2011 Bronze Best campaign website

Client Dove, Unilever

What is wonderful about this work? Instead of creating a website and expecting our audience to come to us, we went to them by working within a Facebook tab. Women interacted with the Dove School of Body Language 346,782 times and gave us over two million ‘Likes,’ each estimated to be worth $141.76.

What details of the strategy make this a winning entry? The Dove School of Body Language linked new Dove Body Lotion with great body language. Did you know body lotion can affect your body language? Neither did we, until we tried going without it for a week. Our skin got a bit dry. We got a bit, well, grumpy. Instead of strutting with confidence, we slouched, shuffled and slumped. Then we nourished our skin with Dove Body Lotion, so we felt good, which led to more confident body language. Our audience (women 30+) love the sort of self-improving tips and advice you get in women’s magazines, and sharing them with friends. No one had talked about the relationship between great-feeling skin and confident body language before. We knew our target audience would want to know and to tell their friends, making a Facebook tab our perfect campaign home.

How did creativity bring the strategy to life? Rather than just focus on how body lotion can affect body language, we wanted to create a whole resource of fascinating expertise. We wanted real corkers, the sort you’d be dying to tell your girlfriends. We enlisted world-leading body language expert Tonya Reiman and created tips, photo analysis and a rather tricky quiz. And of course the really exciting news – using Dove Body Lotion makes your skin feel good, which shows in more confident body language. Facebook made it easy for women to tell their friends, and we knew that if someone heard about us via their Facebook newsfeed, they’d be more likely to ask more. We created an app to write and share short messages literally written in body language – six real Dove women making letter shapes who would get into formation as you type. Every message sent spread our word.

Results The Dove School of Body Language achieved 346,782 (‘Likes’, ‘shares’ and ‘submits.’ Every ‘Like’ is someone we can talk with via their newsfeed. Since launch, Dove has over a million new ‘Likes.’ Even more valuable is a share – which has happened for us 5,593 times. The app has been used 36,389 times, with the average user staying for 1’ 30”.

Team Emma de la Fosse, Charlie Wilson, Gerry Human, Ruth Jamieson, Rod Broomfield, Jenny Bond, Ivan Pols, David Dahan, Alexandra Mecklenburg, Michael Ozard.

Other contributors Therapy Films – Production, Prime Focus – Post production, Soundtree – Music, Grand Central Sound Studios – Audio post production, Mad Cow Films – Digital production.