Dove’s Newest Marketing campaign Takes On A Standard TikTok Clear out

by | Mar 28, 2023 | Etcetera | 0 comments

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In overdue February a brand spanking new filter out referred to as “Bold Glamour” took TikTok by means of storm.

The Bold Glamour filter out uses AI to enormously keep watch over the facial choices of those who use it and is far much less detectable than other filters. The filter out has been used in over 30 million motion pictures to this point.

As Bold Glamour gained popularity it used to be as soon as broadly criticized by means of TikTok consumers for promoting unrealistic just right seems necessities, specifically for more youthful other people. Beauty brand Dove joined the conversation with a smartly timed advertising marketing campaign that comes with distinctive data.

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In keeping with Dove analysis, 48% of ladies who digitally keep watch over their footage have lower self-importance compared to 28% of ladies who don’t digitally keep watch over their footage. To enlarge this message, Dove partnered with Ogilvy and DAVID to unlock the #TurnYourBack marketing campaign on March 7.

The promoting marketing campaign featured influencers and celebrities comparing their digitally altered faces to their natural appearances while encouraging their lovers to turn their backs on the Bold Glamour filter out in hopes that they discontinue using it.

#DovePartner I’m turning my once more on the Bold Glamour Filter out. I’m enough! Join me and
♬ unique sound – Gab Union

Given that advertising marketing campaign offered, the hashtag #TurnYourBack has racked up over 40 million views on TikTok and has received most often positive feedback from audiences. This advertising marketing campaign isn’t Dove’s first stance taken in opposition to imagery promoting unrealistic just right seems necessities.

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The company debuted its “No Virtual Distortion Mark” in 2018 to authenticate footage that haven’t been digitally altered. In 2004, the company offered the Dove Self-Esteem Challenge which to begin with began with workshops for more youthful other people related to body image and just right seems necessities.

In this day and age, the Dove Self Esteem Problem curates tutorial materials related to body image for folks, academics, and youth leaders, and champions distinctive research performed by means of Edelman.  

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