Having an insight into the thoughts and emotions of your audience is the first step to making content that they care about.
For Dove, understanding the women they’re talking to underpins all of their communications. Using our unique approach to content, we drew on real women’s insights and interests to create a social calendar based on the events we knew impacted their lives, and their beauty confidence.
With regular monthly content based on these carefully chosen dates, we were able to join Dove women in conversations they were already having, aiming especially to have a presence in times of beauty anxiety.
With ‘bikini body’ articles hitting their peak during summer and body image is at its lowest, our post on how to get a bikini body (Choose bikini. Put it on. Enjoy.) aimed to relieve some of the pressure women might have been feeling on the subject, as well as creating an entertaining, engaging moment in their day.
From broader, seasonal points of interest to awards ceremonies, our content tapped into existing conversations, engaging and empowering Dove’s 17 million strong audiences around the world.