Dove's first fully creator-led campaign
The Ask: Dove wanted a purpose-led campaign to empower women around body confidence and appearance pressure on social media.
The Idea: 9 in 10 women take up to 50 photos before posting. Dove urged users and global creators to #ShareTheFirst unfiltered, raw first take to break social media perfection standards.
Partnering with over 100 creators, including Bebe Rexha, across 14 markets to share their firsts through personal stories that celebrate authenticity and reveal the reality behind social media. The campaign extended into an OOH takeover featuring exclusively creator-led content.
I developed the insight-driven concept, shaped the creator brief and concepted the layout and design direction for the campaign's OOH output across markets.
1B+ impressions
1.4M+ engagements
94% positive sentiment
2 in 3 women reporting more confidence sharing unfiltered photos.
(And a Bronze Cannes Lion).
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
