🟨 Dove Turns Its Back on Bold Glamour Filter

When young people distort their images, they distort their minds too...

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Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.

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‘Bold Glamour’ is a popular TitTok filter that uses AI to greatly modify the facial features of people who use it. What makes it different from other filters is how undetectable it is. The Bold Glamour filter has been used in over 30 million videos to date. The filter has faced intense backlash from TikTok users promoting unrealistic beauty standards, especially for young people.

Beauty brand, Dove created the ‘#TurnYourBack’ campaign and joined the conversation against digital distortion while promoting positive body image. According to Dove, 48% of girls who digitally alter their photos have lower self-esteem compared to 28% of girls who don’t digitally alter their photos.

#TurnYourBack campaign is an example of an Influencer Marketing Campaign. It featured influencers and celebrities comparing their natural looks to their digitally altered faces. It encouraged social media users to take action by posting a video "turning their back to the filter", using the #TurnYourBack, #BoldGlamour and #NoDigitalDistortion hashtags.

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The hashtag #TurnYourBack campaign has gained tremendous traction on TikTok since the campaign's launch, racking up over 40 million views. It has also received largely positive feedback from audiences.

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🍉 Action Points

Take advantage of controversy - Dove saw an opportunity to turn this controversy into a positive conversation. By launching the #TurnYourBack campaign, they cleverly addressed the issue while aligning with their brand ethos of promoting positive body images.

Collaborate with influencers and celebrities - The #TurnYourBack campaign featured influencers and celebrities. Leveraging influencers can give your message more authenticity and reach. People often relate more to familiar faces.

Storytelling for impact - Dove didn't just present statistics; it told a story by encouraging users to compare their natural looks to digitally altered faces. The campaign created a call to action that increased audience engagement.