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Dove Real Beauty Productions
案例简介：大纲 自 1957 以来，Dove 一直致力于重新定义美丽，建立信心，消除刻板印象。在 2004，我们推出了我们的品牌使命，让美丽成为自信的源泉，而不是所有女性的焦虑，这指导了我们的战略和执行活动。多芬认为，妇女和女孩应该对自己的身体感到舒适，而不是感到有压力，以符合不切实际的美丽理想。通过展示不同身材和形状的女性，多芬努力激励女性和女孩充分利用自己的美丽。在 2017，多芬想通过一场运动来激发媒体和广告业内部的明显变化，以此来庆祝其 60 年来对真正女性的关怀，以此来重新致力于包容美的事业,它描绘了一个不切实际的美丽标准，女性无法与之联系或希望实现。是时候把真正的女人放在镜头前和镜头后，通过用自己的声音讲述自己的个人美容故事，扩大各地女性和女孩对美的定义。 策略 埃德尔曼的任务是通过一场点燃行业内部明显变化的运动，重振其对包容美的承诺，庆祝多芬关爱真正女性 60 周年。Dove 全球美丽与自信报告发现，69% 的女性认为媒体和广告设定了一个不切实际的美丽标准，这是大多数女性无法达到的，71% 的女性和 67% 的女孩希望媒体更好地描绘了不同外貌年龄的女性,种族，形状和大小。这些发现证明，当谈到媒体描绘的美丽叙事时，女性渴望改变 -- 从那里我们激活策略的核心变得清晰起来: 让真正的女人通过将讲故事的力量从好莱坞转移到她们手中，为自己定义美。 结果 多芬作为一个采取行动的品牌，已经在拥挤的授权空间中脱颖而出。我们生成了来自 + 4,000 个真实女性的提交。后续电影在全国媒体上获得了 + 33亿的媒体印象。集体电影系列已被观看 + 36MM 次。附加内容: • 被 YouTube 评为同类最佳 longform 内容,随着公告片的表现超过广告回忆和过去电影的完成率 • 电影系列的女性不符合通常在广告中看到的刻板印象,这引起了千禧一代女性的共鸣，增加了品牌支持率。O 电影 #2 - + 1.7% o 电影 #3 - + 3.1% • 99% 的正面对话率 • 98% 的编辑报道是专题报道 • 100% 的声音在 Dove 拥有的报道中的份额 • 第一个封面快速公司印刷品牌的故事今天赢得了全国晨间秀报道 -- 尽管赢得的品牌内容越来越难以登陆 执行 在 2017年3月至 2017年10月期间，Dove 与 Shonda rhims 的忠实粉丝，社会影响者和娱乐业女性网络进行了接触，将对话带到最前沿，包括: • 呼吁 Shonda Rhimes 和 Dove 在社交媒体上提交; 战略性地与美国广播公司的 # TGIT 阵容同步,与肖恩达粉丝群订婚的黄金时间。• 在 Mom 800 峰会上，向超过 2.0 位数字影响者的观众预演了第一部电影，并利用朱莉安娜 · 玛格丽丝的主题演讲在接下来的一周推动了电影的观看。通过与业内人士合作，在媒体行业内扎根，包括电影导演，Liz Garbus 和 2017 艾美奖提名者，Samira Wiley 和 Uzo Aduba,对于一个利用原始报价将对话推向包容性的付费社交游戏。艾美奖期间播出了一个 60 秒的电视节目来庆祝女性讲故事。 活动描述 多芬一直致力于只扮演真正的女性，从不以数字方式改变她们的外表，并帮助下一代与她们的外表发展积极的关系。这种对真正美丽的承诺是我们创建的每一项活动的基础-但当我们进入第 60 个年头时，我们希望通过进一步推动行业变革。Dove Real Beauty Productions 雇佣了 100% 名女性工作人员来确保真正的女性视角从每个角度塑造每部电影 -- 在摄像机前后。 项目简介 劳拉 · 邓恩说这是最好的 (同时接受了她的 2017 艾美奖最佳女配角奖): “我从 11 岁开始演戏，我想我大概和 12 个女人一起工作过。”。意义何在？一项 2016 的研究显示，7% 的主要好莱坞电影是由女性导演的。Geena Davis 研究所发现，当镜头后面有更多的女性时，它直接与女性更多的屏幕时间和说话时间相关 (多达 10%)。尽管女性表达了对更具包容性代表性的渴望，但女性讲故事缺乏有意义的机会，这导致女性和女孩与她们看到的内容无关。瞄准O 点燃行业从内到外的变化,多芬通过雇佣全女性团队来制作所有真实的美容产品内容 (TVC 、数字广告和社交内容)，将讲故事的力量交到真实女性手中。
Dove Real Beauty Productions
案例简介：Synopsis Since 1957, Dove has been committed to redefining beauty, building confidence, and eliminating stereotypes. In 2004, we launched our brand mission to make beauty a source of confidence, not anxiety for all women, which has guided the strategy and execution our campaigns. Dove believes that women and girls should feel comfortable with their bodies and not feel pressured to conform to unrealistic beauty ideals. By showcasing women of a diverse size and shape, Dove strives to inspire women and girls to make the most of their own beauty. In 2017, Dove wanted to celebrate its 60 years of caring for real women by revitalizing its commitment to inclusive beauty with a campaign that ignited visible change from within the media and advertising industry, which has portrayed an unrealistic standard of beauty that women can’t relate to or hope to achieve. It was time to put real women in front of and behind the camera to expand the definition of beauty for women and girls everywhere by telling their own personal beauty stories with their own voices. Strategy Edelman was tasked with celebrating 60 years of Dove caring for real women by revitalizing its commitment to inclusive beauty with a campaign that ignited visible change from within the industry. The Dove Global Beauty and Confidence Report found 69% of women believe that media and advertising set an unrealistic standard of beauty that most women can’t ever achieve and 71% of women and 67% of girls wish the media did a better job of portraying women of diverse physical appearance - age, race, shape and size. These findings proved that women were craving change when it comes to the beauty narrative portrayed by the media – and from there the core of our activation strategy became clear: let real women define beauty for themselves by shifting the power of storytelling from Hollywood and directly into their hands. Outcome Dove has been set apart in a crowded empowerment space as a brand that takes action. We generated submissions from +4,000 real women. Subsequent films garnered +3.3 billion earned media impressions across national media. The collective film series has been viewed +36MM times. Additional: •Named Best in Class longform content by YouTube, with the announcement film outperforming ad recall and completion rates of past films •Film series featured women who don’t fit the mold of stereotypical beauty as usually seen in ads, which resonated with Millennial women and increased Brand Favorability lift. o Film #2 – +1.7% o Film #3 – +3.1% •99% positive conversation rate •98% of editorial coverage were feature stories •100% share of voice in coverage owned by Dove •First cover story for the brand in print in Fast Company •Earned national morning show coverage on TODAY – despite earned branded content being increasingly difficult to land Execution Between March 2017 – October 2017, Dove engaged Shonda Rhimes’ network of loyal fans, social influencers, and women in the entertainment industry to bring the conversation to the forefront, including: •Calling for submissions by Shonda Rhimes and Dove on social media; strategically timed to ABC’s #TGIT lineup, a prime time for engagement with Shonda’s fan base. •Previewed the first film to an audience of over 800 digital influencers at the Mom 2.0 Summit and leveraged a keynote address by Julianna Margulies to drive views of the film the following week. •Rooted work within the media industry by partnering with insiders, including the film’s director, Liz Garbus and 2017 Emmy nominees, Samira Wiley and Uzo Aduba, for a paid social play leveraging original quotes driving the conversation to inclusivity. •Aired a 60 second TV spot during the Emmys to celebrate female storytelling. CampaignDescription Dove has been committed to only feature real women, to never digitally alter their appearance, and to help the next generation develop a positive relationship with their appearance. This commitment to real beauty is the basis of each campaign we create – but as we entered our 60th year we wanted to instigate change in the industry by taking it a step further. Dove Real Beauty Productions employed an entirely 100% female crew to ensure a real women's perspective shapes each film from every angle - in front of and behind the camera. BriefWithProjectedOutcomes Laura Dern said it best (while accepting her 2017 Emmy Best Supporting Actress Award): ‘I’ve been acting since I was 11 years old and I think I’ve worked with maybe twelve women.’ The significance? A 2016 study revealed that 7% of major Hollywood movies were directed by women. The Geena Davis Institute found that when there are more women behind the camera, it directly correlates (as much as 10%) to more screen time and speaking time for females. Despite women vocalizing a desire for more inclusive representation, there lacks meaningful opportunities for female storytelling, which results in women and girls not relating to the content they see. Aiming to ignite change in the industry from the inside out, Dove put the power of storytelling into the hands of real women by employing an all-female crew to produce all Real Beauty Productions content (TVC’s, Digital ads, and social content).
Dove Real Beauty Productions
案例简介：大纲 自 1957 以来，Dove 一直致力于重新定义美丽，建立信心，消除刻板印象。在 2004，我们推出了我们的品牌使命，让美丽成为自信的源泉，而不是所有女性的焦虑，这指导了我们的战略和执行活动。多芬认为，妇女和女孩应该对自己的身体感到舒适，而不是感到有压力，以符合不切实际的美丽理想。通过展示不同身材和形状的女性，多芬努力激励女性和女孩充分利用自己的美丽。在 2017，多芬想通过一场运动来激发媒体和广告业内部的明显变化，以此来庆祝其 60 年来对真正女性的关怀，以此来重新致力于包容美的事业,它描绘了一个不切实际的美丽标准，女性无法与之联系或希望实现。是时候把真正的女人放在镜头前和镜头后，通过用自己的声音讲述自己的个人美容故事，扩大各地女性和女孩对美的定义。 策略 埃德尔曼的任务是通过一场点燃行业内部明显变化的运动，重振其对包容美的承诺，庆祝多芬关爱真正女性 60 周年。Dove 全球美丽与自信报告发现，69% 的女性认为媒体和广告设定了一个不切实际的美丽标准，这是大多数女性无法达到的，71% 的女性和 67% 的女孩希望媒体更好地描绘了不同外貌年龄的女性,种族，形状和大小。这些发现证明，当谈到媒体描绘的美丽叙事时，女性渴望改变 -- 从那里我们激活策略的核心变得清晰起来: 让真正的女人通过将讲故事的力量从好莱坞转移到她们手中，为自己定义美。 结果 多芬作为一个采取行动的品牌，已经在拥挤的授权空间中脱颖而出。我们生成了来自 + 4,000 个真实女性的提交。后续电影在全国媒体上获得了 + 33亿的媒体印象。集体电影系列已被观看 + 36MM 次。附加内容: • 被 YouTube 评为同类最佳 longform 内容,随着公告片的表现超过广告回忆和过去电影的完成率 • 电影系列的女性不符合通常在广告中看到的刻板印象,这引起了千禧一代女性的共鸣，增加了品牌支持率。O 电影 #2 - + 1.7% o 电影 #3 - + 3.1% • 99% 的正面对话率 • 98% 的编辑报道是专题报道 • 100% 的声音在 Dove 拥有的报道中的份额 • 第一个封面快速公司印刷品牌的故事今天赢得了全国晨间秀报道 -- 尽管赢得的品牌内容越来越难以登陆 执行 在 2017年3月至 2017年10月期间，Dove 与 Shonda rhims 的忠实粉丝，社会影响者和娱乐业女性网络进行了接触，将对话带到最前沿，包括: • 呼吁 Shonda Rhimes 和 Dove 在社交媒体上提交; 战略性地与美国广播公司的 # TGIT 阵容同步,与肖恩达粉丝群订婚的黄金时间。• 在 Mom 800 峰会上，向超过 2.0 位数字影响者的观众预演了第一部电影，并利用朱莉安娜 · 玛格丽丝的主题演讲在接下来的一周推动了电影的观看。通过与业内人士合作，在媒体行业内扎根，包括电影导演，Liz Garbus 和 2017 艾美奖提名者，Samira Wiley 和 Uzo Aduba,对于一个利用原始报价将对话推向包容性的付费社交游戏。艾美奖期间播出了一个 60 秒的电视节目来庆祝女性讲故事。 活动描述 多芬一直致力于只扮演真正的女性，从不以数字方式改变她们的外表，并帮助下一代与她们的外表发展积极的关系。这种对真正美丽的承诺是我们创建的每一项活动的基础-但当我们进入第 60 个年头时，我们希望通过进一步推动行业变革。Dove Real Beauty Productions 雇佣了 100% 名女性工作人员来确保真正的女性视角从每个角度塑造每部电影 -- 在摄像机前后。 项目简介 劳拉 · 邓恩说这是最好的 (同时接受了她的 2017 艾美奖最佳女配角奖): “我从 11 岁开始演戏，我想我大概和 12 个女人一起工作过。”。意义何在？一项 2016 的研究显示，7% 的主要好莱坞电影是由女性导演的。Geena Davis 研究所发现，当镜头后面有更多的女性时，它直接与女性更多的屏幕时间和说话时间相关 (多达 10%)。尽管女性表达了对更具包容性代表性的渴望，但女性讲故事缺乏有意义的机会，这导致女性和女孩与她们看到的内容无关。瞄准O 点燃行业从内到外的变化,多芬通过雇佣全女性团队来制作所有真实的美容产品内容 (TVC 、数字广告和社交内容)，将讲故事的力量交到真实女性手中。
Dove Real Beauty Productions
案例简介：Synopsis Since 1957, Dove has been committed to redefining beauty, building confidence, and eliminating stereotypes. In 2004, we launched our brand mission to make beauty a source of confidence, not anxiety for all women, which has guided the strategy and execution our campaigns. Dove believes that women and girls should feel comfortable with their bodies and not feel pressured to conform to unrealistic beauty ideals. By showcasing women of a diverse size and shape, Dove strives to inspire women and girls to make the most of their own beauty. In 2017, Dove wanted to celebrate its 60 years of caring for real women by revitalizing its commitment to inclusive beauty with a campaign that ignited visible change from within the media and advertising industry, which has portrayed an unrealistic standard of beauty that women can’t relate to or hope to achieve. It was time to put real women in front of and behind the camera to expand the definition of beauty for women and girls everywhere by telling their own personal beauty stories with their own voices. Strategy Edelman was tasked with celebrating 60 years of Dove caring for real women by revitalizing its commitment to inclusive beauty with a campaign that ignited visible change from within the industry. The Dove Global Beauty and Confidence Report found 69% of women believe that media and advertising set an unrealistic standard of beauty that most women can’t ever achieve and 71% of women and 67% of girls wish the media did a better job of portraying women of diverse physical appearance - age, race, shape and size. These findings proved that women were craving change when it comes to the beauty narrative portrayed by the media – and from there the core of our activation strategy became clear: let real women define beauty for themselves by shifting the power of storytelling from Hollywood and directly into their hands. Outcome Dove has been set apart in a crowded empowerment space as a brand that takes action. We generated submissions from +4,000 real women. Subsequent films garnered +3.3 billion earned media impressions across national media. The collective film series has been viewed +36MM times. Additional: •Named Best in Class longform content by YouTube, with the announcement film outperforming ad recall and completion rates of past films •Film series featured women who don’t fit the mold of stereotypical beauty as usually seen in ads, which resonated with Millennial women and increased Brand Favorability lift. o Film #2 – +1.7% o Film #3 – +3.1% •99% positive conversation rate •98% of editorial coverage were feature stories •100% share of voice in coverage owned by Dove •First cover story for the brand in print in Fast Company •Earned national morning show coverage on TODAY – despite earned branded content being increasingly difficult to land Execution Between March 2017 – October 2017, Dove engaged Shonda Rhimes’ network of loyal fans, social influencers, and women in the entertainment industry to bring the conversation to the forefront, including: •Calling for submissions by Shonda Rhimes and Dove on social media; strategically timed to ABC’s #TGIT lineup, a prime time for engagement with Shonda’s fan base. •Previewed the first film to an audience of over 800 digital influencers at the Mom 2.0 Summit and leveraged a keynote address by Julianna Margulies to drive views of the film the following week. •Rooted work within the media industry by partnering with insiders, including the film’s director, Liz Garbus and 2017 Emmy nominees, Samira Wiley and Uzo Aduba, for a paid social play leveraging original quotes driving the conversation to inclusivity. •Aired a 60 second TV spot during the Emmys to celebrate female storytelling. CampaignDescription Dove has been committed to only feature real women, to never digitally alter their appearance, and to help the next generation develop a positive relationship with their appearance. This commitment to real beauty is the basis of each campaign we create – but as we entered our 60th year we wanted to instigate change in the industry by taking it a step further. Dove Real Beauty Productions employed an entirely 100% female crew to ensure a real women's perspective shapes each film from every angle - in front of and behind the camera. BriefWithProjectedOutcomes Laura Dern said it best (while accepting her 2017 Emmy Best Supporting Actress Award): ‘I’ve been acting since I was 11 years old and I think I’ve worked with maybe twelve women.’ The significance? A 2016 study revealed that 7% of major Hollywood movies were directed by women. The Geena Davis Institute found that when there are more women behind the camera, it directly correlates (as much as 10%) to more screen time and speaking time for females. Despite women vocalizing a desire for more inclusive representation, there lacks meaningful opportunities for female storytelling, which results in women and girls not relating to the content they see. Aiming to ignite change in the industry from the inside out, Dove put the power of storytelling into the hands of real women by employing an all-female crew to produce all Real Beauty Productions content (TVC’s, Digital ads, and social content).
Dove Real Beauty Productions
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Dove Real Beauty Productions
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