Dove: #StopTheBeautyTest

Dove, a personal care brand, launched a campaign in India to make the brand's POV famous, provoke conversations and trigger actions for change, improve brand imagery and brand love and arrest the declines in sales and loss of share.

Objectives

Getting India to say no to the 'beauty test' in arranged marriages.

#StopTheBeautyTest was Dove's first master brand campaign deployed at scale in India, to work together with category-driven communication for long-term brand growth.

Objective 1: Make Dove's POV famous

Social engagement with a target ER of 5–7%.

Media mentions/earned media.

Objective 2: Provoke conversations and trigger actions for change

Get at least 50,000 people to sign the pledge.

Get at least 25,000 people to use the brand filter on social media.

Double the content downloads from the Dove Self-Esteem Programme.

Objective 3:Improve brand imagery on...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands