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Category
Consumer - Social Media Page by a Brand / Social Media Page by a Brand
Annual ID
SM16020M
About the Work
We noticed young girls’ behaviour on Instagram. They were seeking self-validation by tagging selfies with dozens of hashtags like #amipretty, #likemeplease and #findmebeautiful. We tapped into the most popular hashtag feeds being used by these girls and turned them into media space. We specifically targeted feeds that were used over 1.5million times a day and posted uplifting, reassuring messages. For example, ‘There’s only one like that counts’ and ‘Like yourself and likes won’t matter’. By placing our messages right where girls needed it the most, we turned hundreds of negative hashtag feeds into Dove Feel Good Feeds.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather / London
Art Director
Chris Chance
Sara Khanwall
Creative Director
Christine Jones
Executive Creative Director
Andre Laurentino
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