Case Study: Dove raises awareness of the real cost of beauty with Razorfish

Dove reaches 1.9B potential reach in 10 days with Razorfish

Dove, a global leader in combating harmful beauty standards, partnered with Razorfish to address the challenge of raising awareness for the silent epidemic of "appearance hate." The brand had groundbreaking research on the issue's $500+ billion annual impact but needed to move beyond statistics and humanize the data to make audiences care.

Razorfish developed a 360° campaign featuring powerful personal storytelling from young activists to make the experience of appearance hate real. The solution included long-form videos, an anthem film, a print spread in The New York Times, paid social assets, and a custom digital experience. The campaign successfully launched a national conversation, resulting in coverage from 104 media outlets, a potential reach of 1.9 billion, and a 19-point lift in brand power for Dove.

Dove