Dove: Patches Global Digital Campaign wins at Cannes

Karachi – June 26, 2014 – On April 9 2014, Dove revealed a first-of-its-kind
social experiment in the form of a short film called Dove: Patches. This global
campaign has won a Bronze Lion at the Cannes Lions (also known as the
International Festival for Creativity), the world’s biggest celebration of
creativity in communications, in the Media: Digital & Social category.
Dove: Patches was revealed simultaneously in 66 countries. In
Pakistan, the launch event was held at Verde Bistro Cafe and Dove invited
notable bloggers, influencers and women who encapsulated the terms “beauty” and
“strength” to the simultaneous international premiere.
The Digital PR Campaign for the Pakistan launch was managed by
Creative Chaos and the on ground activation was handled by Bulls Eye 360.
Globally, Dove: Patches is the 3rd most watched
online commercial with a 100 million plus views on YouTube and has been seen by
1 in 12 Facebook Users.
In Pakistan, Patches has been viewed over 1 million times and is
currently the most viewed video online by any Unilever Brand. The online
campaigns on Facebook engaged almost 600,000 fans, and out of all reached, 18%
engaged with the video on Facebook.
On Twitter, the official hashtag #BeautyIs trended in Pakistan
for almost 50 hours generating almost 30% of the global impressions. Also,
during the campaign, Dove Pakistan was the most popular and interactive Dove
account in the world.
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