Social media has had face-altering augmented reality filters since 2015. At first, most were harmless, adding dog ears or a virtual accessory like a crown. But it didn’t maintain this playful mode for long…the situation took a leap forward with the use of artificial intelligence.

Bold Glamor went viral on TikTok and was hailed as the most hyper-realistic filter possible. It promoted unattainable beauty standards and perpetuated the hegemonic Western canon.

This work aimed to make a new impactful stand against beauty stereotypes.

1) Spark a conversation about the negative impact of #BoldGlamour.

2) Increase awareness of Dove’s fight against digital distortion.

The only way for the filter not to distort your face was for it to not 'see' your face. So, Dove asked people to #TurnYourBack to the filter. In a space where everyone is doing activities, showing their faces, turning around and giving their backs was a bold way to grab attention and effectively shift the conversation about the filter.

We used TikTok against “TikTok”.

Such an easy format - as easy as participating in a TikTok challenge - allowed all influencers and women users to participate and promote the countertrend.

What started as a digital post turned into a global 360-degree campaign in markets around the world. With this global movement, Dove once more encouraged people to embrace their real selves. But most importantly, #TurnYourBack recognized Bold Glamour for what it is: harmful, distorting, and totally detached from reality.

There was an opportunity to shift the focus of the conversation.

From: a filter that makes you look 'perfect'

To: a filter that harms you with digital distortion.

Due to its virality, we needed to create something that could combat it at the speed of a social trend. If filters generate a lot of talking, which other element within TikTok could we use to get the same level of impact?

If influencers were driving the use of #BoldGlamour, we needed them to change the trend themselves. Beyond using them as a vehicle for our message, we understood that the strength was in giving them, and all people, the freedom to talk about how distortion directly impacted them.

We empowered creators to fight for our cause with a strong point of view.

Insight:

No one, least of all an AI-driven filter, should tell women how they should or shouldn’t look.

BACKGROUND

TikTok's Bold Glamour filter went viral - all of it was extremely rapidly and on a global scale. The reason? Being the first filter to use AI, the unrealistic outcome was practically indistinguishable from reality. Unlike other filters, it replaced every pixel of the face, making it not look like a fake filter but rather like the real face.

This artificially created beauty ideal imposes naturally unattainable stereotypes, pressuring girls into altering their images to the point they were hardly recognizable, damaging their self-worth and esteem. 

54% of women prefer how they look when their photos are edited, distorting their perception of beauty and diminishing their confidence. (Data: Dove No Digital Distortion Report.)

CREATIVE CHALLENGE

Dove, a brand at the forefront of self-esteem and beauty, used the new trend to act against the negative impacts of digital distortion once again. The challenge was to show the world that something that makes you look great was creating real damage.

There was an opportunity to shift the focus of the conversation:

From a filter that makes us look 'perfect' to a filter that harms us with digital distortion.

SOLUTION

We empowered creators to fight for our cause with a strong insight:

No one, least of all an AI-driven filter, should tell women how they should or shouldn’t look.

The only way for the filter not to distort your face, was for it to not 'see' your face. Dove asked people to #TurnYourBack to the filter. In a space where everyone is doing activities showing their faces, turning around and giving their backs was a bold way to grab attention and effectively shift the conversation about the filter.

We used TikTok against “TikTok”.

If influencers were driving the use of #BoldGlamour, we needed them to change the trend themselves. Beyond using them as a vehicle for our message, we understood that the strength was in giving them, and all people, the freedom to talk about how distortion directly impacted them.

Such an easy format - as easy as participating in a TikTok challenge - allowed all users, both influencers and women, to participate and promote the countertrend. Even though we had a powerful idea in our hands, we needed to act fast. Time was crucial for us to turn the narrative around.

EXECUTION

Within 72 hours of Bold Glamour going viral, Dove invited people to #TurnYourBack on digital distortion. Within 24 hours, we activated 68 influencers across 8 markets—a record achievement for Dove. What started as a digital post evolved into a global 360-degree campaign.

The campaign format made it easy for people to stand together with Dove. This powerful gesture transformed this talkable trend into a platform for a greater discussion.

Dove once more encouraged people to embrace their real selves. But most importantly, #TurnYourBack recognized Bold Glamour for what it is: harmful, distorting, and totally detached from reality.

Turn Your Back underpins the brand's braveness to keep its brand purpose relevant over time. 

+ 61% of people associated Bold Glamour with Dove's campaign.

+ 110% PR increase compared to other campaigns.

+ 71% of unpaid articles mentioned Dove in their titles.  

+ 5.39% engagement rate, surpassing the 3% industry average.

´Ignites the confidence that makes you feel attractive everyday´ by 20%.

´Is a brand that is working to broaden the definition of beauty in society´ by 9%.

17% purchase intent (US) and 7% in (UK).

8% increase in consideration (USA) and 10% (UK).

On Oscar night, celebrities Gabrielle Union and Nischelle Turner turned their backs to the cameras. After the campaign, the leading influencer agency, Gleam, condemned the #BoldGlamour filter. The French government introduced new regulations on influencers, and Dove was mentioned.

Data: #TurnYourBack Global IAT Recap - April 2023 / Metrix Lab Campaign Evaluation - April 2023)