Dove's digital, PR and on-ground campaign #YouAreAGift celebrates the real beauty of women in the roles they play as mother, daughter, sister or friend.
Ahead of International Women's Day, the company launched a video on 5 March 2015 to show appreciation for the sacrifices women have made in each other’s lives. The campaign is currently ongoing and the brand partnered with its digital and PR agency in Malaysia, Immerse and Impact Communications to develop the video.
Dove also encouraged women to tag and share the video with the significant women in their lives via Twitter and Instagram with the hashtag, '#YouAreAGift'. Since its premiere the video garnered over 4000 views. The three-minute video was featured on online digital sites such the Dove's YouTube channel and Dove Malaysia Facebook page. There are 11,000 likes and 61 shares received for the video as of today.
The video captures candid expressions shared by these women who were not aware that the special woman in their life was watching and listening to the entire interview in the next room secretly. The “reunion” shot captured the touching embrace of the special woman in their life, who joined them half way during the interview.
Watch the video here:
On-ground, Unilever Malaysia employees surprised 10,000 Malaysian women at high traffic areas, universities and office buildings with flowers and notes of appreciation.
— FSN (@Fionazari) March 9, 2015
Ashlee Ng, personal care director, Unilever said: "Dove always believes that real beauty stems from women’s own personalities and power and that is what shapes a woman. We hope that through #YouAreAGift, women will come to appreciate themselves and the other women in their lives. It is truly empowering the role that women play and Dove needed to tell women exactly that and encourage them to pay it forward to their mums, sisters, daughters and friends."
— Mira Malek (@mira23edora) March 9, 2015
The campaign was developed with Dove’s PR consultancy, Impact Communications.
PR Agency: Impact Communications
Digital Agency: Immerse Group
Media Agency: Mindshare Malaysia