Dove, a well-known beauty brand, has partnered with animated social media influencer Lennnie for a mental health-themed campaign on Instagram and TikTok leading up to Thanksgiving. Lennnie is an animated blob 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 content push is part of the nearly 20-year-old Dove Self-Esteem Project, which has recently focused on the pitfalls of comparison driven by social media. Dove’s effort aims to inject confidence into those who may need it during the stressful holiday season, continuing its years-long campaign of promoting self-esteem through its marketing.
Lennnie is an animated character that talks about mental health and overcoming obstacles in a simple, approachable manner. The three-day campaign begins on Monday, Nov. 20th with a post on Instagram from the animated social media influencer singing a song of love and positivity 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.
Earlier this year, the Dove Self-Esteem Project launched the Campaign for Kids Online Safety, which shifted the brand platform’s messaging beyond individual actions to take legislative action that could help protect kids and young adults from the negative effects of social media on mental health. This move reflects Dove’s commitment to not only promoting self-esteem but also advocating for policy changes that can benefit individuals’ wellbeing.