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...