Real Beauty Campaign
Between March 2017 and October 2017, we helped Dove engage Shonda Rhimes’ network of loyal fans, social influencers and women in the entertainment industry to bring the #RealBeauty conversation to the forefront. This call to action began with consumer submissions requested by Shonda Rhimes and Dove on social media, which was strategically timed to ABC’s #TGIT (Thank God It’s Thursday) lineup; a prime time for engagement with Shonda’s fan base. The first consumer submitted film premiered 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 to the general audience. Rooting the work within the media industry Dove also partnered 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. Finally, They aired a 60 second TV spot during the Emmys to celebrate female storytelling.