The Dove AdMakeover: Unlocking the Social Power of the Dove Brand

Ogilvy & Mather, London

Unlocking the social power of the Dove brand

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

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

This paper tells how Dove applied the same brand insight in social media to address a new, digital form of beauty anxiety. Along the way, it started a debate that ended up in national newspapers, empowered legions of women to make other women feel good, and challenged the status quo of what's acceptable advertising on Facebook.