THE WHAT? Unilever-owned Dove is to become the first brand to trial ethical ad tech on Instagram, according to a report published by The Drum.
THE DETAILS The beauty brand will run a series of ads on its Stories, using technology created by Good Loop, revealing a swipe up link at the end which viewers can activate to donate to a good cause once they’ve watched the ad in its entirety.
The causes selected by the brand include the United Nations UN Women and its own Self-Esteem Project.
“The extension of our Unilever partnership to the Instagram environment is hugely exciting, not least because it’s testatment to our ability to connect charitable donations with digital advertising at scale,” Amy Williams, Co-Founder and CEO of Good Loop told The Drum.
THE WHY? It’s a win:win scenario for Unilever; in a world where you’ve got just 15 seconds to get your message across, its philanthropy will not only pull in more viewers but also catch their attention for longer.