In 2013 we started creating Facebook content for Dove. We wanted to enable the brand to become more engaged and relatable to their audience, and be more involved in the beauty confidence landscape.
As part of our insights tracking work we were already plugged into the beauty conversations happening around us – and we wanted to show that Dove was too, in order to reaffirm them as the champion of real beauty that they are.
Choosing newsworthy stories with a Dove relevance, we provided up-to-the minute reactions to stories in real time. We called out Abercrombie and Fitch CEO Mike Jeffries when he commented that he didn’t want ‘fat chicks’ wearing his clothes, and highlighted the lack of diversity at New York Fashion Week.
Having an opinion on subjects that could affect their consumers' beauty confidence allowed Dove to mark their place as a market leader in the world of real beauty, and showcased them as a brand who weren’t (and still aren't) afraid to use their voice to effect change.