The objective is to address the growing influence of social networks and the beauty standards they impose on girls. Despite the prevalence of beauty masks and filters, Dove aims to introduce its "real beauty" philosophy to a market where the acceptance of "fake beauty" prevails. 

To achieve this, we devised a strategy centered around accurately explaining the concept of "real beauty" to the new market. Influencers were engaged to complement each other's natural appearance on their Instagram accounts, promoting positivity and support among women. The brand's main message was cleverly hidden at the bottom of a gift box, encouraging influencers to "pull the ribbon" to reveal the message and see themselves in the mirror. 

This approach yielded significant results: 

• The campaign achieved an impressive organic reach of 2 million, effectively spreading Dove's message of real beauty to a wide audience. 

• We received 100 letters of gratitude and appreciation indicating the positive impact of the campaign on individuals. 

• Thousands of positive comments were generated towards the influencers, showcasing the effectiveness of the strategy in fostering a supportive online community. 

• The campaign received recognition within the industry, earning a Silver award in the Campaign with Celebrities and Influencer category at TAF 2022. 

These achievements highlight the success of Dove's initiative in challenging beauty standards and promoting a message of authenticity and self-acceptance in the face of societal pressures.