Unilever launches new Dove charitable ad campaign

Unilever deodorant brand Dove is partnering with advertising platform Good-Loop on a series of Instagram video ads, designed to trigger a charitable donation each time a user swipes up to watch the content.

The first short video from the ‘#ARMSUP’ campaign comes after research showed that eight out of 10 women believe that society imposes very set notions of an ideal underarm, which affects individual self-esteem.

For every dollar spent on the ad campaign, an equivalent dollar will go to one of two charities. Users can choose between the United Nations’ UN Women charity or opt for a local Dove Self-Esteem Project.

The ads will be part of Instagram Stories and when swiped up will include detailed Dove content alongside more information about the two charities.

Launched in 2016, image-sharing social network Good-Loop donates on users’ behalf each time they choose to watch an ad on its platform. Previous Unilever brands that have used the technology include Knorr and Lynx.

Source: Marketing Week


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