#CHANGETHECOMPLIMENT
Dove wanted to highlight their latest initiative, #changethecompliment, which was based on the insight, that girls are often praised for their appearance from an early age. Such comments teach them that their value lies in how they look – not in who they are or what they can achieve – which affects their self-esteem and confidence throughout life. The challenge was to raise awareness of this issue and drive a change in behavior.
Target audience
Women aged 25-54.
KPI
Increase awareness and spark a conversation about the issue.
Raise awareness of the connection we unconsciously create in young girls’ minds between appearance and self-esteem.
Through the concept The Compliment Shift, we aimed to highlight how we often lack awareness of how our compliments impact self-esteem, and how, without realizing it, they can shape the way we see ourselves and each other.
Together with ELLE, we invited self-love activist Johanna Bladh and her younger niece to a conversation about the impact of compliments on young girls’ self-esteem, how we should think going forward, and the importance of questioning why we say what we say. The conversation was distributed as a native video with the purpose of drawing attention to the difference between physical and non-physical compliments, as well as encouraging viewers to reflect on how compliments can unconsciously influence our self-esteem.In a complementary native article, we delved deeper into the topic and provided concrete, accessible tips on how ingrained behavioral patterns can be changed.
The goal was to serve as a guiding hand in the audience’s journey toward greater awareness, inspire more thoughtful and empowering compliments, and ultimately contribute to a new standard for how we uplift each other.
Elle.se and @ellesverige (META och TikTok)
Elle.se
@johanna.bladh1 x IG Reel, 1 x IG Post + IG stories
The campaign exceeded expectations across all channels, reaching a large audience with exceptionally high engagement.
The collaboration performed particularly well on Johanna’s Instagram, where both the Reel and sponsored posts achieved unusually strong organic results, outperforming several of her regular organic posts – a rare achievement for branded content.
Readers spent an average of 2 minutes and 35 seconds on the native digital content, exceeding benchmark.
Social media content generated high engagement, with 3,000+ interactions.
is looking forward to seeing similar content in the future.
think the content in the Native Video addressed an important topic.
will discuss the video content with their friends.
