2013 Gold Best use of Technology

Client Unilever

How did the campaign make a difference? Dove's mission is to make women feel more beautiful. But for many, beauty is a source of anxiety, especially in social media. Putting a clever back-end onto a simple interface gave consumers ad-buying power for the first time, challenging online advertising and how marketers choose ad placement.

What details of the strategy make this a winning entry? For women, social media is an integral part of their life, a forum for self-expression, and a way of sharing personal thoughts, content, and information about themselves. However, this makes them vulnerable because they're exposed to ads designed to target their body-image insecurities. A new source of beauty anxiety stems from advertisers misusing the rich personal data from social profiles to negatively target them. Beyond identifying the problem, this campaign created a way to empower women to tackle negative advertising. Social data gave us the problem; it had to be an integral part of the solution too. The campaign launched, grew and finished in social media. Women addressed the issue for themselves.

How did creativity bring the strategy to life? There was no documentation that explained how apps worked with the Facebook Marketplace API. The technology to interact with it had to be invented, creating the first public app to do so that was not Facebook-built. This app ignited a debate about negative advertising, releasing key messages on Dove's Facebook wall, by email, through blogs, YouTube, and media outlets. Women were invited to use The Ad Makeover app, which displaces negative ads with positive messages by outbidding advertisers on keywords that target women's insecurities. This involved generating a list of hundreds of targeting keywords that advertisers would use to target women negatively: 'pregnant'/'boob job'/'lonely'/'single'/'bikini diet' etc. A system of double bidding against these keywords ensured that ads developed by real women would always take the place of ads from negative advertisers. There were also press releases, a custom-built application, a shareable video, polls that measured self-esteem levels, and a constantly updated conversation about negative advertising on Dove's Timeline. Women's support was not only posted on their wall, or advertised to other women in their friendship network, but to all other women using Facebook in their country.

Results Advertising by real women displaced 3.3 billion potentially negative pieces of advertising. The campaign earned 253 million free media impressions on news websites like the Huffington Post, Mashable, and Perez Hilton's blog, ensuring that the debate travelled outside Facebook and into other media, without any additional spend. There was a 285% increase of engagement with Dove on Facebook. Most importantly, 71% who interacted with The Ad Makeover said it made them feel more beautiful.

Team Gerry Human – COO/Executive Creative Director, Ivan Pols – Creative Director, Margo Young – Copywriter, Laura Rogers – Copywriter, Trevallyn Hall – Art Director, Craig Blagg – Creative Technologist, Sasha Dunn – Digital Producer, Giles Rhys–Jones – Digital Strategy Director, Martin Robertson – Developer, Simone Zahradka – Designer, Anthony Butterfield – Information Architect, Fiona Renfrew – Agency Producer, Michael Hines – Planner, Stephane Orhan – Managing Partner, Emily Creek – Account Director, Stephanie Symonds – Art Director, Steve Miles – SVP/Global Dove, Fernando Machado – GBV/Dove Skin, Kathleen Ryan – Global Brand Manager, Harriet Edmonds – Voice Artist

Other Contributors The Mill – Post production and animation