Real Beauty Filter
Mindshare Canada / Ogilvy & Mather
For the past 60 years, Dove has cared for women and celebrated natural beauty. Now, the brand has taken another step to help women accept their natural beauty and to create confidence, not anxiety.
In partnership with the Real Beauty Pledge, Dove Canada wanted to reach a younger audience, and with millions of women using it daily, Snapchat was a platform ripe for exploration.
Snapchat data indicated that most women used the beautiful filter, but it was a cause of low self-esteem and a rise in self-consciousness.
Dove approached Snapchat with the idea to “hack” their beautiful filter with its real beauty message. Instead of adding a tint, thinning the face, lightening the skin and adding lip colour, during Dove’s takeover the filter didn’t change a thing.
By raising your eyebrows, the filter would add a message to let your real beauty shine – a message all Canadian could get behind.
In just 24 hours, the brand’s Snapchat filter had over four million plays and over 1.3 million story views. Best of all, Dove reached millions of Canadian with its real beauty message and helped them realize that they’re beautiful. No filter needed.
Brand: Unilever, Dove
Agency: Ogilvy Canada
Senior Marketing Director: Daniel Alter
Marketing Manager: Leslie Golts
Associate Brand Manager: Maya Atallah
CCO: Alex Furrer
Group CD: Julie Markle
Group CD: Chris Dacychyn
Copywrite: Pam Danowski
AD: Cressida Sobrevellia
AD: Joe Morris
Digital Strategist; Crystal Sales
Director, Account Management; Aviva Groll
Management Supervisor: Ashley Shaffer
Account Executive: Emily Woods
Strategy Director, Mindshare: Mike Marcy
Associate Director, Mindshare: Liana Tamulaitis
Manager, Mindshare: Jenny Lee