Dove, a well-known personal care brand, has teamed up with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok leading up to Thanksgiving. Lennnie, an animated blob introduced last year to promote positivity through a gentle speaking voice and songs, has amassed more than 4 million followers on TikTok and Instagram and has been shared by celebrities including Kim Kardashian and Jennifer Aniston.
The content push is part of the nearly 20-year-old Dove Self-Esteem Project, which recently focused on the pitfalls of comparison driven by social media. The project was created in partnership with the Centre for Appearance Research at the University of West England with the purpose of helping the younger generation develop a positive relationship with their looks so they are not held back by appearance-related anxiety.
Dove’s effort is meant to inject a little confidence for those who may need it during the holiday season, continuing its years-long campaign of promoting self-esteem through its marketing. The three-day campaign kicks off on Monday, Nov. 20, with a post on Instagram from Lennnie singing a song of love and positivity with lyrics such as “You’ve got a shine and a light and a glow, and it radiates from your head to your toes.” The campaign was developed by Razorfish.
In addition to this campaign, earlier this year, the Dove Self-Esteem Project launched the Campaign for Kids Online Safety, which moves the brand platform’s messaging beyond what individuals can do to maintain self-esteem to a broader focus on legislative action that could help protect kids and young adults from the ill effects social media can have on mental health. Overall, Dove continues to prioritize promoting self-esteem through its marketing initiatives while also advocating for systemic change that benefits all individuals.