Ogilvy Greece
Dear Influencers
The "Dear Influencers" campaign by Ogilvy Greece and Dove floored our judges with its profound impact on combating unrealistic beauty standards in Greece. In response to the alarming statistic that 80% of Greek girls aged 10-17 aspire to alter their appearance to resemble influencers, Dove launched an open letter campaign urging influencers to disclose their use of filters and retouching.
The campaign achieved remarkable reach and engagement, with 3.1 million reached, 3.3 million impressions, a 5.65% engagement rate, and over 8,000 signatures on dearinfluencers.gr.
Beyond these metrics, the campaign's most significant achievement was driving social change; Dove successfully collaborated with regulatory bodies to mandate the disclosure of filters and retouching in the Greek Advertising-Communications Code (EKD-E) for Influencer Marketing.
This groundbreaking initiative not only raised awareness but also set a new standard for transparency in the industry.
Judges Comments
“This is a very strong campaign, and I loved reading about it. A lot went into the planning, and the execution was fantastic. The open letter was compelling and it had brilliant results! Well done.”
