DOVE R/EAL REVIEWS

ewan Q x 2 Redditors, we need you. Try our 10-in-1 hair repair mask and tell us EXACTLY how you feel. Good, bad, we want it all! The first 50 reviews. That's our next campaign. Unscripted. Unfiltered. Because real matters. 's Just as good as the 48 dollar one I have used for years It smells lke ass and does nothing for my hair. love your lychee and coconut body wash though. |just bought it and tried it for the first time yesterday. First attempt was positive, only negative was the slippery tle floor when I rinsed it! Be carefull “Anotable evolution in Dove's long-standing Real Beauty platform” Beauty Matter “Dove's Reddit-led work is a compelling example” VOGUE “Dove risked its reputation” COSMETICS BUSINESS “Breaks beauty industry conventions” yahoo! The campaign that proved honesty is the most powerful influencer INSIGHT IDEA In the age of influencer marketing, trust has eroded. Audiences have grown numb to Dove responded with “r/eal reviews” - a campaign built on radical transparency. For the first time ever, a major brand surrendered control entirely, publishing sponsored content where every product review claims to be "amazing" and "perfect In _ the first 50 Reddit reviews of its 10-in-1 hair mask, completely unfiltered and unscripted — broadcasting at scale through OOH and films. This expanded info contrast, unfiltered spaces like Reddit have become trusted sources of truth, where real _influencer marketing, redefining creator briefs fo encourage criticism, as well as praise, using this honesty to shape future product development. By connecting users share real opinions, good and bad. No paid praise. No agenda, Just honesty. social truth, mass media, creators and product development, Dove turned honesty from a campaign message into a new model for brand trust: (552M ) (+1BILLION) ( #1RECO ) ( +108% SALES ev Ov Bz EARNED IMPRESSIONS ACROSS Al VS LAST YEAR