We know it’s not fair to pick favourites, but we’re especially proud of the work we’ve done to help Dove connect with Canadian moms in meaningful ways.
For several years, Dove has come to Ehm & Co to develop grassroots programs to extend their campaign messages to Canadian moms.
Ehm & Co worked in partnership with Integrated Marketing Services and Harbinger Communications to extend Dove’s messaging to Canadian Moms. This large scale program included a mix of user generated video and sponsored stories, social media activations and our favorite component, in-real-life workshops for moms and daughters
Dove is known as an undisputed leader in making deep emotional connections with its consumers through game-changing marketing campaigns. Marrying omni-channel experiences with compelling content, our campaign with Dove focusing on positive body image and self-esteem resonated with Canadian moms.
The intentions of the YMC – Dove activations were to encourage moms to celebrate themselves and their beauty, to inspire them to think differently about beauty, and to generate conversation that would lead to increased self-esteem in themselves and their daughters.
The program complimented and amplified advertising campaigns the brand was running—the Camera Shy campaign, Celebration of Beauty at Any Age that celebrated Dove turning 50, and their #ChooseBeautiful global campaign.
Approximately 1,000 women and their daughters talked, shared, and laughed together in real life at the 25 self-esteem workshops across Canada.
Key influencers and our team of eloquent writers plus moms from coast to coast captured the essence of Dove’s advocacy for positive body awareness by sharing personal stories, videos and hundreds of social posts.
The #BeautifulYou Twitter party garnered 4,550,000+ impressions in just one hour, trending nationwide.
173 Individuals uploaded their ‘selfies’ on YMC’s Facebook page when YMC and Dove reminded them to put themselves in front of the camera.
Over the span of the program, YMC generated 50,000,000+ impressions.
This campaign was a huge success in terms of reach and engagement. It also won Gold at the Canadian Online Publishers Association (COPA) for Best Online Campaign. But our reasons for Dove topping our list runs deeper. First, Ehm & Co is an agency run by mothers and the brand messaging aligned with our core values as a company. Second, both agency partners dared to dream big, challenging us to create something special for their client. When we pitched them workshops in Loblaws, they approved it and allowed us to see it through. Brainstorming, building, and then project managing a 25 Mother Daughter Self Esteem workshops in Loblaws (to leverage shopper marketing) across the country allowed us to connect face to face with our YMC community, deepening our relationship with mothers across the country.
Social media marketing is relationship marketing, and this was the key to the program’s success. The PR and marketing teams behind the Dove brand trusted us to do what we do best. Create and connect. The result? Moms, agencies and Dove benefited. That’s a program we can get behind.
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