About
Experience & Education
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Lippe Taylor
View Corey R’s full experience
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Projects
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Dove Real Beauty Sketches
Dove uncovered that only 4% of women around the world consider themselves beautiful and that the biggest barrier to women feeling beautiful is their own self-perception. To move the other 96%, Ogilvy & Mather Brazil created a compelling short film to illustrate that the way women depict themselves is dramatically different from how others perceive them.
- It was then up to Edelman to architect a global communications strategy to drive the launch in four markets – U.S., Brazil, Australia and…Dove uncovered that only 4% of women around the world consider themselves beautiful and that the biggest barrier to women feeling beautiful is their own self-perception. To move the other 96%, Ogilvy & Mather Brazil created a compelling short film to illustrate that the way women depict themselves is dramatically different from how others perceive them.
- It was then up to Edelman to architect a global communications strategy to drive the launch in four markets – U.S., Brazil, Australia and Canada.
- Edelman contextualized the story as a compelling social experiment and quickly developed a detailed global communications strategy and toolkit, which was issued to the launch markets.
- Edelman facilitated the global launch - driven by PR with minimal paid support:
- PR outreach was key to developing buzz, initiating the news cycle and millions of film shares
- Since launch, the campaign has garnered over 5 billion PR and blogger impressions
- Following the initial launch, Edelman managed the entire global PR and social campaign in real time, working to maximize PR and amplify social opportunities in hundreds of markets around the world.
- Earned, owned and paid media worked symbiotically to generate maximum exposure for Dove Real Beauty Sketches around the world. The real time efforts of the syndication of content across all Dove markets resulted in an additional 100M views of the film outside of the US. The current views now surpass 150M, making Dove Real Beauty Sketches the most viewed branded video content in history.
- So far the campaign has won 19 Cannes Lions including the Titanium Grand Prix and notably the Gold Lion, PR for Best Use of Social Media and Gold Lion, PR for Best Integrated Campaign Led By PR
Other creators -
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The Fixers
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A 360-integrated marketing campaign focused on reinventing a slow-growth sub-category, broadening the consumer base and differentiating lines across the AXE portfolio
Other creators -
Honors & Awards
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Cannes Gold PR Lion
Cannes Lions International Festival of Creativity
Led the PR team at Edelman for the Dove Real Beauty Sketches Campaign that won 19 Cannes Lions including the Titanum Grand Prix and Two Gold PR Lions
- Gold PR Lion for Best Integrated Campaign Led By PR
- Gold PR Lion for Best Use of Social Media
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