Talk about buffing up a successful PR campaign. Dove soap was looking to refresh the discussion about the Dove Movement for Self-Esteem in key media outlets via a new program that would sustain media coverage throughout the year and boost Dove brand affinity. The plan? Encourage Dove consumers to more actively engage in the brand’s self-esteem mission and give them motivating reasons and easy ways to participate.
PR agency Edelman crafted a program designed to keep the issue of girls’ self-esteem (and the Dove brand) top-of-mind in the media. The campaign, titled “Women Who Should Be Famous,” aimed to introduce alternative positive female role models for girls. Careful not to cast aspersions on any existing celebrities the campaign sought to introduce alternative positive female role models who were “real” and approachable.
To enhance the national scope of the message, the campaign launch included one of Dove’s national partners, the Girl Scouts of the USA, which was planning several events to help celebrate its centennial.
The campaign, which launched last June at the Girl Scouts “Rock the Mall” event in our nation’s capital, certainly resonated with consumers and the media. It garnered more than 650 million media impressions, with coverage in such key media outlets as CNN, Huffington Post and Parade. What’s more, with 450,000 girls attending the launch event and more than 800,000 girls watching via the global livestream, Dove is well on its way toward its goal of reaching more than 15 million women by 2015. —Matthew Schwartz