Dove Mother’s Day Real Beauty Experience
Dove’s Real Beauty has always been about celebrating an individual’s beauty.
In China, people are more collectivistic, making Real Beauty less impactful.
So on Mother’s Day we changed all that with the launch of this web film, channelling Real Beauty through real mums and daughters.
We set up photo shoot events for daughters to invite mums to, and secretly filmed their reactions:
The film had a whopping 47 million views, driving tons of social conversations, attendance to mother-daughter photo shoot events and ecommerce sales.