Dove Self-Esteem Project: #DetoxYourFeed Campaign

The global personal care brand Dove is renowned for advocating body positivity and mental wellness. In 2004, it launched the Dove Self-Esteem Project to build self-confidence and resilience in young people by addressing harmful beauty standards and encouraging positive self-perception. The project has reached millions worldwide and continues to evolve to address current social challenges. In 2022, Dove launched the #DetoxYourFeed campaign, which encouraged young people to critically evaluate and cleanse their social media feeds of unrealistic beauty ideals. 

Challenge

With the rise of social media, young audiences are constantly exposed to idealized beauty standards. Studies show that this exposure often leads to lower self-esteem and increased mental health issues, particularly among teenage girls. Dove identified a critical opportunity to tackle these issues head-on by addressing the “toxic influence” of beauty content on social media. The campaign confronted these standards and empowered young audiences to “detox” their social feeds, thereby promoting a healthier online environment.

Audience

The primary target audience was teenage girls aged 10-17. This demographic is most affected by beauty content on social media. Secondary audiences included parents, educators, and mental health advocates who play a key role in supporting young people’s mental and emotional well-being. 

Objective

The objective was to raise awareness of the harmful effects of social media beauty standards on self-esteem.

Strategy

The campaign encouraged conversations around self-esteem and aligned with Dove’s ongoing mission of building positive self-perception among young people. Dove provided practical tools to help users take control of their social feeds, ensuring they are exposed to more positive and empowering content. By combining emotionally resonant content with actionable steps, Dove reinforced its commitment to helping young people combat social media’s adverse effects on self-perception. 

Tactics

The campaign used a wide variety of tactics:

Owned Media:

Website and Self-Esteem Resources: Dove’s official website hosted the campaign content, including the short film, educational resources, and the “Detox Your Feed” guide. This guide provided young people and parents with actionable steps to manage their social media experience, encouraging mindful engagement with content. By offering these resources on its website, Dove ensured that it maintained control over the campaign’s messaging and maintained a central hub for continued engagement.

Downloadable Educational Guides: Dove created a downloadable “Detox Your Feed” guide, available on its website, that offered practical steps for managing social media exposure. The guide served as a tangible resource that young people could use to reflect on their social media habits. This guide added an educational layer to the campaign, reinforcing Dove’s role as a self-esteem advocate.

Social Media:

#DetoxYourFeed Hashtag Campaign: Dove encouraged young people to share their journeys of “detoxing” their feeds by using the hashtag #DetoxYourFeed. This allowed users to participate in the campaign actively, sharing stories of unfollowing accounts that promoted harmful beauty ideals and highlighting their favorite body-positive accounts.

YouTube Channel and Social Media Accounts: Dove’s YouTube and Instagram accounts served as the primary platforms for releasing and promoting the campaign. The short film “Toxic Influence” was published on YouTube, generating millions of views and stimulating further discussions about body image and self-esteem. Dove’s Instagram also featured regular posts, stories, and educational content aligned with the campaign, further extending its reach.

Paid Media:

Platform-Specific Ads: Dove used paid ads on social platforms such as Instagram and YouTube to maximize reach. These platforms were highly popular among the campaign’s target demographic. Paid video ads featured the campaign’s central short film, “Toxic Influence,” which addressed social media’s role in promoting harmful beauty standards.

Influencer-Boosted Content: Paid collaborations with social media influencers allowed Dove to reach specific segments within its target audience. These influencers shared campaign messaging while providing their followers with personal takes on detoxing their feeds, lending authenticity and relatability to Dove’s message.

Earned Media:

Media Coverage: Dove gained media coverage across numerous outlets, as the campaign’s focus on mental health and body positivity resonated widely. Major publications and news outlets covered the campaign, amplifying its visibility and reinforcing Dove’s role as an advocate for self-esteem.

Influencer Advocacy: Influencers played a dual role in both paid and earned media. While some were compensated, others supported the campaign organically, drawn to Dove’s mission. Their posts, which encouraged followers to #DetoxYourFeed, sparked conversations about body positivity on social platforms.

Collaborations with Mental Health Organizations: Dove partnered with mental health organizations and charities to amplify the campaign’s impact. These partnerships provided additional credibility and enabled Dove to reach audiences that may not typically engage with commercial brands.

Events

Virtual and In-Person Discussions: Dove organized events featuring mental health professionals, influencers, and educators to discuss the impacts of social media on self-esteem. These discussions, some of which were livestreamed on social platforms, provided a space for young people and parents to ask questions and learn more about managing social media influences.

School and Community Workshops: Dove partnered with schools and community centers to host workshops on self-esteem and body positivity. These workshops provided hands-on guidance for students, parents, and educators, equipping them with tools to promote healthy social media habits.

Results

The #DetoxYourFeed campaign achieved substantial success, with positive outcomes in reach, engagement, and brand reputation:

Global Reach: The campaign’s central short film, “Toxic Influence,” garnered millions of views on YouTube and Instagram, sparking widespread conversations about self-esteem and body positivity. The #DetoxYourFeed hashtag trended on social media, generating thousands of posts from users sharing their experiences and supporting the message.

Audience Engagement: Through its emotionally impactful content and relatable influencer partnerships, Dove engaged young audiences effectively. Surveys conducted post-campaign showed that many participants reported improved social media habits, with a significant portion actively unfollowing accounts promoting unrealistic beauty standards.

Earned Media Coverage: Major news outlets and social media influencers highlighted the campaign’s impact, praising Dove’s dedication to promoting mental well-being. This earned media support extended the campaign’s reach and underscored its relevance in a society increasingly focused on mental health.

Increased Brand Loyalty and Trust: The campaign reinforced Dove’s position as a trusted advocate for body positivity. By addressing a contemporary issue affecting young people, Dove strengthened its connection with its audience, enhancing both brand loyalty and trust.

Long-Term Impact: Dove’s #DetoxYourFeed campaign served as a foundation for ongoing discussions on body image and mental health, creating a lasting impact beyond the campaign’s initial launch. Schools and organizations continue to use Dove’s materials, integrating them into self-esteem education programs.