Why is this Work Relevant for PR?
"Crown" and #MyHairMyCrown elevated Dove Hair's brand equity through a product agnostic campaign designed to spark a national dialogue around broadening the narrow definition of beautiful hair. Millennial consumers increasingly believe that brands should stand for issues that matter (69%, up 9 points vs. 2017*), making it even more critical that Dove communicates its longstanding mission of improving beauty confidence among women and girls. In generating mass earned media attention for the campaign, we were able to assert the brand's commitment to creating a world where beauty is a source of confidence and...