Manila, Philippines – The Dove brand in the Philippines, together with the Filipino arm of global creative agency Ogilvy, didn’t pass up on the world’s celebration of mental health in October, leveraging its brand on women empowerment to cook up an inspirational ad on Instagram stories.
The Instagram story mimics peoples’ usual scrolling on a Facebook feed showing posts from different women. The ad pauses mid-story to simply show a black screen, allowing for the viewer’s face to reflect on her phone.
An encouraging voice in the background says, “Take this time to take a look at yourself.”
“To appreciate your eyes, your nose, and lips; every detail you may have overlooked,” it would continue.
Ogilvy said over three million came across the story. Marketing Director for Dove Ann Esteves also shared that the Blackout Mirror initiative registered an ad recall lift of 6.59%, exceeding benchmarks of both manufacturer Unilever Philippines and the local industry.
“It served as a powerful reminder to look at yourself with care. The people behind the brand is determined to continue its efforts to help address self-esteem issues with education and tools for parents, mentors, and youth leaders,” said Esteves.