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Library/Campaign/Dove Cost of Beauty
Grade B27 sourcesHIS-00127

Dove Cost of Beauty

Campaign · 2023 · Notable

Made by Ogilvy London and Toronto (creative), Edelman New York (PR) and Mindshare New York (media) · Sources

43Editable slideCertificate

Dove reported 69 million views for its film about social media and youth mental health.

Social Media's Impact on Kids' Mental Health: A Dove Film
Dove US on YouTube
Cannes Lions Winners 2023
Advertising Producers Association
Sign the Petition
Change.org
Nominations Announced for 75th Emmy Awards
Television Academy
Flow takes home two Shorty Impact Awards
Flow Communications
The 39th Marketing Society Awards Winners and Commended | The Marketing Society
The Marketing Society
Cost of Beauty
Ogilvy
Ogilvy & Mindshare: Dove’s The Cost of Beauty
WPP / Ogilvy and Mindshare

Spread Score

How it works
Reach71Contagion35Breadth30Velocity37Longevity1943

Numbers

Total impressions, AME interview, scope unspecified
11.1B
As of Nov 19, 2024 · Self-reported · New York Festivals AME Awards
Seed to peak
2 weeks
Apr 12 ’23 to Apr 27 ’23
Platforms
5
Started on YouTube
Origin
Mixed
Beauty & personal care

Mechanics

  • Platform jumpPrimary
  • Newsjacking
  • Political adoption
  • Controversy
  • Response chain

How it spread

Trace the origin

Dove launched Mary’s film with Lizzo and a KOSA petition. A senator linked it, parents discussed it, and Dove reported 20,000 LinkedIn shares. Paid TV distribution later drew 136 ASA complaints, which were not upheld.

Google searchesMar ’23MayJulAugOctDecApr ’24JunAugNovPeakOpen webYouTubePressTVRetail
Open webYouTubePressTVRetail

13 more events on this chart

Join free to see them

Timeline (16)

  1. April 2023

    Dove precursor · Apr 11 ’23

    Dove previewed the film at its Los Angeles launch event.[1][2]

    Open the first post ↗

  2. Dove seed · Apr 12 ’23

    Dove released Cost of Beauty alongside its Campaign for Kids Online Safety.[2][3][25]

    Social Media's Impact on Kids' Mental Health: A Dove Film

  3. Marketing Dive press · Apr 12 ’23

    Marketing Dive covered the film and Dove’s partnership with Lizzo to support KOSA.[3]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 25 sources · Score 46
Origin
Mixed
Sector
Beauty & personal care
Region
US
Total impressions, AME interview, scope unspecified
11.1B
As of Nov 19, 2024 · Self-reported · New York Festivals AME Awards
Evidence
Grade B

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Daily Star’s Liz Truss Lettuce

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An in-store video stunt that charged more for faster Whoppers to explain net neutrality.

4.3B impressions

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Open web · 2018

48
Don't Let Bad Potholes Ruin Good Pizza! Domino's Starts Paving for Pizza

1.1B impressions

New cases, every week

How the next thing spread, the week it does.

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· Sources
Google searchesMar ’23MayJulAugOctDecApr ’24JunAugNovPeakOpen webYouTubePressTVRetail
Open webYouTubePressTVRetail

13 more events on this chart

Join free to see them

  1. April 2023

    Dove precursor · Apr 11 ’23

    Dove previewed the film at its Los Angeles launch event.[1][2]

    Open the first post ↗

  2. Dove seed · Apr 12 ’23

    Dove released Cost of Beauty alongside its Campaign for Kids Online Safety.[2][3][25]

    Social Media's Impact on Kids' Mental Health: A Dove Film

  3. Marketing Dive press · Apr 12 ’23

    Marketing Dive covered the film and Dove’s partnership with Lizzo to support KOSA.[3]

  1. platform jump · Apr 14 ’23

  2. platform jump · Apr 15 ’23

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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