DOVE: GIRL COLLECTIVE
To introduce the Girl Collective, a sisterhood that builds body confidence and challenges beauty stereotypes, Dove launched the Girl Collective live event, a self-esteem summit that took place in LA with over 300 young girls and women.
To bring the event to life in social, we partnered with Shonda Rhimes and Kelly U, a self-love and body positive influencer, who hosted and took over the global @Dove Instagram. We created real-time stories from the event highlighting the speaker keynote, workshops, mentorship moments and BTS. Shonda participated in the first-ever live Dove Instagram Q&A by answering user-generated questions, and Kelly and Shonda promoted the Girl Collective across their social channels with organic and paid content.
We produced a groundswell of 30+ pieces of live, owned, cross-platform content, the most content Dove has ever shared in one day. As a sustain plus-up, we shared influencer and media content to extend our reach and momentum, with 10 additional stories and extended activation content.
733.8 MM Earned PR & Social Impressions
@Dove Instagram gained over 7K new followers
Over 16.7 MM engagements
@Dove Organic Geofilter had 3.6k views
See the pinned @GirlCollective Story on Dove's Instagram