Dove Debuts First Creator-Led OOH Takeover

Dove’s #ShareTheFirst marks a significant evolution in the brand’s creator-led marketing. Every asset, from social to OOH, was crafted exclusively using creator content, with no added production, studio setups, or talent. While Dove has previously featured creators alongside other voices such as body confidence experts and celebrity spokespeople, this is the first time their content stands alone – a clear demonstration of the brand’s confidence in creators not only to carry a campaign end-to-end, but to resonate and engage with the right communities.

Rooted in the insight and universal behaviour that nine in ten women take up to 50 photos before posting one online, #ShareTheFirst challenges the pressure for perfection on social media. Dove partnered with body confidence advocate Lucy Reeves to help shape the influencer brief and content style to ensure creator storytelling was both relevant and resonant. The campaign is launching globally in over 10 markets through Dove’s community of creators, each sharing their unfiltered first image to drive cultural conversation around real beauty.

Following an astounding online response to the creator content online, Dove is expanding its reach and further investing in this important message with a high-impact OOH takeover at London’s Liverpool Street Station. Showcasing three voices from Dove’s global community of creators - @raniamvr, @naomi.native and @_meaganwells – the creative spans 64 digital placements in one of the city’s busiest transport hubs. The creative mimics a phone’s camera roll – scrolling through rows of nearly identical images before revealing the unedited ‘first’ photo.

More than a statement that real beauty doesn’t need a retake, #ShareTheFirst is a powerful example of how storytelling, powered by creators, can drive reach, visibility, cultural relevance, and marketing impact.

End-to-end creator led marketing in action: Dove’s #ShareTheFirst campaign is rooted in a real social insight and built on creator behaviour – tested and refined in collaboration with a global network of creators like Lucy Reeves, rather than traditional focus groups, and amplified by global voices like Bebe Rexha. This end-to-end creator approach shaped the campaign’s tone, visuals and message from the ground up. Creators didn’t just amplify the idea – they co-created it.

Born on social, designed for global scale: What began as a creator-led campaign challenging perfection culture has become a global movement encouraging women to share the first, unfiltered photo they take. Dove partnered with its global community of creators to launch the message across owned, paid and social – each creator telling the story in their own authentic voice to drive buzz, reach and real engagement. The story has no borders, launching in 14 markets globally.

US, UK, Canada, Germany, France, Italy, Vietnam, Saudi Arabia and UAE, Australia, New Zealand, India, Poland, Brazil.

From the feed to London Liverpool Street: Dove is now taking creator content beyond the scroll and into real life – with a high-impact OOH takeover at London Liverpool Street Station, using striking and eye-catching visuals. This move transforms influencer storytelling into broader advertising, extending its impact and credibility in a culturally relevant way.