This case builds on Dove’s long-held belief that its purpose-driven messaging builds ‘brand power’ – a combination of how salient, different, and meaningful Dove is seen as, which in turn drives commercial performance. In this instance, Dove highlighted the negative influence of re-edited social media selfies on women’s self-esteem. Activities included a film, outdoor ads, and a partnership with the music and social media star, Lizzo. Results, which focus on the US, include 3.4bn impressions, above target rises in awareness of the Dove Self Esteem Project and downloads of an associated toolkit, and a $73.3m uplift in US sales.