Campaign Reaches Billions Around the World
The film has garnered widespread attention across all media channels and the brand has been overwhelmed by the positive response from around the world. The phenomenon has been further fueled by celebrities and other brands joining the conversation and sharing the film with others. Additionally, 15 video parodies of the film have been created. To date, the campaign has generated 4.6 billion PR and blogger media impressions, which continue to increase daily. Dove has also seen a surge of engagement and conversation across the brand’s social channels. There have been over one million ‘likes’ on the Dove Facebook page and the film has reached a staggering one out of ten Facebook users.
With YouTube comments such as “this made me cry” and “I showed this to my high school students the other day. It made a real impact on them,” there is no denying that Dove has made a difference in women’s lives with Dove Real Beauty Sketches. To Fernando, the ad has achieved its goal of building brand love. “If Dove Real Beauty Sketches has inspired women to see the beauty in themselves that others do, we consider the campaign a success,” he said.
With compelling creative and an effective media strategy, it’s no wonder that Dove Real Beauty Sketches was the audience’s and critics’ choice of the year, ranking at the #1 spot on the Cannes YouTube Ads Leaderboard, based on paid and organic views of all ads uploaded between March 2012 and April 2013, and winning the Titanium Grand Prix, the highest honor at the 2013 Cannes Lions International Festival of Creativity.