cultural engagement with frontline-workers, reassert Dove's brand platform of Real Beauty, increase penetration and drive a sales uplift.

Objectives

In April 2020 the pandemic hit with devastating results. With governments paralysed, Dove decided to make a $7.5m global commitment to support healthcare-workers with soap, products, ventilators, PPE and donations. But we wanted to do more for these frontline heroes. Our campaign objectives were:

To drive cultural engagement with the incredible work of frontline-workers as an expression of gratitude without being seen to jump on the pandemic-bandwagon, exceeding Dove's 2019 campaign Project#ShowUs 1.4bn impressions.

To reassert Dove's brand platform of Real Beauty in a fresh way, driving uplifts in key equity metrics 'Inspires women to feel good about the...

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