Dove’s clear understanding of what it stands for – real beauty, which has powered the brand’s marketing approach for many years – allied with longstanding relationships with influencers, were crucial factors in developing the #TurnYourBack campaign which won a Media Lions Grand Prix.

Why it matters

Social media can set unrealistic expectations in young people’s minds, so when influencers highlighted how a TikTok filter was having an impact on young girls’ mental health, Dove was already well-placed to make its voice heard.