Dove’s Self-Esteem Project is working to reshape the discussion around beauty. Two-thirds of teenage girls spend at least an hour a day dealing with idealized views of beauty.
This video called Toxic Influence powerfully tells the story by having mothers and their daughters together talking about social media.
Then, using deepfake technology, the messages the girls are hearing are coming out of moms’ mouths. The beauty advice the girls hear from their moms (voicing on social media) is risky and dangerous, like filing your teeth with a nail file.
Gabrielle Union and Zaya Wade are working with Dove to promote these issues. They’ll be hosting a free virtual live-stream event on May 12.
Ogilvy created the video and worked with Dove to dispel these unhealthy messages teenage girls get from social media.
If you can’t see the video, click here.
The Lesson for Brands
If you are a brand and stand for something deeply important, creative videos like Dove’s can explode beyond the 30 or 60-second spot. Paid ads can drive awareness and traffic to a YouTube video to further amplify that message. But having a few minutes to tell a story is a terrific platform to communicate what a brand stands for and to describe the enemy. In this case – toxic influence is the enemy.
All this is possible, once you are clear that:
- You know who your brand serves.
- It is crystal clear what cause you are leading.
- You know who is the enemy you are fighting against.
- You tell the story about your community and the value you bring without being transactional.
Think of it this way: what would you put on your flag if your brand had a flag and was leading your community?
Great brands like Nike, Apple, Dove, and Patagonia know who they are and the messages on their flags are clear.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Pablo Stanic on Unsplash
All rights reserved for Unilever, Dove Soap Brand
