#TURNYOURBACK
Summary: As a brave and purposeful brand, Dove had the courage to act against a huge digital trend due to its profound toxic impact on girls’ self-esteem. Turn Your Back was a real-time call to action for every woman to join the movement against digital distortion. This campaign is a great example of how a brand point of view in the mouth of creators was able to help Dove move at the speed of TikTok while effectively making a cultural impact.
Over 1bi earned media and led to the leading influencer agency condemning the #BoldGlamour filter.
Lead Agency(s): DAVID Madrid/Ogilvy UK
Contributing Agency (s): DAVID São Paulo
Client / Brand: UNILEVER
Effie Award(s): Bronze
How Being the Pirates of Social Media Sustained Serious Commercial Growth
Summary: Traditional media were the big guns in Aldi’s battle to recruit new shoppers. Yet the pre-family life-stage remained elusive, preferring social to TV. They weren’t on social waiting to be ‘sold’ to either – they wanted to be entertained! So, Aldi embraced the role of ‘Entertaining Disruptor’, acting like the ‘Pirates’ of social media. This approach resulted in an ‘Armada’ of campaigns, becoming ever more disruptive, growing engagement +91.23%, increasing pre-family audience penetration +7.4%, and ultimately produced a net profit of £42 million, and +66.2% increase in ROMI. Treasure ahoy!
A daring social strategy engaged hard-to-reach audience, significantly growing a new cohort of younger shoppers.
Lead Agency(s): McCann Manchester
Client / Brand: Aldi UK Ltd.
Effie Award(s): Gold
