Case Study: Dove drives awareness of toxic online beauty content with WPP’s Ogilvy & Mindshare

Dove drives 9.13m views in 10 days with WPP

The customer Dove faced the challenge of raising awareness about the harmful impact of toxic beauty content on social media, which is fueling a mental health crisis among young people. To address this, the vendor WPP, through its agencies Ogilvy and Mindshare, created a powerful film campaign.

WPP's solution was to create a film titled "The Cost of Beauty," telling the real story of a girl named Mary using her own photos and videos to show her downward spiral after joining social media. The film concluded with a call to sign a petition supporting the Kids Online Safety Act. This solution achieved tremendous results, going viral with over 9.13 million video views and becoming Dove's highest organically viewed film ever. It garnered 2.5 billion media impressions and significantly surpassed its goal by collecting over 50,000 petition signatures.

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