Dove conducts social media campaign
By Rob Bale
Unilever Canada has begun a social media campaign for its Dove line of beauty products. The promotion is taking place on Pinterest and consists of online ads that take consumers using mobile devices to an interactive presentation on the subject of AI-generated images and beauty standards. The creative promotes Dove as “the first beauty brand to commit to never using AI in place of real people in its advertising.” Users can choose images and words intended to represent a personal definition of beauty. The presentation then creates a video based on this input that can be shared on social media to increase awareness of various Dove products. The ads were developed by The Online Studio, while the mobile presentation was created by Unit9.
“Pinterest and Dove share many values when it comes to representation and making a positive experience of beauty accessible online, so we knew this was the right platform to amplify our evolved commitment to keep beauty real,” said Laura Douglas, Dove masterbrand lead at Unilever Canada. “This campaign will allow real beauty to be defined by Pinners, on their own terms, as part of our 20 years of celebrating real beauty as a brand.”