Unilever’s Dove was well-known as a purpose-driven brand which aimed to make beauty a source of confidence, not anxiety. However, competitors had been encroaching on its ‘real beauty’ brand positioning. Research among consumers to understand modern perceptions of beauty showed that social media was damaging girls’ self-esteem.
Working with marketing communications agency Ogilvy, the strategy was to challenge unrealistic beauty standards for younger Dove consumers and their mothers, which would help Dove regain its distinctive role as a champion of women. A ‘Reverse Selfie’ social media film revealed the lengths to which teenage girls manipulated their social media ‘selfie’ images. Viewers were driven to advice and resources housed on Dove.com, designed to boost girls’ self-esteem and parents were encouraged to ‘Have #TheSelfieTalk’.
A social media partnership with global artist and body confidence advocate Lizzo extended the campaign’s reach and engagement. After the campaign, brand affinity increased by 21% and there was an 11.9% uplift in cross-category value sales for the brand.
Source: https://econsultancy.com/case-studies/view/unilever-dove-reverse-selfie/