Dove

Builds Confidence with #LoveYourHair Campaign

41K+

Earned Engagements

56M

Impressions (Surpassed Impression Goal by 24M)

25K+

Dove™ Animated Photo Views

55K

total pageviews

The Challenge:

Expand awareness and engagement around the topic of hair confidence among young girls as part of the Dove #LoveYourHair campaign.

The Sway Solution:

Sway helped start a positive conversation around building hair confidence in girls by positioning mothers as strong role models who have learned how to love their own hair. Multicultural parent influencers with diverse hair types were asked to share inspirational personal stories about embracing their natural hair, and offered tips for encouraging daughters to do the same. A 60-minute Twitter party helped the conversation grow and continue organically, and participants were directed to Dove branded microsite where they could create, decorate, and share a custom animated message.