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Destination

To continue to get young people to discuss and share their opinions of beauty.

Platform

Dove finds it important to celebrate the versatility of girls that exists. They have successfully run the campaign for real beauty since 2005 in Sweden. To keep the discussion alive in all parts of young people's lives, Mindshare recommended Dove to interact with teens in their own spheres, the virtual communities.
The idea was to create an editorial cooperation with an existing community in the beauty world, the virtual doll site, Stardoll, in order to boost the dialogue.

Design and Delivery

Mindshare negotiated a deal with Stardoll where Dove informed fashion-oriented teens about the Dove self-esteem fund and invited them to join the debate on beauty and self-image. All participants received virtual Dove-products for their own virtual doll, their "MeDoll".

Effectivity

Via the Stardoll dialogue, a positive forum to communicate with the users and not to them was created. And the beauty issue really engaged the users. After only three weeks' presence on Stardoll, there were 180,000 members in the Dove Wonderful club, 11,000 being Swedes. And as many as 10,200 Swedish teens answered the first weekly poll and 4,750 members shared their opinion of "real beauty" in their own words. There was also a 58% value increase for the Dove products displayed in the club in the month folliwng the campaign.