In early 2023, TikTok’s Bold Glamour filter went viral for its hyper-realistic, AI-driven beauty enhancements. Unlike previous filters, it could airbrush faces even when users covered them with their hands—making it nearly impossible to detect. While millions embraced the filter, Dove saw danger. As a long-time advocate for real beauty and self-esteem, Dove launched #TurnYourBack, a campaign that asked users to literally turn away from the filter—on camera, in protest, and in solidarity. It wasn’t just a trend—it was a movement.
Campaign Overview
Developed by DAVID Madrid and Ogilvy UK, the campaign launched within days of Bold Glamour going viral. Dove partnered with 68 influencers—including Gabrielle Union—to post videos turning their backs to the camera while the filter was active. The gesture was simple, replicable, and powerful—like a dance challenge with a message.
The campaign extended across TikTok, Instagram, out-of-home media, and earned press. Dove didn’t buy media space—it earned it. Within a week, 25 megascreens in key cities displayed the protest. The campaign also drove policy change, with influencer agencies updating their editing guidelines.
Campaign Objective
The campaign aimed to:
Challenge the normalization of AI-generated beauty standards
Reinforce Dove’s commitment to its No Digital Distortion initiative
Spark a global conversation about the mental health impact of augmented reality filters
Empower young users—especially girls—to embrace their real selves
Dove’s goal was not just to react, but to reclaim the narrative around beauty and authenticity in the age of generative AI.
Execution
Influencer-Led Protest: 68 creators posted videos turning their backs to the Bold Glamour filter, rejecting its unrealistic beauty standards.
Platform-Native Gesture: The act of turning away was designed to be as easy and viral as a TikTok dance challenge—making participation frictionless.
Out-of-Home Takeover: Dove secured 25 digital billboards in major cities without pre-booking, amplifying the protest in public spaces.
Earned Media Blitz: Over 174 pieces of coverage—including Women’s Health, WWD, PopSugar, and Vanity Fair Italia—spread the message globally.
Policy Impact: Leading influencer agency Gleam revised its editing policies in response to the campaign’s message.
Brand Impact
“#TurnYourBack” reinforced Dove’s leadership in the fight against digital distortion. It deepened trust among its core audience and expanded its relevance among younger users navigating the pressures of online beauty. The campaign elevated Dove from a product brand to a cultural advocate—one that doesn’t just sell soap, but stands for self-worth.
Results
The #TurnYourBack Campaign by Dove achieved powerful results, amassing 54 million video views in its first wave and generating over 567,000 organic engagements. It recorded an 83% positive sentiment rate and surpassed 1 billion total impressions, with 71% of earned media coverage featuring Dove in the headline. The campaign also delivered a 110% increase in PR impact compared to previous Dove initiatives and drove a significant lift in brand consideration and purchase intent across the UK and US markets.
Lessons Learned
“#TurnYourBack” teaches us that symbolic gestures can spark systemic change. The campaign also shows the power of platform-native activism—when your message fits the medium, it travels faster. Finally, it proves that brands must be ready to respond in real time. Waiting is safe. Acting is brave.
