Case Study: Dove confronts social media hate and reconnects with Gen Z with VMLY&R's (Un)Deleted campaign

Dove’s (Un)Deleted campaign earns 41M impressions with VMLY&R

The customer Dove faced the challenge of reconnecting with Generation Z women, a demographic that had not formed the same deep bond with Dove's long-standing 'Real Beauty' platform as older generations had. To address this, the vendor VMLY&R developed a campaign to update the brand's purpose for a new audience.

VMLY&R created (Un)Deleted, a photo exhibition featuring images that women had deleted from social media due to hateful comments. This solution directly confronted online body shaming and celebrated authenticity. The campaign was highly successful, generating over 41 million impressions, 500,000 interactions, and significant media coverage, effectively proving that a commitment to an authentic purpose drives results.

Dove