Dove's Creator-Led Campaign Drives Unilever's Social-First Strategy

Dove's Creator-Led Campaign: A New Era for Unilever's Social Strategy

Unilever's CEO, Fernando Fernandez, has made a bold move towards a social-first advertising strategy, aiming to shift 50% of ad spend to social media and collaborate with significantly more influencers. Dove, Unilever's largest brand, is leading the charge with its innovative #ShareTheFirst campaign.

This campaign, developed with Edelman, is Dove's first to be entirely created from user-generated content, without studio production. It has already expanded to 14 markets, demonstrating Unilever's commitment to a localized, community-focused approach.

Insight-Driven and Creator-Led

Dove's long-standing "Real Beauty" platform continues to drive its efforts. Research revealed that many women hesitate to share photos on social media due to self-consciousness. #ShareTheFirst addresses this by empowering women to embrace their natural beauty and share authentic moments.

Dove transitioned from using creators as campaign extenders to making them the core of content creation. This creator-led approach allows for richer, more valuable content that resonates with specific communities.

Everything from the direction, tone, execution, and content came from creators. What you get is so much more rich and valuable.

- Marcela Melero, Chief Growth Officer, Dove Personal Care North America

The campaign's agile nature allows it to adapt to the fast-paced world of social media, going from brief to live in just 48 hours in some markets.

Commitment to Creators and Brand Purpose

Dove's long-term relationships with creators built on shared values are key to the success of #ShareTheFirst. This trust allows for genuine co-creation and ensures alignment with Dove's commitment to authentic representation, as seen in its "No Digital Distortion" pledge and its decision to avoid using AI-generated images of women.

Dove's dedication to purpose-driven marketing remains unwavering. The brand continues to champion "Real Beauty," fostering self-esteem and positive conversations around beauty.

Purpose is the secret sauce of Dove, and purpose has been at the center of the growth trajectory of this brand. This is not being questioned at all: We stay true to our north star.

- Marcela Melero, Chief Growth Officer, Dove Personal Care North America

Dove's #ShareTheFirst campaign exemplifies how Unilever is leveraging the power of creator-led content to connect with communities authentically and drive meaningful engagement.