OVERVIEW
Dove was about to launch Baby Dove in the U.S., a full line of baby care products that aimed to compete with big players in the category (such as Johnson & Johnson). We were challenged with creating the first brand campaign to introduce Baby Dove to moms and deliver a unique point of view that would differentiate the brand in a powerful way. Our #RealMoms campaign celebrates moms today who are breaking down stereotypes about what it means to be a "good mom" and defining motherhood on their own terms. From a mom who raises her baby while working on a cattle ranch, to a breakdancing mom who doesn't want 'mom' to define her, to a transgender mom who confidently owns her choice – we told diverse, real stories of modern motherhood. We launched the campaign with a short online film, print manifesto and an influencer-based social campaign. The campaign was well received by moms and the media, garnering several earned mentions including Fast Company's Top 5 Ads of the Week and article on Refinery 29, among others.
LAUNCH FILM
CASE STUDY
PRINT MANIFESTO
SOCIAL
We engaged hundreds of influencer moms through our social media campaign, who used the hashtag #RealMoms to show their followers how they're defining motherhood for themselves.
