DOVE
#SHARE THE FIRST
The Ask: Bring Dove their first entirely creator-led purpose campaign.
9 in 10 women take up to 50 photos before posting on social media because of appearance anxiety, with many avoiding posting altogether. Dove challenged this by partnering with creators to promote real beauty through genuine, unfiltered content.
How we took this: Aiming to tackle the pressure women face to present their “best” selves on social Dove encouraged women to share their first unfiltered photo instead of curated ‘perfect’ ones. Powered by global creators, the campaign reached 35 markets in just 14 days, Dove’s first end-to-end global creator campaign generated 1B+ impressions and 120M+ video views
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
