Dove launched their Real Beauty Campaign in 2004, aimed at empowering women worldwide based on research by three universities and the advertising agency Ogilvy. The concept was:
“To make women feel comfortable in their skin and to create a world where beauty is a source of confidence and not anxiety.”
Key features
I worked on 8 product launches and initiatives for Dove Real Beauty. Based on research and a consumer-centric strategy rather than being product-led, the Dove Real Beauty Campaign aimed to grow a community online. In the early days of Facebook, this was my first experience developing an online community, and we quickly learnt what worked (and didn’t).
Skills
I worked as part of a team with a copywriter, and we took the lead in the creative process.
Art directed video and photography shoots for online community content and worked with illustrators to bring our ideas to life.
Digital design and animation
Wireframing to high-fidelity designs
Worked from digital strategy from initial concepts to launch of initiatives and product launches.
