Dove turns Reddit reviews into ad campaign

Dove has built a campaign around unedited Reddit reviews for its Intensive Repair 10-in-1 Serum Hair Mask, using consumer feedback as the central creative element across social media and out-of-home advertising.

The campaign, titled r/eal Reviews, featured 50 Reddit reviews published exactly as written, with permission from users, as the brand sought to position transparency and community participation at the centre of its marketing approach.

Dove uses Reddit reviews in campaign creative

Dove invited Reddit users to test the hair mask and share their experiences openly, including both positive and critical feedback. The first 50 reviews were then amplified through billboards in New York City and across social channels without editing or filtering.

The campaign also encouraged influencer participation through open briefs that instructed creators to share their genuine opinions rather than follow prepared messaging.

According to the company, the campaign generated more than 1 billion impressions and helped drive hour-long queues at a Manhattan sampling pop-up for the product. The activation also led to more than 150 pieces of user-generated content.

Transparency positioned as strategy

Emily Barfoot, Head US for Beauty & Wellbeing, Dove: “Transparency wasn’t a risk, it was our strategy, and it reflects a shift to how influence is earned today – away from polished endorsements and towards credibility built through real experience.”

Emily Barfoot said the campaign was inspired by organic conversations already taking place on Reddit around the relaunch of the product and was designed to build on existing consumer engagement rather than introduce heavily controlled brand messaging.

The campaign also reflected the brand’s confidence in the product, which Dove said had benefited from more than a decade of research and development and had received recognition from beauty publications in 2025.

Campaign aimed to reflect Reddit culture

Reddit played a central role in shaping the campaign approach, with Dove aiming to reflect the platform’s community-driven culture and emphasis on authentic discussion.

Emily Barfoot: “We respected Reddit’s norms rather than trying to control the narrative, so r/eal Reviews was designed to emulate codes in the way Reddit behaves.”

The campaign incorporated Reddit’s Snoovatar avatars within the creative execution and focused on maintaining the original context and wording of reviews.

Emily Barfoot also noted that some reviews included criticism of the product, including one user comment describing the scent as “expired hotel shampoo”, which was still included in the campaign materials.

Community-driven marketing supports growth

According to Dove, the campaign contributed to increased product sales, stronger retailer relationships, and higher visibility in search and large language model queries linked to hair care products.

Emily Barfoot: “Dove r/eal Reviews proves that brands don’t need to lead communities; they need to belong in them.”

The campaign reflects a broader shift in beauty marketing towards community-led recommendations and peer-driven credibility, particularly on platforms where consumers increasingly research products before making purchasing decisions.

www.unilever.com

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