Dove Design & Branding, Case study, Making of WASHED FACE PROFILE PICTURE by New Content, Ogilvy Sao Paulo

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WASHED FACE PROFILE PICTURE

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Industry Skin Care
Media Design & Branding, Case study, Making of
Market Brazil
Agency New Content
Creative Director Marcelo Páscoa
Art Director Larissa Vaz
Copywriter Flávia Boggio, Fernanda Gimenes
Producer Fernando Von Christian
Agency Ogilvy Sao Paulo
Released November 2011

Credits & Description

Category: Best use or integration of digital media
Advertiser: UNILEVER
Product/Service: DOVE
Agency: NEW CONTENT
Agency: OGILVY BRASIL
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Creative Director: Marcelo Páscoa (New Content)
Concept Director: Felipe Simi (New Content)
Copywriter: Flávia Boggio/Fernanda Gimenes (New Content)
Art Director: Larissa Vaz (New Content)
Account Manager: Luciana Forster/Amanda De Paula (New Content)
Executive Producer: Raphael Alcântara (New Content)
Producer: Fernando Von Christian (New Content)
Media Director: Malu Lopes (Unilever)
Marketing Director: Adriana Castro (Unilever)
Brand Manager: Renato Rossi (Unilever)
Marketing Coordinator: Eduardo Paraske (Unilever)
Media placement: Hotsite/LandingPage - Online - August 15th 2011
Media placement: Orkut Logout (Rich Media) - Online - August 18th 2011
Media placement: Prints - Magazines - November 2nd 2011

Campaign Description
In Brazil, as consumers grow more open to Branded Content and Branded Entertainment, the industry is still stuck to traditional communication strategies. There's still a disproportionate focus on media buying as production budgets seem to shrink. Results are still mostly measured by the number of impacts, not by engagement potential. However, as a result of high quality and creative work developed by the still scarce agencies that specialise in the discipline, a door seems to have been opened to a process of acculturation and valorisation of content. Lately, it has gained relevance and attention in brand’s marketing plans. Slowly, content has been proving to be an important tool to build relationship and drive equity.

The internet is from a distance the environment with the highest creation and distribution potential for content in Brazil. The demand for digital content is considerably higher than the offer, this scenario is quite the opposite for traditional media, such as television. Which means there is incredible potential to grow engagement and to build relationship with the consumer inside the web. The industry is starting to pick up on the trend and brand managers have been forced to re-evaluate the split between media and production investment.

Effectiveness
Dove is 1 of the leading skin care brands in Brazil and it is known for being the ambassador for real beauty and promoting self-esteem amongst real women in a world dominated by photoshopped models. Our challenge on the development of content was to reinforce Dove’s positioning and promote a trial of their bar soap, which claimed to moisturise the skin in 7 days, leaving it naturally radiant.

To tell a story about real beauty, our messengers had to be real women. They would be the face and voice of our content and would be the catalysts of our message. So we decided that social networks (Facebook, Orkut and Twitter) would be the perfect environment for a user-generated content mission.

We identified that Brazilian women were amongst the vainest about their profile pictures on social networks, not especially surprising considering the country is the second in number for plastic surgery worldwide. Many women published their photos wearing heavy cosmetics and with PhotoShop retouches.

With this growing trend, Brazilian women’s real beauty lost representation across social networks, and women lost their self-esteem. Our objective was to prove that by using Dove soap they could feel more confident and beautiful as they were.

In the social experiment 'Washed Face Profile Picture', we invited real women to generate real content in favour of a common cause. We asked them to wash their faces with Dove with ¼ moisturising cream for 7 days. After that, they should upload a new profile photo, this time, without any make-up on, showing their real beauty. Their pictures would integrate Dove’s official website and be voted, together with a personal manifesto of each user about their stand on the cause. The 7 winning women would feature in the new Dove soap campaign.

Implementation

What drew women to Dove’s 'Washed Face Profile Picture' social experiment was a strong shared purpose. It facilitated the user generated content strategy integrated to social media, powered by paid and owned media. The identification with the message being spread and the possibility of becoming the face of the campaign weakened the barrier of inertia. By changing their profile picture to a make-up free photo, and by signing up to join the movement, those women made their stand on an important and relevant modern subject in their lives. Not only was identification key, so were recognition and reward.

Outcome
More than 40,200 women uploaded their pictures to social networks (Facebook, Twitter and Orkut) without any make-up on. Women started to share their experiences. As a consequence, came the buzz. On Twitter, the campaign reached more than 400,000 users and was trending for a whole week. Surprisingly enough, 60% of the messages weren’t about asking for votes, but truly sharing the cause. On Facebook, 97% of the project’s content was posted on people’s walls. Dove brought confidence and self-esteem to the Brazilian social networks. The women on the 7 most voted photos featured the new Dove campaign. And, together with the other 40,000 who displayed their washed faces on the social network sites, they proved to each other - with real content - that women can be beautiful just the way they are.