Dove #TurnYourBack

Dove, a personal care brand, internationally invited people to #TurnYourBack on TikTok's viral Bold Glamour filter to spark a conversation about the filter's negative impact, increase awareness of Dove's fight against digital distortion, and elevate self-esteem messaging.

Campaign details

Title: #TurnYourBackBrand: DoveProduct: HealthcareIdea: DavidCountry: Spain

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessCanada, France, Spain, United Kingdom, United StatesWomenOtherMiddle115,000

Why is this work relevant for Creative Effectiveness?

Dove #TurnYouBack shows how real-time actions can help increase the relevancy of its purpose and bring a significant business response. The campaign's effectiveness comes from knowing the right moment to show the brand's point of view, interacting with the conversation at its peak using the same language of the space in...

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