Dive Temporary:
- Dove has partnered with animated social media influencer Lennnie for a psychological health-themed marketing campaign on Instagram and TikTok working as much as Thanksgiving, in line with supplies offered by the corporate.
- Lennnie is an animated blob launched final 12 months to advertise positivity via a mild talking voice and songs. Lennnie has amassed greater than 4 million followers on TikTok and Instagram and has been shared by celebrities together with Kim Kardashian and Jennifer Aniston.
- The content material push is a part of the almost 20-year-old Dove Self-Esteem Undertaking, which has lately centered on the pitfalls of comparability pushed by social media.
Dive Perception:
Thanksgiving is usually a hectic vacation for some, notably as individuals use social media to attempt to align their gatherings of household and associates with the Norman Rockwellian sentiment that’s usually connected to the gathering. Anticipating some unhealthy scrutiny over the vacation weekend, Dove’s effort is supposed to inject a bit confidence for individuals who may have it, persevering with its years-long marketing campaign of selling vanity via its advertising and marketing.
Lennnie is an animated character who talks about psychological well being and overcoming obstacles in a easy, approachable method. The three-day marketing campaign kicks off on Monday, Nov. 20, with a submit on Instagram from the animated social media influencer singing a music of affection and positivity with lyrics similar to, “You’ve obtained a shine and a light-weight and a glow, and it radiates out of your head to your toes.” The marketing campaign was developed by Razorfish.
Earlier this 12 months, the Dove Self-Esteem Undertaking launched the Marketing campaign for Children On-line Security, which strikes the model platform’s messaging past what people can do to keep up vanity to a broader concentrate on legislative motion that would assist shield children and younger adults from the sick results social media can have on psychological well being.
The model created the Dove Self-Esteem Undertaking in 2004 in partnership with the Centre for Look Analysis on the College of West England. The undertaking’s goal is to assist the youthful era develop a optimistic relationship with their seems to be so they aren’t held again by appearance-related nervousness.
