Campaign Committed to Fostering Self-Esteem Among Women Reaches Billions Around the World
TORONTO, May 21, 2013 /CNW/ - Less than a month after launch, the Dove Real Beauty Sketches film became the number one viewed online video ad of all time. The film, which explores how women view their own beauty in contrast to what others see, has been viewed more than 114 million times, surpassing all previously recorded video ads, according to the Viral Video Chart reported globally by Unruly*. Dove Real Beauty Sketches has also garnered another 15 million views in China where it just launched. Not only has the film been viewed in record numbers around the world, it is also the most shared video ad in over a year and the third most shared of all time. Dove Real Beauty Sketches was uploaded in 25 languages to 33 Dove YouTube Channels and has been viewed in more than 110 countries.
The Dove Real Beauty Sketches campaign struck an emotional chord with millions of women who recognize that they are their own worst beauty critic. Dove is committed to a world where beauty is a source of confidence and the film reinforces the brand's commitment to fostering self-esteem in women.
Dove Real Beauty Sketches 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, 14 video parodies of the film have been created. To date, the campaign has generated nearly four billion PR and blogger media impressions, which continue to increase daily.
Global launch coverage highlights include:
- 121 print features, including leading op-ed pieces
- 484 major broadcast news and lifestyle segments
- Thousands of online articles that have generated hundreds of thousands of comments, likes and shares
Dove Real Beauty Sketches has also made a significant impact in social media channels. The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others and to join the conversation across the brand's social channels. To date there have been more than 3,707,407 shares of the film. (Source: Unruly)
"The moment that the Dove Real Beauty Sketches film was uploaded to the Dove YouTube page, it quickly started to gain traction around the world with men, women, media and even other brands sharing the film," says Fernando Machado, VP Dove Skin. "The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others. Beyond the millions of views and publicity impressions, it is the outpouring of testimonials from around the world that is exciting us."
About the Dove Real Beauty Sketches Campaign
The way women depict themselves is dramatically different from how others perceive them. Over half (54%) of women globally agree that, when it comes to how they look, they are their own worst beauty critic, which equates to a staggering 672 million women around the world1. In response, Dove® conducted a compelling social experiment to illustrate how this problem manifests itself.
The Real Beauty Sketches film features Gil Zamora, an FBI trained forensic artist who has used his trademark Compositure™ Methodology to draw more than 3,000 sketches during his 28-year career. The film documented Zamora creating composite sketches of seven women, who were hidden behind a curtain, using their self-descriptions as the basis of his drawings. Prior to their session with the forensic artist, each of the women was unexpectedly asked to spend a short period of time with a stranger without being told why. Zamora then drafted sketches from the stranger's depictions. Most of the sketches drafted from the stranger's point of view showed a more beautiful, happier and frequently more accurate portrayal of the women and further demonstrates that, when it comes to how they look the biggest beauty pressure is the pressure they put on themselves.
The film documents the women's reactions to their self-image and their realization of how low self-esteem is affecting many other elements of their lives. It inspires the women, and viewers alike, to reassess how they see themselves. Dove believes that when women look and feel their best, they feel happier. The Dove Real Beauty Sketches film can be viewed at realbeautysketches.dove.ca or join the conversation at #wearebeautiful.
About Dove and the Dove Self-Esteem Project
Dove, manufactured by Unilever, is the # 1 personal wash brand nationwide. The Dove Self-Esteem Project is a global Dove initiative that was first established as part of The Campaign for Real Beauty. Its mission is to educate and encourage the next generation of girls to build a positive relationship with beauty and to help raise self-esteem, enabling them to realize their full potential in life. It is one of the only funds in Canada dedicated to the self-esteem of women and girls. Dove encourages Canadians to be part of the conversation at www.Facebook.com/Dove. For more information visit www.dove.ca.
About Unilever Canada Inc.
Unilever is one of the world's leading suppliers of fast moving consumer goods with operations in over 100 countries and sales in 190. Working to create a better future every day, we help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In Canada, our portfolio includes brand icons such as: Becel, Ben & Jerry's, Breyers, Clear, Degree, Dove personal care products, Hellmann's, Nexxus, Q-Tips, Simple, St. Ives, TRESemmé, Vaseline and others. All of the preceding brand names are owned or used under license by Unilever Canada Inc.
*Unruly uses proprietary technology to track any video across the globe, which is hosted on major platforms including: YouTube, Dailymotion, Apple Trailers, IGN, Break or Trailer Addict (this does not include Chinese platforms). Unilever tracked key sites in China where the video was uploaded and promoted.