Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. At Dove, they decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.
"Sketches was social by design. We devised a strategy that could spread the message like wildfire using the most contagious, fast-moving, talkative media out there. Women. A social spiral was designed to drive content to a critical mass in the first 72 hours, and sustain the conversation afterwards. We started by launching the content with Dove's Facebook fans.
Next, we activated influencer seeding with US bloggers known to have high affinity with our female audience. Then came a mass PR campaign, with our FBI-trained sketch artists and the women, including a satellite media tour. At the same time we launched Twitter activity, with promoted tweets and hashtag – a channel known to quickly disseminate content to women who talk and share.
We then amplified reach through YouTube TrueView, Unruly and Brightroll. Finally, we kept the conversation moving with PR, Display advertising, and highly targeted search."