# Redefined Role Model Campaigns Dove Social Media Campaign Aims to Expose Girls to New Role Models By Jonathon Brown | Published 2013-01-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dove-social-media References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/01/dove-followers/) & [dove](http://www.dove.com) This [Dove](https://www.trendhunter.com/trends/unseenbeauty-initiative) social media campaign is unique because instead of aiming to drive followers to the company’s [Twitter](https://www.trendhunter.com/trends/rocktangle) account, it is intended to expose young girls to alternate role models. The video for this campaign plainly exhibits the massive discrepancy between the attention pop stars, super models and reality starts get versus female scientists. This isn’t meant as a campaign to boost the popularity of female scientists per se, but is more using female scientists as an example. This Dove social media campaign wants young girls to understand there is more to aspire to than a reality star or runway model. The top female reality star has more than 4 million twitter followers, the top female supermodel has more than 13 million. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 45% | Activity: 46% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Alternate Role Models:** Providing younger generations with new perspectives can be a unique content and influencer marketing opportunity for brands seeking to distinguish themselves within highly competitive industries. - **Aspirational Diversity:** Highlighting diverse aspirational options in marketing campaigns can be an effective way to improve brand loyalty among diverse audiences. - **Promoting Social Awareness:** Campaigns that promote social awareness, such as highlighting important social issues or lack of representation, can be a powerful way to communicate a brand's values and values that align with target market expectations. ### Sectors Adopting This - **Beauty and Personal Care:** Companies within the beauty and personal care industry can create campaigns that highlight aspirational figures in order to distinguish themselves and their products from competitors. - **Entertainment:** With celebrities dominating social media and pop culture, the entertainment industry can leverage campaigns that expose younger audiences to alternative role models. - **Education and Non-profits:** Institutions and organizations that value social awareness, such as schools and non-profits, can use campaigns to promote diverse and underrepresented role models and encourage students to pursue a wider range of career paths. ## Related on Trend Hunter - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Gamer-Centric Beauty Campaigns](https://www.trendhunter.com/trends/real-virtual-beauty.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Esteem-Boosting Campaigns](https://www.trendhunter.com/trends/dove-super-bowl.md) - [Empowering Postpartum Campaigns](https://www.trendhunter.com/trends/onerealpressure.md) - [Customer-Starring Billboards](https://www.trendhunter.com/trends/og-influencers.md) - [Age-Appropriate Skincare Campaigns](https://www.trendhunter.com/trends/thefaceof10.md)