According to the Global Web Index, 99.2% of Filipinas own a mobile phone. These phones are used to access social media, a platform that not only has become a place of self-expression, but has also created unwarranted pressure amongst young women. As a brand whose purpose is to provide a positive experience of beauty for women, Dove needed to empower them to pause and appreciate the real beauty that they possess.

While social media became an avenue to connect and express one’s self, it also created unwarranted pressure amongst young women. In a recent study, 69% of females have experienced stress and anxiety from social media. Many got caught in the Comparison Trap - the feeling you get when you judge your life based on the beautiful posts of others. Insecurity began to develop with every scroll.

As a brand whose purpose is to provide a positive experience of beauty for women, Dove needed to empower women to pause and appreciate the real beauty that they possess. Inspired by the blank black screen on mobile phones, Dove hoped to soothe the tension and anxiety faced by these women by disrupting women’s social media journey and providing an avenue for them to reflect on their own beauty.

Inspired by the blank black screen on mobile phones, Dove created a campaign that allowed women to stare back at themselves and reflect on their beauty. Hoping to soothe the tension and anxiety faced by these women, Dove planned the following journey:

1/ DISRUPT women’s social media scrolling;

2/ REMIND them of Dove’s determination to let them experience their real beauty;

3/ PROVIDE an avenue for them to reflect on their own beauty.

The campaign ran for 1 week, targeting Females 18-44 years old.

On World Mental Health day (October 10), Dove disrupted the usual experience of women on social media. While scrolling through their Instagram and Facebook feed, an ad appeared mimicking their scrolls. Like always, images of beautiful women were shown being liked and heart-reacted. However, after a few seconds, the story fades to black – reflecting back the face of the user staring at her phone. A reassuring voice, accompanied by an on-screen message, shares words of encouragement.

Don’t worry.

This won’t be long.

Take this time

to take a look at yourself.

To appreciate your eyes, your nose and lips.

Every detail you may have overlooked.

You

are beautiful.

More than you think.

Of the many likes you’ve given

You should like yourself first.

Don’t doubt your real beauty.

DOVE. #ReflectYourBeauty

Dove was able to turn an ad placement into a moment to literally reflect, pause, and appreciate one’s self. When women swiped up on the ad, it led them to Dove’s home page, which housed the brand’s continuing mission to promote positivity and well-being.

While the campaign was launched at the height of numerous e-commerce sale launches, the campaign successfully engaged its core audience, females 18-44, during its 1-week run.

In order to reignite love and appreciation of women for themselves, Dove rose to the challenge of imparting a positive experience of beauty, especially at a time when it was difficult to have one. In just 1 week, this simple message resonated with women nationwide.

The 1-week run of the #ReflectYourBeauty campaign touched the lives of 3,057,163 women, with 5,110,157 Impressions, and an impressive Ad Recall Lift of 6.59% (vs. 4.81% Unilever and 6% industry benchmarks).

The campaign was also picked up by notable publications, such as Adobo Magazine, Marketing in Asia, and MarkeTech APAC, which further amplified the campaign. It was also picked up by Issu, a Danish publication. Additionally, Dove ranked #1 in the entire Personal Care category in both Lazada and Shopee’s 11.11 sales.