Dove: Toxic influence

Dove invited real US girls and their mothers to feature in a four-minute hero film to detoxify threats to self-esteem from social media, create fame and cultural engagement, increase awareness of the Dove Self-Esteem Project, drive website visits and associations with key brand attributes, and increase penetration and revenue.

Campaign details

Title: Toxic InfluenceBrand: DoveProduct: DoveIdea: OgilvyCountry: United Kingdom

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
12 months - 3 yearsGlobalWomenParents & familiesMiddleToxic Influence costs: Agency & production cost: $1,187,500 Media costs: $11,281,878 Total $12,469,378

Why is this work relevant for Creative Effectiveness?

This work is relevant for creative effectiveness because it shows that purpose can drive brand growth and grow sales at a time when purpose marketing is under greater scrutiny than ever.

It also shows...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands