Dove celebrates the power of the many—recognizing beauty in us all and the wisdom in celebrating women's stories to help detoxify beauty for future generations. Collectively’s objective with our 2022 influencer strategy was to amplify Dove’s social impact mission and beloved products to help the brand remain competitive and drive increased actionist behavior from consumers.
In 2022, we expanded the Dove influencer community—empowering voices to further champion body confidence and inclusivity across multiple product categories and social impact pillars. We aimed to maximize engaged reach at scale by growing our community of influencer voices; differentiate Dove as a top actionist beauty brand through bold influencer relationship innovations—challenging industry norms to better support creators; and ignite a broader social impact movement—harnessing the energy and creativity of our influencer partners to enlist followers more actively in Dove-backed causes.
With learnings from three years of Dove influencer programs, our focus was on deepening relationships and activating influencer creativity to drive awareness, consideration, and purchase throughout the year.
We actively invested in growing Dove’s earned and nano influencer communities, building relationships that can drive new interest, broader share-of-voice, and added-value content. We also increased investment in macro and elite talent to extend reach and awareness for key brand moments and tracked all commerce-driving traffic to major retailers to measure direct sales impact. There are now 1000+ creators in the brands extended community.
To keep content strategy fresh, we applied competitor learnings and detailed social listening data analysis throughout the year.
We also focused on boosting influencer content consistently, deploying A/B testing to assess success/optimizations across formats, messaging, and asset types in a constantly changing social media landscape.
With a team of influencer marketing specialists, we partnered closely with multiple category teams across Dove’s product portfolio and expanded the brand’s purpose work. We primarily focused on Instagram, TikTok, and YouTube to best align to audience and customer targets.
Some standout purpose campaigns included:
#PassTheCrown
Dove co-founded the CROWN Coalition to advance efforts of the CROWN Act, which aims to create a more inclusive beauty experience for Black women and girls by ending hair discrimination. This year, our #PassTheCROWN influencer brief plus digital toolkit ignited creator audiences to sign the petition.
#DetoxYourFeed (Dove Self-Esteem Project)
For this program, the Dove creator community supported the mission to end toxic content on social media—building up self-esteem in teens by reminding them they have the power to create more positive scrolling experiences. Campaign messaging drove awareness that 1 in 2 girls say toxic beauty advice on social media causes low self-esteem and encouraged teenage girls to define beauty on their terms. In partnership with leading experts, the Dove Self-Esteem project developed a 4-step guide for talking to kids about toxic social media advice.
#ReusableIsBeautiful
As part of the brand’s commitment to reducing plastic use in the beauty industry, Dove and Collectively activated a diverse group of eco-educators and trendsetting lifestyle creators to spotlight Dove Body Wash Concentrate & Reusable Bottle. Content highlighted Dove’s progress toward plastic reduction and showed potential customers how #ReusableIsBeautiful while driving conversion through engaging calls to action.
Baby Dove #OneRealPressure
On Mother’s Day, we activated new and expectant moms to amplify the Baby Dove #OneRealPressure campaign, empowering others to seek comfort in sharing their stories around postpartum experience. Personal TikTok and Instagram posts drove awareness to the Baby Dove “Under Pressure” video on YouTube, with a call-to-action to watch, share, and feel less stigmatized to seek help.
Our 2022 efforts resulted in dramatic expansion of Dove’s impact on social, with 1B+ impressions and overdelivery on almost every key metric. Actual Engagement Rate went up 28% YOY, exceeding our '22 goal, Actual Impressions delivery per post was nearly 3x YOY, and Engagements per post were nearly 2x YOY.
