Ahead of an annual Beauty Queen pageant held on International Women's Day, Dove created a social media campaign entitled "Beauty Does Not Have Just One Queen." This case study looks at how, with one outdoor billboard and a highly targeted Facebook app, the brand created a huge amount of online engagement and 23,000 new Facebook fans.
The campaign, for the Unilever-owned cosmetic and toiletry brand, used a Facebook application that was connected to a digital billboard in the heart of Tel Aviv. Women uploaded a picture of themselves using the app, and their portrait was then screened on the billboard with the caption "Beauty Does Not Have Just One Queen".
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Brand: Dove |Media: OOH, Facebook videos | Country: Israel |Sector: FMCG | Agency: McCann Erickson | Format: Facebook App, TV spot
The campaign, created and produced by agency McCann Erickson, made smart use of a Facebook app, outdoor advertising and TV spots in combination with the appropriate timing to produce a hugely successful campaign. The results were 15,000 people talked about the issue on Dove's Facebook Page and 9,000 installed the special Facebook application.
170,000 people were involved the online debate, 17,000 talked about the campaign on social networks, and 23,000 new fans joined the Dove Page.
Watch a video showcasing the billboard and app in action below:
Social media case study video: Dove’s Wall of Beauty | Case Study: McCann Erickson
