Dove: the self-esteem delivery

Dove has always unconditionally supported women’s self-acceptance process. As women continue to be exposed to unfair social pressures, sexism and hate daily, the brand was in need of developing a campaign that would highlight and reinforce women’s positive self-esteem every day, too. As a result, Dove’s in-house team, powered by OLIVER, turned Rappi (Brazil’s most popular food delivery app) into a self-esteem delivery app.

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The idea

The in-house team invited Brazilian feminist and artist Bruna Romero to create illustrations for a collection of posters inspired by the real beauty of women’s bodies, with self-esteem messages women can relate to. Posters that function as daily reminders that the only opinion that matters about a woman’s body is her own.

The solution

Dove’s in-house team built a pop-up store available only for women on the delivery platform. On March 1st, World Compliment Day, women could choose to send the artwork to one another person free of charge, while respecting social distancing and COVID protocols.

The results

• 95 minutes of organic stories posted (more than a standard Netflix episode)
• More than 930 million impressions served
• More than 98% positive mentions
• Coverage on CNN, HuffPost, Clube De Criacao, Gazeta Do Povo, Exame, Estadao to name a few

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