A Marketing Strategy By Dove Built on Brutal Honesty

Dove took unfiltered reviews from Reddit and flyposted them all across New York City…

Yes, the good ones, the harsh ones, the brutally honest ones, all kinds! 

Turning internet threads into an OOH campaign, built around their Intensive Repair 10-in-1 Serum Mask. 

In partnership with Reddit, Dove preserved user anonymity by masking participants with their Snoo avatars, translating digital identities into creative assets across film, out-of-home, social, and live streaming placements.

The campaign launched with a pop-up takeover of Flatiron Plaza in New York, where oversized, unedited reviews sit alongside product sampling. 

They didn’t rely on influencers, polished testimonials, or scripted lines but real Reddit reviews, exactly as they were written. 

What makes this particularly interesting is the risk, as beauty advertising has traditionally lived in perfection, flawless visuals, controlled messaging, and highly curated narratives. 

But Dove chose to relinquish control and let real consumers shape the story.

To stay up to date on such creative marketing moves, follow us on Instagram and LinkedIn.