Dove: Unlocking the social power of the Dove brand

This case study describes how Dove, the personal care brand owned by Unilever, used Facebook ads globally to promote a positive body image.

Dove: Unlocking the social power of the Dove brand

Michael HinesOgilvy and Mather London

Summary – unlocking the social power of the Dove brand

Ten years ago, Dove's Campaign for Real Beauty (CFRB) challenged the fashion and beauty industries for the way that their unrealistic stereotypes made women feel about how they looked.

By 2012, women knew a photo-shopped ad as soon as they saw one, major luxury brands were publicly challenged for retouching famous actresses beyond recognition in their advertising, and 17-year-old girls were demanding that the glossy magazines they read feature more real girls in...

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