Dive Brief:

Dove, a personal care brand, has teamed up with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok leading up to Thanksgiving. The campaign is part of the 20-year-old Dove Self-Esteem Project, which recently focused on the negative effects of comparison driven by social media.

Lennnie is an animated character introduced last year to promote positivity through a gentle speaking voice and songs. With over 4 million followers on TikTok and Instagram, Lennnie has been shared by celebrities such as Kim Kardashian and Jennifer Aniston. The three-day campaign will kick off on Monday, Nov. 20th with a post from Lennnie singing a song of love and positivity on Instagram with lyrics such as “You’ve got a shine and a light and a glow, and it radiates from your head to your toes.” The campaign was developed by Razorfish.

Dive Insight:

The holiday season can be stressful for some people, especially when they try to align their family gatherings with the Norman Rockwellian sentiment often associated with the holiday. In anticipation of some unhealthy scrutiny over the weekend, Dove’s effort is aimed at boosting confidence for those who may need it while continuing its longstanding campaign of promoting self-esteem through its marketing efforts. Lennnie is an animated character that talks about mental health and overcoming obstacles in a simple and approachable manner.