The role of ambassadors, influencers, and a brand in co-developing gendered well-being: The case of selected Dove Philippines campaign

Abstract

With the changing trends in business, it is essential to understand how different actors involved in a campaign enable a brand’s objective. This study aims to understand how internal stakeholders of advocacy campaigns can lead to a positive outcome in terms of external stakeholders’ social well-being, particularly in advocating gender well-being. This study utilized qualitative data collection methods to gather perspectives from both internal and external stakeholders to understand how the roles and responsibilities of internal stakeholders collectively help initiate brand advocacy campaigns. In this study, collaborative networks, partner selection, and research and development were assessed with respect to the co-development business model that leads to positive gendered well-being. It was found that there is an existing tension between the normative aspects of beauty and the internal perceptions of consumers. However, respondents shared that the advocacy campaigns facilitated by both influencers and ambassadors as part of the Dove Philippines projects launched in 2020 and 2021 were effective, since they enhanced their self-acceptance, self-esteem, and self-empowerment. The findings from the study can be used as a foundation for future research regarding influencer and ambassador marketing in the Philippines. In addition, it provides a practical application of the co-development business model not only to achieve mainstream business and marketing goals, but more importantly, advancing well-being.