DAVID and Ogilvy: Dove’s #TurnYourBack

Social media has used face-altering augmented reality filters since 2015. However, most were harmless: adding dog ears or a virtual accessory like a crown. But with the rise of generative AI, TikTok introduced the Bold Glamour filter. Bold Glamour used one beauty standard to airbrush a TikTok user's face so much that some called for it to be illegal due to its potentially bad effect on mental health.

While some commentators pointed out the potential harmful side-effects to young girls, many more influencers and everyday users both used and shared the filter widely. As the creator of the No Digital Distortion movement and Dove Self Esteem Project, Dove needed to respond.

Since influencers drove the Bold Glamour usage, the brand needed influencers to turn the tide, so Dove asked people to #TurnYourBack. This simple, replicable action made it as easy as a dance challenge or reaction prompt for TikTok for users to participate.

The execution used 68 influencer partners to shift the conversation. Actor Gabrielle Union's video post showed her using Bold Glamour, talking about how it made her feel and then turning her back. This was an easy to replicate format that allowed every user – influencer or otherwise – to participate and drive the counter trend.

Posts using #TurnYourBack gained 54m video views and 567K+ engagements, with an 94% positive sentiment rate in key markets. The campaign gained 174 pieces of coverage, including in Women's Health, WWD, PopSugar and Vanity Fair Italia.