TikTok’s new Daring Glamour filter has been downloaded greater than 16 million instances because it launched final month. Dove is taking a stand towards it and the unrealistic magnificence requirements it perpetuates in an influencer-led marketing campaign from Ogilvy and David.
A part of the long-running Dove Self-Esteem Venture, the #TurnYourBack effort kicked off March 9 with TikTok publish from Dove. Stating that “no filter ought to let you know the way to look,” it reveals ladies turning away from the digicam and strolling off display. It additionally explains the large affect of comparable instruments, noting that 80% of women are utilizing filters by age 13 and 54% of women favor the way in which they give the impression of being when their photographs are edited.
Paid posts from influencers together with Hira Mustafa and Nadya Okamoto echo Dove’s message, encouraging others to keep away from digital distortion. The marketing campaign will proceed with digital content material and OOH activations.
“When younger individuals distort their pictures, they distort their minds too,” Dove world vice chairman of exterior communications Firdaous El Honsali stated in a press release. “We’re calling on our neighborhood to affix us to show their backs to the poisonous Daring Glamour filter and arise for actual magnificence.”
Daring Glamour launched whereas Ogilvy was internet hosting a world inventive assembly and the company rapidly solicited responses from members of its community, receiving 250 slides in lower than 24 hours. David Madrid and Ogilvy UK created #TurnYourBack with manufacturing help from DAVID São Paulo.
“Watching how we got here collectively as a world community to show this round in six days from transient to going reside gave me goosebumps and introduced again recollections of ‘Braveness is Lovely,’” Ogilvy world govt inventive director Daniel Fisher stated in a press release. “Filters like this would possibly really feel like a little bit of enjoyable however they’re potent instruments which can be destroying the vanity of thousands and thousands of younger women.”
CREDITS:
Consumer:
Chief advertising officer, Dove: Alessandro Manfredi
World vice chairman of exterior communications and sustainability, Dove: Firdaous El Honsali World model director, Dove Masterbrand: Pau Bartoli
Head of worldwide Dove influencer advertising: Lynsey Smith
Head of worldwide PR Dove masterbrand: Sarah Potter
World senior supervisor Dove masterbrand: Alix Colin
Model director, U.S. masterbrand: Kathryn Fernandez
U.S. content material lead, Dove: Jillian Engel
