The Ask:
Bring them their first entirely creator-led purpose campaign.
How we took this:
#ShareTheFirst invited women to share the first unfiltered photo they took – no edits, no retakes, just real moments. This global, creator-led campaign was built without traditional shoots or polish, putting authenticity at its core.
With over 1 billion impressions worldwide, the campaign sparked real impact:
2 in 3 women said they felt more confident sharing unedited photos
8 in 10 girls said they were empowered to embrace their natural selves
Built entirely around creators and real moments, this campaign showed the power of authentic, unfiltered storytelling in influencer marketing.
8 in 10 girls said they were empowered to embrace their natural selves
Built entirely around creators and real moments, this campaign showed the power of authentic, unfiltered storytelling in influencer marketing.
Campaign Brief | Dove and singer-songwriter Bebe Rexha invite women to show real beauty doesn’t need a re-take in new #ShareTheFirst campaign
Marketing Dive | How Dove’s first creator-led campaign paves way forward for Unilever
Little Black Book | Dove Debuts First Creator-Led OOH Takeover
Creative Salon | Behind Dove's First Fully Creator-Led Campaign #ShareTheFirst
