DOVE: PROJECT #SHOWUS
70% of womxn still don't feel represented in media & advertising.
We set out to change that with Project #ShowUs. In partnership with Getty Images and GirlGaze, we launched the world’s largest stock photo library built by female-identifying and non-binary individuals to shatter beauty stereotypes by showing womxn as they are.
No digital distortion, and, for the first time, every tag was personally written by the photo subject themselves, so they can be defined on their own terms.
The photo library includes nearly 6,000 photographs from 39 countries, and is available for use by all media & advertisers.
But this is just the beginning. When we show women everywhere a more inclusive vision of beauty, they can show the world what’s possible.
AWARDS
Cannes Lions - Glass Lion for Change - Silver
Jay Chiat Awards: Global Strategy - Silver
Adweek Project Issac Awards: Best Partnership Invention - Winner
Shorty Social Good Awards: Fashion, Beauty & Luxury - Category Winner
Shorty Social Good Awards: Social Movement - Gold
Shorty Social Good Awards: Integrated Campaign - Gold
Shorty Social Good Awards: Diversity & Inclusion - Gold
The Drum Awards: Most Innovative Use of Content - Winner
The Drum Awards: Best Integrated Cross-Channel Media - Winner
The Drum Social Purpose Awards: Best Content Marketing Campaign - Winner
The Drum Social Purpose Awards: Best Content Marketing Campaign - Winner
The Drum Social Purpose Awards: Best Video Campaign - Winner
We created awareness of the photo library with paid and organic content across Dove, Getty Images, GirlGaze, and influencer social handles (Facebook, Instagram, Twitter, YouTube). We also used Twitter targeting to reach the Media Industry Audience and conversation surrounding the 2019 Cannes Lions Festival. We created an instant-reply Twitter engine based on Getty Images most used search terms, encouraging the industry to embrace a new standard of beauty - driving over 59 million impressions.
We further amplified with OOH - live billboards in Times Square and Piccadilly Circus, a bus shelter takeover of NYC, and wild postings throughout the NY area. We also ensured Project #ShowUs was front and center at Cannes, with industry panels and paid media placements in and around Cannes from touchdown to takeoff.
We also activated with advertorial and editorial print - AdAge (+ digital amplification) and an expansive Hearst partnership (O Mag, Elle, Harper’s Bazaar, Cosmo, Marie Clare), as well as a full page open letter to all media and advertisers in the NY Times.
RESULTS:
879 MM Global Reach
100% Social Positive Sentiment
15,175 New Followers
70K Hand Raisers
20K Image Downloads
17,000% increase page views to site during launch week
In launch month alone, 600 companies downloaded #ShowUs images - These companies were a mix of Fortune 500 brands across Advertising agencies (68%), Corporations (15%) and Media Companies (17%)
FEATURED IN:
Ad Age (Top 5 ads)
Ad Week USA
All Things Hair USA
Bandt (AUSTRALIA)
Biz Community SOUTH AFRICA
Bustle USA
Cosmetics Design USA
Cosmo
Creative Insights USA
Dazed Digital USA
Digital Agency Network
Dove PR Wire UK
ELLE Magazine
Fast Company USA
Fastmoving SOUTH AFRICA
Global Cosmetics News
Glossy USA
Harper’s BAZAAR
HuffPost USA
INC USA
Marie Claire France FRANCE
Marketing Dive USA
Marketing Interactive MALAYSIA
MediaPost USA
Medium USA
Modern Marketing SOUTH AFRICA
Newswire CANADA
NYLON USA
O Magazine
PR Newswire USA
PR Week USA
Romper USA
Shemazing USA
Shondaland
SmartBrief
Strategy Online CANADA
Stylist UK
The Drum USA
UK Evening Standard UK
Australian Photography
Mumbrella Industry Blog AUSTRALIA
SBS Australian News
Grazia MIDDLE EAST
W Magazine USA
Cosmo PHILIPPINES
SOCIAL IMPACT:
