DOVE WHY2K PODCAST SERIES

Dove - Why 2k podcast (Case Study) | Campaign In 2025, the world got swept up in a 2000s nostalgia whirlwind - Ozempic, low-rise jeans, and the disappearance of plus-size models. This blast from the past also had a toxic underbelly, bringing with it the most significant beauty backslide in decades. The ones feeling the impact most? Millennial women. According to Dove’s Real State of Beauty study, millennial women clocked in with the lowest body confidence of any generation. But, there was another side to the narrative—dubbed the "self-help generation," research revealed, millennials were also eager and proactive when it came to self-improvement. Realizing this, Dove saw an urgent opportunity to act. For the first time, we rolled out a set of scientifically validated body confidence tools specifically tailored for adult women. Our mission? To find a powerful and culturally resonant way to deliver these tools. Enter podcasts—the ultimate self-help haven. Known for their high engagement, podcasts emerged as the strategic platform to meet millennials where they are, offering a sanctuary to unearth past traumas and a safe space to boost body confidence in scientifically proven ways. Credits: - Client: Dove - Agency: Razorfish - Holding Company: Publicis Groupe - Agency: UEG - Agency: Mindshare - Music Company: Spotify Equal