Dove has always created its campaigns around a central theme of empowering women. “At Dove, we are committed to creating a world where beauty is a source of confidence, not anxiety.”
Following the success of its Real Beauty Sketches video, the company has created this video to ask women why they hide from the camera as an adult but loved it as a little girl. The idea behind this video is to get women thinking about the fact that when did they become their own worst beauty critics.
(See YouTube video below).
The 60-second video from Ogilvy&Mather London shows women of various ages hiding as a camera approaches them. The end of the video shows young girls hamming it up in front of the camera. The ad ends with the question, “When did you stop thinking you were beautiful?”
Camera Shy took the No.1 spot on the Viral Chart with a reach of more than 10.2 million views for the week. But since being uploaded on July 2, the campaign has garnered a reach of more than 23.2 million views, with the vast majority of those views coming within the past two weeks.
The buzz created by Camera Shy shows the power of consistent storytelling in creating long-term success for a brand. Dove has been building on the theme of “real beauty” since 2004 and Camera Shy is just the latest installment in The Dove Campaign for Real Beauty. Each campaign it releases comes up with a new way to communicate Dove’s position as a brand who wants to help women recognize their beauty.
By building this single story, but keeping the tactics new and fresh, Dove keeps viewers curious to see what it might do next. Of course, viewers were anticipating this latest campaign because of it comes on the heels of one of the biggest viral campaigns of the year, Real Beauty Sketches.