Dove Boosts Sales and Self-Esteem
Tuesday, June 30, 2009 at 9:24AM 
Launched in 2003, the Dove Self Esteem Fund was developed to help free the next generation from self-limiting beauty stereotypes. Committed to reaching 5 million young women by 2010, today Dove has already reach 3,182,000.
Not only is this campaign a brilliant publicity stunt (I know, harsh word for a good cause), these six ordinary women in their underwear boosted sales by 700%. The reason is simple. Dove is featuring “normal” women that you and I can relate to, in an extraordinary way. The consumer feels a sense of connection to a cause they can certainly rally behind. Not to mention, there are limitless possibilities for promotions, ads, angles, etc. to be creative, provocative and shocking in this campaign...all attributes that lend to stickiness and strong brand exposure.
Check out the ad campaign video on YouTube:
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