(Un)Deleted

Medals Won

• 🥇 GOLD – Best Use of Social
• 🥇 GOLD – Best Integrated Campaign
• 🥈 SILVER – Consumer Products and Services
• 🥉 BRONZE – Best Experiential / Out of Home
• 🥉 BRONZE – Best CSR Campaign

Campaign Overview

Un-deleted, created for Dove, redefined the brand’s iconic Real Beauty platform for a younger generation. With Gen Z women facing unique challenges like body shaming and unrealistic beauty standards on social media, Dove sought to connect authentically with this audience while promoting its deodorant’s benefits.

Dove combined product messaging (addressing skin irritation) with a deeper purpose—challenging the “irritation” caused by toxic online beauty standards. This approach bridged a generational gap, reviving Dove’s relevance and leadership in the personal care market.

Creative Concept

The campaign’s centerpiece was (Un)Deleted, a groundbreaking photo exhibition that celebrated real beauty and self-acceptance. Dove invited 15 Gen Z-friendly influencers to unarchive photos they had hidden due to negative comments. This bold event not only sparked a global conversation but also inspired thousands of women to reclaim their authentic selves.

• Event Highlights:
  • An in-person photo show featuring archived photos shared by influencers.
  • A powerful narrative linking personal stories to Dove’s mission of self-confidence and diversity.
  • Social amplification, with influencers organically driving the conversation beyond the event.

Execution Strategy

Dove implemented a Gen Z-focused, digital-first strategy, allocating nearly 90% of the media budget to online channels. This included a mix of:

• Influencers to humanize the message.
• Digital video and streaming for massive reach.
• Social platforms for engagement and interactivity.

By meeting Gen Z on their preferred platforms with content tailored to their interests, Dove reinforced its position as a brand that truly understands its audience.

Impact and Results

Un-deleted exceeded all expectations and objectives, demonstrating the power of aligning a brand’s purpose with cultural relevance:

• 41M+ impressions across digital and traditional media.
• 1.8M social media views, amplifying the campaign’s reach.
• 300K+ visitors engaged with the campaign’s digital elements.
• 500K+ interactions, sparking a vibrant conversation about real beauty.
• Coverage by 40+ media outlets, cementing Dove’s leadership in addressing social issues.

Why It Worked

By authentically tackling Gen Z’s most pressing concerns, Un-deleted bridged a generational divide, redefined the Real Beauty platform, and reignited Dove’s brand relevance. Combining bold creativity with innovative execution, the campaign left a lasting impact on both its audience and the industry.