Goals and objectives
According to a report by Dove, 90% of all content is projected to be AI-generated by 2026. This surge in AI-generated imagery has amplified unrealistic beauty standards, negatively impacting women’s self-esteem. In response, Dove launched “The Dove Code,” a filter that can be applied when searching for images on AI platforms. This filter ensures the results reflect a more diverse and authentic representation of real women.
The goal of the campaign, titled Reclaiming Self-Esteem, was to raise awareness of The Dove Code through ELLE’s platform, using storytelling to ignite a broader societal discussion around beauty ideals and self-worth. The campaign aimed to engage ELLE’s audience in a meaningful dialogue, strengthen positive brand perception of Dove, increase engagement with The Dove Code, and encourage reflection on the portrayal of beauty in media. Emotional storytelling was at the heart of the initiative, designed to make the message resonate deeply and stay with the audience long after exposure.
Surprising Insights
The campaign’s video format incorporated editorial-style storytelling, featuring a relatable protagonist and street interviews conducted by Jessica Ekström. This hybrid of native advertising and journalistic techniques brought the content closer to editorial standards, enhancing credibility and emotional impact. The format’s success attracted interest from other industries, with several clients requesting similar productions. The video has since been used as a reference case in new business pitches for Aller Media Creative Studio.