Client: Dove (Unilever)
Dove’s #NewYearsUnResolution campaign challenged the toxic beauty ideals that intensify around New Year’s, when 1 in 2 women set body-focused resolutions. Instead of encouraging self-criticism, Dove invited women to reject unrealistic standards by writing them down, ripping them up, and sharing the action on social media. Influencers led the movement, sparking widespread user participation and a wave of body-positive content. The campaign was amplified through a TikTok UnResolution Generator, targeted digital media, and a high-impact Outernet takeover on New Year’s Eve and Day. Results included a 4.3% lift in YouTube ad recall and a 7.11% view-through rate, both above benchmarks, with strong cultural engagement and visibility. By aligning with the emotional journey of the season, Dove helped shift New Year’s resolutions from self-pressure to self-acceptance—furthering its Real Beauty Mission and redefining what it means to start the year empowered.
