In 2004, Dove challenged unrealistic magnificence requirements with “Actual Magnificence,” a marketing campaign and pledge to characteristic solely actual, numerous, and unretouched ladies in its promoting. Twenty years later, generative AI platforms had begun producing the identical sort of unrealistic pictures as airbrushing used to, posing a brand new problem to ladies’s self-image. Amid the AI slop, nevertheless, Dove made an fascinating discovery: Its 20 years of inclusive imagery had already influenced these AI fashions. Merely referencing “Dove Actual Magnificence” in prompts led to extra numerous outputs throughout options similar to race, physique sort, and age.
In partnership with inspiration-focused platform Pinterest, Dove’s Actual Magnificence DNA interactive expertise allowed customers to outline magnificence on their very own phrases, utilizing prompts similar to “courageous” and “artistic” then selecting the corresponding pictures, retraining Pinterest’s AI to favor higher inclusivity. The marketing campaign’s launch included a Pinterest homepage takeover and multi-channel amplification throughout TV, social, and out-of-home, and in the end acquired 787 million impressions. The Actual Magnificence DNA device additionally had a 21.4% increased interplay fee in contrast with platform norms.
Google Workspace | “50 States 50 Tales”
Media Company: EssenceMediacom
Class: Greatest Use of Branded Content material/Leisure Over $2 Million
As a substitute of working one flashy Tremendous Bowl advert like each different huge model, Google Workspace handed the highlight to 50 small companies, one from each U.S. state. The purpose? Present how actual individuals are utilizing Google’s Gemini AI in on a regular basis methods, from boatbuilders in Maine to sweet makers in Ohio. Every enterprise received its personal 30-second spot, which aired regionally throughout the Tremendous Bowl in its house state, making these distinctive AI use instances really feel private and genuine. The adverts weren’t polished product demos; they had been mini documentaries exhibiting how AI really helps under-resourced groups get extra finished.
“50 States 50 Tales” led to 71 million social impressions and 91.3 million media impressions throughout nationwide publications, focused digital and paid social, a microsite, PR, and strategic earned media. Google Workspace trial conversions noticed 20 occasions extra development in comparison with previous campaigns. And the small companies additionally noticed actual outcomes like doubled gross sales and file weeks.
Gilead | “Sniffies Cruising Confessions”
Media Company: Initiative
Class: Greatest Use of Voice
