WORKS
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We expected 540,000 participants.
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Over 3 million showed up.
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Their stories spilt out of the booths—onto Weibo, into homes, across hearts.
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Dove’s Weibo following rose by 31%.
| We expected 540,000 participants. | Over 3 million showed up. | Their stories spilt out of the booths—onto Weibo, into homes, across hearts. | Dove’s Weibo following rose by 31%.
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Silver Integrated Social Effie Award 2011.
| Silver Integrated Social Effie Award 2011.
Business-Driven Campaign
A Belief Means Nothing Unless It Is Resonant.
We believed every woman's story was a beautiful one. But in China, where modesty is safety—and saying “I think I’m beautiful” can be taboo—that belief meant nothing unless it could resonate.
So we didn’t make an ad.
Not one more model. Not one more mirror. Not one more voice telling her how to look.
We created a test.
No casting. No scripts. No cameras. Just a booth and a sign that read:
// You’re Beautiful. What’s Your Story? //
And a mic. Not for us. For her.
We placed these booths in the busiest public spaces across China. Quiet rooms. Private spaces. Anonymous mics. No one directing what to say—just an invitation to speak, if she wanted to.
Even our team wasn’t sure anyone would show up. But they did in the thousands.
Mothers. Teenagers. Grandmothers.
Some whispered. Some wept. Some roared.
None were paid. None were famous. Just real women, finally offered a mic instead of a mirror.
We expected 540,000 participants.
Over 3 million showed up.
Their stories spilt out of the booths—onto Weibo, into homes, across hearts.
Dove’s Weibo following rose by 31%.
But more importantly, women everywhere began saying:
// I am beautiful in my own right. And here is my story. //
That was the moment a belief turned into action.
And that’s what the Effie Silver for Integrated Social Campaign recognised:
Not a message delivered.
But a movement shared.
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Integrated Social Campaign, Silver Effie Award 2011