The Dove Everyday Hero campaign recognized and surprised teachers, nurses, service workers, LGBTQ advocates, parents, community volunteers, and others as Dove Everyday Heroes choosing to lead with love.
Consumer Packaged Goods
As the COVID-19 pandemic impacted individuals and communities, Dove Nourishing Body Care sought to put a spotlight on people who continued to reflect care, kindness, joy, and—most importantly—LOVE through their jobs, advocacy, or community volunteering.
Develop the Dove Everyday Hero campaign to recognize and surprise teachers, nurses, service workers, LGBTQ advocates, parents, community volunteers, and others as Dove Everyday Heroes choosing to lead with love.
We partnered with a relevant mega influencer (Lexy Burke) to spread this message beyond Dove’s channels, reach new engaged audiences, and add an authenticity that could not be achieved by the brand alone. Over an 8-week period, Lexy highlighted local Everyday Heroes and put out a call for others to nominate their own Everyday Hero to receive a $1,000 gift from Dove.
9.8M combined potential reach. 254K engagement events. 2.5M video views. 80 earned media placements. 14.5M impressions.