Dove Digital, Case study THE DOVE AD MAKEOVER by Ogilvy & Mather London

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Industry Skin Care
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Ogilvy & Mather London
Executive Creative Director Gerry Human
Creative Director Ivan Pols
Editor James Mortner
Released May 2012


London International Awards 2012
The NEW - Gold Winner

Credits & Description

Entrant: Ogilvy & Mather, London
Dove - "The Dove Ad Makeover"
Corporate Name of Client: Unilever
Client Account Director: Steve Miles
Agency Account Director: Stephane Orhan
Agency: Ogilvy & Mather, London
Executive Creative Director: Gerry Human
Creative Director: Ivan Pols
Copywriters: Margo Young/Laura Rogers
Art Directors: Trevallyn Hall/Stephanie Symonds
Director of Integrated Production: Sasha Dunn
Agency Producer: Fiona Renfrew
Creative Technologist: Craig Blagg
Technical Developer: Martin Robertson
Digital Designers: Simone Zahradka/Anthony Butterfield
Editing Facility: The Mill, London
Editor: James Mortner
The Mill Creative Director: Carl Addy
VFX Producer: Carl Phillips
Global Digital Strategy Director: Giles Rhys-Jones
GBVP / Dove Skin: Fernando Machado
Global Brand Manager (Social Media): Kathleen Ryan
Global Director PR: Stacie Bright
Account Director: Emily Creek
Description of the Project
Dove’s mission is to make every woman feel more beautiful, but a study done with the London School of Economics revealed that only 4% of women describe themselves as beautiful.

Our insight: women’s insecurities are reinforced by millions of negative banner ads that use keywords to target their anxieties. Our solution: the Ad Makeover, a campaign that empowers women to displace negative banners on Facebook with positive messages.

First, we ignited the debate about negative banners online and in traditional media outlets.

We invited women to use The Ad Makeover application to displace negative ads. It uses Facebook’s ad auction API, and bids double the suggested amount for keywords used to target women’s insecurities, ensuring that positive messages win and run instead.

The campaign earned 253 million media impressions in the first week. Users displaced 171 million banners. Over 50% who visited the app created a message. 82 % of ads seen came from a friend, making it uniquely social. Global talk about Dove on Facebook increased 41%.

The Ad Makeover also created an international media debate that fundamentally challenged the use of online advertising.

Most importantly, 71% of women polled said they feel more beautiful after seeing the campaign.