Dove partners popular virtual ghost influencer in latest positivity push

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Personal care cosmetics brand Dove has partnered with animated social media influencer Lennnie to spread love and positivity on social media feeds.

Lennnie is a popular ghost-shaped blob that posts reassuring and adorable messages on Instagram and TikTok.

To kick off the partnership, which is part of the Dove Self-Esteem Project and in time for Thanksgiving, a song was posted with Lennnie telling viewers that it loves them and that they glow.

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The video focuses on the unhealthy effects when people let their self-esteem be driven by comparison on social media.

“Dove and I wanted to pop in and remind you that social media can be a carefully curated unrealistic representation of the human experience,” said Lennnie in the video.

“Do not compare entire your entire journey to the very very very cherry-picked highlights of someone else’s,” it continued.

In the caption, Lennnie said that it was there to fill people's feeds with love and to remind them that they are doing amazing.

MARKETING-INTERACTIVE has reached out for more information.

As Dove ramps up its efforts to promote positivity, it recently partnered with sportwear company Nike to help build the body confidence of girls aged 11 to 17 while empowering coaches and athletes around the world to celebrate the things active bodies can do.

According to research by Dove, low body confidence is the number one reason many girls quit sports. It found that 48% of girls dropping out from sports were told they don't have the right body for sports, with 56% being objectified or judged on their physical appearance.

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