As the pandemic impacted individuals and communities in negative ways, Dove Nourishing Body Care sought to raise awareness, drive engagement, and build affinity, loyalty, and advocacy by putting a spotlight on people who continued to reflect kindness, joy, and, most importantly, love through their jobs, advocacy, or community volunteering.

Rinck was tasked with creating a social influencer campaign to recognize Dove Everyday Heroes leading with love and helping keep 2020 afloat.

Rinck planned and executed a campaign with uplifting TikTok star Lexy Burke who surprised and recognized amazing people making a difference. Lexy’s TikTok videos told the inspiring stories of Nashville area Everyday Heroes, and local Heroes around the country nominated by the public.

More than 30 campaign TikTok posts reached 34 million people, had more than 2.5 million video views, 354,000 engagement events, and an average of 480 hours of viewing time per post.