Last Monday night, 12/12, the first edition of the TikTok Ad Awards Brasil took place, an award dedicated to brands and agencies that ran campaigns on the platform in 2022. Among the 21 selected, who competed in seven different categories, Dove took the TikTok Para Everyone trophy, which celebrated the best initiatives focused on Diversity, Equity and Inclusion.
Inspired by a trend that went viral on social networks and developed in partnership with the Oliver agency, the challenge brought users remembering names and nicknames they received from friends and family in childhood and adolescence, to the sound of “That’s Not My Name’’ (or “Esse Não É Meu Nome”, in Portuguese), track by the British duo The Ting Tings. Transforming the current into something even greater, Dove reinforced its brand purpose by recalling the negative impacts that such opinions have on the perception that people develop about themselves throughout life.
Paula Paiva, Head of Digital and Media at Dove, comments:
“Winning this award helps us reinforce the mission of Dove, a pioneering brand that since 2004, with the launch of the Dove Self-Esteem Project, has been fighting for girls and women to have a more positive relationship with their bodies. It is our duty to generate conversations to change a scenario in which eight out of ten girls still don’t feel confident with their body and appearance. We are always looking for innovative and authentic ways to put this into practice and, this time, we bet on a content format that would deliver the message, generating a genuine and engaging connection between the brand and the users of the platform”.
Launched in October 2022, the award was organized by the consultancy Ipsos Brasil Pesquisa de Mercado to evaluate the brands that, in the midst of different formats and criteria, best explored the potential of creators and the TikTok community. The evaluation was carried out by a jury composed of marketing executives from brands and agencies, responsible for selecting the most innovative campaigns among 190 cases registered in 40 days.
About the Dove Self-Esteem Project
The Dove Self-Esteem Project has already positively impacted the lives of more than 82 million young people in 150 countries around the world. By 2030, Dove plans to increase its social impact through the Dove Self-Esteem Project by more than 250%, reaching the lives of 250 million young people around the world.
Created in partnership with the Center for Appearance Research at UWE Bristol (University of the West of England) – the world’s largest research group focusing on the role of appearance and body image in people’s lives, the project also includes a dedicated session to help adults understand the challenges young people face online, encourage conversation, and provide tips on how to make social media a healthier place.
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