Dove
A new product launch campaign celebrating diverse representations of beauty helped Dove appeal to a wider audience.
Goal
For Dove, inclusivity is a core value. They’ve long found ways to connect with customers through body confidence campaigns about real beauty and self-esteem. In 2024, they brought that same perspective to their new line of Whole Body Deodorants.
When it came to marketing the products, Dove wanted to use a platform that shared similar values of inclusion and positivity. In fact, 67% of weekly Pinterest users say they’re more likely to trust brands they see in a positive space.1 As longtime advertisers, Dove knew that Pinterest—which has features like a body type ranges search tool— would be the ideal partner for sharing their message.
Strategy
Historically, Dove’s Pinterest campaigns have focused on product images, not people. But for this new campaign, they decided to flip the script by using their new Whole Body Deo ads, which incorporated a diverse cast of models, joyfully using the new products. This creative approach really put people front and center, celebrating a broad range of diverse bodies.
To drive even more awareness for their new products, Dove also decided to run a Premiere Spotlight ad. This high-impact placement put their ads in the most highly trafficked areas on Pinterest, taking over home and search feeds in the US.
"As a positive platform with a focus on inclusivity, Pinterest was the perfect platform for Dove to partner and innovate with."
Pau Bartoli
Global Brand Director Dove Masterbrand & Strategy
Results
By reimagining their typical Pinterest ad creative and testing new formats, Dove exceeded their initial campaign goals. They saw higher reach and lower CPMs with the Premiere Spotlight search placement compared to 2023 benchmarks. With the Premiere Spotlight Homefeed ads, they achieved a 30% lower CPM compared to 2023 benchmarks.2
By running this campaign on Pinterest, the campaign also helped the brand reinforce the perception that they embrace all body types, as part of their Real Beauty messaging strategy.
27%
higher impressions for search takeover ads, compared to 2023 benchmarks2
33%
lower CPM, compared to 2023 benchmarks2
14%
higher reach from search takeover campaign, compared to 2023 benchmarks2
Resources
A marketer’s guide to inclusive content
Help people see themselves in your content. These six tips share proven approaches to designing for inclusion.
Premiere Spotlight
Premiere Spotlight puts your video ads front and center in key placements on Pinterest. Reach audiences at scale for big brand moments or product launches.