Due to the growing popularity of social media, girls are becoming increasingly self-conscious and ashamed of their appearance. This has led to a surge in demand for plastic surgery, as they try to conform to the unrealistic beauty standards imposed by social media. It has become difficult for girls to take a selfie without using masks, filters, and other editing tools to enhance their appearance. In addition, there is an increasing amount of negative feedback and criticism directed towards girls, which can further exacerbate their feelings of insecurity.
Solution
The Dove brand, as a representative of true beauty, understands that Instagram is driven by bloggers, influencers, and celebrities. Therefore, the brand decided to reach its audience through these channels.
Bloggers received a unique gift from the brand. When they opened the box, they were showered with unexpected praise from other Instagram stars. The compliments were carefully selected in advance, but we didn't reveal all the details.
Then, the call-to-action "PULL TO SEE REAL BEAUTY" brought a smile to their faces. They saw not the "beauty behind the Instagram mask", but their true selves in the mirror.
Result
Dove reminded us about the most important things: self-love and the natural beauty of women. The campaign also reminded us how important it is to give compliments instead of criticizing and judging.
— 1.6 million views without media support — More than 100 girls who would like to receive a similar box — More than 1,000 compliments from subscribers to the blogger
