Goals and objectives
To commemorate the 20th anniversary of Dove’s Real Beauty campaign, the brand conducted a global study exploring women’s perceptions of beauty.
The findings were stark: only 2% of women in the Czech Republic considered themselves beautiful.
In response, Dove partnered with Creative Lab to create a native content campaign aimed at helping women build a healthier relationship with their bodies—particularly in the age of social media and AI-driven beauty filters.
The campaign centered around a dedicated microsite offering practical, expert-backed advice to support body confidence and challenge unrealistic beauty ideals. The primary objectives included:
- Reinforcing Dove’s commitment to addressing low self-esteem caused by unattainable beauty standards.
- Raising awareness about the negative impact of AI and social media on beauty perception.
- Providing actionable tips to help women feel more comfortable in their own skin.
- Achieving a guaranteed benchmark of 20,000 page views.
Surprising Insights
- Exceeded expectations: The campaign surpassed its guaranteed page view target, reaching over 25,000 views.
- High engagement: Visitors spent nearly two minutes on the microsite, indicating strong interest and content relevance.
- Organic traction: Despite limited budget for paid promotion, the campaign received unexpectedly strong engagement through organic social media posts.