Customer Review-Platforming Skincare Campaigns

Dove Sources Feedback from Reddit for r/eal reviews

Dove has initiated a marketing campaign titled r/eal reviews, which centers on the public amplification of unedited user feedback from Reddit. The sourced testimonials are regarding the brand's Intensive Repair 10-in-1 Serum Mask.

Dove's strategy with the r/eal reviews initiative involves transforming candid, anonymized online commentary into the core creative content for out-of-home advertising, digital media, and a live public installation. The brand intentionally presents both positive and negative assessments. The user feedback from Reddit will be activated through a live pop-up experience in New York City's Flatiron Plaza on February 5 and February 6. At the activation, the brand will present oversized displays of the reviews.

The r/eal reviews campaign is positioned as an extension of the brand’s established 'Real Beauty' marketing ethos by leveraging the perceived authenticity of community-driven forums to underscore confidence in the product’s performance.

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