The Campaign

Dove, as a brand, always encourages women to find their real beauty all around the world. But in Chinese culture, we care more about the relationship between people, while real beauty is more about the individual, making it less impactful for the Chinese market. Thus, how we could reactivate the concept of real beauty in China today became our biggest challenge.

Creative Execution

We rolled out the campaign across China on Mother’s Day with: Mom, You’re Beautiful. We invited pairs of mothers and daughters. We asked the daughters one thought-provoking question: When did you start noticing your mom feeling not so beautiful anymore? Meanwhile, behind the scenes, Dove and the daughters secretly held a grand photo exhibition for their moms. This helped moms rediscover their confidence in their own beauty. There was also an offline + online activation. By holding offline photo exhibitions, and promoting an online video with H5, we provided more opportunities for consumers to participate in the campaign and help to drive e-commerce sales.

During the campaign, video views quickly reached tens of millions of views in just two days, and the heat of the campaign continued rising. Millions of netizens took part and followed Dove’s Mother’s Day Campaign topic. We saw an unprecedented amount of growth in consumer participation for the brand.

Our audience was 25-­35-year-old young women, who are natural, sensitive, authentic, caring, and want to look beautiful and feel confident. Our moms have done so much for us by “sacrificing” their beauty. It was time for daughters to help them find their real beauty again this Mother’s Day. Dove set up an opportunity for daughters to help mom gain back her confidence and see her real beauty again. We found the perfect opportunity on Mother’s Day. By highlighting the relationship between mother and daughter and helping moms find their real beauty through their daughter’s help.