Dove Reclaiming Self-Esteem
In a world where AI threatens to distort beauty even further, Dove took a stand to #KeepBeautyReal. With a bold multichannel campaign rooted in authenticity, the brand empowered women to reclaim self-esteem and challenged the narrow ideals that continue to dominate media.
Sector: Cosmetics and Personal CareBrand:Dove
Challenge
A large majority of women still have shocking low self-esteem and body confidence, feeling misrepresented due to the narrow standards of beauty.
However, there is a growing trend towards prioritizing wellbeing over appearance. Dove wants to drive this trend further. See how this award-winning campaign in the Swedish market contributed to that agenda.
By 2026, 90% of online content will be AI-generated, which will heighten the distortion of beauty and narrowing of biases and stereotypes
Solution
This campaign's objective was to highlight the skewed image of beauty and to continue to broaden the definition of what beauty really looks like, working under the hashtag #KeepBeautyReal in social media and launching a TVC to amplify the important message that Dove will never use AI to create or edit images of women. The campaign setup was planned to create high impact within the female audience and had a multichannel approach that also included influencers, cinema and online video This position reasserted Dove's relevance as a different and meaningful brand in the modern world in the eyes of ALL women.
Results
The campaign results showed great uplifts in many aspects according to the post campaign measurement. We outperformed the targets of important campaign KPIs like Sender-ID, Liking and Awareness. Dove was awarded gold in the Native Advertising Awards in “Best Healthcare Program”, together with Aller Media, and also "Cinema campaign of the month" by Swedish cinema owner Filmstaden.
Case film here
