2011 Dove Masterbrand Campaign

—— "You Are Beauty Story"

　 In 2011, FelixPR dedicated to Dove Masterbrand Campaign "You Are Beauty Story". The campaign won the China Effie Digital Award 2011-Silver, and became one of the successful cases which win the digital award for the first time.

　To cultivate the Masterbrand account and to exploit the exciting potential of Weibo market, we made great efforts to promote online activities, amplify across multiple EPR channels, maximize the star appeal and grab the powerful influence of traditional media from TV to print, all of which was finally condensed into a magnificent finale --- “You Are Beauty Story” Interactive Exhibition.

　During the project, the fans number of Masterbrand account surpassed 130,000 in three months, and keeping Dove one of the fastest-growing brand accounts of Sina Weibo. As an innovative integrated brand communication project, the campaign is so far the biggest, most influential and remarkable trial in the market. It’s more than a wonderful journey of brand communication which leverages digital as the key media platform to engage consumers and invite participation. It brought up a profound dialogue between Dove brand and consumers.  

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