DOVE INDIA - CONCEPTUAL

Dove India came to the team wanting a social campaign which had potential to go viral to promote the Dove Beauty bar. The client worked with our strategists to come up with a buyer’s profile to help us with our target audience.

One characteristic that stood out in the profile for me was our audience loved music. Music and dance are key to Indian celebration culture as well as a wonderful form of self- expression. In order to move, to express yourself, to dance – you need supple, flexible skin. We want to celebrate our skin and the feeling that Dove Beauty Bar gives it.

My idea was to take advantage of the social dance trends by getting “everyday” influencers to record themselves doing our choreographed dance. We stitch these together to create short form videos for all social platforms with seamless transitions. We will encourage viewers to try and record themselves and repost keeping the campaign alive and moving in the Dove community.

As much as the client loved the idea and selected it to move forward, budget was re-distrubuted elsewhere and the campaign was placed on hold.