• Transform magazine
  • April 01, 2020

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Dove promotes girls’ confidence in new campaign with Kelly Rowland

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Today, it takes nothing more than a scroll through social media, to shake young girls’ self-esteem.
Universal Music’s creative division Globe worked with Dove, and American singer songwriter Kelly Rowland in a new campaign video ‘Crown’, which encourages young girls and women to wear their hair with confidence. This initiative supports Dove’s positioning as a beauty brand that is a leader in promoting self-esteem among women and young girls.

With this content, Dove focuses on embracing female power. Crown is not the first of its kind from Dove, as the brand has an on going commitment to celebrate the beauty in diversity. Other similar campaigns from Dove include ‘Love your curls’ and ‘Dove real beauty’ which aim to boost self-confidence among women and girls. 

Jennifer Hills, SVP at Globe, says: “This has been an incredible campaign to deliver and the results have exceeded all of our expectations. It is a great example of a brand pushing the boundaries of typical artist partnerships and confidently delivering a creative activation with a responsible purpose, and not falling back to a product message in the content.”

In the video Kelly Rowland performs with a group of young girls who have been bullied, or experienced criticisms about their hair. The goal with this campaign was to boost young girls’ self-esteem, and break down the stereotypes of what beautiful hair looks like. Dove and Globe choose Kelly Rowland as a partner because she represents an inspirational voice for women and was able to personally empathise with the girls’ stories.

The campaign first aired on 10 February on E! Entertainment, and has 100,000 views and counting on YouTube.