New Dove campaign inspires Chinese women to care and reach beauty potential
20 May, 2011
Ogilvy Shanghai creates first and largest social media campaign of its kind for a beauty brand in China SHANGHAI
— Dove believes that every woman has the potential to be beautiful. In fact, a Dove research in China shows that over 60% of Chinese women believe they are beautiful but only a small 4% would openly declare and embrace their beauty.
Dove wants to change this by launching the first and largest social media initiative. The result – Dove’s “You’re a Beauty Story” - an initiative to inspire the women of China to acknowledge and embrace their beauty and ultimately capture all the individual beauty stories of the millions of women across China.
So now Dove is inviting the women of China to share their own beauty story and in doing so, hopes to inspire women to value and care about their beauty. A dedicated campaign site dove.sina.com.cn and Sina Weibo micro-blogging site - http://weibo.com/dovebeauty has been created to allow women to share their own personal beauty story.
Why story? “There is magic in sharing and believing – because everything starts with believing in your own potential. When you share, you are acknowledging your own beauty and when this happens, you are more like to value and take care of your beauty,” said Geoffrey Ogay, Regional Planning Director, Ogilvy & Mather, NEA.
“With this campaign we wanted to connect with Chinese women on a deeper level. We believe the most beautiful people don’t necessarily have the best of everything; they simply make the best of everything they have,” said Lizzy Chen, VP Skin, Unilever Brand Development, Greater China/NEA. “We hope this genuine dialogue among real people will lead more women to be inspired to take better care of themselves and that the discussion will give rise to a nurturing, warm and inclusive journey where every Chinese woman will be able to release their beauty potential.”
Over nearly three months, we expect millions of Chinese women to acknowledge and affirm her own beauty along with sharing her own beauty story on http://weibo.com/dovebeauty and dove.sina.com.cn. Aside from sharing, the platform also allows them to tell friends that ‘she is beautiful’.
Her participation will also be rewarded with product samples and tips on how to release their beauty potential from inspirational women like Ke HU, Xiujing Cai, and Yunrong Jin, a psychologist.
The program will conclude with the celebration of these women's individual stories at the end of June.
“But this is not so much an ending as the start of more inspirational dialogue from Dove,” said Maxwell Xu, Director, Hair Care, Unilever China Brand Building.
Learn more at:
• Dove “You’re a Beauty Story” Website: http://dove.com.cn/beautystory
• Dove campaign on Sina Weibo: http://t.sina.com.cn/dovebeauty
• “You’re a Beauty Story” campaign video: http://v.youku.com/v_show/id_XMjU1MjYyMTY0.html
• Dove China website: www.dove.com.cn CREDITS Project title
: Dove: You're a beauty story Client
: Dove, Unilever China Creative agency
: Ogilvy & Mather Group/Shanghai Media agency
: PHD Exposure
: Digital – Key activation platform is Sina Weibo For photos or more information, please contact:
Ogilvy & Mather Group/China firstname.lastname@example.org
Tel: (8610) 8520 6552 About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com