How Dove found beauty in the time of COVID-19

Dove, a personal care brand, made a $7.5 million global commitment and launched a worldwide campaign to support frontline healthcare workers during the COVID-19 pandemic.

Campaign details

Brand: DoveAgency: Ogilvy

Executive Summary

As an iconic, purpose-lead brand Dove have always sought to make real beauty a source of confidence not anxiety, a POV mimicked by brands. To move the beauty confidence narrative on, we needed to give it new meaning, redefining our cultural enemy.

When the global pandemic hit, Dove committed $7.5m globally to support frontline healthcare-workers. We suddenly had to raise awareness of this whilst staying true to our beauty purpose.

With politicians trying to instil confidence, we observed a more valuable attribute in the healthcare-workers who risking their lives everyday:...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands