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Dove’s #ShareTheFirst marks a significant evolution in the brand’s creator-led marketing. Every asset, from social to OOH, was crafted exclusively using creator content, with no … read moreadded production, studio setups, or talent. While Dove has previously featured creators alongside other voices such as body confidence experts and celebrity spokespeople, this is the first time their content stands alone – a clear demonstration of the brand’s confidence in creators not only to carry a campaign end-to-end, but to resonate and engage with the right communities. Rooted in the insight and universal behaviour that nine in ten women take up to 50 photos before posting one online, #ShareTheFirst challenges the pressure for perfection on social media. Dove partnered with body confidence advocate Lucy Reeves to help shape the influencer brief and content style to ensure creator storytelling was both relevant and resonant. The campaign is launching globally in over 10 markets through Dove’s community of creators, each sharing their unfiltered first image to drive cultural conversation around real beauty. Following an astounding online response to the creator content online, Dove is expanding its reach and further investing in this important message with a high-impact OOH takeover at London’s Liverpool Street Station. Showcasing three voices from Dove’s global community of creators - @raniamvr, @naomi.native and @_meaganwells – the creative spans 64 digital placements in one of the city’s busiest transport hubs. The creative mimics a phone’s camera roll – scrolling through rows of nearly identical images before revealing the unedited ‘first’ photo.
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