Dove: That's Not My Name

Dove’s “That’s Not My Name” began with a problem inside a platform trend. On TikTok, the phrase and The Ting Tings’ song were being used to recall negative, hurtful nicknames—an entertaining format that could also reinforce toxic labels, body shaming and stereotypes, especially for young women and girls. As Head of Marketing at OLIVER, Felipe Delphorno led Dove/U-Studio’s Brazil work in social media, influencer and content. The strategy was not to repeat the trend, but to redirect it. Dove turned the meme into a movement against toxic nicknames, framing the recovery of one’s real name as a small but meaningful act of self-definition. The campaign launched organically in TikTok’s own language, working with real women and influencers who had experienced those labels and inviting creators to share the names or nicknames they had been given in childhood and adolescence. Participants were encouraged to speak out, tell their stories and insist on being called by their names. The work extended beyond the platform through media coverage and earned recognition at the 2022 TikTok Ad Awards, where Dove and Oliver won Best Campaign Focused on DE&I. No campaign performance metrics are documented in the available sources.