ENGLEWOOD CLIFFS, NJ: As part of its ongoing Campaign for Real Beauty it launched in 2004, Dove has partnered with the upcoming film The Women and developed a short behind-the-scenes film titled The Women Behind ‘The Women'. The 20-minute film is slated to launch on www.dove.com/TheWomen September 12.
“[The film] is very new and different for us as a brand,” said Kathy O'Brien, marketing director for Dove in the US. “We're hoping we'll be able to reach consumers in a new and different way by challenging traditional beauty stereotypes.”
Working with AOR Edelman, the team recruited a 16-year-old girl to work with director Diane English on the documentary as part of its self-esteem initiative. O'Brien explained that a 16-year-old journalist served as an impactful PR tool to extend the Real Beauty campaign concept by spotlighting beauty role models in a new light and from the genuine perspective of a young girl.
“[Nelson] could go onstage and engage with Diane English and understand [the actresses] as real women beyond seeing them on a Hollywood film,” O'Brien added.
Nelson and English will update a weekly diary on their blog.
PR tactics for the initiative include online media promotion and outreach, sweepstakes – the team sent two women to the red carpet premiere of The Women in Los Angeles last week - in-store promotions, and outreach to traditional media outlets targeting women ages 20 to 40.
Through October, the team will monitor traffic on the site, blog posts and comments, and in the next couple of months, the team will work on a device that will enable it to track how users feel about self esteem.