Mothers on Tik Tok – could there be anything more embarrassing for a teenage daughter?

Probably not.

In this series of films following the codes of Tik Tok, we are showcasing mother-daughter moments from daily life that bring to life the tension between their bond and the cringe all daughters feel, and rooted it in the powerful insight: ‘You make your daughter sweat. Recommend her Dove antiperspirant to protect and care for her underarms’.

In spring 2020 when Dove decided to create this campaign, Argentina was entering lockdown due to the pandemic and Tik Tok’s popularity had boomed, with families, couples and teenagers filming themselves dancing or performing challenges. Tik Tok quickly appeared as a very relevant channel for our young target considering 25% of Tik Tok users are aged 10-19. This is what triggered our curiosity for the channel and how the Tik Tok codes landed at the heart of the creative idea when we uncovered that hundreds of mums and daughters were already present and active on the platform.