Dove
Share The First
The challenge
Rejecting digital perfectionism one selfie at a time.
As champions of real beauty for over 20 years, Dove wanted to empower women to feel confident in a social media environment that can easily be a minefield for body image.
Sense the
Opportunity
Women are trapped in a cycle of social perfection and are under constant pressure to present a “perfect” version of themselves online.
9 in 10 women take up to 50 photos before selecting one to post,
with 60% not posting at all.
Real beauty doesn’t need a retake
Shape the Concept
#ShareTheFirst: a celebration of the photos that repeatedly get discarded because they weren’t “the one”.
A creator driven online movement, encouraging women to rebel against engrained behaviour and share the first photo they took because real beauty doesn’t need a retake. The campaign was co-created from with content creators like Lucy Reeves, who helped test and shape the influencer brief, and global talent like Bebe Rexha shared their "first" photos, encouraging others to join in.
Scale the impact
Sharing in action
The campaign was amplified by 111 global influencers, including Rania Mavromara and Naomi Boateng. In just 14 days, our message reached 14 markets, and achieved 1BN impressions, demonstrating the power of authentic, global influencer collaboration. We extended the campaign beyond social with 64 Digital OOH placements featuring creators.
By empowering creators to lead the conversation, Dove turned an insight into action and a campaign into a movement.
The Results
1B+
Impressions
120m+
Video views
89%
of girls said the campaign boosted self-esteem
