Dove Dare to be Truly You

Success story and a game-changing strategy for dealing confidence.

Dove has long been a champion of self-esteem content, with many resources available and various year-round campaigns that address current issues. DSEP (Dove Self-Esteem Program) has reached over 94 million youths since its inception in 2004 and only continues to grow. Touching on topics like body confidence in girls’ sports and connecting to LGBTGQ+ youth, Dove continues to support, educate, and uplift kids, teens, and their parents, guardians, and mentors.

While parents want the best for their children, they might struggle to communicate with them about the many difficult topics today’s teens face, but specifically toxic beauty content on social media. In this campaign, Dove and Walmart flipped Truth or Dare on its head, celebrating self-love, not self-deprecation. Dare to Be Truly You inspired a trusting, open dialogue between kids and parents to discuss beauty and self-esteem topics through experiential events, in-store education, and social extensions of the card game. We put a new twist on a game they’re both familiar with: Truth or Dare, swapping dangerous dares and gossipy gotchas for prompts designed to spark conversation and cultivate body confidence. This campaign inspired parents to have important self-esteem conversations with their kids by reimagining a classic childhood game, and carried through in stores to drive cross-category sales.

Activations

• Landing page on the Dove website that included a digital game of Truth or Dare, downloadable resources, and cross-category shoppable carousels

• Awareness drivers across social media and onsite & offsite digital ad campaigns

• Curated in-store endcap displays

• Branded TikTok Truth or Dare filter

• Physical Truth or Dare card deck for at-home players, including blank cards for families to create their own custom prompts

• Live event hosted by Walmart that included spaces to play the Truth or Dare card game, a photo booth, a friendship bracelet making station, hair braiding specialists, product recommendations and samples, a cozy corner, snack bar, and ice cream truck

• Ripple Street at-home activity kits that included the card deck, product samples, bracelet making kit, information bookets, and Truth or Dare signs

Results 

Cross-category sales were boosted, with haircare going up 9% and deodorant up 10%. In addition to this, 79% of at-home activity kit users said the program was extremely effective as well, with majority of participants reporting significantly more positive conversations about body confidence. Based on the success of the live event, Ripple Street, and the rise in sales, Dove has committed to repeat the Dare to be Truly You campaign next year as well. In the 41st Reggie Awards, this campaign received a Gold in the Age-Targeted Marketing category and a Silver in Shopper Marketing.