Concept: Empower Dove consumers to share their personal stories of how they are redefining how the world sees them on Instagram using the hashtag #InMyOwnSkin
Objective: Use Instagram to maximize campaign reach and brand awareness; boost social engagement and elevate the voices of Dove’s consumers
Digital Campaign Index (DCI) Score: 251
Use Case: Custom Campaign
Real beauty means real women. That's been the driving mission and spirit behind Unilever-owned Dove for over 60 years. Dove has put in the work and heart to connect their brand image to their social and cultural ideals, and for more than a decade their “Real Beauty” campaigns have been driving conversations -- changing the way the beauty industry represents and talks about women. In 2018, Dove is far from giving up on this mission and has launched a new campaign to further its mission of spreading body positivity with the Dove #InMyOwnSkin Instagram campaign, which features stories from real women and men on how they are redefining how the world sees them by sharing the confidence they feel in their own skin.
Dove is asking their consumers to share their #InMyOwnSkin story for the chance to be featured on Dove’s Instagram community and help change the conversation for the better. In addition to being featured on Dove’s @InOurOwnSkin Instagram page, they created a microsite for the campaign that aggregates and displays submissions and enabled consumers to upload photos and their stories directly to the Dove #InMyOwnSkin microsite and photo gallery.
DCI Score Overview: 251
Dove’s DCI score is a combination of an Engagement Score (ES) of 258 and Virality Score (VS) of 243, and is a great example of how brand affinity, a well-thought out campaign concept and strategic social media choices all work together towards campaign success.
Check out more details on their interactive marketing campaign below.
Engagement Score (ES): 258
Virality Score (VS): 243
Dove took full advantage of our professional services team to help bring their campaign concept to life, and they crafted an engaging and shareable campaign tailored to Dove’s audience. Dove’s approach can easily be applied to multiple different digital campaign concepts from product launches to public relations campaigns.
Learn more about the Wyng Professional Services here.