Dive Transient:
- Dove has partnered with animated social media influencer Lennnie for a psychological health-themed marketing campaign on Instagram and TikTok working as much as Thanksgiving, in accordance with supplies offered by the corporate.
- Lennnie is an animated blob launched final yr to advertise positivity by way of a mild talking voice and songs. Lennnie has amassed greater than 4 million followers on TikTok and Instagram and has been shared by celebrities together with Kim Kardashian and Jennifer Aniston.
- The content material push is a part of the almost 20-year-old Dove Self-Esteem Venture, which has just lately targeted on the pitfalls of comparability pushed by social media.
Dive Perception:
Thanksgiving is usually a anxious vacation for some, notably as folks use social media to attempt to align their gatherings of household and buddies with the Norman Rockwellian sentiment that’s typically hooked up to the gathering. Anticipating some unhealthy scrutiny over the vacation weekend, Dove’s effort is supposed to inject just a little confidence for many who might have it, persevering with its years-long marketing campaign of selling vanity by way of its advertising.
Lennnie is an animated character who talks about psychological well being and overcoming obstacles in a easy, approachable method. The three-day marketing campaign kicks off on Monday, Nov. 20, with a put up on Instagram from the animated social media influencer singing a tune of affection and positivity with lyrics similar to, “You’ve acquired a shine and a lightweight and a glow, and it radiates out of your head to your toes.” The marketing campaign was developed by Razorfish.
Earlier this yr, the Dove Self-Esteem Venture launched the Marketing campaign for Children On-line Security, which strikes the model platform’s messaging past what people can do to keep up vanity to a broader deal with legislative motion that would assist defend youngsters and younger adults from the ailing results social media can have on psychological well being.
The model created the Dove Self-Esteem Venture in 2004 in partnership with the Centre for Look Analysis on the College of West England. The mission’s objective is to assist the youthful era develop a optimistic relationship with their seems so they don’t seem to be held again by appearance-related anxiousness.
