Dove Case Study created and executed by the Kubis Interactive Romania Team
European men have voted them as the most beautiful women on the continent. Yet, only 3% women in Romania think of themselves as being beautiful.
In celebration of International Women’s Day, Dove wanted to change this statistic and encourage women to think differently about what beauty means by starting a conversation on real beauty.
The goal was to have women say ‘I am beautiful’ on social media in order to increase their self-esteem since social media is where appearances seem to matter most.
Thus I Like Myself (IAmBeautiful) was born: An online movement aimed at women acknowledge their beauty and convince their female friends to do the same, changing the behavior from being seen as "bad form" in talking about your own beauty on line - into a self-expression empowering women and strongly link it with the brand for Dove. We also used Facebook's own mechanics and turned users into the campaign's messengers/ambassadors, achieving viral propagation.
The campaign set off on the 18th of February and lasted for 3 weeks, until March 10th. We launched this brave idea through a video manifesto and the #Iambeautiful hashtag, then we gave it a final push to close on March 8th with one of the first ever Facebook canvas ads in Romania.
The Dove experiment revolved around the idea that women are afraid to say 'I am beautiful' because they believe others will say they are bragging or arrogant; when in fact, people applaud and support these gestures that boost everyone's self esteem.
As you are about to see In the video, women were encouraged to like their selfies and post '#iambeautiful' on social media, for everyone to see and embrace. We spoke to women from the Dove perspective that honors the beauty of each and every women regardless of age and origin.
