This story appears in the May 2015 issue of strategy.

Bronze: Best Global Adaptation

Research shows that only 4% of women would describe themselves as “beautiful.” As adults, women can become self-conscious and increasingly anxious about how they look.

Dove wanted to change the negative perception women have of themselves by encouraging them to express their beauty instead of hiding it. In collaboration with Jean Coutu, the first wave of the Dove “Camera Shy” campaign encouraged them to develop a positive self-perception by submitting their picture to a microsite. Jean Coutu also offered a free branded photo album with the purchase of two or more Dove products.

In the second phase, the retailer and brand celebrated women’s positive change in behaviour by showcasing the participants’ pictures in store and in the media. And again, Jean Coutu offered a free photo album with the purchase of two or more Dove products.

To support the program and invite people to participate, ads were placed in Jean Coutu flyers (2.6 million), newsletters (225,000) and on the website landing page. A Dove e-blast was sent to more than 13,000 subscribers, a half-page ad was placed in newspapers for each wave (generating 417,300 impressions) and Facebook ads (which garnered over 1.1 million impressions) drove to the microsite to help recruit participants. There were also 288 in-store executions.

Dove’s sales increased by 22% for the first phase and 21% for the second (vesus the same period in 2013).

Credits:

Advertiser: Unilever Canada
Shopper Marketing Manager: Caroline Forcier
Agency: Bob Agence
Account services: Dominic Prigent, Kim Rousseau
Coordination: Philippe Archambault
CDs: Daniel Leclerc, Alexandra Nereuta
CW: Anne-Marie Desbiens
Digital and content: Daniel Guimond, Jean-Sébastien Martel
Production: Jean Coutu Group
Social media agency: Harbinger
Media agency: Mindshare