The Challenge

Through trend tracking, we discovered that thousands of people started using the Bold Glamour filter; and as the creator of the No Digital Distortion movement and Dove Self Esteem Project, Dove’s objective was to respond with a strong stand against harmful social media beauty trends.

The Solution

To ignite a cultural movement, #TurnYourBack tapped into the power of influence to spark a real dialogue about natural beauty and the issue of digital distortion where it is happening the most: TikTok. The only way for the filter to not distort your face, was for it to not ‘see’ your face, so, within 72 hours of Bold Glamour going viral, we created a rallying cry by asking TikTok to #TurnYourBack to digital distortion.

The Result

68 influencers including actor Gabrielle Union posted #TurnYourBack in our key markets garnering 54M video views and 567K+ engagements, with an 83% positive sentiment rate. #TurnYourBack reached more than 1B earned impressions with 174 placements in outlets such as Women’s Health, WWD, PopSugar and Vanity Fair Italia, all of which strengthened Dove’s leadership as advocates for real beauty and self-esteem while increasing brand consideration and purchase intent in the U.S.