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To drive awareness of the Dove Self Esteem Project and its positive effects on girls' confidence, we developed a groundbreaking new initiative to share the @Dove Instagram account with real women for 24 hours.


We paired authentic storytelling with paid and organic messaging and influencer scale, transforming the Dove Instagram handle into a platform for our host, Gabi Gregg, and mentee from her fan base, to deliver real-time content that drove engaged reach.



  • Over 8.5K new followers, a 426% increase from the prior time period

  • Over 27.2 MM Paid media impressions

  • @Dove Instagram reached over 210K unique accounts organically

  • Earned 29% more impressions per story than similar activations

See the pinned @GabiFresh Story on Dove's Instagram

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