To re-establish Dove as the thought leader on beauty and body confidence, we launched #SpeakBeautiful on Oscar night 2015 to make social media a more positive place.
The Results: 1 Billion+ PR Impressions, 800 Million+ Social Impressions.
Cannes Lion Silver in Media, Effie Awards Silver in Media, Shorty Award Bronze for Best Use of Twitter & Best Use of Hashtag, AdWeek Best Use of Social
We created gifs from the television commercial to use in social and digital:
And we used stats from Twitter to underscore the importance of our mission:
And real time visualizations capturing activity on Twitter. This was made and posted the night of the Video Music Awards:
The response from women and girls was incredible. We struck a chord and created real change. This is our launch moment on Twitter, in real time:
And this is an unprompted video made by high school girls in response to the campaign:
And we saw thousands of Tweets like these:
I felt lucky to lead this project, write much of the creative, and witness the positive effect it had on many women and girls.
My Role: Associate Creative Director